An account audit should explain where money is going and which changes deserve attention first. It is especially useful when an established campaign produces clicks but the business cannot connect those clicks to worthwhile sales conversations or profitable orders.
Check the evidence before the settings
Choose a period that reflects your buying cycle and note promotions, outages or stock shortages. Compare platform conversions with orders or CRM records without expecting different attribution systems to match perfectly. Check for duplicated purchase events, forms counted before submission and old goals that still influence decisions. Document what is reliable, what is uncertain and what requires a controlled test. Otherwise an apparently successful campaign may simply be counting the wrong actions.
Review relevance and destination quality
Read search terms against the actual offer. Separate genuine buyer intent from unrelated meanings, research queries and job enquiries. Review exclusions carefully so useful demand is not blocked. Inspect the advertised landing pages on a phone: do they show the promised service, location, offer and next step? Check forms, phone links and confirmation states. Include location and language settings in the audit, particularly when a local service attracts enquiries from places it cannot serve.
Turn findings into a prioritised work list
A useful audit ranks problems by likely impact, confidence and effort. Repair broken measurement before making strong performance conclusions. Resolve misleading destinations before buying more traffic. Keep an account of changes so the next review can distinguish results from assumptions. Ask for a concise action plan, owners and dependencies rather than an export of every setting. Sharbal Studio’s paid-advertising scope can include an audit followed by separately defined implementation; agree whether creative, website edits and tracking repairs are included before approving the proposal.
Practical checklist
- Test a real lead or order end to end.
- Review search terms and landing pages together.
- Request ranked actions with named owners.
What should we prepare before requesting a proposal?
Share your website, target markets, available assets and the commercial outcome you need. Include recent reporting if available. Sharbal Studio can use this brief to scope the relevant service, deliverables, responsibilities and measurement plan before work begins.
Further reading
Official or specialist references for context. The workflow and examples above are studio guidance, not guarantees of campaign results.
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