Have you ever made a purchase and then found out that you could have paid less? Nobody likes being overcharged.

All too often we find advertisers paying more per click than they should. It might be pennies but that can add up to eye-watering amounts.

Needless over-payment can be difficult to spot, hard to audit and is often invisible to the smartest digital agencies.

In a recent project we found that our client was regularly paying over the odds because of how their Google account was configured.

For the same shopping item, at the same time, they were charged different CPCs – up to an excess of 20p per click.

And that happened 3 million times.

Wasting £150,000 from a £1m marketing budget.

For nothing.

We isolated the cause, provided a solution and, within a week they were achieving exactly the same traffic but paying 15% less.