Google Ads
Google Ads audit checklist: 12 things to check
Start with tracking, because everything else depends on it. Then look at search terms, structure, bidding, ads and landing pages to find where budget is being wasted.
Tracking
- 1. Are conversions recording real leads or sales, not page views?
- 2. Are there duplicate or outdated conversion actions?
- 3. Is enhanced conversions set up?
Spend
- 4. What share of spend goes on search terms that never convert?
- 5. Is there a list of negative keywords, and is it kept up to date?
- 6. Are you paying for your own brand name, and does it need to?
Structure and bidding
- 7. Does each campaign have one clear goal and budget?
- 8. Is the bid strategy right for the amount of data you have?
- 9. Are locations and schedules set to where and when you do business?
Ads and pages
- 10. Do the ads match the searches they show for?
- 11. Do landing pages load fast and match the ad?
Ownership
- 12. Is the account in your name, with your own admin access?
Want a second opinion?
We offer a free Google Ads audit. We'll go through your account and tell you what we'd change first.
FAQs
How often should a Google Ads account be audited?
A full audit once or twice a year, with search terms and budgets checked every week.
What's the most common problem you find?
Tracking that records the wrong thing, so the account is optimised for clicks rather than customers.