Google Ads Account Audit Checklist

About This Resource

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.

What's Included

• Account structure review: campaign organisation, ad group themes, naming conventions, settings
• Keyword strategy: match types, negative keywords, search term analysis, keyword quality
• Ad copy & extensions: responsive search ads, sitelinks, callouts, structured snippets
• Bidding & budget: strategy review, budget pacing, bid adjustments, automated bidding
• Conversion tracking: tag audit, attribution model, value tracking, micro-conversions
• Landing page & Quality Score: relevance, speed, mobile experience, improvement actions

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