Your paid media campaigns are live. The ads are getting clicks. Leads are coming in. So why bother auditing your ad account?
Because running ads isn’t the same as running efficient ads.
Even well-performing accounts often leak budget, target the wrong audience segments, or rely on outdated structures. A proper ad account audit identifies what’s working, what’s wasting spend, and what opportunities are being left on the table.
At Root Company, we’ve audited hundreds of accounts across Google Ads, Meta, LinkedIn, and more—and almost every time, we uncover actionable improvements that lead to better performance and stronger ROI.
Here’s why every business—whether you’re spending $500 or $50,000/month—needs an ad account audit at least once a quarter.
1. Ad Spend Waste Adds Up Fast
Paid media platforms are designed to spend your budget—whether it’s going to the right clicks or not.
Common areas of waste:
- Broad match keywords attracting irrelevant traffic
- Poor audience targeting or location settings
- Campaigns running outside business hours or in unprofitable regions
- Ads with low Quality Scores or Relevance Ratings
An audit helps identify and eliminate unnecessary spend so you can reinvest those dollars where they matter most.
2. Algorithms Change—and So Should Your Strategy
Google, Meta, and other platforms update their algorithms constantly. What worked six months ago might be hurting you now.
An audit ensures your:
- Bidding strategies align with the latest best practices
- Conversion tracking is still accurate post-privacy updates
- Campaign types (e.g., Performance Max, Advantage+ Shopping) are used effectively
If you’re still operating on last year’s playbook, you’re likely falling behind competitors.
3. You May Be Missing Low-Hanging Wins
Most ad accounts have untapped opportunities hidden in plain sight. An audit can uncover:
- High-performing keywords that deserve more budget
- Underutilized ad extensions or creative formats
- Pages with high conversion rates that deserve more traffic
- Lookalike or retargeting audiences you aren’t leveraging
Even small optimizations can lead to big improvements in return on ad spend (ROAS).
4. Your Creative Might Be Fatiguing
If your ads have been running for months without a refresh, performance could be declining due to ad fatigue.
An audit evaluates:
- Ad frequency and engagement metrics
- Which creatives are underperforming (and why)
- Opportunities to test new formats, messaging, or visuals
Keeping your creative fresh is essential to stay competitive in crowded ad spaces.
5. Your Tracking Might Be Broken (or Misleading)
If your conversions aren’t tracking correctly—or you’re tracking the wrong things—your decisions are based on faulty data.
An audit reviews:
- Conversion events, goals, and attribution models
- Google Tag Manager or Pixel implementation
- Cross-device and cross-platform visibility
Clean data = smarter decisions.
6. Internal Teams and Agencies Miss Things
Even the best teams get too close to the day-to-day. Over time, it’s easy to overlook:
- Inefficient campaign structure
- Redundant or conflicting targeting
- Overlapping audiences or cannibalized keywords
An outside audit brings a fresh, strategic perspective with no bias or attachment to past campaigns.
7. You’re Leaving Growth on the Table
You might think your ads are performing well—but how do you know if they could be performing better?
An audit benchmarks your performance against industry standards, identifies growth levers, and gives you a roadmap for scaling spend responsibly.
Ready to See What’s Hiding in Your Ad Account?
If you’re spending money on paid ads, you can’t afford to assume everything is running smoothly under the hood. A well-executed ad account audit reveals what’s holding you back, what’s working better than you thought, and where your next best opportunities lie.
At Root Company, we offer deep-dive audits across Google Ads, Meta, LinkedIn, and more—giving you real, actionable insights (not just surface-level reports). Whether you’re managing your own campaigns or working with another agency, we’ll help you cut waste, improve performance, and create a clear plan forward.
Schedule a free 60 minute marketing strategy call with our team and walk away with a clear ad account audit and strategic recommendations tailored to your business.
Book your free strategy call now »