Auditing and Consultancy | Paid Media Services |

Auditing and Consultancy

When you are looking to take your paid media campaigns, whether in-house or agency managed, to the next level, it’s important to get an experienced third-party to assess current performance.

Want to talk to someone?

Get in touch

“Working with White has so far delivered over-anticipated results. Decreasing our average cost-per-lead by over 83% has meant that our budget now works harder for us, and allowed us to reliably increase our digital budget due to increased ROI. Increased targeted exposure has also led to a vast increase in leads generated from our PPC activities.”

- Group Marketing Manager, S&B Commercials (Mercedes-Benz)

Our expertise

Our auditing and consultancy services can fill the gap between where you are and the greater return-on-investment you are looking for. Speak to us about how we can support you to achieve your goals.

Our team is fully qualified in Google AdWords, Google Analytics, Bing and Marin Software, and we have almost a decade of hands-on paid media experience under our belts. Whether you are looking to introduce best practices across your campaigns, or want to identify new opportunities or areas where you could improve, our insights will prove to be indispensable.

Account Structure


  • Account structure and naming convention (Alpha/Beta structure review)
  • Keyword match type strategy
  • Use of routing negatives
  • Use of mobile
  • Google Display Network approach
  • Granularity and segmentation of ad groups

Campaign Performance

  • Spend analysis on non-converting keywords
  • Budget Management / Impression share
  • Converting keywords CPA < Target
  • Paused keywords where CPA < Target
  • High CPA keywords
  • High Spend No Conversions keywords
  • Low position converting keywords



  • SQR data mining (searching query report)
  • Ad Copy Relevancy
  • Landing Page Relevancy
  • Review of negative keywords used/not used
  • Identify duplicate keywords to avoid media spend haemorrhages
  • Local Campaign / Geo-targeting Opportunities
  • Change log for frequency & volume of changes
  • Disapproved Ads
  • Opportunities Tab

Campaign Settings


  • Locations
  • Languages
  • Distribution
  • Devices
  • Bidding Option
  • Position Preference
  • Delivery Method
  • Ad Extensions (Sitelinks, Plusbox)
  • Ad Scheduling
  • Ad Rotation

Display Network


  • General structure
  • Negative analysis
  • Keyword / Theme Analysis
  • Spend and Conversion Analysis
  • Site Exclusion Opportunities
  • Ad Copy / Banner Creative Opportunities
  • Identify expansion opportunities



  • Competition bidding on your brand and identify opportunities to do the same
  • Product / Service Differences i.e. price
  • Ad copy strategy

Paid Media Auditing


If you are looking to work with White for your ongoing PPC management, we will provide you with an in-depth paid media audit at the beginning of your campaign if your account is already up-and-running.

 Paid Media Consultancy


If you are looking to get the most from your paid media campaigns, our consultancy service could help you to achieve a higher click-through-rate, lower cost-per-click, and better returns. We will evaluate your current campaign, and support you throughout the process of creating a long term strategy that is informed by research and analysis.

PPC Management


Some of our auditing and consultancy clients have identified a need for ongoing assistance with their paid media campaigns. If your business would benefit from our vast wealth of experience, speak to us further about our PPC management services.

Our services

Find out how your paid media campaigns are currently performing with our auditing service. We understand that you might not have the resources in-house to regularly analyse your PPC data to make improvements to your ROI, which is where we can help. We will provide an outside view on your account, with a full report for you to get a clear picture of where you sit within the search marketing landscape, and how your PPC efforts compare with your competitors.

Multi-platform Professionals Icon

Display and Retargeting

Covering a range of formats including text and images – both animated and static – we can help you to deliver your brand messages to the right users all across the web. Whether you want to re-engage with users who have interacted with your website, or want to attract new visitors and customers, our display and retargeting services can make the difference to your business.

Click here to learn more

Google Ad Grants For Charities

Are you a not-for-profit organisation? Then you may qualify for the Google Grants For Charities scheme and benefit of between $20-40K per month in in-kind AdWords™ advertising, to promote your missions and initiatives on Google. Let us do the hard work for you from submitting your application to management of your Google Ad grant account.

Click here to learn more

Ecommerce Analytics Icon

Google Shopping & Product Listing Ads (PLAs)

If you want to drive more conversions through your E-Commerce store, rely on our wealth of experience in Google Shopping. A tried and tested way to display your products in the search engine results, we aim to achieve a greater click-through rate to your website from a highly optimised merchant feed.

Click here to learn more

Paid Media Training

Without understanding your target market, what they are looking for and the language they use to search, we don't have the insight to uncover every way to optimise your account. With a deeper knowledge of your potential customers, we put ourselves in a position to appeal to them with greater authority, and deliver more targeted, qualified traffic for less spend, wherever your customers are.

Click here to learn more

Optimisation And Bid Management Icon

PPC Management

Those who sit still in paid search soon fall behind. The results of our testing are quickly fed into your account so you soon see the benefits. We also continuously monitor the amount you are bidding for each keyword, squeezing the maximum possible margin of each ad group with a balance of spend, visibility and market share.

Click here to learn more

Social Media and Video Advertising

Utilising a range of platforms across the social media and video landscape, we can further the reach and awareness of your brand, as well as encouraging direct engagement with it too. Let us help you to discover a new and untapped audience through our intelligent targeting.

Click here to learn more

Want to talk to someone?

Get in touch

Case Studies

Main Goal:
S&B Commercials - the largest Mercedes-Benz commercial vehicle dealer in the UK.
PPC Project
Main Goal:
Improve PPC account performance by demonstrating a delivery in increased ROI.

Looking for something else?

Analytics and CRO Icon

Analytics & UX Consultancy

Working with clients that get millions of visitors in a year, if there is a goal you need to measure, or an insight you need to gather, chances are we have done it before.

Click here to learn more

Branded Content Icon

Branded Content

Whatever your online goals, content can help you get there, and our team of writers and creative marketers have helped many sites unlock their potential.

Click here to learn more

Search Engine Optimisation Icon

Search Engine Optimisation

We are passionate about helping you to build and expand your business, not a set of shaky search engine rankings. Our skilled SEO team is well-versed in taking businesses to the next level.

Click here to learn more

Social Media

Our Social Media services combine intelligence, best practice and creative strategy to help your brand engage and expand its community, and reach its target audience.

Click here to learn more

Want to talk to someone?

Get in touch
01865 703000