A quick audit finds where budget leaks. Here is a starting list we use.
Tracking and measurement
- Are conversions set correctly (not “all clicks”)?
- GA4 + GTM alignment
- Duplicate conversions / wrong attribution model
- Call tracking if phone is the primary channel
Account structure
- Brand separated from non-brand
- Overly broad campaigns mixing intents
- Budget on the wrong campaigns
- Geography and language realistic for the market
Keywords and queries
- Search terms — irrelevant queries
- Negative keyword lists
- Match type discipline
- Competitor vs generic searches
Ads and assets
- RSA relevance and pinning
- Extensions (sitelink, callout, call)
- Message match with the landing page
Landing and CRO
- Mobile landing speed
- Clear CTA and form
- Message match (ad ↔ page)
Process
- Is there a weekly change rhythm with a log?
- Do you only scale what holds CPA?
Related services and pages
More from the blog
- What does a digital marketing agency do? (clear and concrete)
- Digital marketing for small businesses: where to start
- How to choose a digital marketing agency (question checklist)
- How much does Google Ads cost in Serbia?
Need a partner, not another PDF?
Rezident works as an external marketing team for SMEs — Google Ads, Meta, SEO, web and automation.
Book a call