Audit · 12 checks
B2B Paid Ads Audit Checklist
A 12-point review covering conversion signals, campaign structure, creative and sales quality.
Confirm that bidding is driven by commercially meaningful actions.
Conversion integrity
Confirm that bidding is driven by commercially meaningful actions.
- List every primary conversion action
- Remove page views and micro-events from bidding
- Check duplicate tags and attribution windows
Demand separation
Separate captured demand from genuinely incremental demand.
- Split brand and non-brand reporting
- Check PMax brand exclusions
- Measure prospecting and retargeting independently
Lead-quality feedback
Connect platform leads to CRM stages before judging efficiency.
- Track lead-to-SQL rate by source
- Import qualified and closed outcomes
- Review rejection reasons weekly