1. Start with the business, not the account
Write down what a good month looks like: the revenue target, the acceptable cost per lead and the metrics the team actually tracks. Without that, any audit is just guessing at bid strategies.
2. Check the tracking
Tracking comes first because it is the only failure that makes every other number unreliable. Compare reported conversions with real orders or CRM leads, confirm each conversion event fires once, and check that browser and server events are both received.
3. Look for bloated audiences and stale structure
Accounts that were set up once and never restructured tend to have overlapping audiences competing with each other, prospecting and retargeting mixed together, and exclusions missing. Rebuild the architecture so each campaign has one job and its own budget.
- Separate prospecting from retargeting
- Remove audience overlap between ad sets
- Exclude recent converters from acquisition campaigns
- On Amazon, move proven search terms to exact match and add negatives weekly
4. Review creative and landing pages
Check frequency and CTR trends for fatigue, and check landing page conversion rate across all traffic. If the page converts badly for everyone, fix it before spending more on ads.
5. Relaunch with QA and single-variable tests
Have every campaign checked before it spends a rupee. Then test one thing at a time, whether creative, audience or bid, so when something works you know exactly why.
What it can change
A rebuild like this is what moved accounts I manage: real estate CPL from ₹600 to ₹150–₹200 after rebuilding audience targeting and the landing page flow, and Amazon ACoS from 28% to 17% after restructuring the campaign hierarchy.