Paid Media Audit: Paid Search Home Inspection

Paid Media Audit: Paid Search Home Inspection

How our paid media audit for a B2C property developer client revealed clear opportunities and priorities.


Texas developer specializing in land for custom home building, plus a plot of pre-built homes


The results of managing their paid search activities in-house weren’t worth the time, money, or effort


Evaluated their paid search account against our proven optimal account structure

(un)Common Outcomes
ideal results of paid media audit for b2c client

Our audit comprehensively examines a company’s paid media activities and the results they yield. When auditing, we look for:

  • Clear strategy aligned with business goals
  • Campaigns and ad groups split into logical, thematic groups
  • Correct management of negative and long-tail keywords
  • Average Quality Score of at least 7.0
  • Regular bid optimization
  • Strong, clear messaging and calls to action (CTAs) in ad copy
  • Proper leveraging of additional channels (social, shopping, etc.)
  • A cohesive mobile strategy
  • Remarketing tailored to user actions or buying funnel
  • Landing pages with clear paths and consistent messaging
  • Analytics goals consistent with paid search conversions
pyramid showing sub-par results from paid media audit for b2c client

However, when we examined the client’s account, we found:

  • Paid media efforts were not aligned with business goals
  • No clear paid search strategy
  • Campaigns and ad groups weren’t properly segmented
  • Average Quality Score of 5.5 meant higher bid prices
  • Misuse of negative keywords
  • Bids not optimized regularly
  • Ad copy lacked clear CTAs
  • No regular testing of new channels or tactics
  • Company wasn’t using remarketing
  • No clear strategy for mobile
  • Landing pages lacked consistent messaging and compelling CTAs
  • Missing historical performance data made long-term analysis impossible
  • Incorrect analytics setup

A more superficial audit would have missed crucial elements like strategic alignment and end-to-end elements like landing pages and conversion tracking. But our audit yielded a clear plan of action to improve every aspect of the client’s paid media activities.

( free download )
Download the PDF of this case study
get the pdf