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The 16-point PPC leak checklist

The list I work through in the first hour of an audit. Run it on your own account. Each line is a place I have found money in someone else's.

Updated July 2026 · 16 checks, 4 sections ·

0 of 16 ticked

Tick every line that comes back ugly on your own account. Your ticks are saved in this browser only.

Book a consultation I will tell you which one is costing you the most.

1Waste

Search term report, last 60 days. Any term with spend above 2x your target CPA and zero orders should already be negated.
Placement multipliers. Rest of search often burns budget at half the conversion rate of top of search. Check before you raise bids.
Auto campaigns running without negatives. Close variants and loose match are where budget quietly disappears.
Branded spend as a share of total. If branded is holding your ACOS together, your non-branded ads are worse than the dashboard suggests.

One campaign per intent, not per whim. If you cannot say in one sentence what a campaign is for, it should not exist.
Budget caps hit before 6pm. A capped campaign is a ranking problem, not a budget problem.
Duplicate targets across campaigns. You are bidding against yourself and paying the difference.
Naming that a new hire can read. Structure you cannot explain is structure you cannot delegate.

Rank position for your five money keywords, tracked weekly. If nobody is tracking it, nobody is defending it.
Conversion rate against category benchmark. Ads cannot fix a listing that does not convert. Fix the listing first.
Post-launch drop-off. Rank that falls back within two weeks means the launch bought traffic, not position.
Inventory cover against ad spend. Scaling ads into a stock-out is the most expensive mistake in the account.

TACOS by parent ASIN, not account-wide. The account average hides both your winners and the products eating them.
Contribution margin after fees, ads, and returns. Revenue growth on a negative-margin ASIN is just faster losses.
Return rate on your top ad spenders. High returns turn a profitable ACOS into a loss you never see in the ad console.
A weekly number you actually act on. One metric, one owner, one decision per week beats a 40-tab dashboard.

That is normal, and it is fixable. Book a call and I will tell you which one is costing you the most, before you spend anything with me.