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Deployment tool and support utility for AI context. Copies agents, skills, commands, rules, and behaviors into the paths each AI platform reads (Claude Code, Codex, Copilot, Cursor, Warp, OpenClaw, and 6 more) so one source of truth works across 10 platfo
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# PPC Account Audit
**Card ID**: `ADV-{PROJECT}-{NNNN}`
**Version**: 1.0
**Status**: Draft | Complete
**Account**: {ACCOUNT_NAME}
**Platform**: Google Ads / Microsoft Ads / {Other}
**Audit Date**: {DATE}
**Auditor**: {AUDITOR_NAME}
## Executive Summary
### Overall Health Score
| Category | Score | Priority |
|----------|-------|----------|
| Account Structure | {/10} | {High/Med/Low} |
| Keywords | {/10} | {High/Med/Low} |
| Ad Copy | {/10} | {High/Med/Low} |
| Bidding | {/10} | {High/Med/Low} |
| Targeting | {/10} | {High/Med/Low} |
| Tracking | {/10} | {High/Med/Low} |
| Landing Pages | {/10} | {High/Med/Low} |
| **Overall** | **{/10}** | |
### Top 5 Priorities
| Priority | Issue | Impact | Effort |
|----------|-------|--------|--------|
| 1 | {Issue} | {High/Med/Low} | {High/Med/Low} |
| 2 | {Issue} | {High/Med/Low} | {High/Med/Low} |
| 3 | {Issue} | {High/Med/Low} | {High/Med/Low} |
| 4 | {Issue} | {High/Med/Low} | {High/Med/Low} |
| 5 | {Issue} | {High/Med/Low} | {High/Med/Low} |
### Estimated Impact
| Metric | Current | Projected |
|--------|---------|-----------|
| Clicks | {Number} | {Number} (+{%}) |
| Conversions | {Number} | {Number} (+{%}) |
| CPA | ${Amount} | ${Amount} (-{%}) |
| ROAS | {X}:1 | {X}:1 |
## Account Overview
### Account Performance (Last 90 Days)
| Metric | Value | Trend |
|--------|-------|-------|
| Spend | ${Amount} | {↑/↓} {%} |
| Impressions | {Number} | {↑/↓} {%} |
| Clicks | {Number} | {↑/↓} {%} |
| CTR | {%} | {↑/↓} |
| Avg CPC | ${Amount} | {↑/↓} |
| Conversions | {Number} | {↑/↓} {%} |
| Conv Rate | {%} | {↑/↓} |
| CPA | ${Amount} | {↑/↓} |
| ROAS | {X}:1 | {↑/↓} |
### Account Age & History
- Account created: {Date}
- Time under management: {Duration}
- Historical optimization score trend: {Description}
## Account Structure Audit
### Campaign Structure
| Assessment | Status | Notes |
|------------|--------|-------|
| Logical campaign organization | {✓/✗} | {Notes} |
| Campaign naming convention | {✓/✗} | {Notes} |
| Appropriate campaign types | {✓/✗} | {Notes} |
| Budget allocation logic | {✓/✗} | {Notes} |
| Campaign count appropriate | {✓/✗} | {Current: #} |
### Campaign Breakdown
| Campaign | Type | Monthly Budget | % of Spend | Performance |
|----------|------|----------------|------------|-------------|
| {Name} | {Type} | ${Amount} | {%} | {Good/Fair/Poor} |
| {Name} | {Type} | ${Amount} | {%} | {Good/Fair/Poor} |
### Ad Group Structure
| Assessment | Status | Notes |
|------------|--------|-------|
| Tightly themed ad groups | {✓/✗} | {Notes} |
| Ad group naming convention | {✓/✗} | {Notes} |
| Keywords per ad group | {✓/✗} | Avg: {#}, Target: 15-20 |
| Ads per ad group | {✓/✗} | Avg: {#}, Target: 3+ |
### Recommendations
1. {Recommendation 1}
2. {Recommendation 2}
3. {Recommendation 3}
## Keyword Audit
### Keyword Portfolio Overview
| Metric | Value |
|--------|-------|
| Total keywords | {Number} |
| Active keywords | {Number} |
| Paused keywords | {Number} |
| Keywords with 0 impressions (30d) | {Number} |
### Match Type Distribution
| Match Type | Count | % of Keywords | % of Spend |
|------------|-------|---------------|------------|
| Exact | {#} | {%} | {%} |
| Phrase | {#} | {%} | {%} |
| Broad | {#} | {%} | {%} |
### Quality Score Analysis
| QS Range | Keywords | % of Total | Avg CPC | Conv Rate |
|----------|----------|------------|---------|-----------|
| 8-10 | {#} | {%} | ${} | {%} |
| 5-7 | {#} | {%} | ${} | {%} |
| 1-4 | {#} | {%} | ${} | {%} |
| N/A | {#} | {%} | ${} | {%} |
### Top Performing Keywords (by conversions)
| Keyword | Match | Impressions | Clicks | Conv | CPA | QS |
|---------|-------|-------------|--------|------|-----|----|
| {Keyword} | {Type} | {#} | {#} | {#} | ${} | {#} |
### Bottom Performing Keywords (high spend, low conv)
| Keyword | Match | Spend | Clicks | Conv | CPA | Action |
|---------|-------|-------|--------|------|-----|--------|
| {Keyword} | {Type} | ${} | {#} | {#} | ${} | {Pause/Optimize} |
### Negative Keywords
| Assessment | Status | Notes |
|------------|--------|-------|
| Negative keyword lists exist | {✓/✗} | {Notes} |
| Account-level negatives | {✓/✗} | Count: {#} |
| Campaign-level negatives | {✓/✗} | {Notes} |
| Search term mining frequency | {✓/✗} | {Notes} |
### Search Terms Analysis
| Finding | Action Required |
|---------|-----------------|
| {Irrelevant terms found} | Add as negatives |
| {Valuable terms found} | Add as keywords |
| {Cannibalization found} | Restructure |
### Recommendations
1. {Recommendation 1}
2. {Recommendation 2}
3. {Recommendation 3}
## Ad Copy Audit
### Ad Coverage
| Ad Type | Ad Groups with Type | % Coverage |
|---------|---------------------|------------|
| Responsive Search Ads | {#}/{#} | {%} |
| Responsive Display Ads | {#}/{#} | {%} |
| Extended Text Ads (legacy) | {#} | N/A |
### RSA Analysis
| Assessment | Status | Notes |
|------------|--------|-------|
| 3+ RSAs per ad group | {✓/✗} | {Notes} |
| 8+ headlines per RSA | {✓/✗} | Avg: {#} |
| 4+ descriptions per RSA | {✓/✗} | Avg: {#} |
| Ad strength ratings | {✓/✗} | Avg: {Excellent/Good/Fair/Poor} |
| Keyword insertion used | {✓/✗} | {Notes} |
| Pin usage appropriate | {✓/✗} | {Notes} |
### Ad Strength Distribution
| Ad Strength | Count | % of Ads |
|-------------|-------|----------|
| Excellent | {#} | {%} |
| Good | {#} | {%} |
| Average | {#} | {%} |
| Poor | {#} | {%} |
### Ad Extension Coverage
| Extension Type | Status | Notes |
|----------------|--------|-------|
| Sitelinks | {✓/✗} | Count: {#} |
| Callouts | {✓/✗} | Count: {#} |
| Structured snippets | {✓/✗} | Count: {#} |
| Call extensions | {✓/✗} | {Notes} |
| Location extensions | {✓/✗} | {Notes} |
| Price extensions | {✓/✗} | {Notes} |
| Image extensions | {✓/✗} | {Notes} |
| Lead form extensions | {✓/✗} | {Notes} |
### Recommendations
1. {Recommendation 1}
2. {Recommendation 2}
3. {Recommendation 3}
## Bidding Audit
### Current Bidding Strategy
| Campaign | Strategy | Target | Performance |
|----------|----------|--------|-------------|
| {Campaign} | {Strategy} | {Target} | {Good/Fair/Poor} |
### Bidding Assessment
| Assessment | Status | Notes |
|------------|--------|-------|
| Strategy aligned with goals | {✓/✗} | {Notes} |
| Sufficient conversion data | {✓/✗} | 30d conv: {#} |
| Target CPA/ROAS appropriate | {✓/✗} | {Notes} |
| Bid adjustments logical | {✓/✗} | {Notes} |
### Bid Adjustments Review
| Adjustment Type | Current Setting | Recommendation |
|-----------------|-----------------|----------------|
| Device - Mobile | {+/-}% | {+/-}% |
| Device - Desktop | {+/-}% | {+/-}% |
| Location - {Area} | {+/-}% | {+/-}% |
| Time - {Period} | {+/-}% | {+/-}% |
| Audience - {Segment} | {+/-}% | {+/-}% |
### Recommendations
1. {Recommendation 1}
2. {Recommendation 2}
3. {Recommendation 3}
## Targeting Audit
### Geographic Targeting
| Campaign | Current Targeting | Issues | Recommendation |
|----------|-------------------|--------|----------------|
| {Campaign} | {Locations} | {Issues} | {Rec} |
### Audience Targeting
| Assessment | Status | Notes |
|------------|--------|-------|
| Remarketing audiences | {✓/✗} | {Notes} |
| Customer match lists | {✓/✗} | {Notes} |
| Similar/Lookalike audiences | {✓/✗} | {Notes} |
| In-market audiences | {✓/✗} | {Notes} |
| Affinity audiences | {✓/✗} | {Notes} |
| Audience exclusions | {✓/✗} | {Notes} |
### Device Performance
| Device | Impressions | Clicks | Conv | CPA | Recommendation |
|--------|-------------|--------|------|-----|----------------|
| Desktop | {#} | {#} | {#} | ${} | {Rec} |
| Mobile | {#} | {#} | {#} | ${} | {Rec} |
| Tablet | {#} | {#} | {#} | ${} | {Rec} |
### Time of Day Performance
| Time Period | Conv | CPA | Recommendation |
|-------------|------|-----|----------------|
| {Morning} | {#} | ${} | {Rec} |
| {Afternoon} | {#} | ${} | {Rec} |
| {Evening} | {#} | ${} | {Rec} |
| {Night} | {#} | ${} | {Rec} |
### Recommendations
1. {Recommendation 1}
2. {Recommendation 2}
3. {Recommendation 3}
## Tracking & Attribution Audit
### Conversion Tracking
| Assessment | Status | Notes |
|------------|--------|-------|
| Conversion actions defined | {✓/✗} | Count: {#} |
| Proper conversion values | {✓/✗} | {Notes} |
| Conversion windows appropriate | {✓/✗} | {Notes} |
| Enhanced conversions enabled | {✓/✗} | {Notes} |
| Offline conversion import | {✓/✗} | {Notes} |
### Conversion Actions Review
| Action | Type | Value | Status | Last 30d |
|--------|------|-------|--------|----------|
| {Action} | {Type} | ${} | Active | {#} |
### Attribution Model
| Current Model | Recommendation |
|---------------|----------------|
| {Model} | {Recommendation} |
### Google Analytics Integration
| Assessment | Status | Notes |
|------------|--------|-------|
| GA4 linked | {✓/✗} | {Notes} |
| Audiences imported | {✓/✗} | {Notes} |
| Goals aligned | {✓/✗} | {Notes} |
| Discrepancy acceptable | {✓/✗} | Ads vs GA: {%} |
### Recommendations
1. {Recommendation 1}
2. {Recommendation 2}
3. {Recommendation 3}
## Landing Page Audit
### Landing Page Performance
| Landing Page | Traffic % | Conv Rate | Load Time | Mobile |
|--------------|-----------|-----------|-----------|--------|
| {URL} | {%} | {%} | {sec} | {✓/✗} |
### Page Assessment
| Assessment | Status | Notes |
|------------|--------|-------|
| Message match with ads | {✓/✗} | {Notes} |
| Clear CTAs | {✓/✗} | {Notes} |
| Mobile optimized | {✓/✗} | {Notes} |
| Page speed acceptable | {✓/✗} | {Notes} |
| Tracking implemented | {✓/✗} | {Notes} |
### Recommendations
1. {Recommendation 1}
2. {Recommendation 2}
3. {Recommendation 3}
## Wasted Spend Analysis
### Identified Waste
| Category | Monthly Waste | % of Spend | Action |
|----------|---------------|------------|--------|
| Poor keywords | ${Amount} | {%} | Pause/optimize |
| Irrelevant search terms | ${Amount} | {%} | Add negatives |
| Poor audiences | ${Amount} | {%} | Exclude |
| Poor placements | ${Amount} | {%} | Exclude |
| Low QS keywords | ${Amount} | {%} | Improve/pause |
| **Total** | **${Amount}** | **{%}** | |
## Action Plan
### Immediate Actions (Week 1)
| Action | Impact | Owner | Status |
|--------|--------|-------|--------|
| {Action} | {High/Med} | {Name} | {Pending} |
### Short-Term (Weeks 2-4)
| Action | Impact | Owner | Status |
|--------|--------|-------|--------|
| {Action} | {High/Med} | {Name} | {Pending} |
### Medium-Term (Months 2-3)
| Action | Impact | Owner | Status |
|--------|--------|-------|--------|
| {Action} | {Med/Low} | {Name} | {Pending} |
## Appendix
### A. Full Keyword Analysis
{Link to detailed keyword export}
### B. Search Term Report
{Link to search term analysis}
### C. Competitive Analysis
{Competitor insights if available}
## Version History
| Version | Date | Auditor | Notes |
|---------|------|---------|-------|
| 1.0 | {DATE} | {Name} | Initial audit |
*Template version: 1.0 | MMK Framework*