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      How to complete a paid media audit presentation

      This guide walks you through how to complete a full paid media audit using the Green House's paid media audit presentation template.

      Step 1: Make a Copy of the Audit Template

      Go to the shared Green House Drive folder. Locate the file: Paid Media Audit Template. Make a copy and rename it using this format:

      [ClientName]_PaidMediaAudit_[MonthYear]

      Example: MountainStates_PaidMediaAudit_Aug2025

      Move your copy into the appropriate client folder.

      Step 2: Fill Out the Campaign Overview

      In the first section, summarize what this campaign is about:

      • What are we trying to accomplish?
      • Which platforms are we analyzing or recommending (Google Ads, Meta Ads)?
      • What is the main goal (more leads, more sales, awareness)?

      Keep this to 2–3 sentences max.

      Step 3: Complete the SEO vs. PPC and Google vs. Meta Comparison

      This section helps explain the difference between channels and where paid media fits in. Keep the SEO vs. PPC comparison as-is. Update the Google Ads vs. Meta Ads section only if there are unique client considerations (like industry-specific platform preferences). This section educates the client, so use it to reinforce why we’re recommending paid ads.

      Step 4: Add the Competitor Audit

      Use the competitor audit checklist you filled out during the research phase. Add:

      1. Top Competitors, Platforms, Offers – List 2–3 local or industry-specific competitors, what platforms they’re using, and the type of ads or offers they’re running.
      2. Google Ads Competitor Findings – Use live Google searches, the Ads Transparency Center, or Spyfu. Add relevant URLs and any screen grabs of search ads or ad copy themes.
      3. Meta Ads Competitor Findings – Use Meta Ads Library. Record what kinds of visuals, promos, or targeting styles they’re using.

      The goal is to show what others are doing and how we can stand out.

      Step 5: Write the Strategy Summary

      Use this section to describe how we’ll position the client’s paid media campaign. Fill in:

      • Campaign Types: Google Search, Meta Retargeting, Performance Max, etc.
      • Messaging Focus: Value, ease, urgency, family-oriented, etc.
      • Targeting Method: Geographic, behavioral, interest-based, keyword intent
      • Platforms: Google, Meta, LinkedIn (if applicable)

      These decisions should align with your audit findings and what we know about the target audience.

      Step 6: Fill In the Budget Recommendation

      Input proposed budgets for each platform:

      • Google Ads Budget
      • Meta Ads Budget
      • Total Budget

      Also note the recommended timeline (e.g. 60-day test period or by campaign launch month). Use conservative numbers unless the client has shared specific budget goals.

      Step 7: Add PPC Calculator Data

      If you completed the PPC Calculator, use its projections to fill out:

      • Low Spend, Recommended Spend, and High Spend scenarios
      • Add rows for: CPL, Budget, Estimated Leads, Close Rate, AOV, ROAS

      Use this for both Google and Meta (two separate forecast tables). Link to the full calculator in the box provided.

      Note on Meta Ads Projections:

      Unlike Google Ads, Meta doesn’t have keyword data or search volume. Instead, use benchmark CPLs based on similar past campaigns or industry averages. A good starting point is $30–$50 per lead for most service-based businesses. Leads are estimated by dividing budget by CPL. Close rates and AOVs should be based on client input. If unavailable, leave AOV/ROAS blank or label it as a placeholder. These numbers are directional and should be validated during actual campaign testing.

      Step 8: Check Off the Campaign Components

      Select all elements that will be included in the strategy. These may include:

      • Google Ads
      • Meta Ads
      • Landing Page Strategy
        Creative Direction

      If anything is not included (e.g. no video), remove or gray out that element.

      Step 9: Fill In the Success Factors

      Answer the three success areas:

      1. Competition – Are competitors beatable or heavily dominant?
      2. Search Volume – Is there enough search demand for this offer?
      3. Strategy Efficiency – Do we believe this plan will work based on budget and conversion math?

       Each can be rated low/med/high or answered with short notes.

      Step 10: Add Final Next Steps

      Use this section to tell the client what happens next. Example:

      • First… We’ll finalize creative direction and campaign setup
      • Then… We’ll confirm tracking is working
      • Finally… We’ll launch and begin performance tracking

      Keep it action-based and clear.

      Step 11: Save and Share

      Save the audit in the client folder. If the presentation is being delivered live, use this doc to guide the discussion. If shared async, make sure everything is clear and clean (no client names left blank, all sections filled).