Google Ads
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Google Ads Performance Audit Checklist

A Google Ads audit reviews every layer of your account for inefficiencies, missed opportunities, and configuration errors. Key areas: conversion tracking verification, account structure review, bidding strategy assessment, keyword analysis (match types, Quality Scores, negatives), ad copy evaluation

Reporting & Strategygoogle ads audit

Quick Summary

A Google Ads audit reviews every layer of your account for inefficiencies, missed opportunities, and configuration errors. Key areas: conversion tracking verification, account structure review, bidding strategy assessment, keyword analysis (match types, Quality Scores, negatives), ad copy evaluation (RSA asset performance, extensions), landing page review (speed, relevance, mobile), budget allocation check, search terms analysis, audience strategy review, and competitor benchmarking. Run a full audit quarterly and a mini-audit monthly.

Overview

This guide covers everything you need to know about google ads performance audit checklist. Follow the steps below to implement this in your own account.

Check our other guides in the Google Ads section for more detailed coverage of specific topics including account setup, tracking, campaign creation, and optimisation strategies.

Process Flow

Interactive diagram — drag to pan, scroll to zoom

Step-by-Step Guide

Follow these 3 steps to complete this guide

1

Step-by-Step Implementation

### Step 1: Access Your Account

Log into Google Ads at ads.google.com. Navigate to the relevant section as described in this guide. Ensure you have the necessary permissions (Admin or Standard access) to make changes.

Step 2: Configuration

Follow the specific configuration steps for your objective. Each setting should be reviewed carefully as some (like time zone and currency) cannot be changed after creation.

Step 3: Setup and Launch

Complete the setup by filling in all required fields, reviewing your settings, and publishing. Use Preview Mode or test tools where available to verify everything works before going live.

Step 4: Monitor and Optimise

After launch, monitor performance daily for the first week. Look at key metrics relevant to your campaign type and objective. Make data-driven adjustments after allowing sufficient time for the learning phase.

2

Best Practices

Focus on relevance at every level — keywords to ads to landing pages. Start with conservative settings and expand based on data. Test systematically, changing one variable at a time. Document your changes and their impact for future reference.
3

Common Mistakes to Avoid

Skipping conversion tracking setup, making too many changes too quickly, ignoring the Search Terms Report (for Search campaigns), not testing different creative approaches, and setting budgets too low for the algorithm to learn effectively.

Frequently Asked Questions

Common questions about this topic

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