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
Enterprise Backup: Scaling Enterprise Demand Generation Against IBM, Dell and Veeam
Challenge Global enterprise backup market Limited budget Strong incumbents Role Fractional Head of Growth / Marketing Leadership Responsibilities GTM strategy Demand generation Marketing operations Revenue forecasting International expansion Sales alignment Results Leads: 300 → 10,000 annually Opportunities +150% CPL 5x below industry benchmark Expansion into North America, Europe, LATAM and ANZ
SharePoint SaaS: Scaling Global Demand Generation for a Leading Apps Vendor
Challenge Limited organic visibility and low inbound trial downloads in a competitive SharePoint software market. Needed to generate qualified demand across North America, Europe, ANZ, and LATAM. Required a scalable acquisition strategy to support long B2B software buying cycles. Role Fractional CMO & Head of Growth Results Built a scalable global demand generation engine supporting…
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Microsoft Data Protection: Building Enterprise Demand Generation in Cybersecurity
Challenge Generated fewer than 5 leads per month in a competitive cybersecurity market. Needed to increase visibility and credibility among enterprise and government buyers. Required a scalable demand generation strategy across DACH, Nordics, and ANZ despite 6–12 month sales cycles. Role Fractional CMO & Head of Growth Responsibilities Go-to-Market (GTM) Strategy Demand Generation Marketing Operations…
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BIM Software: Scaling Global Demand Generation and Pipeline Growth
Challenge Needed to establish category leadership in the highly competitive BIM software market. Required a scalable demand generation engine to support global growth across North America, Western Europe, MENA, and ANZ. Needed to consistently generate and nurture qualified opportunities through a 3–6 month enterprise buying cycle. Role Fractional CMO & Head of Growth Results Generated…
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AI Fashion Design SaaS: Building a Predictable Growth Engine
Challenge Organic growth was impacted by a Google Core Update and inconsistent acquisition performance. Needed to identify scalable growth channels while maintaining strict CAC and ROI targets. Required optimisation of the entire customer journey from acquisition to paid conversion. Role Fractional CMO & Head of Growth Results Recovered organic visibility and resumed growth in key…
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Fintech SaaS: Building Organic Growth in a Competitive Search Market
Challenge Needed to compete against established fintech players for highly competitive subscription-tracking keywords. Existing website platform created technical SEO limitations that constrained growth. Required a scalable acquisition strategy across North America, the UK, and ANZ. Role Head of Search Growth Results Led a complete website platform migration to remove growth-limiting technical constraints and improve search…
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B2B eCommerce Platform: Scaling Global Demand Generation and Market Visibility
Challenge Needed to compete in a crowded B2B commerce market against established enterprise platforms. Required stronger visibility for high-value commercial keywords related to eCommerce, marketplaces, and eProcurement. Needed a scalable lead generation engine across North America, Western Europe, and APAC. Role Head of Digital Marketing Results Increased daily organic traffic from 150 to 450 visitors,…
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Salesforce Data Management: Scaling Global Demand Generation
Challenge Needed to compete in the highly competitive Salesforce ecosystem against larger and better-funded vendors. Required stronger visibility across data management, backup, archiving, and compliance categories. Needed a scalable demand generation engine capable of supporting enterprise pipeline growth across multiple global markets. Role Head of Search Growth Results Increased visibility across strategic Salesforce data management,…
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Creative Operations SaaS: Building Organic Growth and Category Visibility
Challenge Needed to establish category awareness in a crowded creative technology and marketing operations market. Required visibility for both high-volume awareness keywords and high-intent commercial search terms. Needed a scalable acquisition engine capable of generating qualified demand without relying solely on paid channels. Role Head of Search Growth Results Built an organic acquisition engine from…
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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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