Microsoft Ads Account Audit & Action Plan

Service Scope

Microsoft Ads Account Audit & Action Plan is a fixed-scope review of one Microsoft Ads account, one website or storefront, and one primary geographic market. It is designed for businesses with an existing account, active or historical campaign data, and a need for an independent, structured assessment before investing further in Microsoft advertising.

The audit reviews up to 10 active or recently completed campaigns and up to 90 days of available account data. You receive recommendations and a prioritized action plan; campaign implementation and ongoing management are separate services.

Account Structure, Budget, and Delivery Review

We review the visible account structure, campaign organization, campaign objectives, budget allocation, bidding approach, locations, schedules, device settings, delivery patterns, and account-level controls. We identify structural issues that may create unnecessary overlap, restrict control, weaken reporting clarity, or prevent campaigns from matching their intended role.

Where data is available, we evaluate whether the current budget and bidding approach appear aligned with the account’s selected conversion goals, search volume, campaign type, and stage of growth. Recommendations are based on the available data and do not guarantee future impressions, clicks, leads, sales, or return on ad spend.

Search Intent, Keywords, and Query Review

We review the keyword framework, search themes, search-term patterns, match-type direction, negative-keyword coverage, ad-group relevance, and visible search-intent alignment. The audit identifies opportunities to reduce irrelevant traffic, improve the relationship between queries and offers, and prioritize higher-value search demand.

Keyword research, new keyword-list creation, negative-keyword implementation, campaign restructuring, ad-group creation, and bid changes are not included.

Campaign Type and Audience Review

Where present, we review the role and visible setup of Search, Shopping, Performance Max, Audience Ads, Multimedia Ads, remarketing, and other Microsoft campaign activity within the approved account scope. We assess whether each campaign type has a distinct commercial purpose, appropriate audience direction, and a clear relationship to the customer journey.

For e-commerce activity, we review the visible campaign relationship to product data and Merchant Center readiness. Merchant Center setup, product-feed diagnostics, catalog corrections, feed optimization, product approvals, and product-data implementation are separate services.

Ads, Assets, and Destination Relevance

We review the visible relationship between ads, assets, extensions, calls to action, search intent, offer positioning, and conversion destination. We identify messaging gaps, asset gaps, repetition, weak alignment between ads and landing pages, and practical priorities for future creative or copy development.

This service does not include ad copywriting, asset creation, image design, video production, extension implementation, landing-page design, website editing, Shopify work, or conversion-rate-optimization implementation.

Conversion Measurement and Attribution Review

We review the visible UET Tag, selected conversion goals, optimization signals, attribution settings, conversion actions, and reporting logic where access is available. We assess whether the account appears to optimize toward the actions that matter most to the client’s commercial objectives.

We review up to three primary conversion actions and identify practical measurement gaps that should be addressed before major campaign changes or budget increases. UET Tag installation, event mapping, tracking repair, Consent Mode, consent-management implementation, CRM integration, offline conversion imports, cross-domain tracking, and technical troubleshooting are not included.

Destination and Lead-Experience Review

We review up to five approved website, storefront, landing-page, product-page, checkout, lead-form, or other destination URLs connected to the account. We identify visible friction points that could weaken the path from ad engagement to a lead, booking, purchase, or another approved action.

The audit identifies visible issues only. It does not include website development, form creation, checkout changes, product-page editing, content production, or technical remediation.

Action Plan and Review Call

You receive one detailed Microsoft Ads Account Audit & Action Plan in PDF or equivalent digital format. It summarizes the key findings and prioritizes the recommended actions into immediate, 30-day, 60-day, and 90-day priorities.

The package includes one 30-minute review call to walk through the findings, answer clarification questions, and identify the most practical next step. One consolidated clarification round is included when submitted within seven days of delivery and remains within the original approved scope.

Client Inputs, Timeline, and Scope Boundaries

After purchase, the client provides Microsoft Ads account access, website or storefront links, primary market, campaign objectives, relevant product or service information, up to five destination URLs, up to three primary conversion actions, and available historical data. Standard delivery is 7–10 business days after all required intake information and access are received.

Campaign edits, campaign creation, campaign rebuilds, account-access changes, billing resolution, account recovery, policy appeals, platform communication, UET Tag installation or repair, Merchant Center or product-feed work, creative production, copywriting, landing-page development, reporting, optimization, management, ad spend, and performance guarantees are not included.