Free B2B Paid Media Audit + 90-Day Roadmap

Find the budget your ads are wasting. And the buyers they’re missing.

We review your Google, LinkedIn, Reddit and Meta campaigns against pipeline, then show where spend leaks, where competitors outbid you and where ads inside AI search can put you in front of buyers first. Then we hand you a 90-day roadmap of what to cut, fix and scale.

Benchmark my paid media
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Google Ads LinkedIn Ads Reddit Ads Meta YouTube Ads ChatGPT ads AI Overviews ads

Certified partner of the platforms that shape AI search

  • Reddit Partner
  • Profound Partner
  • AirOps Partner

We run paid and organic as one strategy, so every ad dollar reinforces the visibility you’re already earning.

What is a paid media audit?

A paid media audit reviews how efficiently your ad budget turns into pipeline. Foundation’s audit checks your Google, LinkedIn, Reddit, Meta and YouTube campaigns against your pipeline data, benchmarks your share of paid visibility against three competitors, and shows where to cut, fix and scale, including new ad placements inside ChatGPT and Google’s AI answers. Every audit ends with a prioritized 90-day roadmap of what to do next.

Trusted by marketing teams at

Bitly Paychex Snowflake Canva Procore Mailchimp

What’s in the audit

What does the free Paid Media Audit include?

Four views of where your ad budget goes, what it buys and what it’s missing, measured against pipeline.

Get my free paid media audit

Wasted spend

The keywords, audiences and placements burning budget without producing pipeline.

Line by line, with dollar impact

Competitive benchmark

Who outbids you, the ads and offers they run, and where they’re bidding on your brand.

You vs. 3 competitors

Channel mix

Where your buyers are that your budget isn’t: Reddit, YouTube and ads inside AI search.

Including ChatGPT and AI Overviews ads

90-day plan

What to cut, fix and scale first, with projected savings and pipeline impact.

Prioritized by pipeline impact
Roadmap

Then we tell you what to do about it. Every audit ships with a prioritized 90-day roadmap: the paid media moves that matter most, in order, with the effort and expected impact of each.

  1. Days 1–30Cut the spend that never reaches pipeline.
  2. Days 31–60Fix targeting and creative where competitors outbid you.
  3. Days 61–90Scale what converts, including ads inside AI answers.

If we work together, we report on pipeline and cost per SQL every month.

Sample report, anonymized

What does a paid media audit report look like?

A real audit structure with the brand names removed. This is the exact view you’ll walk through with a strategist.

Paid Media Audit: YourBrand vs. 3 competitors

Spend reviewed: $136K / 90 daysChannels: 4Campaigns: 27Pipeline matched: Yes

Sample report, anonymized

Spend with no pipeline

31%$42K in the last 90 days

Cost per SQL

$2,840Target: $1,500

Competitors on your brand terms

3 of 3Taking 36% of branded clicks

Projected savings

$26Kper quarter, reinvested to scale

Share of paid impressions on your top 50 terms

Google + LinkedIn
Share of paid impressions on top category terms Competitor A 41 percent, Your brand 22 percent, Competitor B 19 percent, Competitor C 8 percent. Competitor A41% Your brand22% Competitor B19% Competitor C8% 0%10%20%30%40%

Competitor A wins nearly 2x your impressions on the terms that drive your best deals.

Where the budget went

Last 90 days
Spend by channel: Google non-brand 38%, LinkedIn 29%, Google brand 12%, Meta retargeting 11%, display 7%, other 3% $136K in 90 days
  • Google non-brand38%Half goes to broad match
  • LinkedIn29%Audience too wide for your ICP
  • Google brand12%
  • Meta retargeting11%
  • Display7%

Biggest leaks and wins

Ranked by dollar impact
Campaign items ranked by spend and pipeline, with the recommended action
Campaign item Channel Spend (90 days) SQLs Action
Broad match “expense” + 214 related terms Google $18.4K 0 Cut
“Finance” job function, all seniorities LinkedIn $12.1K 2 Fix
Display remarketing, all visitors Google $7.9K 0 Cut
Competitor terms sent to homepage Google $5.6K 1 Fix
Branded search: “pricing”, “demo” Google $3.2K 14 Scale

Ads inside AI answers

Who’s already buying placements
AIO“Best expense software for mid-market”

Sponsored: Competitor A · Automate approvals in minutes. Book a demo.

Competitor A holds this placement on 18 of your top 40 questions
GPT“Expense tools that integrate with NetSuite”

Sponsored: Competitor B · Native NetSuite sync. No ad from you yet.

Top 3 paid moves

By pipeline impact
  1. Cut broad match and untargeted displayPuts about $26K a quarter back into what already converts.
    Quick win
  2. Rebuild LinkedIn around target accounts and intentYour current audience is 8x wider than your ICP.
    High impact
  3. Test ads in AI Overviews and ChatGPT on your top 10 questionsCompetitors already own these placements. Early CPCs are still low.
    High impact

Sample report, anonymized. Figures are illustrative of a real audit format.Prepared by Foundation · foundationinc.co
Measured on pipeline

We match spend to SQLs and revenue, so every recommendation is about deals.

Every leak, priced

See exactly which campaigns, keywords and audiences waste budget, in dollars.

Built for the AI era

Includes the new ad placements inside ChatGPT and Google’s AI answers.

Want this for your brand? Most audits are delivered within 3 business days. Get my free paid media audit

How it works

How does the paid media audit work?

  1. Tell us where to look

    Your site, three competitors and the ad platforms you run today.

  2. We follow the money

    We start with public ad libraries and auction data, then review your accounts with read-only access if you grant it.

  3. We hand you the roadmap

    A paid media strategist walks you through the findings and your 90-day roadmap on a 30-minute call. You keep both either way.

Most audits are delivered within 3 business days. Read-only access only. We never change a campaign during the audit.

Proof

What changes when paid media is measured on pipeline?

We focus spend on bottom-of-funnel buyers and cut the rest, then add the channels where your buyers already are.

101%more attendees

Plus a 233% increase in funnel traffic

International university recruitment agency · Paid media

How we grew virtual fair attendees by 101% using paid media

Read the case study →
2026AI ads arrive

ChatGPT and Google’s AI answers now carry ads

Foundation · LLM Advertising

How B2B brands advertise inside AI search

See how we run it →
Redditcertified partner

Reddit Ads built by a team doing Reddit marketing since 2018

Foundation · Reddit Ads

Reddit Ads for B2B brands that know their communities

See our Reddit work →

“The compounding impact has been impressive. Everything the Foundation team has built over the last year is still working for us.”

Tara RobertsonChief Marketing Officer, Bitly

“When you work with Foundation it’s like creating an extension of your team. These folks take care of you. I trust Foundation and love working with them.”

Nikki Shum-HardenHead of Marketing, Subspace (now at Apple)

Paid search, built for B2B

Fewer clicks. More pipeline. That’s the whole brief.

Our paid team cuts wasted spend on Google and LinkedIn and turns every dollar toward qualified pipeline.

See our paid search approach
  • BOFUHigh-intent keywords first, so budget follows buyers who convert
  • CPCNarrow campaign focus to lower cost per click on the terms that matter
  • AI adsPaid placements that amplify the citations your organic work earns

Request your audit

Get your free Paid Media Audit

Four quick steps. About 90 seconds. Qualified teams can book the walkthrough with a strategist right away.

  • Wasted spend across every channel, priced in dollars
  • Your paid visibility vs. three competitors, plus a 90-day plan
  • A prioritized 90-day roadmap, delivered within 3 business days. Yours to keep.
Bitly’s CMO: “Everything the Foundation team has built over the last year is still working for us.”

Step 1 of 425%
Where to lookCompetitorsYour teamLast step

Where should we look?

Drop your site. We’ll find where your ad budget leaks and where competitors outbid you.

Please use your work email. Free email domains can’t be used for the audit.

Enter your company’s website, like yourcompany.com.

Who are you up against?

Name the competitors you see in your ad auctions most.

Add at least one competitor.

Pick the closest option.

Tell us about the team

This helps us match you with the right strategist.

Required.

Required.

Required.

Required.

Required.

Required.

How did you find us?

Last one. It helps us double down on what works.

Required.

We’ll only use this to run your audit and follow up about it. See our privacy policy.

FAQ

Paid Media Audit FAQs

What marketing and demand gen leaders usually ask before they request one.

Is the paid media audit really free?

Yes. The Paid Media Audit is free, and you keep the report whether or not you work with Foundation.

What do we do with the results?

You get a prioritized 90-day roadmap with every audit. It ranks the paid media moves that will matter most, in order, with the effort and expected impact of each, and a strategist walks you through it live. Run it with your own team or with us.

Which ad platforms do you review?

We review Google Ads, LinkedIn Ads, Reddit Ads, Meta and YouTube Ads, plus the new ad placements in ChatGPT and Google’s AI Overviews and AI Mode.

Do you need access to our ad accounts?

Not to start. We begin with public ad libraries and auction data. For the full review we ask for read-only access, and we never change a campaign.

How is this different from the platforms’ own recommendations?

Platform recommendations optimize for spend on that platform. We optimize for pipeline across all of them.

What do you need from me?

Your website, up to three competitors, the ad platforms you run, and optionally read-only access for the deeper review.

Who is it for?

The audit is built for B2B and enterprise teams spending on paid media every month. If you’re not running ads yet, start with our AI Visibility Audit.

Every wasted click is a deal you didn’t fund. Find them.

Free. Audit plus a 90-day roadmap, delivered in 3 business days. Measured on pipeline, built around your real competitors.

Get my free paid media audit

Or compare all five free audits →

Not ready for an audit?

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