How To Conduct A Complete Google Ads Audit?

How To Conduct A Complete Google Ads Audit?

Do you have doubts about the efficiency of your Google Ads account? Want to get it corrected? Conduct a Google Ads audit in the way as will be mentioned here below. Before getting into the Google Ads audit stepwise process, let us first look at what Google Ads audit is.

What is Google Ads Audit?

Before launching any product into the market, it undergoes several tests so that no complaints crop up later from the customers’ side. Similarly, auditing a PPC campaign before introducing it in the market is an essential step in management. This is important as you need to know where your advertisement stands before getting launched in the market.

The process of estimating the efficacy of your account is known as Google Ads Audit. Although an audit can reveal some disheartening issues that your account is going through, such things need to be addressed sportingly. After the Google Ads Audit has shown you the problems, you can efficiently improve your account to make your account perform better.

You will come across a lot of account auditing tools that come up with algorithm-oriented audit output. But they do not consider your content market aims, target audience, and unique solutions for your PPC campaigns. If you have to get a good audit done to your account, make sure the audit:

  1. Recognize your matter to be reviewed and comprehend its importance
  2. Evaluate and record the position of all the items while conducting the audit
  3. Prepare notes in details of items that will be required post-audit
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Why is the audit important?

An example of ppc management agency, the Google Ads Audit, benefits an account in the following manner:

  1. Finding loopholes where the budget was unnecessary
  2. Confirmation of assumptions
  3. Finding out new chances for expansion
  4. Improving management processes that are still going on
  5. Achieving audience insight that applies both to the account and other channels of marketing

Stepwise process of Google Ads Auditing

Step 1: Assess goals

First and foremost, you have to review your account goals and the business to understand your audit objectives. Ask yourself the conversion goals and what outcome (in terms of performance) you expect from the audit process. Once you define your goals, auditing will be much easier.

Step 2: Analyze the structure of the account

When you have to manage a campaign and decide, it is crucial to follow the perfect hierarchy. One of the best methods by which you can frame your ad and campaign use is as follows:

Logical business objectives → persona targets → product lines → service lines → subject matter

Step 3: Campaign and Account settings

Primarily, you can assess the settings of your ad campaigns and move on to the next. However, due to individual adjustments to be made later and change in decisions, you have to return to these account settings again. Before updating your campaign’s performance, take a look at the targeting device, search ads, and the like.

Step 4: Ad groups

In this stage, most of you get confused between ad groups and a group of keywords. This is because you tend to pay more attention to groupings and keywords even before considering the intention of the searcher and the place where they will be directed to. To get more conversion rates, you have to concentrate on ads, landing pages, quality scores, and, finally, the performance ability.

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Step 5: Keywords

During the process of audit, it is crucial to identify the trends and patterns of keywords. However, do not start updating in between. When you focus on keywords, narrow down your search to the campaign’s particular topic and break down ads into groups. Apply the goals identified in the first step to understand the performance and intent of the keywords.

Step 6: Ads

Often, ads are either over-tested or are not tested at all. An effective measure to test ads is by setting the ad rotation at regular intervals. Each group of ads must have two versions, namely ‘A’ and ‘B.’

Step 7: Landing pages

Although Google Ads consider landing pages external but influence the ad campaign’s performance directly, to get maximum conversion rates, you must have compatible terminology and wordings, pragmatic user experiences, and a call to action.

Step 8: Reporting and action plan

All the details of the audit process should be noted down. You might share your audit externally or internally later. So, once you keep data organized or in the form of a template, it will easily help you move on to your following actions.


The actual work starts after documenting every item, their position, and the issues that need to be addressed. Regardless of the ad campaign you carry out, auditing it in Google Ads audit is sure to benefit you mainly in the long run.

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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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