PPC strategy & account audits

PPC planning connects campaign goals, keyword or audience demand, competitive context and the page or conversation that follows the click. I review existing account structure and available data, identify priorities and define the campaign’s measurement approach. Media budget, management scope, creative responsibilities and decision points are recorded so the project has a clear operating plan.

I clarify the action the campaign should produce and how the business assesses a useful lead or sale. Account history, offer strength and follow-up capacity inform the initial scope. A low click cost is not enough if the resulting visitors cannot become suitable customers.

Campaigns, ad groups, keywords, audiences and destinations are reviewed for a clear relationship. The audit identifies unnecessary overlap, weak exclusions and tracking gaps. Findings distinguish structural problems from creative, landing-page or offer issues.

The starting plan defines the role of each campaign and the questions a test is meant to answer. Budget allocation considers available evidence and the cost of learning. Media spend remains a separate business decision; forecasts are presented as estimates with explicit assumptions.

The handover defines conversions, required tags, lead-routing responsibilities and reporting cadence. Launch dependencies are resolved before treating campaign data as reliable. Optimization priorities follow the agreed outcome rather than a collection of disconnected platform recommendations.