SEM & PPC Audit Services
Conversion Tracking Verification
Every audit begins with the verification of data quality. Your conversion tracking should be set up correctly to report on meaningful actions (leads, sales etc). Tracking data accurately allows you to make data-driven decisions, which leads to higher returns.
Verification of Integration of Analytics Platforms
I check that Google Ads is integrated to Google Analytics (GA4). When implemented correctly, this tight integration will allow you to track conversions, examine the user behavior of the traffic, analyze user demographics, and leverage this real-time data to optimize PPC conversion funnels in exploration reports.
Competitor Analysis & Strategic Keyword Research
I analyze competitors using PPC intelligence tools to identify key players in your industry and assess their SEM strategies. This is crucial for keyword research, optimizing ad copy and bidding strategies to keep the edge over competitors.
Account Structure Review
The key to success in PPC campaigns is the structure of your account. I audit the structure of your Google Ads account to make sure it’s organized into relevant campaigns and ad groups. This enables superior management of campaigns, budget, and ROI.
Campaign Settings Analysis
I analyze and optimize your campaign settings, including budget, bidding strategies, targeting and audience options, ad scheduling, delivery options, devices and more. By fine-tuning these elements, I ensure that your campaigns are running effectively and reaching the right audience at the right time.
Keyword Performance Evaluation
I continuously assess the performance of your individual keywords to ensure that they drive quality traffic. Based on this evaluation, I make adjustments by changing match or adding negative keywords to reduce wasted spend.
Bidding Strategy Analysis
I review and optimize your bidding strategies, whether using manual bidding (enhanced CPC) or automated options like Maximize Clicks, Target CPA, Target ROAS, Maximize Conversions or others. My approach ensures that your campaigns are cost-effective while driving the best possible results.
Budget Allocation Review
I have a look at how you allocate budget between campaigns to make sure your ad spend is being utilized effectively. I leverage portfolio strategies that help budget allocation so that high-priority campaigns get funded appropriately and maximize ROI.
Targeting Options Assessment
I make sure your ads are reaching the most relevant users by analyzing your audience targeting options. In order to drive ad relevance and conversion rates, I fine-tune these settings, be it demographic, geographic, language, or other forms of audience targeting. I will also spend a good chunk of time working on the audience exclusions to eliminate wasted spend.
Check on the Usage of Ad Extensions
The availability of ad extensions helps to increase ad visibility, CTR, and engagement. During the audit, I review ad extension setup to identify unused options (sitelinks, callouts, structured snippets, etc.) and add extensions for improved performance.
Ad Quality Score Analysis
I review your quality scores and suggest specific changes that will boost the quality of your ad copies (headlines and descriptions) and landing pages. Higher quality scores give you better placement for your ads at a lower cost-per-click (CPC), saving you money by making the most out of your campaigns.
Analyzing Performance Metrics (CTR, CPC, Conversion Rate, ROAS, ROI)
Key performance metrics such as CTR, CPC, conversion rate, ROAS, and ROI are constantly monitored and analysed. By continuously scrutinizing the information, I apply data-driven optimizations that increase the potency of your campaigns and ensure superior returns on the investment.
Paid search failures come from weak measurement and strategy, not lack of spend.
Many Australian businesses run search ads because “that’s what you do.” Budgets are set. Campaigns launch. But nobody really knows what’s working or why costs climb without results.
A search engine marketing audit is a focused diagnostic. It examines your paid search setup not by surface metrics, but by how well your account captures intent, drives conversions, and aligns with business goals.
It reveals gaps in structure, bidding logic, audience targeting, conversion tracking, and attribution that hide true performance.
This audit does not just list “issues.” It explains why performance is stuck, where budget leaks are happening, and how your account could actually perform if set up with clear logic. It looks at how your ads interact with landing pages, your analytics systems, and the real searches your customers use.
Good SEM audits shift the conversation from “we spent X” to “we gained Y — and here’s how.” They expose hidden weaknesses that inflate costs and obscure value. They give you clarity so decisions are grounded in how paid search actually behaves for your market, not in arbitrary benchmarks.
You focus on running the business.
I deliver the clarity and insights that let you fix, refine, or rebuild your SEM approach with confidence.
SEM & PPC Audit Outcomes
What You Receive After Completion:
● In-depth Audit PDF Document
● Prioritized Implementation To-Do List
● Implementation Guide for Your Agencies
● Online Audit Review Session
What You Can Expect After Implementation:
● Improved PPC ROAS & ROI
● More Leads & Online Sales
● Higher PPC Leads Quality
● Easier & Faster Deal Closing
PPC and SEM Portfolio
Account-Based Marketing on LinkedIn for B2B SaaS (Workspace Collaboration Tool)
This vendor is a leading workspace software company focused on providing CRM, project management, collaboration, websites, and HR solutions in a single workspace tool that improves the organization’s productivity, streamlines operations, and enhances marketing efficiency for companies of all sizes. The project aimed to establish account-based marketing (ABM) through LinkedIn as a lead generation channel…
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Technical & Off-Page SEO for Fintech SaaS (Subscriptions Tracker)
Originally founded as a dedicated server provider, the company later expanded to offer premium CDN solutions on a reselling basis. Based on customer feedback regarding difficulties in managing subscriptions, the team developed a financial subscriptions tracker as a spinoff. Initially the project faced challenges with ranking for competitive keywords like ‘subscription tracker’ and ‘track subscriptions’…
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SEO and LinkedIn Lead Generation for Prominent B2B ECommerce Platform
This company is a large platform for B2B e-commerce that uses advanced architecture to create multi-vendor marketplaces, order management systems, e-procurement solutions, PIM systems, and many others. The client’s name falls under NDA. A significant surge in our SEO traffic has been documented since 2018, ascending from 150 to 450 site visitors per day, which…
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SEO, PPC (SEM) and LinkedIn Advertising for Leading BIM Software Company
This company is developing the industry-leading integrated BIM software. The name of the client is under NDA. The goal of this 5-year project is to generate leads (trial downloads, contact form submissions, and whitepaper downloads) and nurture them to the end of a 3- 6 month sales cycle. The target regions include North America, Western…
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SEO, PPC & Display, Email Nurturing and Paid Social for Notable SharePoint Apps Vendor
The company in question develops applications and web parts for SharePoint Online and on-premises. The client’s name falls under NDA. The three-year project with the client has a goal of improving organic SEO traffic while generating trial downloads, leading more clients down the sales funnel. The campaign’s target regions include not only Western Europe and…
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Multilingual SEO, PPC, Paid Social and Email Marketing for Trusted SharePoint Data Protection Vendor
This vendor provides solutions that help businesses and governments identify, protect, and control access to sensitive information. These solutions restrict access to sensitive content to IT administrators and make it difficult to steal or misuse information. This two-year project included lead generation using PPC advertising in Google Ads, display retargeting, SEO optimization, social network advertising,…
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Programmatic SEO for Growing Creative Management B2B SaaS
This company is a B2B SaaS workplace that allows end users to create, collaborate on, and launch advertisements at scale. It can provide the means to out-market competition, go to market faster, and multiply creative variety/volume without losing in quality. The client’s name falls under NDA. We have achieved several impressive feats so far (as…
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Advanced SEO for Leading Salesforce Data Management Platform
We’ve collaborated with a leading vendor specializing in data backup, archive, and recovery solutions for Salesforce. Our project was focused on increasing organic traffic by working on tech SEO revamp, updating current content, analyzing search intent and adding new content, as well as acquiring quality backlinks. In just 5 months, we achieved several key results…
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SEO, PPC (SEM), SMM, Paid Social & Email Marketing for Enterprise Backup Software Vendor
This ongoing, 9-year project has both lead and demand generation objectives. One of the project goals is to generate at least 800 MQLs monthly with 30% conversion rate into SQLs. To accomplish this task, I am using the following channels: PPC in Google Ads (for branded and selected target keywords), SEO for a much broader…
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Testimonials
Awards & Certificates
Honored as a Global Leader by Clutch in Fall 2023
LinkedIn Certified Marketing Insider with Case Study
Award-winning PPC, SEO & Digital Strategy Expert in 2024
Google Ads & Google Analytics Certified Individual
Recognized as a Top Freelance SEO Expert in 2024
Top Inbound Marketing Company by Clutch in 2023
SEM Audit Services Pricing
SEM audit pricing varies based on the size of your ad accounts (number of campaigns and keywords), the complexity of your niche, and the scope of analysis required. Basic account audit costs AUD 1,000 excl. GST, while more sophisticated analysis with unique audit objectives can raise the price up to AUD 3,000 excl. GST for advanced audits.
All these prices are solely for my consulting efforts. In addition to consulting fees above, there may be direct costs such as advertising budgets, copywriting and web development services, PPC management software and others depending on your specific project.
Independent Audit Consultant vs. Your PPC Agency
Nowadays, many businesses leverage PPC advertising and its cost is skyrocketing while ROI is diminishing. At the same time, not everyone has their own in-house talent or independent experts to evaluate and improve the effectiveness of advertising campaigns. Why is it necessary to engage an external consultant for an audit, rather than simply relying on your agency?
Firstly, the unit economy of agency work allows for a limited level of service, which often affects the effectiveness of advertising campaigns.
Secondly, most of advertising agencies are interested in reducing their costs when they have already received your budget or heard the results of the tender.
Thirdly, the agency will unlikely perform a truly independent analysis of advertising campaigns, because they will only be interested in extending their contract.
Don't fall in the trap of free audits. Order from experienced professionals that are independent and have no intention to run your campaign after audit.
FAQ FOR MY SEARCH ENGINE MARKETING SERVICES
Why is an SEM audit important?
An SEM audit helps you identify inefficiencies, such as wasted ad spend or underperforming keywords. By pinpointing these issues, you can adjust your strategies to improve return on investment (ROI), enhance ad relevance, and drive more qualified traffic to your site.
How often should I conduct an SEM audit?
It is recommended to conduct an SEM audit every 2-6 months, depending on the size and complexity of your campaigns. Regular audits ensure that your campaigns are aligned with evolving business goals, market trends, and changes in platform algorithms.
What aspects are covered in an SEM audit?
From keyword performance and bidding strategies to ad copy effectiveness, account structure, conversion tracking, and audience targeting, the audit breaks down each component for further analysis with regard to strengths as well as weaknesses.
How can an SEM audit improve campaign performance?
By conducting an SEM audit, you gain insights into how your campaigns are performing and where improvements can be made. The audit helps optimize bids, refine targeting, enhance ad copy, and improve conversion rates, ultimately leading to more efficient and effective campaigns.
Can I conduct an SEM audit myself?
As SEM audits are often conducted using professional tools, it makes sense to run a basic SEM analysis yourself using the tools available to you, but a professional SEM audit ultimately allows you to receive far more insightful data, analysis, and recommendations. While you may have a rough idea of how many clicks you've generated or how much engagement your content has created, a professional audit digs deeper to go beyond the metrics and analyze the root cause of your metrics performing not well.
What do I get in an SEM audit report?
An SEM audit report includes a detailed analysis of your campaign’s performance metrics, keyword analysis, ad copy review, account structure evaluation, and suggestions for improvement. This actionable report can help you optimize your campaigns and achieve better results.
Will I have to make lots of changes if I do an SEM audit?
How much you need to change following an SEM audit is dependent on what we will find. Sometimes, slight adjustments in ad copy or bidding strategies can deliver results. Although, keep in mind, if your campaigns are performing poorly, there may be much broader changes needed to drive results.
Get in touch
Feel free to ask me questions on my SEM audit services. I will try to reply you in 1 business day.
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