Google Ads Account Audit Checklist

1. Conversion Tracking

1. Primary conversions used for bidding are real leads or sales, such as form submissions, qualified calls and purchases.
2. Page views, button clicks and scroll events are set as secondary or removed.
3. Calls count only above a minimum length, often 60 seconds.
4. Form conversions fire on the thank-you page or confirmed submission, and aren't duplicated.
5. Enhanced conversions for leads is set up, and qualified leads or sales are imported where your CRM allows.
6. Conversion values reflect the difference between lead types where it matters.

2. Campaign Settings

1. Search campaigns exclude the Display Network unless deliberately tested.
2. Location targeting uses "Presence", people in or regularly in your locations, for local services.
3. Locations match where you can serve customers profitably.
4. Ad schedule matches when calls can be answered, if calls are the main conversion.
5. Budgets aren't limiting your best-performing campaigns.

3. Search Terms and Negatives

1. The search terms report has been reviewed in the last two weeks.
2. Negative keyword lists cover job seekers, do-it-yourself searches, free offers and services you don't provide.
3. Negatives haven't blocked valuable searches by accident.
4. Brand searches are separated from non-brand so results aren't flattered by branded clicks.

4. AI Max and Performance Max

1. If AI Max for Search is on, its search terms and landing page choices have been reviewed.
2. Pages that should never receive ad traffic, such as careers or blog pages, are excluded from final URL expansion.
3. Performance Max campaigns have campaign-level negative keywords and brand exclusions where needed.
4. The Performance Max channel performance report has been checked for where spend went.
5. Performance Max lead campaigns are monitored for spam form submissions.

5. Bidding

1. The bid strategy suits the data available, such as Maximize conversions while building volume and Target CPA once conversions are steady.
2. Target CPA or ROAS goals are realistic, so campaigns aren't starved of traffic.
3. Bid strategy changes are spaced out, with time to settle after each.

6. Ads and Assets

1. Each ad group has a responsive search ad with varied headlines that reflect the searches in that group.
2. Ad strength warnings have been reviewed, without rewriting good ads just to raise the score.
3. Sitelinks, callouts, call and location assets are in place.
4. Ads mention the service, location and a clear reason to choose you.

7. Landing Pages

1. Each campaign sends traffic to a page that matches the service searched.
2. Pages load quickly on phones.
3. Phone number and a short form are visible without scrolling.
4. Reviews, credentials and service area appear near the top.

8. Reporting

1. Reports go beyond clicks and conversions to show cost per qualified lead and cost per customer.
2. Google's reported conversions are compared monthly with CRM or booking records.

Turning Findings Into Fixes

Fix tracking first, since every other decision depends on it. Then tighten settings and negatives, which usually cuts waste within days. Bidding, ads and landing page changes come after that, and each one needs time to show results. Log every change with its date.

Frequently Asked Questions

Sources

1. Google Ads Help support.google.com
2. We're upgrading Dynamic Search Ads to AI Max, Google Ads and Commerce Blog blog.google
3. Optimize Google Ads with AI Max for Search campaigns, Google Ads Help support.google.com
4. final URL expansion blog.google