Contextual advertising audit

Why an advertising campaign audit should not be postponed “until later”

Contextual advertising on Google Ads attracts the target audience, but without regular analysis, it can imperceptibly drain the budget. Locomotive Digital's contextual advertising audit reveals hidden problems, optimizes costs and enhances ROI. Minor errors in ad settings reduce ad effectiveness, increasing the cost of attracting customers. Delaying an audit distances you from profits.

Google is constantly improving algorithms, making it more difficult to manage campaigns. Ordering a contextual advertising audit is a step towards controlling traffic quality and budget.

Money flows quietly: how does it happen

Irrelevant search queries or incorrect keywords result in ads being shown to non-target audiences, increasing the cost of a lead. An audit of an advertising campaign reveals such leaks, redirecting the budget to effective channels:

• Non-targeted clicks — ads are shown for general queries.
• Excessive costs — the budget is spent on low-conversion keys.
• Poor analytics — the lack of Google Analytics makes it difficult to track conversions.

The analysis saves up to 25% of the budget. Auditing contextual advertising is the first step towards optimization.

Google PPC audit: competitors are already being optimized — don't be left behind

Competitors use performance evaluation to improve their campaigns through ad account analysis. An external PPC audit allows you to study their approaches and strengthen your strategy.

Quick wins: what can be fixed in a day

Bugs such as incorrect geo-targeting or lack of extensions are fixed within hours. Google's PPC audit provides a plan for immediate improvements, improving traffic quality.

Contextual advertising audit: typical “sores” of advertising accounts

Google AdWords mistakes reduce relevance and conversion analysis, even in seemingly successful campaigns. An audit of contextual advertising reveals problems, restoring the effectiveness of advertising.

Cannibal keywords and duplicates

Cannibal keywords compete within an account, reducing positions and increasing the cost per click. Website audit for contextual advertising eliminates duplicates and optimizes the structure:

• Key conflicts — query intersections reduce impressions.
• Repetitions — duplicate keys consume the budget.
• Low accuracy — keys do not match landing pages.

The analysis of search queries solves these problems. A clear structure enhances conversions.

Wrong matcher: when broad eats up the budget

Broad match spends your budget on irrelevant searches. Performance assessment adjusts compliance types, improving targeting accuracy.

Remarketing “to nowhere”: impressions for those who bought it a long time ago

Wrong remarketing spends money on an audience that has already converted. The analysis redirects ads to potential customers.

Step-by-step audit of an advertising campaign from Locomotive.digital

Ordering a contextual advertising audit from Locomotive Digital means getting a systematic process that ensures the optimization of campaigns at all levels. We analyze your Google Ads account, from settings to analytics, to identify weaknesses and suggest solutions. Our approach includes rapid testing for quick improvements and in-depth analysis for long-term results. We analyze campaign structure, keywords, UTM tags, and Google Analytics integration to ensure data transparency. This allows you to improve traffic quality, reduce the cost of attracting customers, and prepare your account for scaling. An audit of contextual advertising pays off by saving the budget and increasing conversions.

Quick screenshot audit in 30 minutes

A screenshot audit is a quick check of Google Ads to identify obvious errors. We assess structure, geo-targeting, and budget, offering quick recommendations.

• A superficial check — we check the settings and budget limit.
• Interface — we are looking for errors in account management.
• Tips — we give instant improvements.

Expert opinion saves resources in half an hour. This is the start for an in-depth analysis.

In-depth analysis of structures: campaigns, groups, announcements

During in-depth evaluation, we analyze campaigns, groups and ads, eliminating overlaps and optimizing the structure. We check relevance for scaling.

Verification of UTM tags and end-to-end analytics

Verifying the correctness of UTM tags and integrating with Google Analytics ensures accurate data. This is the key to assessing traffic quality.

PPC audit: metrics we look at first

A PPC audit focuses on metrics that determine the success of campaigns. We analyze data to increase ROI.

CPA, ROAS, and double-verified conversion

CPA (cost of action) and ROAS (return on costs) show the return on advertising. We check conversions via Google Analytics for accuracy:

• CPA — we estimate the cost of a lead by keywords.
• ROAS — we analyze the profitability of campaigns.
• Conversions — we check our goals in analytics.

Metrics provide clarity. Optimization pays off for an audit of contextual advertising.

Quality Score: A cheap click starts here

Quality Score determines the cost per click and the position of ads on Google Ads. A high quality score reduces costs, improving the relevance of ads, keywords, and landing pages. Relevance analysis reveals weak keys and improves ad texts. We check page loading speed, content compliance, and user experience on the site to improve Google's score. This makes it possible to reduce the cost of attraction and increase impressions in search results.

Lost Impr. Share: The Money You Didn't Earn

Lost Impression Share shows you how many impressions you missed out on because of a low budget, low rates, or a low Quality Score. An advertising campaign audit identifies the causes of losses and offers solutions, such as increasing rates on conversion keys or optimizing campaigns. We're studying the competitive landscape and trends in Google Ads to recapture lost opportunities. This increases the reach and quality of traffic while minimizing the cost per click. Performance evaluation helps to reallocate the budget to maximize returns.

What you get after an audit

The price for a PPC audit is justified by the results you get. We provide tools to optimize and grow your business. Our report is not just a list of mistakes, but a step-by-step improvement plan that takes into account the uniqueness of your project and market trends. You get transparent analytics that allow you to control traffic quality and ad performance. An ad campaign audit provides recommendations for reducing costs and increasing conversions, as well as growth forecasts based on Google Ads data. This allows you not only to fix current campaigns, but also to prepare your account for scaling.

PDF report with priority tasks: high, medium, low

The PDF report contains a list of tasks with priorities (high, medium, low). This is a roadmap for better campaigns:

• Critical errors are urgent fixes to save the budget.
• The medium-term goals are improvements for conversions.
• Long-term plans are a scaling strategy.

The report structures actions. You know where to start.

Budget savings table and conversion growth forecast

The table shows how to reduce costs and increase conversions. We forecast growth based on analysis.

Conduct a PPC audit: are you ready to take back control of your budget?

Ordering a contextual advertising audit from Locomotive Digital is a step towards optimizing the budget, increasing conversions and increasing profits. Contact us to conduct an audit and see how your campaigns will be more effective! Our team will provide expert opinion based on in-depth analysis of Google Ads and Google Analytics. For a PPC audit, the cost will be an investment in the future of your business. We will develop a personalized improvement plan that takes into account the uniqueness of your project and market trends. This will allow you not only to reduce the cost of attracting customers, but also to bypass competitors, strengthening your position in search results. Entrust professionals to evaluate the effectiveness of your advertising campaign and start saving money today!