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The 47-point Google Ads audit checklist we use on every new client account

The same audit our team runs before quoting any Google Ads engagement. Catches the 5 most expensive misconfigurations almost every account has: broken conversion tracking, untagged broad-match traffic, unmonitored Smart Bidding drift, ad asset gaps, and search-term leak.

  • 47 checkpoints organized in 8 sections
  • Pass / fail criteria for every item — no vague advice
  • Direct links to the relevant Google Ads UI screens
  • Editable PDF — usable as a working document, not just a read
  • No upsell — runnable end-to-end without hiring us

We'll email you the PDF and add you to occasional growth-marketing notes (1–2 per month). Unsubscribe any time. No upsell follow-up sequence.

What's inside

Preview: 5 of the 47 checkpoints

Campaign Architecture

  • Are campaigns organized by goal (Search, Shopping, Display) not by product?
  • Is each ad group themed to ≤ 20 tightly related keywords for Quality Score?
  • Are match types segmented (broad / phrase / exact) for budget control?

Keyword & Search Term Hygiene

  • Are negative keyword lists shared across campaigns where appropriate?
  • Has the Search Terms report been audited in the last 7 days?
  • Are competitor brand terms either targeted or excluded — never accidental?

Conversion Tracking

  • Is GA4 conversion import set up and matching native Google Ads conversion data?
  • For lead-gen: are offline conversions imported from CRM?
  • For e-commerce: are enhanced conversions with hashed email/phone enabled?

Smart Bidding & Budget

  • Has each Smart Bidding campaign accumulated 30+ conversions in the last 30 days?
  • Is the bidding strategy aligned to business goal (CPA vs ROAS vs Max Conversions)?
  • Are budget pacing alerts configured to catch overspend within 24 hours?

Ad Copy & Assets

  • Does each RSA have 11+ headlines and 4 descriptions for full asset diversity?
  • Are Sitelink, Callout, Structured Snippet, Call, and Location assets all active?
  • Has Ad Strength been verified as "Good" or "Excellent" on all live RSAs?

After you audit

Found problems you'd rather not fix alone?

Every account we audit has at least 5 of the 47 checkpoints failing. Most have 15+. We can run the full audit for you and deliver a written remediation plan in 5 business days — or take over the account month-to-month.

Book a free 30-minute call →