Ultimate Google Ads Audit Checklist From a Certified Specialist

A few days ago, a business owner asked me: “Why am I spending so much on Google Ads, but not seeing the results I expected?” My answer was: because your Google Ads specialist has an outdated Google Ads audit checklist. 

Many businesses dive into Google Ads hoping for fast results, more traffic, more leads, and more sales. However, along the way, the numbers stop making sense, the budget starts draining, and conversions become flat. 

For those brands, here’s the highlight: Google Ads is not a one-time thing. Even the most seasoned advertiser can overlook tiny issues that silently bleed budget or stunt growth. That’s why regular audits are crucial, and I am not talking about just any audits; I mean smart, strategic, and comprehensive audits. 

More than 65% of SMBs have their own PPC campaigns, and as a certified Google Ads specialist, I have seen it all: messy account structures, neglected negative keywords, underperforming ad creatives, and bids flying around like confetti. So, today, I am handing over my ultimate Google Ads audit checklist, the exact process I use to rescue struggling campaigns and take good ad campaigns to greatness. 

Wondering how to audit Google Ads? Without further ado, let’s roll up our sleeves and fix what’s broken. 

What is A Google Ads Audit Checklist?

A Google Ads audit checklist is your go-to roadmap for uncovering what’s working, what’s wasting money, and what needs a serious tune-up in your Google Ads account. From tracking conversions to checking keywords, ad copy, and bidding strategies, this checklist helps you spot hidden issues and unlock new opportunities. 

Whether you are running the ads yourself or managing them for clients, a solid audit can ensure that you are not flying blind. In a nutshell, it’s not just about saving budget; it’s rather about making smarter decisions, improving performance, and getting the most out of your ad spend.

Here are the 18 key tasks on the Google Ads Audit Checklist to help you get there.

1. Campaign Structure: Is Everything in Its Right Place?

Your account and campaign structure are your foundation, which is why it should be clean, logical, and aligned with your business goals. 

 While doing your Google Ads audit, ask yourself:

• Are campaigns segmented by goals, product lines, or audience types?
• Are Search, Display, and Performance Max campaigns separated (or intentionally blended)?
• Do ad groups contain tightly themed keywords (without dumping 50+ unrelated terms together)?

A messy structure means messy data. So, you will struggle to identify what’s working and what’s not. 

2. Conversion Tracking: Are You Measuring What Matters?

When you are running a Google Ads performance audit, not tracking conversions means flying blind. 

Make sure:

• Google Ads is tracking conversions accurately (like form fills, calls, purchases, etc.)
• You are using primary conversions for bidding strategies
• There’s no double-counting insights during your Google Ads campaign audit
• You have imported goals correctly from Google Analytics (if applicable)

If you don’t know your Cost per Conversion or ROAS (Return on Ad Spend), you cannot make data-driven decisions, which is why they are of utmost significance in your Google Ads audit. Unsure how to improve your ROAS? Here are 7 key metrics you can consider. 

3. Search Term Report: What Are You Actually Paying For?

When you optimize Google Ads campaigns, go into your Search Term Report, and you will be shocked because you might find:

• Irrelevant or low-intent search queries
• Wasted spend on competitors’ names
• Broad match chaos with zero conversion intent. 

You can fix this by:

• Adding negative keywords to filter junk
• Refining match types
• Using exact match and phrase match where intent matters most. 

4. Keywords Optimization: Are Your Keywords Pulling Their Weight?

Next on our list for Google Ads audit is keyword optimization. Ask:

• Are they driving conversions, or just impressions and clicks?
• Are you bidding too high on poor performers?
• Have you checked the Quality Score and Search Impression Share?

Low quality scores translate to higher CPCs and lower ad ranks. It’s Google’s way of saying, “You can do better.” So, if a keyword has low conversions, high CPCs, or bad Quality Scores, pause it, adjust the ad copy, or test new variants. 

5. Ad Copy: Are Your Ads Speaking to Real Humans?

Here’s a hard truth: Most Google ads are boring. They sound robotic, generic, or stuffed with keywords. However, you need to remember that you are talking to humans, not algorithms. Audit your ad copy for:

• A clear value proposition
• Call-to-actions that spark action (like “Shop Now,” “Get a Free Quote,” etc.)
• Use of ad extensions (sitelinks, callouts, structured snippets)

A/B test different headlines and descriptions to improve Google Ads ROI because even a small change can dramatically improve CTR and conversions. 

6. Landing Pages: Are They Making or Breaking Conversions?

Your ad might be flawless, but if the landing page doesn’t deliver, there’s no need to run an ad campaign. So, during your Google Ads account audit, check:

• Relevance: Does the landing page match the ad’s promise?
• Speed: Mobile load time should be under 3 seconds.
• Clarity: Is the CTA obvious and persuasive?
• Tracking: Are events and goals firing properly from the landing page? 

79% of users say they are more likely to revisit and/or share a mobile site if it’s user-friendly. So, try to make sure the page looks great on mobile, because that’s where a big chunk of your traffic is coming from.

Source: https://business.google.com/in/think/ 

7. Bidding Strategy: Are You Using the Right One?

Before you follow any Google Ads optimization tips, you need to know that Google offers several bidding options. Thus, you need to choose the right one based on your goals and data volume. Here’s a quick guide:

• Manual CPC: It is great for beginners or tight budget control. 
• Enhanced CPC: This allows Google to adjust bids based on the likelihood to convert. 
• Maximize Conversions/ ROAS: While it is quite powerful, it only works if you have accurate tracking methods and enough conversion data. 
• Target CPA or Target ROAS: Use this once you have historical data

Don’t let Google guess your goals, feed it clean data, and guide it with the right bidding model. 

8. Device and Demographic Performance: Are You Spending in the Right Places?

This part of your PPC audit checklist focuses on who is clicking and from where.

• Is mobile traffic converting better than desktop? Adjust your bids accordingly. 
• Are certain age ranges or income brackets performing poorly? Exclude or down-bid them.
• What about gender or parental status? Do you spot any pattern sphere?

Segment your data and don’t assume all users are equal. While leveraging Google Ads best practices, adjust the campaign based on performance, not guesses. 

9. Geographic Targeting: Are You Wasting Budget on the Wrong Locations?

You would be surprised to know how many accounts run nationwide ads when they only serve a single city. To avoid this, check:

• Are your location settings targeting “People in or regularly in” your targeted areas (not just “interested in”)?
• Are you reviewing performance by city, region, or zip code?
• Is it time to exclude underperforming regions?

Believe it or not, geography plays a massive role in CPCs and conversion rates, which is why you need to add geographic targeting in the Google Ads campaign audit to double down where ROI is high. 

10. Audience Targeting: Are You Deploying Google’s Most Powerful Assets?

Keywords are great, but combine them with audience signals, and you will see how your ads drive in more conversions. Check:

• Are you layering in-market, affinity, or custom segments in your campaigns?
• Are you using remarketing audiences to re-engage warm traffic?
• Are you excluding irrelevant audiences to improve CTR?

For example, if you sell high-end fitness equipment, you can target users “in-market for home gym equipment” and exclude those in low-income brackets. 

11. Ad Scheduling: Are Your Ads Running When They Convert Best?

Unless you are selling emergency plumbing services, you probably don’t need 24/7 ads. Thus, while following a Google Ads audit guide, check:

• When are your conversions happening?
• What days/times have the highest CPA?
• Can you schedule ads to run only during high-performing hours?

12. Budget Allocation: Is Your Money Going to the Right Campaigns?

When you are performing your Google Ads campaign audit, look at your budget distribution:

• Are your top-performing campaigns underfunded?
• Are low-performing ones eating up the spend?
• Do you need to shift budgets based on seasonal trends?

Always align budgets with business priorities and real performance, not assumptions. 

13. Competitor Benchmarking: How Do You Stack Up?

Use the Auction Insights report to check:

• Who is competing in your auctions?
• Are they outranking you?
• Are you losing impression share due to budget or ad rank?

This intel helps you adjust your strategy, whether that’s about bidding more aggressively, refining your offer, or differentiating your message. 

14. Performance Max Campaigns: Are They Helping or Hurting?

Performance Max (PMax) is Google’s AI-powered campaign type that covers Search, Display, YouTube, and more. If you are running PMax:

• Ensure conversion goals are well-defined (or it can go rogue)
• Feed high-quality creative assets (videos, images, headlines)
• Review asset group performance and optimize accordingly
• Watch for cannibalization, as PMax might poach branded traffic from your Search campaigns

Use it strategically because the tool is powerful, but only if you train it right. For one of our campaigns, we hit a wall because PMax hid key search term data. So, I built a custom script to extract that info. It revealed wasteful keywords, improved targeting, and trained the algorithm better.

Make sure you have implemented the PMax script that helps analyze the actual search terms your ads are appearing for. This script pulls hidden data from your account to show you what people are truly typing into Google before seeing or clicking your ad. Without this visibility, you could be wasting budget on irrelevant traffic and not even know it. Implementing the script helps you clearly see which keywords and placements are bringing users to your ads. This insight makes it easier to adjust your targeting and focus your budget on what actually works.

Automation is great, but it takes a Google Ads specialist to truly unlock its full potential. 

15. Is Your Account Clean, Lean, and Easy to Navigate?

Over time, Google Ads accounts can get cluttered with outdated campaigns, paused experiments, redundant ad groups, and confusing naming conventions. Here’s what to check:

• Pause or remove old campaigns that no longer serve a purpose.
• Consolidate redundant ad groups or keywords that are cannibalizing performance.
• Use clear, consistent naming for campaigns, ad groups, and assets (especially if multiple people manage the account).
• Archive outdated ads, extensions, and assets you are no longer testing.
• Clean up shared libraries, unused audiences, and bid strategies.

A clean account structure makes auditing, optimizing, and reporting way easier. You will reduce human error and make smarter decisions faster.

16. Missing GA4? You Are Flying Blind Without It

This one flies under the radar more often than I would like. During audits, I often find GA4 either completely missing or half-installed, and let me tell you: it’s costing you your time, money, and efforts. Google Ads data alone only shows part of the story; GA4 gives you the full customer journey, across organic, paid, social, email, and even direct traffic. Without GA4 integration:

• You cannot build retargeting audiences from non-Google Ads traffic (like SEO or Facebook clicks)
• You lose visibility into the full customer journey, as there are no cross-device insights or engagement metrics. 
• You limit conversion tracking accuracy and struggle with poor attribution
• You miss out on remarketing opportunities and lookalike audience creation, based on site behavior

What I Usually Find:

• GA4 is not installed at all
• GA4 is installed but not linked to Google Ads
• Events (like purchases or form fills) not marked as conversions
• GTM installed, but the GA4 tag is missing or misfiring

Pro Tip: Fixing GA4 can unlock valuable insight and help train your Smart Bidding Strategies with much richer data. 

17. Dynamic Tracking Code: Is It Even There?

Another major issue I encounter during a Google Ads account audit is that the dynamic tracking code, especially for eCommerce and lead generation, is either not installed or improperly configured. Without dynamic code:

• You cannot track purchase value, product IDs, or cart details. 
• You cannot optimize for ROAS because no revenue data is sent back to Google Ads. 
• Your Smart Bidding Strategies, like Target ROAS or Maximize Value, are flying blind. 
• You can’t create intent-based remarketing audiences. 

Dynamic tags help you target exactly the people who viewed a specific product, abandoned a cart, or made a purchase, not just visited your homepage.

During audits, I often find:

• Missing or broken eComm tags
• No value or product IDs are being passed
• Events being fired without parameters (basically useless)

To fix it, I use Google Tag Manager and set up enhanced eCommerce or lead-tracking properly, or use Google’s Tag Assistant to debug. 

18. UTM Tracking: Are You Tagging Your Traffic or Guessing?

If you are not using UTM parameters consistently across all your links (including sitelinks, email campaigns, social posts, and display ads), it’s a huge mistake. It matters because, if you don’t implement UTM tracking:

• GA4 traffic sources will show up as “unassigned” or “referral” instead of clearly labeled campaigns
• You won’t know what’s driving high-value traffic outside of Google Ads
• Multichannel attribution becomes a nightmare

UTM tags turn an uncluttered data set into clean, trackable insights. This is why you need to check the following things during your audit: 

• Are all ads and sitelinks using UTMs?
• Are you following a consistent naming convention?
• Are you using tools like Campaign URL Builder or automation to simplify the process?

Final Thoughts on Google Ads Audit

Google Ads is a living, breathing machine. The second you stop optimizing, it starts wasting your money. This Google Ads audit checklist is crucial because regular audits are your best friend, not just when things go wrong, but to keep your ad performance sharp, nimble, and scalable. 

Even if your campaigns are profitable today, chances are they can be better tomorrow.

So grab this Google Ads audit checklist, go through each point, and take notes. And if you feel overwhelmed, consider bringing in a certified specialist to do a full, customized audit.

Also Read: Top 13 Red Flags While Hiring a Google Ads Specialist on Upwork

About the Author

Ishant Sharma is a top-rated Google Ads and Meta Ads Specialist on Upwork, with over 1,000 account audits under his belt. He is the founder of Hustle Marketers and GoogleAdsSpecialist.co, and is the highbrow behind helping brands scale profitably through data-driven ad strategies and high-performing ad campaign optimization.