Why an ad audit pays for itself
The audit looks at the account the way an engineer does: not "is there advertising" but "does every ruble buy a client". In most accounts we open, 15–30% of spend goes to queries that never convert, duplicated audiences, bids inflated above funnel value or ads whose promise the landing page does not keep. Finding these leaks does not require restarting campaigns — it requires going through structure, semantics, negatives, rates and analytics with a system. The audit cost is typically returned by the first month of savings, and everything that works keeps working untouched.
What we check
Six blocks. Structure: campaigns and ad groups split by intent, search separated from networks, budgets distributed sensibly. Semantics: match types, cross-negatives between groups, junk queries eating clicks. Ads: relevance to queries, count of variants per group, use of extensions, CTR against niche norms. Bids and budgets: rates versus the funnel's real value, dayparting, lost-impression causes. Analytics: goals, tags, cost-per-lead by campaign — the layer without which all the rest is guesswork. Landings: whether the ad promise survives the first screen of the page it leads to.
The most common budget leaks
The classics repeat from account to account: one broad-matched campaign holding all queries; no cross-negatives, so groups outbid each other for the same click; ads leading to the home page instead of the matching service; bids raised to "fix" a funnel that leaks at the form; and goals counting page views instead of enquiries, so optimization chases the wrong target. Each leak in the report is priced: how much it costs per month and what fixing it returns — so the fix list is sorted by money, not by taste.
Report and the savings plan
You receive a document with three parts: the loss map (each leak, its monthly price, the evidence — screenshots and query logs); the fix plan (what to change in structure, semantics, rates, ads — step by step, with expected effect); and the control metrics (which numbers to watch weekly to confirm the savings hold). We walk it through in a session and stay available while you, your agency or we implement it. No changes are ever made in your account without your approval — access is view-only for the whole audit.
Cost and timelines
Audit of one cabinet (Direct or VK) — from 20 000 RUB in 4 working days: accounts spending up to 300 000 RUB/mo. Two cabinets or spend up to 700 000 RUB/mo — from 30 000 RUB (5–6 days). The express "top-10 leaks" check — from 9 000 RUB in 1–2 days. Quarterly follow-up with a repeat audit and bid support — from 15 000 RUB/mo. Access is needed on view only: no edits without your approval. After the audit, recommendations are implemented by you, your agency or us — no lock-in.
Why the audit is ordered at ZXY
We run Direct and VK campaigns ourselves, so the audit speaks in practitioner terms: which match type, which bid strategy, which extension — not generic advice. We have audited accounts managed by other agencies and know the standard blind spots; the report is written to be checked, with query logs and screenshots for every claim. And we are calm about other contractors: many agencies adopt our fixes with gratitude, because the account stops burning money that their fee depends on making work.
