Audit categories
A practical account audit should cover more than campaigns
- Account and campaign structure
- Billing setup and payment continuity
- Policy exposure and approval friction
- Conversion tracking and reporting readiness
- Documentation and verification completeness
Why this matters
Good performance and weak structure can still create operational risk
Performance review
Campaign architecture, audience logic, and search-term quality still matter. An audit should identify where the current setup wastes efficiency.
Policy and billing review
If billing is unstable or policy exposure is high, performance work alone will not protect the account.
Reporting discipline
A good audit creates a clearer reporting baseline so optimization decisions become easier to defend and repeat.
