Quick answer: A Google Ads audit is a structured review of your account that finds wasted spend, broken tracking and missed opportunities. The most important checks are: conversion tracking accuracy, search terms and negative keywords, match types, bidding strategy, campaign structure, ad and asset quality, landing pages, location and schedule settings, and budget allocation. The checklist below walks through all of them in the order we use for client audits.
We have audited hundreds of Google Ads accounts as a Google Partner agency. The same problems show up again and again, and fixing them often improves results within a few weeks without spending an extra dollar.
1. Conversion tracking
- Are calls, form submissions, bookings and purchases all tracked as conversions?
- Is each conversion counted once, or are duplicate tags inflating numbers?
- Are “soft” actions like page views set as primary conversions? They should usually be secondary so they do not mislead smart bidding.
- Is enhanced conversions turned on?
- Do conversion numbers in Google Ads roughly match your CRM or real sales?
If tracking is wrong, every other decision in the account is built on bad data. Always start here.
2. Search terms and negative keywords
- Review the search terms report for the last 30 to 90 days.
- Add irrelevant queries as negative keywords (jobs, free, DIY, competitor names you do not want, wrong services).
- Build shared negative keyword lists so every campaign is protected.
- Check that negatives are not accidentally blocking good traffic.
3. Keywords and match types
- Is broad match paired with smart bidding and strong negatives, or running loose?
- Are your highest intent keywords in phrase or exact match?
- Are there keywords with high spend and zero conversions?
- Are low search volume keywords cluttering the account?
4. Bidding strategy
- Does the bid strategy match your goal and conversion volume?
- Is Maximize Conversions or target CPA being used with enough conversion data to learn?
- Are targets realistic based on actual historical results?
5. Campaign structure
- Are search, Performance Max, Display and YouTube separated so you can see what each does?
- Do ad groups have tightly related keywords and matching ads?
- Is brand traffic separated from non brand traffic so results are not inflated?
6. Ads and assets
- Does each ad group have at least one responsive search ad with strong headlines?
- Are sitelinks, callouts, structured snippets, call and location assets in place?
- Is ad strength “Good” or better without sacrificing message quality?
7. Landing pages
- Does the landing page match the ad’s promise?
- Does it load quickly on mobile?
- Is there one clear call to action and a visible phone number?
- Are forms short and working?
8. Location, schedule and device settings
- Is location targeting set to “presence” (people in your area) rather than “presence or interest”?
- Are ads running at hours when you can answer the phone?
- Are there big performance gaps between mobile and desktop?
9. Budget allocation
- Are your best campaigns limited by budget while weak campaigns spend freely?
- Is Performance Max absorbing budget without clear reporting?
10. Account hygiene
- Do you own the account and have admin access?
- Are auto applied recommendations turned off or carefully reviewed?
- Is Google Analytics linked and receiving data?
How often should you audit Google Ads?
Do a full audit at least twice a year and any time performance drops suddenly. Weekly, someone should be reviewing search terms, budgets and conversion data. Accounts that are only checked monthly almost always leak money.
Frequently asked questions
How long does a Google Ads audit take?
A thorough audit of a small to mid-sized account usually takes a few hours. Large accounts with many campaigns can take several days.
What is the most common problem found in audits?
Broken or misleading conversion tracking, followed closely by wasted spend on irrelevant search terms.
Is a free Google Ads audit really free?
Ours is. We review your account, show you what we find and let you decide what to do with it, whether you hire us or fix it yourself.
Want a second set of eyes on your account?
Universally Found is a Google Partner agency in Sandy, Utah with more than 12 years of hands on PPC experience. Request your free Google Ads audit or learn about our Google Ads management services.
