Services / PPC audit
Pay-per-click advertising audit · Google Ads and LinkedIn Ads
PPC Audit Service
PPC audit service from Osric Digital reviews your Google Ads and LinkedIn Ads accounts together and delivers one written report for both.
Every finding is ranked by its effect on the pipeline in your CRM, whichever platform it sits on. Both accounts are covered in five business days, counted from payment and full access.
A 15-minute call to scope both accounts. We quote the price on the call.
$573,400
Google Ads pipeline from $9,937 in spend, 16 opportunities
B2B creative studio · Jan to Jun 2025
$414,500
LinkedIn Ads pipeline from $21,460 in spend, 9 opportunities
Same client · Jan to Jul 2025
$621 vs $2,384
Cost per opportunity, Google Ads vs LinkedIn Ads
Same client · Google figure calculated: $9,937 ÷ 16 opportunities
Source: Osric Digital case studies, $573K pipeline from Google Ads and $414,500 pipeline from LinkedIn ABM. Client name removed. See all case studies
What a cross-channel PPC audit checks
Two platforms that report to one CRM create problems neither account shows on its own.
Budget split.
How spend divides between Google Ads and LinkedIn Ads, compared with the opportunities each one put into your CRM.
Double-counted deals.
Deals that both platforms claim as their conversion, which make the combined numbers look better than your pipeline.
One definition of a qualified lead.
Both accounts should optimize toward the same CRM stage. If one counts form fills and the other counts opportunities, their numbers can't be compared.
Audience overlap and remarketing.
A buyer who clicked your search ad should see your LinkedIn remarketing next. We check whether that handoff happens, and how often the same people end up seeing ads on both platforms.
Platform checks.
The core review of each account still runs: search terms, networks and tracking in Google Ads, and audience size, formats and lead sync in Campaign Manager.
One client running both platforms, judged on the same Salesforce pipeline
A B2B creative studio ran Google Ads for demand capture and LinkedIn ABM against enterprise accounts at the same time, with both feeding Salesforce.
Google Ads produced $573,400 in attributed pipeline from $9,937 in spend between January and June 2025. LinkedIn Ads produced $414,500 from $21,460 between January and July.
- Cost per conversion favored LinkedIn: $125 against $144 on Google Ads.
- Cost per opportunity went the other way: $2,384 on LinkedIn against about $621 on Google Ads (calculated as $9,937 in spend ÷ 16 opportunities).
LinkedIn still paid its way in that program, with $414,500 in pipeline. Its job was to reach the buying committees at top-tier tech companies the studio wanted to win, and its remarketing ran in step with Google Ads. You only see that trade-off when both platforms are scored on the same CRM stage. A single report does that.
How Google Ads produced $573,400 in pipeline →LinkedIn ABM results, $414,500 pipeline →What you get: one report for both accounts
The written report lists findings from both platforms in a single priority order. A tracking gap in Campaign Manager can sit above a negative keyword fix in Google Ads if it costs you more pipeline.
Scope
It's a short call. We agree which accounts are in scope and how your sales team defines a qualified lead, then we quote the price.
Read-only access
You give us read-only access to Google Ads and Campaign Manager, plus the CRM reports that show paid leads from each.
Review
We audit each account on its own first. Then we lay both against your CRM data and look for the places where they overlap or contradict each other.
Report and walkthrough
The report lands five business days after payment and full access. A walkthrough call follows, where we go through each finding with your team.
Your team implements the fixes unless you hire Osric to do it. When clients do, a retainer usually follows the audit. Every consulting engagement or retainer with Osric starts with an audit.
Running only one platform?
If all your spend is in search, the Google Ads audit for B2B accounts goes deeper on search terms, networks and conversion tracking. If Campaign Manager carries your account-based work, the LinkedIn Ads audit focuses on audience size, ad formats and lead sync.
“Dominick did a great job in auditing our LinkedIn Ad accounts and Google Ad accounts!”
Common questions
Is this a PPC accounting audit?
No. PPC here means pay-per-click advertising. This page is about auditing ad accounts. It does not cover PPC accounting, audit or tax guides.
Does it cover Meta or other platforms?
No. The PPC audit covers Google Ads and LinkedIn Ads only.
How is a PPC audit different from a paid search audit?
A paid search audit usually means Google Ads alone. This audit adds LinkedIn Ads and checks how the two accounts work together against one pipeline.
How long does it take?
Five business days. The count begins when payment is in and we have full access to both accounts.
Is the audit paid?
Yes. You get the price on the scoping call. It is not published on the site.
Who makes the changes?
Your team, unless Osric is hired to implement them. For ongoing management, see our B2B PPC agency services.
Book your PPC audit
Tell us which accounts you run and how your sales team qualifies leads. We will scope the audit and quote the price on the call, and the report follows within five business days of payment and full access.
Book a call to scope your audit →Or email agency@osricdigital.com
