Accounts and access
Whether Google Ads, Meta Business Manager, Analytics and Tag Manager are in your company’s name, and who has access. If an agency owns the account, we suggest how to move it or set up a new one in your name.
PPC audit: Google Ads account audit, Meta Ads and conversion tracking
Before It Was Cool runs PPC audits for businesses across Slovakia that already advertise on Google Ads or on Facebook and Instagram: we review the accounts, campaigns, ads and tracking, and tell you what we would change and in what order.
30 minutes, online, no obligation.
What is a PPC audit?
A PPC audit is a detailed check of the ad accounts where you pay per click (PPC) or per impression: whose name the accounts are in, how the campaigns are built, whether conversion tracking works and respects cookie consent, and where the budget goes. The result is a list of changes, ranked by what to do first.
At Before It Was Cool the audit is the first step of paid media when you already have accounts and campaigns. If you don’t have them yet, we start with setup.
What a PPC audit includes
We match the scope to where you advertise: Google Ads, Facebook and Instagram, or both.
Google Ads campaigns
Campaign types (Search, Performance Max, YouTube), keywords and ads. In the search terms report we check what people actually typed and whether irrelevant terms are excluded. We treat Quality Score as a diagnostic, not a goal.
Facebook and Instagram campaigns
Campaign goals, audiences and remarketing, the ad account and the Meta pixel. We also check whether the ad set budgets give them a chance to get through the learning phase.
Tracking and cookie consent
Google Analytics 4, Google Tag Manager, Google Ads conversions, the Meta pixel and UTM parameters. We check that Google Consent Mode is linked to your cookie banner and that no tags fire before consent.
Ads and landing pages
Ad copy and visuals, and whether the page after the click delivers what the ad promised. Google says landing page quality improves Ad Rank and can lower the cost per click.
Budget and results
Who a PPC audit makes sense for
Worth it if
- your campaigns spend money, but you can’t say how many leads or sales they brought in
- you are taking over accounts from another agency or a colleague who ran them
- you don’t know whether tracking works or respects cookie consent
Less useful if
- you have no account or campaigns yet: there is nothing to audit, so start with Google Ads or Facebook and Instagram ads setup
- you only want a quick outside look at whether and how you advertise: the free diagnostic is enough
- your campaigns have run for only a few days and are still learning: numbers from that period say little, so an audit makes sense after the first test
How a PPC audit works
- 01
Intro call
30 minutes, online. What you sell, to whom, where you advertise and what counts as a lead or sale for you.
- 02
Scope and access
You get the scope and price in writing. Then you give us access to your ad accounts and analytics. The accounts stay in your company’s name.
- 03
Audit
We review the accounts, campaigns, ads, landing pages and tracking, including the link to your cookie banner.
- 04
Findings and next step
We tell you what we would change and in what order. Then we fix the setup, or run the campaigns on an ongoing basis.
What drives the price of a PPC audit
We price by scope. An audit doesn’t spend your ad budget; you pay only for our work. It depends on:
- how many platforms and ad accounts
- how many campaigns, and of which types
- the size of your product range and product feed
- how many markets and languages
- the state of your tracking: whether Tag Manager, Consent Mode and the cookie banner need checking too
- what follows the audit: a one-off setup or ongoing management
You get the scope and price in writing before work starts. Accounts, audiences and data are in your company’s name and stay with you.
PPC audit: common questions
What is the difference between the free diagnostic and a PPC audit?
The free diagnostic is a short written report by email on whether and how you advertise on Google, Facebook and Instagram. We look from the outside, without access to your accounts, and it comes with no fee and no obligation. A PPC audit is paid work: a detailed check inside your accounts, covering campaigns, ads, tracking and budget.
How much does a PPC audit cost?
It depends on the number of platforms, accounts and campaigns, the size of your product range, the number of markets and the state of your tracking. An audit doesn’t spend your ad budget. We send the scope and price in writing after the intro call, before any work starts.
What do you need from us for a Google Ads account audit?
Access to Google Ads, Google Analytics 4 and Tag Manager, and for Facebook and Instagram ads, to Meta Business Manager. Plus a few lines on what you sell, to whom and what counts as a conversion for you: a form, a call or a purchase. The accounts stay in your company’s name; we only get access.
Why does it matter whose name the ad account is in?
Whoever owns the account owns the campaign history, audiences and data, even when the agency changes. Google says the Google Ads account type and purpose can’t be changed after billing setup, so the account should be in your company’s name from the start. More in How much do Google Ads cost?
Does the audit cover cookie consent?
Yes. We check that analytics and ad tags fire only after consent, and that Consent Mode really takes the choice from your cookie banner. Some visitors will say no, so the numbers in your accounts won’t be complete, and we show you how to read them. We don’t give legal advice; your lawyer should review the wording of your cookie banner.
Will you guarantee cheaper leads after the audit?
No. An auction sets the cost of every click and impression, and results also depend on your offer, pricing, website and competitors. After the audit you will know where the budget leaks and what to fix first. Google says higher-quality ads and pages often mean a lower cost per click, but no one can promise it.
Who will do the PPC audit?
PPC audits at Before It Was Cool are done directly by the agency’s founders, Maria and Samuel. They take you through the findings themselves.
From the blog
All articles-
Google Ads or Facebook and Instagram: Where to Put Your First Ad Budget
Google Ads catches people already searching for you, Facebook and Instagram create demand. Which channel suits your business and how to test both fairly.
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How Much Do Instagram and Facebook Ads Cost? What Drives the Price
You set the budget for Instagram and Facebook ads and an auction sets the price. What drives cost, Meta's minimums, VAT for Slovak firms and a first test.
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What Is PPC Advertising and How Does a PPC Campaign Work?
PPC advertising means paying per click. Where PPC ads appear, how PPC, CPC and CPM differ, how a campaign works and how to measure results.
Find out where your ads lose money
On the intro call you tell us where you advertise and what bothers you, and we tell you what scope of audit makes sense.
30 minutes, online, no obligation. We work across Slovakia.