A PPC audit that measures your account against business outcomes.
DDM's PPC audit service reviews your Google Ads and Microsoft Ads programs the way the business experiences them: which queries, campaigns, and budgets produce qualified pipeline - and which quietly absorb spend. You receive a prioritized action plan, not a checklist.
Senior-led · Google + Microsoft Ads · CRM-connected analysis · Prioritized roadmap
Platform health matters. What happens after the click matters more.
A typical PPC audit tells you whether match types are tidy and tracking tags fire. Useful - but incomplete. In B2B, the real questions are which queries attract in-profile companies, which campaigns generate qualified conversations, and where budget is working against the business's actual priorities.
DDM's audit connects account structure and performance data to CRM signals and lead quality, so the findings reflect what the business values - and the recommendations are sequenced by impact, effort, and risk.
An audit should change what you do next quarter - not just what you fix this week.
What the DDM PPC audit covers.
Every audit is conducted by a senior paid media lead - the same people who manage accounts day to day - across six areas.
Account and campaign architecture
Campaign structure, match types, search themes, naming, and segmentation are reviewed against buyer intent and business priorities - identifying overlap, fragmentation, and wasted coverage.
Query and keyword quality
Search query mining reveals where spend actually goes: irrelevant queries, brand cannibalization, missed negatives, and high-intent terms that deserve their own structure.
Budgets, bidding, and pacing
Bid strategies and budget distribution are assessed against the role each campaign plays and the reliability of the conversion signal feeding automation.
Audiences and targeting signals
First-party lists, in-market segments, remarketing, and observation layers - are they present, correctly applied, and informing decisions?
Conversion and CRM signal integrity
What is being counted as a conversion, whether enhanced conversions or offline conversion data are connected, and whether the platform is optimizing toward the deepest reliable business signal.
Ads, assets, and landing destinations
Client-approved messaging, asset coverage, and landing-page alignment are reviewed for message-to-intent fit - with recommendations your team and creative partners can act on.
What you receive.
The deliverable is built to be used - by your team, your partners, or DDM.
A prioritized action plan
Findings ranked by business impact and implementation effort, with clear owners and sequencing - quick wins first, structural changes planned.
A waste and opportunity map
Where spend is leaking to low-value queries and audiences, and where demand exists that the current structure cannot capture.
A measurement readiness assessment
Which CRM stages and offline signals are reliable, timely, and frequent enough to feed reporting or bidding - and what to fix before changing optimization goals.
A working session with your team
We walk through findings together, answer questions, and agree on what happens next - whether DDM implements it or your team does.
Built for B2B teams who suspect their account could work harder.
- You spend meaningfully on Google Ads or Microsoft Ads and want an independent senior review.
- Lead volume looks fine on paper, but lead quality or CRM progression raises questions.
- The account has grown organically and structure no longer reflects business priorities.
- You are inheriting an account from another agency or an internal transition.
- You want a clear, prioritized roadmap before committing to an ongoing program.
The audit is a standalone engagement. If the fit is right, it can roll directly into DDM's ongoing paid search management - but there is no obligation.
PPC audit questions, answered.
How is this different from a free PPC audit?
Free audits are typically automated scans or sales tools. DDM's audit is a senior-led, manual review of your actual account data - queries, structure, bidding, audiences, and conversion signals - connected to CRM outcomes where the data supports it. You receive a prioritized plan, not a score.
What do you need from us to run the audit?
Read access to Google Ads and Microsoft Ads, Google Analytics, and - where available - CRM or lead-quality data. We also ask for a short working session on business priorities, ICP, and what a qualified outcome looks like for your team.
How long does a PPC audit take?
Most audits complete in two to four weeks depending on account size and data access. The engagement ends with a working session to review findings and the prioritized roadmap.
Does the audit cover Microsoft Advertising?
Yes. Google Ads and Microsoft Advertising are reviewed together so the findings reflect your full paid search footprint.
Who implements the recommendations?
Whoever you choose. The roadmap is written to be executed by your internal team, an existing partner, or DDM. Many clients continue into DDM's ongoing paid search management, but the audit stands on its own.
What happens after the audit?
You decide. Some teams implement internally with periodic DDM check-ins; others move into an ongoing engagement. If the account is healthy, we will tell you that too.
Find out what your PPC account is really telling you.
Discuss your current account, your lead-quality questions, and what a senior-led audit would cover.