PPC Audit

A PPC audit makes sense if you're already investing budget in paid campaigns but something feels off about the return. It's particularly worth doing when:

• your CPAs are too high and budget is being wasted on campaigns that don't convert,
• your account has grown over time and structure has been lost along the way,
• you're managing the setup in-house but need an objective outside perspective,
• you're coming to us as a new client and you’re missing a solid, data-driven strategy.

• Cost efficiency: We identify budget drains and put a stop to unnecessary spending.
• Performance boost: We uncover hidden potential to improve your conversion rate.
• Full transparency: You get an honest, independent picture of where your campaigns actually stand.
• A clear action plan: No vague assumptions. Just prioritised, actionable recommendations you can implement straight away.

Step 1: We ask questions

Before diving into the analysis, we want to understand where you're headed and what truly matters to you. In a kick-off call we cover questions like:

• The pain point: Why now? What's prompting the audit (stagnating sales, CPAs that are too high, a declining ROAS)?
• The goal: What's the primary objective of your campaigns – hard conversions like purchases and leads, or reach and brand awareness?
• The numbers: What's your customer lifetime value (CLV) and what's the maximum you can afford to pay for a new customer or lead?
• The audience: Who are you actually trying to reach and are there secondary or tertiary audiences currently eating into your budget without delivering results?
• The history: Who has managed the account so far, and which strategies have been tried – and didn't work?

Step 2: We define the project scope

We openly discuss the project scope, priorities, and budget. This creates clarity and ensures we can work with a clear focus.

Step 3: We assess the current status

We review the competitive landscape and take a comprehensive look at all your active PPC channels. Here's what we examine:

• General setup & tracking: Are your conversions (both primary and secondary) set up correctly and actually measuring what matters?
• Search engine advertising (e.g. Google Ads): How is the campaign structure built? We analyse keywords, match types, ad copies and the connected landing pages. Are key extensions like callouts, sitelinks and structured snippets being used effectively? And how do the optimization scores stack up?
• Social Ads (e.g. Meta Ads): We review the campaign structure, conversion setup and the performance and relevance of creatives and ad copies.

Step 4: We analyze and identify patterns

We don't just collect data. We interpret it. This is where the picture starts to take shape: where are the technical issues? Which campaigns are burning money? Which keywords or audiences offer the biggest lever for quick wins?

Step 5: We define the next steps

You receive a clear, actionable recommendations report. If needed, we walk through the findings together and show you exactly which adjustments need to be made to get more out of your campaigns.

• You have a retainer (monthly online marketing budget): In that case, the PPC audit is already a fixed part of our service. If you're using multiple ganztags. services, we set monthly priorities together to ensure the most important tasks are tackled as fast as possible.

• You had a fixed project budget: Once all agreed services have been delivered and the allocated hours are used up, you have the following options:

1. The project is completed and no further action is required. Keep in mind, however, that PPC is a very dynamic field, and campaigns that perform well today will need adjustments tomorrow.
2. We agree on a follow-up project budget and implement the identified measures directly – so your campaigns stay profitable long-term.
3. You switch to a monthly retainer so you can benefit from additional services.