Digital Advertising Audit / Advertising Terms Digital Advertising Audit A digital advertising audit is a comprehensive review of an organisation’s paid media campaigns to evaluate performance, identify gaps and uncover opportunities for improvement. This process assesses everything from account structure and audience targeting to ad creative, budget allocation and conversion tracking. Audits help ensure that advertising dollars are being used effectively and that campaigns align with broader business or campaign goals. During a digital advertising audit, marketers typically analyse performance across platforms such as Google Ads, Meta Ads, LinkedIn, YouTube and programmatic networks. Key focus areas include keyword relevance, bidding strategies, audience segmentation, ad placements, landing page alignment and measurement setup. The audit may also highlight issues such as low-performing ad groups, unnecessary spend, incomplete tracking, or poor mobile experience. By comparing results to benchmarks and goals, teams can prioritise changes that will deliver the greatest return. A well-executed audit provides actionable insights to improve results and increase efficiency. It often leads to lower cost per acquisition, higher return on ad spend, and better alignment between ad messaging and user intent. For nonprofits, it can help optimise donation or volunteer acquisition efforts. For B2B companies, it supports better lead generation and pipeline growth. Whether your campaigns are managed in-house or by an agency, a regular audit offers a clear picture of what is working, what is underperforming and where to focus next.