A comprehensive Google Ads audit checklist used by PPC managers and agencies to find wasted spend, fix underperforming campaigns, and identify growth opportunities — fast.
A comprehensive checklist that covers account structure, ad copy, bidding, keywords, and tracking — so you find issues and growth opportunities fast.
Campaign naming, account organisation, time zone, currency, auto-applied recommendations settings, and linked accounts verified.
Budget allocation, bidding strategy alignment, network settings, geo targeting, ad scheduling, and device modifiers reviewed.
RSA ad strength scores, headline variety, keyword pinning usage, and CTA clarity checked across all active ad groups.
Smart bidding eligibility, target CPA or ROAS settings, impression share benchmarks, and portfolio bid strategy performance.
Negative keyword lists, search term report review, keyword duplication, low Quality Score keywords, and match type distribution.
Audience lists active and populated, observation vs. targeting settings correct, customer match lists uploaded and refreshed.
All eligible asset types active — sitelinks, callouts, structured snippets, call, lead form, and image assets reviewed for relevance.
All conversions firing correctly, no duplicates, correct attribution windows set, and Google Ads linked to GA4 for audience syncing.
Whether you're auditing a new client account or reviewing your own campaigns — this checklist makes sure nothing gets missed.
Run a thorough account audit in under an hour — with a structured checklist that catches every issue before it costs money.
Use this as your standard onboarding audit for every new client — so you find quick wins fast and build trust from day one.
Audit your own Google Ads account with confidence — even without deep PPC expertise, this checklist guides you step by step.
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