The Complete Google Ads Audit Checklist

Before we take over any Google Ads account, we run through this checklist. It catches 90% of the issues we see across accounts of all sizes.

Account Structure

• Campaign naming convention is consistent and descriptive
• Ad groups contain 5-15 tightly themed keywords (not 50+)
• Search campaigns are separated from Display/Video/PMax
• Brand and non-brand campaigns are properly separated
• No overlapping targeting between campaigns

Conversion Tracking

• Conversions are tracked at the action level (not just page views)
• Enhanced conversions are enabled
• Conversion values are set (if applicable)
• No duplicate conversions from multiple tags
• Offline conversion import is set up (for lead gen)

Keyword Strategy

• Match types are intentional (not default broad match everywhere)
• Negative keyword lists exist and are maintained
• Search term reports are reviewed regularly
• No single-word broad match keywords (unless intentional)
• Keywords align with actual landing page content

Bidding Strategy

• Bidding strategy matches business goals
• Target ROAS/CPA is based on actual profitability
• Portfolio bid strategies are considered for related campaigns
• Manual bidding is used during testing phases
• Bid adjustments are set for devices/locations/time

Ad Copy

• Responsive search ads have 10+ headlines and 4+ descriptions
• Ad copy includes primary keywords
• Unique selling propositions are clear
• Call-to-action is specific (not just "Learn More")
• Ad strength is "Good" or "Excellent"

Landing Pages

• Landing pages load in under 3 seconds
• Mobile experience is optimized
• Message match between ad and landing page
• Clear CTA above the fold
• No technical errors (404s, broken forms)

Shopping/PMax Specific

• Product feed is optimized (not default manufacturer data)
• Feed updates daily (or more frequently)
• Custom labels are used for segmentation
• Product titles include relevant keywords
• Images meet quality standards

Budget & Spend

• Budget is not limiting high-performing campaigns
• Wasted spend on irrelevant searches is under 10%
• Impression share loss due to budget is monitored
• Seasonal budget adjustments are planned

Audiences

• Remarketing lists are set up and active
• Customer match lists are uploaded
• Similar audiences are tested
• Audience exclusions prevent wasted spend

Reporting & Analysis

• Weekly/monthly reports exist
• Key metrics are tracked over time
• Attribution model is appropriate for business
• Experiments/drafts are used for testing

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How to Use This Checklist

1. Go through each item honestly
2. Mark issues as "Critical" (losing money) or "Opportunity" (leaving money on table)
3. Prioritize fixes by potential impact
4. Schedule fixes in sprints, not all at once

Need Help?

If this checklist revealed more issues than you can handle, book a call with us. We'll walk through your account and create a prioritized action plan.