What makes us different
First — what the ads are counting
Advertising learns from whichever action it has been given as a goal. If that goal counts repeat actions, duplicates or button clicks, the system diligently buys exactly those and shows good figures. That is why the audit starts with goals and conversions, not with the ads.
Account figures checked against sales
The ad account sees clicks and conversions; the CRM sees enquiries and deals. Where there is a CRM, we match one against the other and show which part of the budget brings qualified enquiries and which part brings figures for a report.
Method first, then numbers
The ad account, analytics and the CRM almost never agree. Before comparing, we settle the window, the unit and the rule for counting. Otherwise the argument over whose figure is right never ends.
Every finding comes with proof
A problem goes into the report only when we can show it: a screenshot of the settings, an export of keywords and negative keywords, statistics by region. A claim without proof is the first thing a client checks — and after that they recheck everything.
We check the whole chain
The ad, the tagged link, the page, the form or the app, the record in analytics. The chain often breaks not at the advertiser’s end but after a site edit or an app release — and for a week the ads run blind.
An independent view of your contractor
The report shows what is set up and what it leads to in enquiries, not whose advertising is better. The decision about the contractor stays with you.
What we do
The audit runs from the goal of your advertising to its settings and back to money: what the ads should bring, what they actually buy, and where the gap is.
We gather the inputs
- The goal of the advertising in figures: enquiries, sales, an acceptable cost per enquiry.
- View access to the ad accounts, the analytics counters and, if there is one, the CRM.
- The history: what was launched, what was changed and why — if such a list is kept.
We check the technical side
- Goals and conversions: which ones count, whether there are duplicates or disconnected sources, whether an action counts once or every time.
- Which event the campaigns learn from, and whether the signal about enquiries reaches the account.
- Tags, links and the chain from the ad to the enquiry in analytics.
- Gaps between the ad account, analytics and the CRM — with an explanation of where they come from.
We check the substance
- Keywords and negative keywords: which searches you actually appear for.
- Geo, audiences, retargeting and ad scheduling.
- Ads and landing pages: whether they reflect your offer and the customer’s pains — side by side with competitors’ ads for the same searches.
- Channels: where your demand and your competitors are, and you are not.
We analyse the statistics
- Cost per enquiry — compared with the market for your niche and geo.
- The share of qualified enquiries by campaign — where there is CRM data.
- Traffic quality: cheap clicks and installs followed by no enquiries or sign-ups.
We hand over the result
- A report: problems in order of priority, each with proof and, where it can be calculated, what it costs per month.
- A brief for the fixes that you can pass to your specialist or contractor.
- A meeting on the report: we go through the findings and answer questions.
What is not included
- Running the ads: that is a separate service, and the audit is its first step.
- Website, SEO and sales audits — that is the comprehensive audit.
- The advertising budget and service fees.
- A guaranteed result: the audit shows the problems and the order to solve them; it does not promise an outcome.
Ways to work with us
Audit
- Technical check: goals, conversions, tags
- Substance check: keywords, geo, ads
- Ad account reconciled with analytics and the CRM
- Statistics review
- A report with priorities and proof
- A meeting on the report
One-off work: you get the report and decide who will make the fixes.
Audit and brief
- Everything in the audit
- A brief for the fix of each finding
- Answers to your specialist’s or contractor’s questions
- A check of the fixes once they are in place
- Day-to-day contact in chat
For when your specialist or contractor will make the fixes and it matters that they see the task the way you do.
Audit and management
- Everything in audit and brief
- Fixes in the accounts made by us
- Running the ads after the audit
- Reporting on enquiries and sales
If you already advertise, our advertising project starts with an audit — and then moves on to running the ads.
