Aug 15 • General discussion
Audit Checklist
Google Ads Account Audit Checklist
1. Search Terms Review
☐ Review all search terms across campaigns (ignore match type).
☐ Filter out brand terms to see % of non-brand spend.
☐ Highlight irrelevant/unprofitable terms for exclusion.
2. Brand Contamination Check
☐ Look for brand keywords in non-brand campaigns.
☐ Calculate % of non-brand spend coming from brand clicks.
☐ Note any inflated ROAS from brand leakage.
3. Wasted Spend & Keyword Patterns
☐ Sort by cost & conversions to identify leaks.
☐ Export converting vs non-converting keywords.
☐ Use GPT/Excel to find performance patterns.
☐ Create tiered keyword strategy (Keep / Test / Remove).
4. Reporting & Data Tools
☐ Use pivot tables for daily/weekly/monthly trends.
☐ Pull centralized reports in Report Editor.
E-Commerce Product-Level Audit
5. Product Performance
☐ Review products by ROAS, cost, conversion value.
☐ Segment products where Conversion Value / Cost > target.
☐ Flag low-AOV products draining budget.
6. Product Title Optimization
☐ Check if titles use full space (90 chars visible, 150 usable).
☐ Add high-intent keywords at the start.
☐ Review title changes for impact on CVR/ROAS.
7. Account Structure
☐ Review budget split across Search / Shopping / YouTube.
☐ Check brand vs non-brand budget split.
☐ Confirm high-performing campaigns are well-funded.
☐ Consolidate low-volume campaigns (aim for 30+ conversions/campaign).
8. YouTube & Performance Max
☐ Segment YouTube by click vs engaged view conversions.
☐ In PMax, flag if most conversions are engaged views.
☐ Ensure conversion actions are meaningful (no add-to-cart/pageview).
9. Conversion Tracking
☐ Confirm only qualified leads or sales are tracked.
☐ Check for duplicate tracking (e.g., “Every” setting on calls).
☐ Verify conversion window length is correct for the business cycle.
☐ Confirm 30+ conversions/campaign for algorithm learning.
10. Final Checks
☐ Review landing page experience (mobile, speed, CTA).
☐ Test checkout flow (Ecom) for friction points.
☐ Compare product pricing vs competitors.
☐ Segment performance by product category/SKU.
11. Reporting & Insights
☐ Export raw data to find themes/patterns with AI.
☐ Include case studies of optimization wins (before/after).
☐ Create client-facing report with clear action items
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Audit Checklist
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