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How we deliver this
Every Fuel audit follows the same three-stage method. Here is how it applies to this service.
Stage 01
We obtain read-only access to all paid search platforms and extract 12 months of granular data — not agency dashboards, the source of truth.
Stage 02
Assessment of account architecture, bid strategies, audience layers and Quality Score drivers — the structural issues that cap performance regardless of tactics.
Stage 03
Prioritised action plan separating immediate savings (negatives, pauses) from structural improvements (restructure, tracking rebuild, strategy shift).
Paid search looks healthy on dashboards because agencies report on what is easy to measure. The waste hides in match-type expansions, automated bidding without proper guardrails, conversion signals that fire on the wrong events, and account structures inherited from launch that have never been revisited.
Broad and phrase match terms triggering on irrelevant queries
Quality Score below 6 inflating CPCs by 30–60% across core keywords
Conversion tracking double-counting, under-counting or counting non-revenue events
Smart Bidding strategies optimising to the wrong objective
Agency management fees layered into CPCs without disclosure
Duplicate keywords competing against each other across ad groups
Brand keyword spend defending traffic that would arrive organically
We pull 12 months of search-term reports, bid history, conversion data and change logs directly from the platforms — not agency summaries. This reveals what the account is actually doing, where budget is being consumed, and which decisions are driving or destroying performance.
Search-term-level waste analysis across every campaign
Quality Score audit with diagnosis by keyword, ad and landing page
Conversion tracking validation against back-end revenue data
Bid strategy stress-testing against historical performance
Agency fee and markup identification across CPC and service tiers
Competitor auction insights and impression share analysis
A proven methodology refined across years of specialist engagements
We obtain read-only access to all paid search platforms and extract 12 months of granular data — not agency dashboards, the source of truth.
Before analysing performance, we verify that conversions are being counted correctly. Most audits uncover tracking issues that invalidate historical reporting.
Search-term-level review identifies queries that should never have been matched, keywords with zero conversion history, and spend going to out-of-market audiences.
Assessment of account architecture, bid strategies, audience layers and Quality Score drivers — the structural issues that cap performance regardless of tactics.
Analysis of agency fees, platform markups and any retail media or co-op funding flows that obscure true cost per acquisition.
Prioritised action plan separating immediate savings (negatives, pauses) from structural improvements (restructure, tracking rebuild, strategy shift).
Typical timeline: 4–6 weeks
Every element of our ppc audits service
Tangible outputs that drive real commercial impact
Complete findings across every platform and campaign, with quantified waste estimates
Line-by-line list of spend that did not earn its place — negative keywords, pauses and restructures
Independent verification of conversion data against your back-end revenue
Per-keyword analysis of Quality Score drivers and improvement actions
Recommended campaign, ad group and asset group architecture
Breakdown of agency and platform fees compared against market benchmarks
Prioritised 90-day action plan with projected savings
Measurable results from our ppc audits engagements*
20–40%
Wasted Spend Identified
Typical share of PPC budget we surface as recoverable in the first 90 days
15–30%
CPC Reduction
Average improvement on core keywords after Quality Score remediation
9 in 10
Conversion Tracking Issues
Share of audits where we find material tracking problems inflating or deflating reported performance
4–6 weeks
Audit Timeline
Typical delivery for a full multi-platform PPC audit
*Based on outcomes achieved across previous client engagements. Results vary depending on the scope and complexity of each audit.
Common questions about our ppc audits service
Specialist analysis of your digital advertising across every platform and channel
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