Weekly Diagnostic Checklist

The 30-Minute Google Ads Health Check You Should Run Every Monday

By Ruslan Galba | Tegra

This checklist is the printable companion to your weekly Google Ads review. Run through all 5 checks every Monday morning. Mark each item, classify each campaign with a traffic light, and document any action items.

Total time: 30 minutes. No more, no less.

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Before You Start

Date: _______________ Account: _______________ Reviewed by: _______________

Quick Setup:

• Open Google Ads in one tab
• Open a notes doc or spreadsheet for recording traffic lights
• Set a timer for 30 minutes

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Check 1: Budget Pacing (2 minutes)

Open your campaign list. Sort by budget utilization (daily spend / daily budget).

For each campaign, check:

• Any campaign above 95% budget utilization for 5+ of the last 7 days

  • Status: LIMITED BY BUDGET
  • Mark: YELLOW (investigate) or RED (if profitable and constrained)
  • Action: If ROAS is above target, raise budget by max 20%

• Any campaign below 50% budget utilization

  • Status: UNDERSPENDING
  • Mark: YELLOW
  • Action: Check if bids are too low, targeting too narrow, or keywords too restrictive

• Any campaign hitting budget every single day with above-target performance

  • Status: LEAVING MONEY ON THE TABLE
  • Mark: RED (priority action)
  • Action: Increase budget by 20% this week

Campaigns flagged this week: _______________

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Check 2: Campaign Health Scan (5 minutes)

Scan for status issues across all campaigns.

• Check for new disapprovals since last week

  • Navigate to Ads & Assets > Assets > Filter by Status: Disapproved
  • Count: _____ new disapprovals
  • If more than 5% of total assets are disapproved, you have a systemic issue

• Check for campaigns in "Learning" status for 3+ weeks

  • Campaign names: _______________
  • Learning for 4+ weeks with no stabilization = ACT (change bid strategy or increase conversion volume)

• Check for asset groups with "Limited" status (PMax)

  • Asset group names: _______________
  • Action: Check listing groups, creative assets, and audience signals

• Check for any campaign showing $0 conversions for the past 7 days

  • Campaign names: _______________
  • If clicks continued normally, investigate tracking first

Findings: _______________

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Check 3: Search Term Review (10 minutes)

Pull search terms for the last 7 days across all Search and Shopping campaigns. Sort by cost, descending.

Review the top 30 search terms by cost:

(Continue for top 30)

Decision criteria:

• Relevant and converting = Keep
• Relevant but not converting = Monitor for one more week
• Irrelevant = Add as negative keyword immediately
• Spent more than 2x target CPA with zero conversions = Add as negative keyword

Negative keywords added this week: _____ Estimated weekly waste identified: $_____

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Check 4: Performance Anomaly Detection (8 minutes)

Compare this week's performance to the previous 4-week average.

Flagging thresholds:

• ROAS: Flag if outside 15% of 4-week average
• CPA: Flag if moved more than 20% in either direction
• Conversion volume: Flag if dropped more than 25% (could be tracking, not performance)
• CTR: Flag if sudden drop across multiple campaigns (ad fatigue or new competitor)
• CPC: Flag if spiked 25%+ without bid changes (competitive pressure)

Anomalies identified: _______________ Probable causes: _______________

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Check 5: Conversion Tracking Validation (5 minutes)

This check protects everything else.

• Is the primary conversion action receiving data?

  • Tools & Settings > Conversions > Check "Last conversion" column
  • Last conversion recorded: _______________

• Are conversion numbers roughly consistent with the previous week?

  • This week: _____ conversions
  • Last week: _____ conversions
  • A sudden 50% drop with no change in spend or clicks = almost certainly a tracking break

• Is conversion counting set correctly?

  • One per click for leads
  • Every for e-commerce

• Are enhanced conversions enabled and receiving matches?

  • Check the diagnostic tab
  • Match rate: _____%

• Has any conversion action changed to "Inactive" or "No recent conversions"?

  • Action names: _______________

CRITICAL: If conversion tracking is broken, stop all other optimization work. Fix tracking first. Every decision built on broken tracking data is wrong.

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Campaign Traffic Light Summary

After running all 5 checks, classify each campaign:

GREEN: Healthy. No action needed this week. YELLOW: Investigate. Schedule 15-30 minutes later this week. RED: Act now. Fix within 24 hours.

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Act vs. Wait Decision Framework

Act When:

• Zero conversions for 48+ hours (tracking break)
• Search term spent more than 2x target CPA with zero conversions
• ROAS below breakeven for 2 consecutive weeks (after accounting for conversion lag)
• Campaign in "Learning" for 4+ weeks with no stabilization
• Profitable campaign 100% budget-depleted daily

Wait When:

• ROAS dropped but campaign had recent bid/budget changes (give 2 weeks)
• New campaign or ad group under 2 weeks old
• Conversion dip within conversion lag window
• New competitor just entered (they often pull back after 2-3 weeks)
• Seasonal event just ended

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This Week's Action Items

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Monthly Review Reminder

On the first Monday of each month, block 2 hours for the deep dive:

• Performance trend analysis (30 min) - MoM and QoQ comparison
• Budget reallocation using 50/35/15 framework (30 min)
• Stakeholder reporting (30 min)
• Next-month planning: 3 optimization actions + 1 test (30 min)

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Your Conversion Lag Reference

Your average conversion lag: _____ days

Decision timing:

• 0-1 day lag: Minimum 3 days before deciding. Reliable at 7-day lookback.
• 2-5 day lag: Minimum 7 days before deciding. Reliable at 14-day lookback.
• 6-14 day lag: Minimum 14 days before deciding. Reliable at 30-day lookback.
• 15-30 day lag: Minimum 21 days before deciding. Reliable at 45-day lookback.

Never make budget or bid changes based on a time window shorter than your conversion lag + 3 days.

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• Budget and bidding intelligence with the 20% rule
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The weekly checklist keeps the lights on. The full system drives growth.

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