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PPC Audit

Independent PPC audits for travel brands – from a quick free review to a full account deep dive.

PPC Audit for Travel Brands

Travel PPC is a competitive, high-stakes channel. Bidding against OTAs, airlines and global hotel groups means every element of your account needs to be working hard. A PPC audit looks at everything from keyword strategy and bidding to ad copy, landing pages and conversion tracking, and identifies exactly where budget is being wasted and where performance can improve.

At Summon, we work exclusively in travel, so we understand the seasonal pressures, booking window dynamics and audience behaviours that shape a successful travel PPC account. Our audits are built around the specific realities of the travel market, not a generic checklist.

Two levels of audit - free and paid

We offer two types of audit depending on what you need.

Free mini audit: A fast, no-obligation overview of your account. We look at the most impactful areas – structure, keywords, ad copy, bidding and conversion tracking – and flag the biggest issues and quick wins. Useful whether you are sense-checking an agency, diagnosing a drop in performance, or just want an independent view of how things stand.

Full paid audit: A comprehensive review of every element of your PPC account. Campaigns, ad groups, keywords, match types, negative lists, bidding, ad copy, extensions, landing pages, audience targeting, tracking and attribution. The output is a detailed report with prioritised recommendations and a clear action plan.

Free mini PPC audit

Our free mini audit gives you a fast, no-obligation overview of your PPC account. We look at the most impactful areas – structure, keyword targeting, ad copy, bidding and conversion tracking – and flag the biggest issues and quick wins. It takes us a few hours and gives you a clear starting point, whether you decide to work with us or not.

Full paid PPC audit

Our full audit covers every single element of your PPC account across all platforms. The output is a detailed report with prioritised recommendations and a clear action plan. If you are an in-house team, it gives you a structured roadmap. If you are reviewing an agency relationship, it gives you an independent view of what has and has not been done.

Travel-specific audit focus

All our audits are built around the realities of travel PPC – seasonal demand patterns, booking window dynamics, destination-based keyword structures and the competitive landscape of the travel market. We do not apply a generic template.

What we look at in a full audit

Our full audit follows a detailed checklist built for travel PPC accounts. We cover account structure and campaign settings, keyword strategy and match types, ad copy and extensions, landing pages and conversion paths, tracking and attribution, and bidding strategy across all platforms you are running. Every finding is prioritised so you know what to tackle first.

Keywords, match types and negative lists

Targeting the wrong keywords wastes budget fast in a competitive travel market. We audit your full keyword list, match type mix, search term reports and negative keyword coverage. We identify gaps in destination and product coverage and areas where irrelevant traffic is being generated.

Ad copy, extensions and landing pages

Your ads need to stand out against OTAs and global competitors. We review your copy for relevance, differentiation and alignment with landing pages, and check that you are making full use of available extensions. We also review the conversion path from ad to booking.

Tracking, attribution and bidding strategy

Accurate tracking is essential for travel, where the booking journey can span multiple sessions and devices. We check your conversion tracking setup, attribution model and any gaps in measurement. We also review your bidding approach and assess whether your strategy is aligned with your business goals.

Who is a PPC audit useful for?

A PPC audit is valuable in a wide range of situations. You do not need to be experiencing obvious problems to benefit from an independent review.

Checking an agency is delivering – an independent audit gives you confidence that your account is being managed properly and budget is being spent well
Diagnosing a performance drop – if results have fallen and you are not sure why, an audit will surface the cause, whether that is a bidding issue, a tracking problem or something in the competitive landscape
Reviewing in-house activity – in-house teams benefit from an external perspective to make sure nothing is being missed
Before taking on a new account – we always start with a full audit so we know exactly what we are working with
Preparing for peak season – the run-up to busy booking periods is a critical time to make sure accounts are in the best possible shape

Why choose Summon for your travel PPC audit?

Summon works exclusively in travel. That means we understand the dynamics of your market in a way that a generalist agency cannot – the seasonal shifts, the margin pressures, the competitive environment and the booking behaviour of travel customers.

Our audits are thorough, honest and focused on what actually matters. We will tell you what is working, what is not, and what to do about it. If you choose to work with us after the audit, we carry the findings straight into how we manage the account. If not, you still walk away with a clear picture of where things stand.

Why Summon for travel PPC?

Travel specialists – we only work in travel, so we know the market
Honest, independent view – we tell you what is actually happening in your account
Clear recommendations – prioritised actions you can act on straight away
No obligation on the free audit – useful whether you work with us or not
10 years of travel PPC experience – across tour operators, hotels, airlines and OTAs

PAY PER CLICK (PPC) FAQ’S:

What does a travel PPC audit actually cover?

We review campaign structure, bidding strategy, keyword quality, match types, ad copy, landing page alignment, conversion tracking accuracy, audience targeting, budget allocation and wasted spend. For travel specifically, we also look at seasonality planning, OTA competition and how your account handles booking window fluctuations.

How long does a PPC audit take?

Typically five to seven working days for a full account. We need time to properly analyse the data rather than just running an automated report. You will get a written findings document with specific recommendations prioritised by likely impact.

What are the most common issues found in travel PPC accounts?

Overly broad match types driving irrelevant traffic, poor tracking setup that attributes conversions incorrectly, seasonal budgets that do not align with actual booking patterns, and ad copy that speaks to everyone rather than the specific traveller you want. We also frequently find accounts bidding on branded terms they are already winning organically.

Will an audit tell me if my current agency is doing a good job?

It will tell you objectively what is and is not working in the account. We will not spend the audit criticising your current agency, but you will have clear data on performance gaps, wasted spend and missed opportunities. What you do with that information is up to you.

How much should I expect to save after a PPC audit?

It varies, but we typically identify 15 to 30 percent of spend that is either wasted or could be reallocated to better-performing areas. The more mature the account, the more likely there is historic inefficiency buried in the structure.

Do I need to be spending a minimum amount to make an audit worthwhile?

We recommend a minimum of around £5,000 per month in ad spend. Below that level there is often not enough data to draw meaningful conclusions, and the savings identified may not outweigh the cost of the audit itself.

What happens after the audit?

You get a written report with prioritised recommendations. We can then implement the changes for you, or you can take the report to your existing team or agency. There is no obligation to use us for ongoing management — though most clients do after seeing the findings.