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leaders",{"id":537,"name":538,"alternativeText":37,"caption":37,"width":31,"height":31,"formats":37,"hash":539,"ext":353,"mime":354,"size":540,"url":541,"previewUrl":37,"provider":357,"provider_metadata":37,"createdAt":542,"updatedAt":542,"documentId":543,"publishedAt":360,"focalPoint":37},16238,"webinars.svg","webinars_b295fc2850",0.68,"https://s3.us-east-2.amazonaws.com/whatagraph.com/webinars_b295fc2850.svg","2026-01-14T13:40:51.403Z","risc1zt1hxx1o5hg2thlmsy8",{},{"data":546,"meta":653},[547],{"id":548,"documentId":549,"title":550,"slug":551,"card_description":552,"order":19,"roles":553,"tasks":557,"setup_minutes":127,"runs":559,"best_for":560,"createdAt":561,"updatedAt":562,"publishedAt":563,"icon":564,"agents":568,"seo":569,"content":593},96,"yu4l1n4l9x7ij2djaexdao5z","Audit performance across every account","ppc-audit","Audit every campaign daily or on any schedule you set. Get a digest of performance changes in Slack or email.",[554,555,556],"Agency Owner","Paid Media Specialist","Data / Analytics Lead",[558],"Monitoring and Alerts","Daily or any schedule you set","PPC leads, agency owners, analytics leads","2026-10-12T14:45:10.729Z","2026-10-12T15:34:58.621Z","2026-10-12T15:34:58.872Z",{"id":565,"documentId":566,"url":567,"alternativeText":37},17885,"kekbfcpzvdz3tpki573927cp","https://s3.us-east-2.amazonaws.com/whatagraph.com/list_magnifying_glass_ae431bcae9.svg",[],{"id":570,"metaTitle":571,"metaDescription":572,"addNoIndex":17,"canonicalURL":37,"metaImage":573},3334,"PPC audit across every client account | Whatagraph","A pay-per-click (PPC) audit checks spend, delivery and tracking. Run one across every client account daily and get the biggest changes in Slack or email.",{"id":574,"name":575,"alternativeText":37,"caption":37,"width":576,"height":577,"formats":578,"hash":588,"ext":371,"mime":372,"size":589,"url":590,"previewUrl":37,"provider":357,"provider_metadata":37,"createdAt":591,"updatedAt":591,"documentId":592,"publishedAt":591,"focalPoint":37},17886,"PPC audit and digests with AI agents - IQ agents.png",2400,1256,{"thumbnail":579},{"ext":371,"url":580,"etag":581,"hash":582,"mime":372,"name":583,"path":37,"size":584,"width":585,"height":586,"sizeInBytes":587},"https://s3.us-east-2.amazonaws.com/whatagraph.com/thumbnail_PPC_audit_and_digests_with_AI_agents_IQ_agents_dbaf191634.png","64107449c6a3ef820fe895ae80c01c3d","thumbnail_PPC_audit_and_digests_with_AI_agents_IQ_agents_dbaf191634","thumbnail_PPC audit and digests with AI agents - IQ agents.png",40.43,245,128,40427,"PPC_audit_and_digests_with_AI_agents_IQ_agents_dbaf191634",1038.25,"https://s3.us-east-2.amazonaws.com/whatagraph.com/PPC_audit_and_digests_with_AI_agents_IQ_agents_dbaf191634.png","2026-10-12T15:34:35.281Z","kxsc1np1xjlwqtmns5r8o1g9",[594,604,608,617],{"id":595,"text_above_title":37,"title":550,"subtext":596,"background":597,"cta":598,"__component":603},110,"Run a PPC audit across every campaign daily, or on any schedule you set. Agents then send a summary of the performance changes to Slack or email, so your team decides what to act on.","single-use-case",[599],{"id":600,"label":322,"url":601,"subtext":37,"style":602,"element_id":37,"color":37,"icon":37,"width":37},3928,"https://whatagraph.com/book-a-call","button","sections.hero-dark",{"id":605,"content":606,"__component":607},422,"\u003Ch2 id=\"what-is-a-ppc-audit-and-how-do-agents-help\">What is a PPC audit and how do agents help?\u003C/h2>\u003Cp>A pay-per-click (PPC) audit is a structured check of an ad account's performance, spend, delivery, creatives and tracking to find what's wasting budget or broken. AI agents help by running that check across every client account on a schedule and sending your team one digest of the biggest changes.\u003C/p>\u003Cp>When you have dozens of campaigns across multiple platforms for multiple clients, keeping track of everything becomes a very manual, tedious process.\u003C/p>\u003Cp>Even if you have dashboards for each client, you’d still need to open each dashboard, check what’s changed, write insights, and repeat this process again and again. This process of gathering data takes up so much time and brainspace that there’s little to no room to actually act on the data.\u003C/p>\u003Cp>In fact, that was the exact pain \u003Ca href=\"https://www.linkedin.com/in/annaalexiadi/\" target=\"_blank\" rel=\"noopener noreferrer\">Anna Alexiadi Smyrniotaki\u003C/a>, Director of Digital Analytics & Strategy at GKV, faced. The two-person analytics team used to spend 3 out of 4 weeks creating monthly reports for their 12 clients. As she put it: \"we are not looking at the data. We are doing the report.\"\u003C/p>\u003Cp>That changed when Anna tested out Whatagraph IQ Agents. She built \u003Cstrong>an audit digest agent\u003C/strong> that audited creatives and media across the entire clientbook every day. This means Anna finds out what moved across all the clients before they ask and can take proactive action.\u003C/p>\u003Cp>\u003Cimg src=\"https://media.whatagraph.com/GKV_digest_agent_48f581b64a.png\" srcset=\"https://media.whatagraph.com/GKV_digest_agent_48f581b64a.png?width=350 350w, https://media.whatagraph.com/GKV_digest_agent_48f581b64a.png?width=700 700w, https://media.whatagraph.com/GKV_digest_agent_48f581b64a.png?width=420 440w, https://media.whatagraph.com/GKV_digest_agent_48f581b64a.png?width=840 880w, https://media.whatagraph.com/GKV_digest_agent_48f581b64a.png?width=768 768w, https://media.whatagraph.com/GKV_digest_agent_48f581b64a.png?width=1536 1536w, https://media.whatagraph.com/GKV_digest_agent_48f581b64a.png?width=992 992w, https://media.whatagraph.com/GKV_digest_agent_48f581b64a.png?width=1984 1984w, https://media.whatagraph.com/GKV_digest_agent_48f581b64a.png?width=600 1200w, https://media.whatagraph.com/GKV_digest_agent_48f581b64a.png?width=1200 2400w, https://media.whatagraph.com/GKV_digest_agent_48f581b64a.png?width=720 1440w, https://media.whatagraph.com/GKV_digest_agent_48f581b64a.png?width=1440 2880w\" sizes=\"(max-width: 350px) 350px, (max-width: 440px) 440px, (max-width: 768px) 768px, (max-width: 992px) 992px, (max-width: 1200px) 1200px, (min-resolution: 192dpi) and (max-width: 350px) 700px, (min-resolution: 192dpi) and (max-width: 420px) 840px, (min-resolution: 192dpi) and (max-width: 768px) 1536px, (min-resolution: 192dpi) and (max-width: 992px) 1984px, (min-resolution: 192dpi) and (max-width: 1200px) 2400px, (min-resolution: 192dpi) 2880px, 1440px\" loading=\"lazy\" fetchpriority=\"auto\" decoding=\"async\" alt=\"GKV -digest agent.png\">The audit digest agent runs every day at 09:00 and returns the biggest performance changes across all clients’ accounts, without Anna having to open the laptop or log into Whatagraph.\u003C/p>\u003Cfigure class=\"image\">\u003Cimg src=\"https://media.whatagraph.com/GKV_daily_audit_report_fed1af078b.png\" srcset=\"https://media.whatagraph.com/GKV_daily_audit_report_fed1af078b.png?width=350 350w, https://media.whatagraph.com/GKV_daily_audit_report_fed1af078b.png?width=700 700w, https://media.whatagraph.com/GKV_daily_audit_report_fed1af078b.png?width=420 440w, https://media.whatagraph.com/GKV_daily_audit_report_fed1af078b.png?width=840 880w, https://media.whatagraph.com/GKV_daily_audit_report_fed1af078b.png?width=768 768w, https://media.whatagraph.com/GKV_daily_audit_report_fed1af078b.png?width=1536 1536w, https://media.whatagraph.com/GKV_daily_audit_report_fed1af078b.png?width=992 992w, https://media.whatagraph.com/GKV_daily_audit_report_fed1af078b.png?width=1984 1984w, https://media.whatagraph.com/GKV_daily_audit_report_fed1af078b.png?width=600 1200w, https://media.whatagraph.com/GKV_daily_audit_report_fed1af078b.png?width=1200 2400w, https://media.whatagraph.com/GKV_daily_audit_report_fed1af078b.png?width=720 1440w, https://media.whatagraph.com/GKV_daily_audit_report_fed1af078b.png?width=1440 2880w\" sizes=\"(max-width: 350px) 350px, (max-width: 440px) 440px, (max-width: 768px) 768px, (max-width: 992px) 992px, (max-width: 1200px) 1200px, (min-resolution: 192dpi) and (max-width: 350px) 700px, (min-resolution: 192dpi) and (max-width: 420px) 840px, (min-resolution: 192dpi) and (max-width: 768px) 1536px, (min-resolution: 192dpi) and (max-width: 992px) 1984px, (min-resolution: 192dpi) and (max-width: 1200px) 2400px, (min-resolution: 192dpi) 2880px, 1440px\" loading=\"lazy\" fetchpriority=\"auto\" decoding=\"async\" alt=\"GKV - daily audit report.png\">\u003C/figure>\u003Cp>Once she logs into work, the audit report is already there for her. From there, Anna makes the judgment calls: which movements matter, what needs a closer look, and which campaigns to flag to the media team for optimization.\u003C/p>\u003Cp>\u003Cstrong>With the agent, follow-up questions and new ad hoc analyses now start in about 10 minutes. Analyses that used to need at least a two-day turnaround go out in one to two hours, up to 92% faster.\u003C/strong>\u003C/p>\u003Ch3 id=\"how-ai-agents-help-with-ppc-audits\">How AI agents help with PPC audits\u003C/h3>\u003Cp>AI agents check performance changes across every campaign, account, and client on a schedule you set so you can take action fast. Agencies already use agents for this and other \u003Ca href=\"/blog/articles/ai-marketing-workflows\">AI marketing workflows\u003C/a>.\u003C/p>\u003Cp>Here’s how the process works. The agent:\u003C/p>\u003Col>\u003Cli data-list-item-id=\"e87fbf59815f6b9f9307e8469c19ea595\">Reads every client's connected ad accounts.\u003C/li>\u003Cli data-list-item-id=\"eaac2574339b533dac61dcbb9561bca98\">Runs the checks on your audit checklist.\u003C/li>\u003Cli data-list-item-id=\"ed2ffb5e89036fea4112841496e07ad10\">Compares each account against yesterday and against its own recent average.\u003C/li>\u003Cli data-list-item-id=\"ed96239ab055adaea5c09396349fe304c\">Ranks the biggest changes by how much spend is at stake.\u003C/li>\u003Cli data-list-item-id=\"e7bc3996872cd7e3c90b41bdbefa37a83\">Writes one digest, grouped by client.\u003C/li>\u003Cli data-list-item-id=\"e9b7e47e805ea6c7b0a2b7f0f860449f4\">Posts the digest to a Slack channel or sends it by email.\u003C/li>\u003Cli data-list-item-id=\"ee98aea8e4c2b43bba965d3059ac5529f\">Stops there. It doesn't change campaigns, budgets or reports.\u003C/li>\u003C/ol>\u003Cp>The digest the agent returns could look like this table here:\u003C/p>\u003Cfigure class=\"table\">\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth>Client\u003C/th>\u003Cth>Campaign\u003C/th>\u003Cth>What changed\u003C/th>\u003Cth>Size of change\u003C/th>\u003Cth>Owner\u003C/th>\u003C/tr>\u003C/thead>\u003Ctbody>\u003Ctr>\u003Ctd>Client A\u003C/td>\u003Ctd>Brand search\u003C/td>\u003Ctd>Spend up vs yesterday\u003C/td>\u003Ctd>+68%\u003C/td>\u003Ctd>PPC lead\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>Client B\u003C/td>\u003Ctd>Meta prospecting\u003C/td>\u003Ctd>Delivery stopped\u003C/td>\u003Ctd>0 impressions since 06:00\u003C/td>\u003Ctd>Paid social\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>Client C\u003C/td>\u003Ctd>All Google Ads\u003C/td>\u003Ctd>Source disconnected\u003C/td>\u003Ctd>No data for 2 days\u003C/td>\u003Ctd>Ops\u003C/td>\u003C/tr>\u003C/tbody>\u003C/table>\u003C/figure>\u003Cp>This means you can take action quickly on the accounts and campaigns that need immediate attention, instead of being buried under manual work of checking each campaign individually.\u003C/p>\u003Ch2 id=\"ppc-audit-case-studies-how-agencies-use-ai-agents\">PPC audit case studies: how agencies use AI agents\u003C/h2>\u003Ch3 id=\"gkv-a-daily-audit-of-creatives-and-media-across-all-clients\">GKV: a daily audit of creatives and media across all clients\u003C/h3>\u003Cp>GKV is a Baltimore communications agency. Its analytics team of two runs reporting and analysis for 12 clients, and monthly reporting used to take up most of each month.\u003C/p>\u003Cp>The team built a digest agent that audits creatives and media across all clients every day at 09:00. The audit is ready when the team logs in. It flags new, stopped and spend-shifting campaigns and surfaces the biggest changes across all accounts. The director of digital analytics decides which changes matter and which campaigns to flag to the media team.\u003C/p>\u003Cp>The team still checks the numbers and t analysis, the judgment and every recommendation that reaches a client still lies with the team. The agents handle the groundwork, so the team can spend its time on the thinking.\u003C/p>\u003Cblockquote class=\"quote\">\u003Cdiv class=\"quote__body\">\u003Cspan class=\"quote__text\">“Agents advance our team's mission to empower the client teams with data-driven insights and recommendations that ensure the best possible decisions and outcomes for our clients.\"\u003C/span>\u003Cfooter class=\"quote__author\">Anna Alexiadi Smyrniotaki, Director of Digital Analytics & Strategy @ GKV\u003C/footer>\u003C/div>\u003C/blockquote>\u003Cp>\u003Ca href=\"/case-studies/gkv\">Read the full GKV case study\u003C/a>.\u003C/p>\u003Ch3 id=\"a-us-agency-one-agent-watching-campaign-performance\">A US agency: one agent watching campaign performance\u003C/h3>\u003Cp>A US agency built one monitoring agent to watch campaign performance and suggest fixes. The agency's principal rated the two halves of the output differently. He said: \"From a monitoring standpoint, I'll give it an A. From a recommendation standpoint, I'd probably give it a B.\"\u003C/p>\u003Cp>The agency had been trying to solve the monitoring problem for months. He said: \u003C/p>\u003Cblockquote class=\"quote\">\u003Cdiv class=\"quote__body\">\u003Cspan class=\"quote__text\">\"Agents solved the problem really quickly that we were trying to solve for a few months.\"\u003C/span>\u003C/div>\u003C/blockquote>\u003Ch2 id=\"automated-vs-manual-ppc-audits\">Automated vs. manual PPC audits\u003C/h2>\u003Cp>Comparing PPC audits vs manual audits comes down to how many accounts you check and how often. Automate the performance and change checks that repeat across every account. Keep the strategy audit manual.\u003C/p>\u003Cfigure class=\"table\">\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth> \u003C/th>\u003Cth>Manual audit\u003C/th>\u003Cth>Automated audit with an agent\u003C/th>\u003C/tr>\u003C/thead>\u003Ctbody>\u003Ctr>\u003Ctd>How often\u003C/td>\u003Ctd>Quarterly, or when something looks wrong\u003C/td>\u003Ctd>Daily, or any schedule you set\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>Accounts covered\u003C/td>\u003Ctd>One at a time\u003C/td>\u003Ctd>Every connected client account in one run\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>Time per account\u003C/td>\u003Ctd>Hours\u003C/td>\u003Ctd>Minutes to read the digest\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>What it catches\u003C/td>\u003Ctd>Structure, strategy, setup\u003C/td>\u003Ctd>Spend, delivery, conversion and connection changes\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>Where findings go\u003C/td>\u003Ctd>A document or slide deck\u003C/td>\u003Ctd>Slack or email\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>Who decides\u003C/td>\u003Ctd>The specialist who ran it\u003C/td>\u003Ctd>Your team, after reading the digest\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>Typical failure\u003C/td>\u003Ctd>Problems found weeks after they start\u003C/td>\u003Ctd>Too many low-value flags if thresholds aren't tuned\u003C/td>\u003C/tr>\u003C/tbody>\u003C/table>\u003C/figure>\u003Ch2 id=\"ppc-audit-checklist-what-to-check-daily-weekly-and-quarterly\">PPC audit checklist: what to check daily, weekly and quarterly\u003C/h2>\u003Cp>A PPC audit checklist works best when it's split by how fast each problem costs money. Spend, delivery and tracking problems cost money every day, so check them daily. Search terms and creative fatigue change over a week. Structure and strategy change over months.\u003C/p>\u003Cfigure class=\"table\">\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth>Check\u003C/th>\u003Cth>What it catches\u003C/th>\u003Cth>How often\u003C/th>\u003Cth>Platforms\u003C/th>\u003C/tr>\u003C/thead>\u003Ctbody>\u003Ctr>\u003Ctd>Spend vs yesterday and vs budget\u003C/td>\u003Ctd>Overspend, underspend, campaigns that stopped spending\u003C/td>\u003Ctd>Daily\u003C/td>\u003Ctd>All\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>Conversions, CPA and ROAS vs recent average\u003C/td>\u003Ctd>Drops in results, tracking that stopped firing\u003C/td>\u003Ctd>Daily\u003C/td>\u003Ctd>All\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>Campaigns started, stopped or shifting spend\u003C/td>\u003Ctd>Unplanned launches, pauses and budget shifts\u003C/td>\u003Ctd>Daily\u003C/td>\u003Ctd>All\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>Delivery per creative\u003C/td>\u003Ctd>Creatives that stopped delivering or never started\u003C/td>\u003Ctd>Daily\u003C/td>\u003Ctd>Meta, LinkedIn, TikTok, Google\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>Ad and asset policy status\u003C/td>\u003Ctd>Disapproved or limited ads\u003C/td>\u003Ctd>Daily\u003C/td>\u003Ctd>Google, Meta, Microsoft\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>Data connections and tracking\u003C/td>\u003Ctd>Broken sources, expired access, empty data\u003C/td>\u003Ctd>Daily\u003C/td>\u003Ctd>All\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>Search terms and negatives\u003C/td>\u003Ctd>Wasted spend on irrelevant queries\u003C/td>\u003Ctd>Weekly\u003C/td>\u003Ctd>Google, Microsoft\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>Creative fatigue\u003C/td>\u003Ctd>Rising frequency, falling CTR\u003C/td>\u003Ctd>Weekly\u003C/td>\u003Ctd>Meta, LinkedIn, TikTok\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>Structure, bidding strategy, audiences, landing pages\u003C/td>\u003Ctd>Strategy drift, poor targeting, weak pages\u003C/td>\u003Ctd>Quarterly\u003C/td>\u003Ctd>All\u003C/td>\u003C/tr>\u003C/tbody>\u003C/table>\u003C/figure>\u003Cp>Two of the daily checks come straight from how the platforms work. Google Ads lets a campaign \u003Ca href=\"https://support.google.com/google-ads/answer/2375423\" target=\"_blank\" rel=\"noopener noreferrer\">spend up to twice its average daily budget on a given day\u003C/a>, so a single day can run well over plan. And an ad marked \u003Ca href=\"https://support.google.com/google-ads/answer/6327680\" target=\"_blank\" rel=\"noopener noreferrer\">Disapproved in Google Ads gets no impressions\u003C/a>, so a policy problem stops delivery until someone fixes it.\u003C/p>\u003Cp>The same checks apply to a Google Ads account audit and a Facebook or Meta ads audit. Only the platform-specific rows change. An in-house marketer at a New Zealand brand described the manual version: \"It's literally every day going campaign by campaign... But there's times where I set up a creative and I forget that I set it up.\"\u003C/p>\u003Ch2 id=\"best-ppc-audit-tools-in-2026\">Best PPC audit tools in 2026\u003C/h2>\u003Cp>The right tools for PPC audit analysis depend on how many accounts you audit, which platforms you run and how often you need the results. These four cover most agency setups. The details below come from each vendor's own site.\u003C/p>\u003Cp>\u003Cstrong>1. Whatagraph (IQ Agents).\u003C/strong> Whatagraph is a marketing intelligence platform. Its AI agents audit every client's accounts across Google, Meta, LinkedIn and other connected sources on a schedule you set, rank the biggest changes across all accounts, and send one digest to Slack or email. The agents read the same data your client reports use, so the audit and the report show the same numbers. Best for agencies that want the audit and client reporting in one place.\u003C/p>\u003Cp>\u003Cstrong>2. Optmyzr.\u003C/strong> PPC management software for Google, Microsoft, Amazon, Meta, LinkedIn and TikTok Ads. Optmyzr suggests starting with an audit for \"a bird's eye view of account health\", and adds KPI and budget alerts, a rule engine and a dashboard across client accounts. Changes need your approval before they run.\u003C/p>\u003Cp>\u003Cstrong>3. TrueClicks.\u003C/strong> Monitoring and auditing for Google and Microsoft Ads, with performance monitoring for Meta. TrueClicks runs \"50+ daily monitoring checks\" across all accounts, alerts you when an account or conversion tracking goes down, tracks disapprovals, and sends a weekly email digest with an account score.\u003C/p>\u003Cp>\u003Cstrong>4. Adalysis.\u003C/strong> PPC management for Google and Microsoft Ads, built for agencies. Adalysis runs \"100+ prebuilt checks\" to audit accounts, monitors performance around the clock and lets you set custom alerts.\u003C/p>\u003Cfigure class=\"table\">\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth> \u003C/th>\u003Cth>Whatagraph\u003C/th>\u003Cth>Optmyzr\u003C/th>\u003Cth>TrueClicks\u003C/th>\u003Cth>Adalysis\u003C/th>\u003C/tr>\u003C/thead>\u003Ctbody>\u003Ctr>\u003Ctd>Platforms\u003C/td>\u003Ctd>Google, Meta, LinkedIn, Microsoft and other connected sources\u003C/td>\u003Ctd>Google, Microsoft, Amazon, Meta, LinkedIn, TikTok\u003C/td>\u003Ctd>Google, Microsoft (Meta for performance)\u003C/td>\u003Ctd>Google, Microsoft\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>Audit approach\u003C/td>\u003Ctd>Agent runs your checklist on a schedule\u003C/td>\u003Ctd>Account audit plus alerts and rules\u003C/td>\u003Ctd>50+ daily checks\u003C/td>\u003Ctd>100+ prebuilt checks\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>Delivery\u003C/td>\u003Ctd>Slack, email or in-app digest\u003C/td>\u003Ctd>Alerts\u003C/td>\u003Ctd>Alerts and weekly email\u003C/td>\u003Ctd>Alerts\u003C/td>\u003C/tr>\u003Ctr>\u003Ctd>Built for\u003C/td>\u003Ctd>Agencies and in-house teams across channels\u003C/td>\u003Ctd>PPC teams and agencies\u003C/td>\u003Ctd>PPC teams and agencies\u003C/td>\u003Ctd>PPC agencies\u003C/td>\u003C/tr>\u003C/tbody>\u003C/table>\u003C/figure>\u003Cp>If you only run Google Ads and want a free starting point, Google's own optimization score rates accounts from 0 to 100% and works at manager-account level, and Google's Account Anomaly Detector script emails you when one account's numbers differ from its usual weekday pattern.\u003C/p>\u003Ch2 id=\"how-to-conduct-a-ppc-audit-with-ai-agents-in-whatagraph\">How to conduct a PPC audit with AI agents in Whatagraph\u003C/h2>\u003Cp>Here's a step-by-step guide to PPC auditing with agents in Whatagraph.\u003C/p>\u003Col>\u003Cli data-list-item-id=\"eccdde24ef86d6e7f9d1f1b0e55b653f3\">\u003Cstrong>Connect every client's ad accounts.\u003C/strong> Connect Google Ads, Meta, LinkedIn and your other channels, and tag each account by client. The Roster agent does this for you.\u003C/li>\u003Cli data-list-item-id=\"e2b90be2a68409dc0defc99e6b9cc70d9\">\u003Cstrong>Run an account health check first.\u003C/strong> Ask a pre-made agent on Whatagraph - Pacing - for a full account health check. It lists broken connections, missing sources and setup gaps. Fix those before the first audit, or the digest fills up with noise.\u003C/li>\u003Cli data-list-item-id=\"e77cc47e046364dee45a8c3bac8abf653\">\u003Cstrong>Pick your checks and thresholds.\u003C/strong> Use the checklist above. Set thresholds per client, because a 30% change means something different for a small account than for a large one.\u003C/li>\u003Cli data-list-item-id=\"e878efba12b6e8d3ec11412923c903b05\">\u003Cstrong>Build the audit agent.\u003C/strong> Paste the brief from the first section into the Agent Builder and fill in the placeholders.\u003C/li>\u003Cli data-list-item-id=\"e5583d3a28e50d685799fdc76327b3154\">\u003Cstrong>Test it on two clients.\u003C/strong> Run it once and compare every finding with the ad platforms. Adjust the brief where it's wrong or too noisy.\u003C/li>\u003Cli data-list-item-id=\"e309ae86e0dfcbae2a8c8e5f261714315\">\u003Cstrong>Choose where the digest goes.\u003C/strong> Connect Slack or add the email recipients. Connecting Slack can need approval from your IT team, so ask early.\u003C/li>\u003Cli data-list-item-id=\"e809dc0df7894b88212083461b43f9398\">\u003Cstrong>Add the schedule.\u003C/strong> Pick daily at a set time, such as 9:00, or any schedule that fits your team.\u003C/li>\u003Cli data-list-item-id=\"e14113b79de983545368f5656812d7ffb\">\u003Cstrong>Lock down write access.\u003C/strong> Set every tool that can change something to \"needs approval\" or \"denied\". The audit only reads.\u003C/li>\u003Cli data-list-item-id=\"e4d9bcd864076b4c416b0d5011ae2f79e\">\u003Cstrong>Review the first week.\u003C/strong> Read the digests, note false flags, and tune the brief.\u003C/li>\u003C/ol>\u003Ch2 id=\"best-practices-for-ppc-audits\">Best practices for PPC audits\u003C/h2>\u003Cp>The best PPC audits are short, regular and quick to act on. These practices keep a daily audit useful after the first week:\u003C/p>\u003Cul>\u003Cli data-list-item-id=\"e18516fbced93b392f46ceaf92cf7674b\">\u003Cstrong>Fix connections before the first run.\u003C/strong> A broken source shows up as a drop to zero, which looks like a performance problem.\u003C/li>\u003Cli data-list-item-id=\"eb8ea4c60daa718022d08350b9456d476\">\u003Cstrong>Set thresholds relative to each account.\u003C/strong> Compare each account with its own recent average, not one number for every client.\u003C/li>\u003Cli data-list-item-id=\"e97522cca72b10d5e7ee263e0de3a7a91\">\u003Cstrong>Rank by spend at stake.\u003C/strong> Put the changes that cost the most money at the top of each client's section.\u003C/li>\u003Cli data-list-item-id=\"ea6d6875ffe7885e75e75495f1287d96f\">\u003Cstrong>Cap the digest.\u003C/strong> Limit it to the top changes per client. A long digest stops getting read.\u003C/li>\u003Cli data-list-item-id=\"ec80901791acbd6e08df1bcb1e80c8d97\">\u003Cstrong>Send it where the team already works.\u003C/strong> Pick one channel the team reads every morning.\u003C/li>\u003Cli data-list-item-id=\"e65f45369803f45dc1532cb2ebfc327a3\">\u003Cstrong>Keep the quarterly manual audit.\u003C/strong> The daily audit catches changes. The quarterly audit checks whether the strategy still fits.\u003C/li>\u003Cli data-list-item-id=\"e44ea2484d22deb34529f584499984435\">\u003Cstrong>Review false flags every week.\u003C/strong> Tune the brief until most lines lead to an action.\u003C/li>\u003C/ul>\u003Cp>An agency co-founder who manages about 60 accounts said: \"All I want to do is find what's broken, like, quickly. How do I get to what's broken quickly? I can fix that, and then I can worry about optimization.\"\u003C/p>\u003Cp>Pick the channel with the same care. A US agency said: \"I know that for most of us that has like a lot of emails, just like an email notification, maybe I'm not going to see it.\" For threshold alerts that fire between audits, see \u003Ca href=\"/ai-agents-for-marketing/ppc-monitoring\">PPC monitoring with AI agents\u003C/a>.\u003C/p>\u003Ch2 id=\"challenges-in-conducting-a-ppc-audit\">Challenges in conducting a PPC audit\u003C/h2>\u003Cp>Most PPC audit challenges come from scale: too many accounts, too many platforms and not enough time to check them. Here are the common ones and how to handle each.\u003C/p>\u003Cp>\u003Cstrong>Too many accounts to audit by hand.\u003C/strong> Opening every ad account every morning takes hours once you pass a dozen clients. Run one scheduled pass across all accounts and read one digest. A digital director at a UK agency said: \"instead of having to go into each individual account, you can see a top-line view. Are we up? Are we down?\"\u003C/p>\u003Cp>\u003Cstrong>Problems found at the next client meeting.\u003C/strong> Ad platforms don't always flag a campaign that stops spending or overspends. A US agency said: \"Google doesn't tell you, Facebook doesn't tell you, until it's like suddenly we're at our next meeting. We're like, oh, that spent $5. It was supposed to spend $10,000.\" Daily checks on spend and delivery close that gap.\u003C/p>\u003Cp>\u003Cstrong>Broken connections nobody notices.\u003C/strong> When a data source disconnects, reports can keep loading and show zeros or stale numbers. A US agency said a broken connection \"usually takes a while for us to find out, and that's really frustrating.\" Include connection status in the daily checks. Agents read the same governed \u003Ca href=\"/data-hub\">data layer\u003C/a> your reports read, so a broken source shows up in the audit and the report at the same time.\u003C/p>\u003Cp>\u003Cstrong>Different filters and goals per client.\u003C/strong> One client reports web and in-store sales separately, another counts only qualified leads. Set each client's filters, source groups and custom metrics once, so every audit run uses the same definitions as the client's report.\u003C/p>\u003Cp>\u003Cstrong>Slack or email blocked by IT.\u003C/strong> Some companies need security approval before a new app can post to Slack. Start with in-app digests and request approval early.\u003C/p>\u003Ch3 id=\"common-mistakes-in-ppc-audits\">Common mistakes in PPC audits\u003C/h3>\u003Cul>\u003Cli data-list-item-id=\"e2ec04e33ae150dc28bc7286c6cb9d99e\">\u003Cstrong>Treating the audit as a quarterly project only.\u003C/strong> Spend and delivery problems need a daily check. Strategy can wait for the quarter.\u003C/li>\u003Cli data-list-item-id=\"e1bd4c96e5162e78b046707e62b9d901b\">\u003Cstrong>Judging every client by the same change.\u003C/strong> A 20% drop is normal for one account and a crisis for another.\u003C/li>\u003Cli data-list-item-id=\"e3646ffd9b34ed23632924f4f114a5cf3\">\u003Cstrong>Reading a zero as a real result.\u003C/strong> A zero often means a broken source, not a campaign that stopped.\u003C/li>\u003Cli data-list-item-id=\"e423ca60a25cfe83b7955b35dec63e4e4\">\u003Cstrong>Acting on a finding before checking the platform.\u003C/strong> Confirm the number first.\u003C/li>\u003Cli data-list-item-id=\"eff766a8b0c56bb4cfb2c4a780ed1a4a6\">\u003Cstrong>Letting the digest grow until nobody reads it.\u003C/strong> Cut checks that never lead to action.\u003C/li>\u003C/ul>","sections.rich-text-content",{"id":609,"title":610,"subtext":37,"subtextBottom":37,"titleSize":611,"type":612,"subtextStyle":611,"disableTopMargin":17,"disableBottomMargin":17,"text_above_title":37,"CTA":613,"cta_collection":37,"__component":616},644,"Use agents to audit every account","normal","dark 2",[614],{"id":615,"label":322,"url":601,"subtext":37,"style":602,"element_id":37,"color":37,"icon":37,"width":37},3929,"sections.headline",{"id":618,"description":37,"title":37,"items":619,"__component":652},1275,[620,624,628,632,636,640,644,648],{"id":621,"question":622,"answer":623},7767,"Why is a PPC audit important?","\u003Cp>A PPC audit finds wasted spend, broken tracking and policy problems before they cost more money or reach the client. Ad platforms keep spending while a conversion tag is broken or a campaign targets the wrong audience, and they don't flag most of these problems. An audit is the step where someone, or an agent, checks the account against what it should be doing.\u003C/p>",{"id":625,"question":626,"answer":627},7768,"How often should you perform a PPC audit?","\u003Cp>Check spend, conversions, delivery, policy status and data connections daily, because those problems cost money every day. Review search terms and creative fatigue weekly. Run a full manual audit of structure, bidding strategy, audiences and landing pages every quarter, and whenever you take over a new account.\u003C/p>",{"id":629,"question":630,"answer":631},7769,"How does a PPC audit improve ROI?","\u003Cp>A PPC audit improves ROI by cutting spend that doesn't produce results and fixing the problems that stop good campaigns from delivering. It finds search terms and placements that spend without converting, campaigns that overspend or stop spending, disapproved ads, and broken conversion tracking that sends bidding the wrong signals. Each fix shifts budget toward what works.\u003C/p>",{"id":633,"question":634,"answer":635},7770,"PPC audit vs SEO audit: what's the difference?","\u003Cp>A PPC audit checks paid ad accounts: spend, bidding, targeting, ads, delivery and conversion tracking. An SEO audit checks a website's organic search health: crawlability, indexing, content, page speed and rankings. PPC problems cost money every day they run, so PPC audits need a shorter cycle. SEO problems usually build over weeks.\u003C/p>",{"id":637,"question":638,"answer":639},7771,"How can small businesses benefit from a PPC audit?","\u003Cp>Small businesses often run ads with a small budget and no full-time PPC specialist, so wasted spend takes a bigger share of the budget. A PPC audit finds that waste, catches broken tracking and checks that campaigns target the right people. With only one or two accounts, a weekly audit is usually enough. Agencies that manage small business clients can run the same audit across all of them in one pass.\u003C/p>",{"id":641,"question":642,"answer":643},7772,"What's the difference between a PPC audit and PPC monitoring?","\u003Cp>A PPC audit is a scheduled pass over every account that checks performance, delivery, policy and connections, then reports the biggest changes in one digest. PPC monitoring watches specific metrics and sends an alert when one crosses a threshold, such as a spend spike or a conversion drop. Most agencies use both. For threshold alerts, see \u003Ca href=\"https://whatagraph.com/ai-agents-for-marketing/ppc-monitoring\">PPC monitoring with AI agents\u003C/a>.\u003C/p>",{"id":645,"question":646,"answer":647},7773,"Can AI run a PPC audit?","\u003Cp>Yes, for the checks that repeat. An AI agent can read every connected ad account on a schedule, compare results with recent averages, and write a digest of the biggest changes. People still decide what the changes mean and what to do. General assistants like Claude and ChatGPT are useful for one-off analysis of an export, and agents run the recurring audit on governed data. Many teams use both.\u003C/p>",{"id":649,"question":650,"answer":651},7774,"Can you get PPC audit results in Slack or email?","\u003Cp>Yes. An audit agent can post its digest to a Slack channel or send it by email on any schedule you set, such as every weekday at 9:00. Connecting Slack can need approval from your workspace admin, so check that before the first run.\u003C/p>","sections.faq",{"pagination":654},{"page":5,"pageSize":147,"pageCount":5,"total":5},1791821852324]