Check the account yourself — with our checklist
These are the ten stages we use to find losses in a paid audit. We’re not hiding them: if you work through the list and everything is in order, you don’t need an audit — and that is an honest outcome. Most people stumble on items 2, 6 and 8.
Open your ad account and your analytics and work down the list. Each item needs a “yes” backed by a number, not a “should be set up somewhere”. Every “no” is money going out right now.
Next to each item is an indication of what that finding was worth in our own reviews. The figures are real, from accounts spending several hundred thousand roubles a quarter.
Three “no”s in a row —
you can stop counting
| № | What to check | How you know it’s bad | What it costs |
|---|---|---|---|
| 01 | Unit economics | You can’t state the cost per lead you can afford | the whole budget, blind |
| 02 | Analytics and goals | Goals aren’t set, or measure the wrong thing; sales never go back into the ads | the account learns from clicks |
| 03 | Account structure | Everything in one campaign; negatives absent or untouched for months | up to 30% wasted impressions |
| 04 | Campaign settings | Geography set to the whole country, ads run round the clock, no bid adjustments | clicks from people who won’t travel |
| 05 | Search terms | The search terms report is full of junk you never added as a negative | −₽27,297/mo in our review |
| 06 | Display placements | The placement list has never been cleaned; mobile apps aren’t excluded | −₽7,500/mo in our review |
| 07 | Automated strategies | The strategy is learning on a goal that fires twice a week | the campaign stalls entirely |
| 08 | Segments | You haven’t looked at gender, age, device or city reports in the last month | −₽16,100/mo in our review |
| 09 | Landing pages and post-click | Ads point at a generic page; nobody has measured load speed | half the traffic walks away |
| 10 | Reconciliation with money | Spend has never been reconciled against CRM revenue and the bank | “growth” reports without profit |
Working through this list on one perfectly tidy-looking account produced roughly ₽43,000 of losses per month. That account was managed by a contractor and looked fine.
0 “no”s
Congratulations, you’re in order. You don’t need an audit — come back when you’re scaling or entering a new market.
1–3 “no”s
Fix them yourself from the list; that’s enough. If you want an outside view, start with the free 48-hour express audit.
4+ “no”s
This needs a full review: findings with evidence, each priced in money, and a 30-60-90 plan — sheet 09.
Want us to run this list for you?
The express audit is free and takes 48 hours. All we need is read-only access — we change nothing in your account.
Run the list with me