Google Ads Audit Checklist: Fix What's Draining Your Budget
The Google Ads Audit Checklist is a free 5-page PDF you can work through on your own account. It has eight sections of checks covering structure, keyword health, Quality Score, bidding, ads and assets, landing pages, conversion tracking and budget, followed by a table of the ten costliest mistakes and how to fix each one.
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What's inside
- Why and how often to audit
- Account structure
- Keyword health and search terms
- Quality Score and its three components
- Bidding strategy
- Ad copy and assets
- Landing pages
- Conversion tracking
- Budget and spend efficiency
- The 10 costliest Google Ads mistakes, with a quick fix for each
Who it's for
Business owners and in-house marketers who run their own Google Ads account, and anyone checking an agency's work before deciding whether to keep it.
Three takeaways
Start with the search terms report
Most wasted spend shows up there first: searches that trigger your ads but have nothing to do with what you sell. Review it every couple of weeks and add negatives.
Match the bid strategy to the goal
Target CPA suits lead generation and target ROAS suits ecommerce, but only once conversion tracking is reliable. Maximize Clicks is for gathering early data, not for running long term.
Audit quarterly, not once
Competitors, prices and platform defaults change. A quarterly pass catches the settings that were right last year and are quietly underperforming now.
A step-by-step audit framework used by performance marketers — covering campaign structure, match types, Quality Score, attribution, and the 10 most common money-wasting mistakes.
Common questions
Related
Prefer to have it applied to your account? Get the 47-point written audit, or browse all playbooks.
