Comprehensive checklist covering account structure, keyword strategy, ad copy, bidding, conversion tracking, landing pages, and Quality Score with scoring and priority actions.
A thorough Google Ads audit is essential for identifying wasted spend and unlocking growth opportunities. This checklist guides you through every critical area of your account — from campaign structure and keyword match types to ad copy performance, bidding strategy, conversion tracking accuracy, and Quality Score optimisation. Each section includes specific items to review, a scoring system to quantify your account health, and space to document priority fixes. Whether you're auditing your own account or taking over from another agency, this resource ensures nothing is missed.
PPC managers, marketing teams, and business owners who need a structured approach to auditing their Google Ads account health and identifying wasted spend or growth opportunities.
Warning signs include a high proportion of spend on broad match terms with no negative keyword list, poor Quality Scores across key ad groups, conversion tracking that looks inconsistent with actual sales, and campaigns running on autopilot with no recent structural review. A structured audit typically uncovers several of these at once.
A thorough audit reviews account and campaign structure, keyword match types and negative keyword coverage, ad copy and extension usage, bidding strategy and budget pacing, conversion tracking accuracy, and landing page relevance for Quality Score. Each area typically surfaces at least one quick win worth acting on immediately.
A full audit every 3-6 months suits most actively managed UK SME accounts, with a deeper review whenever taking over an account from another agency or in-house manager. Accounts left unaudited for a year or more commonly carry significant wasted spend from outdated targeting or forgotten campaigns.
Yes, for most SME-sized accounts — the key is working through each area systematically rather than only glancing at the dashboard summary. This checklist provides a scoring system and priority action list so you can identify and fix the highest-impact issues yourself.
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