Free download · PDF
The Google Ads Audit Checklist
The 43 checks I run on every account I take over, in the order I run them. Print it, open your account next to it, and circle what you can’t confirm.
What’s inside
8 sections, from tracking to Performance Max
Conversion tracking
Is Google optimizing for real leads and sales, or for page views?
Wasted spend
Search terms, negatives, location settings and the keywords that never convert.
Account structure
Brand vs non-brand, budget priorities and tight ad groups.
Keywords and match types
Coverage of your best searches and what Quality Score is telling you.
Ads and assets
Headlines that answer the searcher, assets, policy issues.
Bidding and budget
The right bid strategy for your volume and where budget is stuck.
Landing pages
Speed, message match and the pages that get clicks but no leads.
Performance Max
Brand, search terms, channel reporting and lead quality.
Most of the wasted spend I find comes from the first two sections. If you only have an hour, start there.
Next step
Rather have me run the checklist for you?
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