PAID MEDIA

PPC Audit

A PPC audit of ad campaigns, conversion tracking, budgets, bidding, audiences, creatives and landing pages with a specific action plan.

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  • Conversion tracking
  • Budget control
  • Creative testing
  • Business KPI focus

QUICK ANSWER

What is the PPC Audit service?

A PPC audit of ad campaigns, conversion tracking, budgets, bidding, audiences, creatives and landing pages with a specific action plan. With the PPC Audit we start from the economics, the conversion definition and the quality of measurement. Account structure and Conversion tracking are treated as part of a test-and-learn system in which budget moves according to the business outcome, not just platform metrics.

Faster reachWe reach a relevant audience at the right moment and in the right channel.
Budget controlWe optimize spend against quality and business return.
Better learningThe structure allows real testing of audiences, creatives and offers.
Transparent resultsWe work with clear conversions, CPA, ROAS and qualified leads.

SCOPE OF THE SERVICE

What does a PPC Audit include?

Account structure

We use "Account structure" as part of a controlled test with a predefined success/stop criterion.

Conversion tracking

We tie the measurement logic to real business outcomes and validate whether the data is reliable enough for decisions.

Budget allocation

We allocate the budget according to marginal return, learning needs and the real quality of the conversion outcome.

Bidding

We set up the advertising logic according to the objective, audience signal, creative requirements and the way we will evaluate quality after the click.

Audiences / keywords

We set up the advertising logic according to the objective, audience signal, creative requirements and the way we will evaluate quality after the click.

Creative review

We analyze the current state, identify the gaps and order the tasks by impact, risk and required resources.

Landing pages

We use "Landing pages" as part of a controlled test with a predefined success/stop criterion.

Prioritized action plan

We assess the "Prioritized action plan" against the campaign objective, conversion quality and the available learning signal before moving budget.

OUR PROCESS

How PPC Audit work is carried out

  1. 01

    Economics

    We define conversion value, acceptable acquisition cost and how Account structure should support the business objective.

  2. 02

    Signal audit

    We check Conversion tracking, tracking quality and historical data before changing account structure or budget.

  3. 03

    Test design

    We form a hypothesis for Budget allocation and set success, stop and scale criteria in advance.

  4. 04

    Controlled launch

    We launch Bidding with a clean enough structure to understand what really affects the result.

  5. 05

    Optimization

    We change bidding, creative, audience and landing experience according to conversion quality, not a single isolated metric.

  6. 06

    Decision cycle

    We report on the business outcome and decide what to scale, change or stop.

DECISION SUPPORT

When does a PPC Audit make sense?

It is a good fit when

  • There is a measurable offer and a clearly defined conversion action
  • Tracking can capture quality after the click, not just traffic
  • You have a budget for controlled learning, not an expectation of a guaranteed result from a single test
  • We can work on Account structure and landing/creative dependencies at the same time when needed

What you will get

  • An account/campaign plan with a measurable conversion definition
  • A test matrix for audience, creative or offer
  • Clear budget and stop/scale criteria
  • Reporting tied to the business outcome

When will a PPC Audit not solve the problem on its own?

Before starting, we check whether this service is the right next step and which dependencies could limit the result.

  • When the business goal, the offer or the core audience have not yet been defined.
  • When the necessary access, data or a decision-maker for the project are missing.
  • When the problem lies in another layer of the customer journey and measurement, the website, content or inquiry follow-up need to be fixed first.
  • When there is no capacity to implement the recommendations and maintain the changes made.

What determines the scope and price of a PPC Audit?

We do not use a fixed price, because the real scope is determined after reviewing the current state, goals and dependencies. The proposal describes the specific activities, responsibilities and acceptance criteria.

DISCUSS YOUR PROJECT
  • The current state and the diagnosis needed before execution.
  • The number and complexity of the elements in scope, including Account structure and Conversion tracking.
  • The number of markets, languages, channels, systems or integrations.
  • The available content, data, design materials and technical access.
  • The need for a one-off delivery, phased implementation or ongoing work.

How do we determine the timeline?

After the initial review we map the dependencies and divide the work into stages with a verifiable result. The timeline depends on the scope, the readiness of materials, external systems and the speed of feedback. Where possible, we deliver the tasks with the highest business impact first.

What is needed from your side?

We need the relevant access and available data, context about the business and its goals, a decision-maker and timely feedback. At the very start we clarify who provides content, technical help and approvals.

PRACTICAL SCENARIO

A practical approach to the PPC Audit

The PPC audit looks for the cause behind the result and ends with specific changes to the account, tracking, creative and landing experience.

Process: Analysis, Plan, Execution and Measurement

MEASUREMENT

How we measure success

CPA / CPL

Cost per real goal. For the PPC Audit we assess this KPI together with conversion quality and unit economics before changing budget allocation.

ROAS

Revenue relative to ad spend. For the PPC Audit we assess this KPI together with conversion quality and unit economics before changing budget allocation.

Conversion Rate

Quality of traffic and landing experience. For the PPC Audit we assess this KPI together with conversion quality and unit economics before changing budget allocation.

Qualified Volume

Number of sales or quality leads. For the PPC Audit we assess this KPI together with conversion quality and unit economics before changing budget allocation.

SERVICE TEAM

The team behind this service

Every project has a lead expert and specialists for the specific parts of the execution. This gives strategy, technical work and measurement clear ownership.

Meet the whole team
Lead expert

Martin Vasilev

Head of Performance Marketing
Location
Bulgaria
Experience
9+ years
Service focus

PPC audit framework, budget efficiency and prioritization

View expert profile

Kaloyan Kolev

Google Ads & YouTube Ads Specialist
Location
Bulgaria
Experience
6 years
Service focus

Google Ads account, bidding and feed review

View expert profile

Kristina Popova

Meta & Social Ads Specialist
Location
Bulgaria
Experience
5 years
Service focus

Meta Ads structure, creative testing and funnel review

View expert profile

Valentin Dobrev

Analytics & Measurement Lead
Location
Bulgaria
Experience
8 years
Service focus

Attribution, measurement gaps and KPI validation

View expert profile

FREQUENTLY ASKED QUESTIONS

PPC Audit FAQ

PRACTICAL RESOURCES

Explore the topic in depth

Guides from DigitaL+ with concrete solutions, sources and the link between strategy, execution and measurement.

Go to the Knowledge Hub →

REAL PROJECTS

What execution looks like in practice

Selected projects from the DigitaL+ portfolio related to this service or to the same type of business challenge.

Go to the portfolio →
HippoLand - a DigitaL+ project
Real project

HippoLand

Google keyword and image advertising

Our advertising campaign for children's and baby clothes increased sales by 140% over 2 months and brought 15,000+ new customers to the site.

View the project in the portfolio →
Bulgarian Red Cross - a DigitaL+ project
Real project

Bulgarian Red Cross

A multi-channel Performance Marketing campaign for awareness, trust and donations

We built an ecosystem of Meta Ads, Google Display Network and Programmatic Marketing focused on mass reach, trust, direct donations and follow-up retargeting. The campaign reached 3,960,000 people,…

View the project in the portfolio →
Europa-Park - a DigitaL+ project
Real project

Europa-Park

Recruitment campaigns across all Balkan countries

We have been working with Europa-Park since 2019; so far we have held 6 interview rounds attended by a total of over 5,200 candidates for permanent and seasonal work.

View the project in the portfolio →

RELATED SERVICES

More services that complement the strategy

Performance MarketingLearn more →Google AdsLearn more →Meta AdsLearn more →TikTok AdsLearn more →LinkedIn AdsLearn more →

FREE INITIAL CONSULTATION

Ready to improve your PPC Audit?

We start with the conversion definition, economics and tracking quality. Then we define a controlled test and clear decision criteria.

0876 555 0670876 361 074[email protected]
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This policy aims to protect your personal data. If you have any questions or concerns about the use of your personal data, please contact us and we will help you. By using this site and/or our services, you agree to the processing of your personal data as described in this Personal Data Protection Policy.

Contents

  • Definitions used in this Policy
  • Data protection principles we follow
  • What rights you have regarding your personal data
  • What personal data we collect about you
  • How we use your personal data
  • Who else has access to your personal data
  • How we store your data
  • Information about cookies
  • Supervisory authority

Definitions

Personal data – any information relating to the identification of a natural person. Processing – any operation or set of operations performed on personal data or sets of personal data. Data subject – a natural person whose personal data is being processed. Child – a natural person under 16 years of age. We/us – No.

Personal data protection principles

We promise to follow these personal data protection principles:
  • Principle of lawfulness, fairness and transparency. Our data processing activities are lawful. We always consider your rights before processing your personal data. On request, we will provide you with information about the processing of your data.
  • Principle of purpose limitation. Our personal data processing activities are consistent with the purpose for which we collect the data.
  • Principle of data minimization. We collect and process only the minimum personal data necessary for the relevant purpose.
  • Principle of storage limitation. We will not keep your personal data for longer than necessary.
  • Principle of data accuracy. We will do everything in our power to ensure the accuracy of the data.
  • Principle of data confidentiality. We will do everything in our power to protect your personal data against unauthorized or unlawful processing, accidental loss, destruction or damage.

Rights of the data subject

The data subject has the following rights:
  1. Right to information – this means you have the right to know whether your personal data is being processed, what data is collected, where it was obtained and why, and who processes it.
  2. Right of access – this means you have the right to obtain the data we have collected from and about you. This includes your right to request and receive a copy of your personal data held by us.
  3. Right to rectification – this means you have the right to request the correction or erasure of personal data that is inaccurate or incomplete.
  4. Right to erasure – this means that in certain circumstances you can request that your personal data be erased from our records.
  5. Right to restriction of processing – this means that under certain conditions you have the right to restrict the processing of your personal data.
  6. Right to object – this means that in certain cases you have the right to object to the processing of your personal data, for example in the case of direct marketing.
  7. Right not to be subject to solely automated processing – this means you have the right to object to automated processing, including profiling, so that you are not subject to decisions based solely on automated processing. You can exercise this right when profiling produces an outcome with legal effects that concern you or significantly affect you.
  8. Right to data portability – you have the right to obtain your personal data in a machine-readable format or, where feasible, to have it transferred directly from one processor to another.
  9. Right to lodge a complaint – if we refuse your request under your Right of access, we will give you the reasons for the refusal. If you are not satisfied with how your request has been handled, please contact us.
  10. Right to assistance from the relevant supervisory authorities – this means you have the right to obtain assistance from supervisory authorities and the right to other legal remedies, such as claims for damages.
  11. Right to withdraw consent – you have the right to withdraw any consent you have given for the processing of your personal data.

What personal data we collect about you

Information you have provided to us This may be your email address, name, postal or home address, etc. Essentially, this is the information we need in order to provide you with the relevant product/service or to improve your experience with us. We keep the information you provide so that you can carry out various activities on our site, including commenting. This information includes, for example, your name and email address. Information that is automatically collected about you This includes information automatically stored by cookies or other tools for your internet session. For example, this is information about your shopping cart, your IP address, your shopping history (if any), etc. This information is used to improve your customer experience with us. When you use our services or browse the content of our website, your actions may be recorded in a log. Information from our partners We collect information from our trusted partners with confirmation that they have a legal basis to share this information with us. This is information that you have provided to them directly or that they have collected about you on another legal basis. See a list of our partners here. Publicly available information We may collect information about you that is publicly available.

How we use your personal data

We use your personal data to:
  • provide you with our services. This includes, for example, registering your account; providing other products and services you have requested; providing promotional products at your request and communicating with you about those products and services; communicating with you; notifying you of changes to services;
  • improve your customer experience;
  • comply with an obligation under law or contract.
We use your personal data on a lawful basis and/or with your consent. In connection with entering into a contract or fulfilling contractual obligations, we process your personal data for the following purposes:
  • to identify you;
  • to provide you with a service or to send/offer you a product;
  • to contact you in order to complete a sale or issue an invoice;
On the basis of legitimate interest, we process your personal data for the following purposes:
  • to send you personalized offers (from us and/or from our carefully selected partners);
  • to administer and analyze our customer database (purchasing behavior and history) in order to improve the quality, variety and availability of the products/services we offer/provide;
  • to conduct customer satisfaction surveys;
Unless you inform us otherwise, we consider it part of our legitimate interest to offer you products/services that are similar or identical to your purchase/visit history. With your consent, we process your personal data for the following purposes:
  • to send you newsletters and campaign offers (from us or from our carefully selected partners);
  • for other purposes for which we have asked for your consent;
We process your personal data to fulfill obligations arising from law and/or use your personal data for options provided by law. We reserve the right to anonymize the personal data we have collected and to use it in that form. We will use data outside the scope of this Policy only when it has been anonymized. We keep payment/billing information and other information collected from you for as long as necessary for accounting purposes or other legal obligations, but no longer than the law provides. We may process your personal data for additional purposes not mentioned here that are compatible with the original purpose for which the data was collected. To do this, we make sure:
  • that the link between the purposes, context and nature of the personal data is suitable for further processing;
  • that the further processing does not harm your interests, and that appropriate safeguards for the processing are in place.
We will inform you of any further processing and its purposes.

Who else has access to your personal data

We do not share your personal data with strangers. In some cases your personal data is provided to our trusted partners in order to deliver the service to you or to improve your experience as our customer. We share your data with: Our processing partners:
  • #
Our business partners:
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Related third parties:
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How we protect your personal data

We make every effort to protect your personal data. We use secure protocols for communication and data transfer (such as HTTPS). We use anonymization and pseudonymization where appropriate. We monitor our systems for possible vulnerabilities and attacks. Although we do our best, we cannot guarantee the security of information. However, we promise to notify the relevant authorities of any data breach. We will also notify you if there is a threat to your rights or interests. We will do everything we reasonably can to prevent security breaches and to assist the authorities should a breach occur. If you have an account with us, please remember to keep your username and password secret.

Children

We do not intend to collect or knowingly collect information from children. Our services are not aimed at children and they are not our target customers.

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We use cookies and/or other similar technologies to analyze user behavior, administer the website, track users' movements and collect information about users. This is done in order to personalize and improve your experience with us. A cookie is a small text file stored on your computer. Cookies store information that is used to help the site work. Only we can access the cookies created by our website. You can control cookies from your browser. If you choose to disable cookies, this may prevent some features you may wish to use on our site from working. We use cookies for the following purposes:
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You can remove cookies stored on your computer through your browser settings. You can also control some third-party cookies by using privacy-enhancing platforms such as optout.aboutads.info or youronlinechoices.com. If you would like more information about cookies, visit allaboutcookies.org. We use Google Analytics to measure traffic to our website. Google has its own privacy policy, which you can review on their site or here. If you would like to opt out of Google Analytics, visit the Google Analytics opt-out page.

Supervisory authority

Commission for Personal Data Protection

Changes to this Personal Data Protection Policy

We reserve the right to make changes to this Personal Data Protection Policy. The Policy was last amended on 21 May 2018.
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