Google Ads Audit Checklist: The Ultimate Guide

Google Ads is an excellent platform for advertisers, but it can be difficult to get the most out of it. To get the most value from your efforts, you need to make sure that your Google Ads audit checklist is up-to-date and includes all of the best practices for success with Google Ads.

An audit checklist is an essential tool for every company that is using Google Ads. It has been proven that companies with an effective audit checklist have more success when it comes to their digital marketing campaigns.

What is a Google Ads Audit?

A Google Ads Audit is a service that evaluates the performance of your PPC campaign. It’s an essential step in any marketing campaign to verify that ads are being shown to the correct target audience, on the right sites, at the right time. The audit report can help you find out which ads are performing well or if you need to make some changes.

Why is a Google Ads Audit Important?

  • A Google Ads audit is a great tool to use to improve the efficiency of your marketing budget.
  • A PPC audit will help you determine which keywords are most effective. This can be done by checking keyword groups, ad groups, and conversion points.
  • A Google Ads audit will help you identify any potential problems that might be affecting your business. For example, a Google Ads audit will check whether your ads are properly optimized.
  • An audit can help you improve your ads and make them more effective. It will also show you how to improve the quality score of your keywords. For example, search engines will ignore your ads if you use negative keywords. A high-quality score will help you improve your ad’s quality. The goal of your Google Ads audit is to make sure you are getting the most from your paid traffic.
  • Performing a Google Ads audit will help you find the best keywords and optimize your ads.

When is a Google Ads Audit Important?

You can conduct this audit at any time to ensure your campaign strategy is on track. This process involves diving into your account to identify areas your campaign strategy can improve. This is especially important if you are running a marketing strategy with multiple channels for conversion. To make the most of the benefits of a Google Ads audit, you should schedule an audit regularly.

How to Make the Most of a Google Ads Audit

The first step in any audit is to identify areas where improvement is needed. The most important areas to evaluate are your campaigns’ landing pages and ad copy. While these are external to your Google Ads campaigns, they can significantly affect your campaign.

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You should also make sure that your landing pages incorporate your target keywords to increase quality scores. Once you have completed your audit, you should prioritize areas that need improvement. Once you’ve made a list of these areas, set up a calendar of activities so that you can tackle them as soon as possible.

What Should You Look for in a Google Ads Audit?

Performing a Google Ads audit is an essential part of any advertising campaign.

  • The first step of a PPC audit is determining your keyword strategy. This can be done through the analysis of performance data. Once you’ve gotten this information, it will help you decide which keywords should be changed.
  • The second step of a PPC audit is reviewing your targeting options. You should be able to determine which ones are working best for your business.
  • Another step in a Google Ads audit is checking the ads for grammar and spelling errors. You should also look for IP exclusions and negative keywords. One of the most important aspects of PPC marketing is quality score. Poor quality score affects ad ranks and bids. If you don’t have a good quality score, your ad will be buried in the search results.
  • An audit should also include an overview of your campaign’s ad schedule structure. Typically, campaigns are set up to display “all day,” but you should also schedule your ads for peak performance times. This way, you’ll avoid paying for advertising that doesn’t get the desired result. In addition to setting a schedule, a Google Ads audit should review the placement of your ads on different devices and locations.

Google Ads Audit Checklist

Establish campaign budgets and target locations

The first step in a Google Ads audit is to establish a budget for your campaigns. Set a cap on the maximum you want to spend, but make sure it’s a realistic limit. Next, create a list of target locations where you plan to advertise. You can use this list at any time to update or add more locations.

The goal of this step is to narrow down your customer base and get a better understanding of how much traffic your campaigns can generate. As you progress, you will be able to expand these budget limits and choose different locations.

Audit the structure and relevance of your campaigns

When you’re planning to audit your Google Ads campaigns, you want to make sure that you’re making the right campaign structure. You should look at things like ad copy, targeting, and bidding. It’s also important to make sure that your ads are relevant and engaging. If they’re not, then it might be time for some changes.

Audit at the account level

As a general rule, Google advertiser should audit their account regularly. Auditing your campaigns and ad groups on a regular basis is a good way to keep things running smoothly. Audit your campaign settings, ad text, keywords, placements, filters, and more to ensure that they’re best optimized for conversions or whatever goal you might have for them.

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Google Ads Account Structure Audit

The audit should include a review of the account structure, including whether the account’s ad groups follow the Google Ads best practices for naming and organization. Next, it should evaluate any new features you have enabled on your accounts, such as Enhanced Campaigns or In-Market Audiences.

Performance and insights

Google Ads is a paid advertising platform that allows advertisers to deliver ads to users searching for specific keywords and phrases. Not only does the platform help drive traffic, but it also provides crucial insights about which keywords and phrases are most effective. This knowledge can be used to increase profits and maximize ROI.

Review the navigation of your website

Your website navigation is always of concern to Google Ads. If they’re unable to navigate it, then they can’t find what they’re looking for when they come to your site. This means fewer conversions.

This is why you should consider conducting a review of your website navigation at least twice per year, with one in June and one in December.

Landing Pages

One of the most important parts of your PPC strategy is creating landing pages. A landing page is a web page that someone sees when they click an ad or search result. If you are not doing this, then you are missing out on a lot of potential customers.

The goal is to make sure that landing pages can answer any questions that the visitor may have and also entice them to buy the product/service on the site.

Review Keywords

Google Ads is one of the most popular platforms for advertisers, but it’s also one of the hardest to master. Google has made significant changes to its algorithms in the past few years that have drastically increased competition for ad space.

As a result, advertisers need to be careful about what they’re bidding on and how much they’re willing to spend when targeting keywords. Besides ensuring your ads are relevant for your products, make sure you review your keywords from time to time.

Ad groups

Google Ads are great, but they are often not enough. As a result, it’s necessary to divide your ads into multiple groups to make sure that you are targeting the right customers with the right message.

This will allow you to dig deeper into what strategies are working best for your business. Create ad groups that reflect different parts of your business or different audiences.

Optimize Ad Copy

Optimizing your ad copy can have a huge impact on click-through rates. If you’re just starting out with PPC ads, the first thing you should do is to avoid using acronyms or buzzwords that are irrelevant to your audience. When writing your ad copy, use natural language, and make sure it directs users to take an action–whether it’s buying something now or filling out a contact form


Identifying what to improve in your Google Ads campaign is vital. You can use the Google Ads Audit to identify issues that could negatively affect your account. These audits are designed to help you increase your Google Ads campaigns’ performance and reduce your costs. A PPC Audit can help you improve your account and get more return on investment with your advertising efforts.

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Shankar is a tech blogger who occasionally enjoys penning historical fiction. With over a thousand articles written on tech, business, finance, marketing, mobile, social media, cloud storage, software, and general topics, he has been creating material for the past eight years.

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