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Google Ads Audit Checklist: 15 Checks Before You Spend More
Is your Google Ads account wasting money? Use this 15-point audit to check tracking, structure, keywords, ads and landing pages before you raise the budget.
If your Google Ads results have stalled or costs are climbing, an audit usually finds the problem faster than spending more. Work through these 15 checks in order. Many accounts have at least three or four that need fixing.
In this article
Tracking
1. Are conversions tracked? Form submissions, calls and purchases should each be recorded. If you can’t see enquiries in the account, nothing else can be judged. See conversion tracking in GA4.
2. Are the right actions counted? Make sure you’re optimising for enquiries, not page views or button clicks. Check you aren’t counting the same action twice.
3. Is Google Ads linked to Analytics? It gives richer information on what visitors do after clicking.
Structure
4. Are campaigns organised by what you sell? One campaign per main service lets you set budgets and see results clearly.
5. Are ad groups tightly themed? Each ad group should cover a small set of related keywords, with ads that match them.
6. Are location and language settings right? Check you’re targeting where you serve, and the option “people in” or “regularly in” your location rather than anyone interested in it.
Keywords
7. Do the search terms make sense? Open the search terms report and read what people actually typed. Look for irrelevant searches costing money.
8. Have you added negative keywords? Block words like “free”, “jobs”, “course” or “DIY” if they don’t apply. Add to the list regularly.
9. Are match types sensible? Broad matching can waste money if it isn’t controlled. Check that the keywords are doing what you intend.
Ads
10. Do the ads match the search? The headline should echo what people searched for.
11. Do you have several versions to test? Let Google rotate a few, then keep the strongest.
12. Are extensions used? Sitelinks, callouts and call extensions give your ad more room and more reasons to click.
Landing pages and budget
13. Does each ad go to a relevant page? Sending all traffic to the homepage is a common drain. See our landing page checklist.
14. Is the budget being spent where it works? Check which campaigns and keywords produce enquiries and which only produce clicks. Move money accordingly.
15. Are bids and targets realistic? Compare your cost per enquiry with your ceiling from how much to spend on Google Ads.
How to prioritise
Fix tracking first, because everything else depends on it. Then cut wasted spend through negative keywords and tighter structure, then improve ads and pages. Change one thing at a time where you can, and note the date so you can see the effect.
When to get help
If you find several of these issues, or you aren’t sure how to fix them, an outside review can pay for itself fast. Talk to us, or read about our performance marketing work.
Frequently asked questions
How often should I audit my account?
A quick check every month, and a thorough one every quarter.
Can Google’s recommendations replace an audit?
They can be useful, but they often push you to spend more. Treat them as ideas to check, not instructions.
What’s the quickest win?
Usually the search terms report. Removing a few irrelevant terms can save money immediately.