Google Ads Guide
The Google Ads Audit Guide
Google Ads Audit Guide for growing businesses. Learn strategy, examples, checklists, common mistakes, measurement, and when to get expert help.
An expert, practical guide to Google Ads audit guide for advertisers who suspect wasted spend, poor conversion tracking, or inefficient campaign structure.
Table of Contents
- Quick Answer
- Audit Goals and Baseline
- Conversion Tracking Audit
- Account Structure Audit
- Keyword and Search Terms Audit
- Ad Copy and Asset Audit
- Bidding and Budget Audit
- Landing Page Audit
- Audience, Location, and Schedule Audit
- Competitor and Auction Insights
- Prioritized Recommendations
- Google Ads Audit Checklist
Quick Answer
Purpose: Define a Google Ads audit.
Content brief: Explain that a Google Ads audit reviews tracking, structure, targeting, search terms, budget, bidding, ads, landing pages, and results to find waste and growth opportunities.
Suggested elements: summary
Audit Goals and Baseline
Purpose: Start with business goals.
Content brief: Define what success means: qualified leads, revenue, ROAS, CPL, CPA, lead quality, and pipeline.
Suggested elements: goal worksheet
Conversion Tracking Audit
Purpose: Begin with measurement.
Content brief: Review primary/secondary conversions, phone calls, forms, enhanced conversions, offline imports, conversion values, duplicates, and attribution.
Suggested elements: tracking checklist
Account Structure Audit
Purpose: Review campaign organization.
Content brief: Evaluate campaigns, ad groups, match types, themes, naming conventions, budget segmentation, and campaign goals.
Suggested elements: structure checklist
Soft CTA: Link to related service or checklist.
Keyword and Search Terms Audit
Purpose: Find wasted spend and opportunities.
Content brief: Review queries, negative keywords, irrelevant traffic, converting terms, match types, and keyword gaps.
Suggested elements: search terms worksheet
Ad Copy and Asset Audit
Purpose: Evaluate creative relevance.
Content brief: Review RSA assets, sitelinks, callouts, structured snippets, call/location assets, ad strength, and message match.
Suggested elements: ad asset table
Bidding and Budget Audit
Purpose: Assess spend allocation.
Content brief: Review bid strategy, learning status, target CPA/ROAS, budget constraints, impression share, pacing, and location/device performance.
Suggested elements: budget matrix
Landing Page Audit
Purpose: Connect traffic to conversions.
Content brief: Evaluate relevance, speed, mobile UX, CTAs, trust signals, form quality, and post-click tracking.
Suggested elements: landing page scorecard
Soft CTA: Link to related service or checklist.
Audience, Location, and Schedule Audit
Purpose: Review targeting controls.
Content brief: Check locations, radius targeting, excluded locations, devices, schedules, audience observations, and exclusions.
Suggested elements: targeting checklist
Competitor and Auction Insights
Purpose: Add context.
Content brief: Explain impression share, outranking, overlap, top of page rates, and how competition affects cost.
Suggested elements: auction insights notes
Prioritized Recommendations
Purpose: Turn audit into action.
Content brief: Rank fixes by impact, urgency, effort, and confidence. Separate tracking fixes from optimization fixes.
Suggested elements: priority roadmap
Google Ads Audit Checklist
Purpose: Summarize the process.
Content brief: Provide a checklist for account access, reports, tracking, campaigns, landing pages, and reporting.
Suggested elements: checklist; CTA
Primary CTA: Request a consultation or audit.
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