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Free self-assessment

Google Ads Audit Checklist

Use this practical checklist to review the places Google Ads accounts commonly lose budget, data quality and qualified demand before you decide what to fix next.

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Check the data before you judge the campaign.

01

Conversion tracking

Confirm the primary conversion is real, deduplicated and connected to a meaningful business outcome.

02

Lead quality

Compare Google Ads leads with CRM contact, qualification and close-rate data—not form volume only.

03

Budget logic

Separate brand, non-brand, remarketing and testing budgets so one campaign cannot hide another.

Account checklist

The 12 checks that reveal most avoidable problems.

Conversion actions match forms, calls, purchases or qualified leads.
Search terms are reviewed and irrelevant queries are excluded.
Brand and non-brand campaigns are separated where relevant.
Locations, language and ad schedule match the actual sales territory.
Match types and negatives reflect the level of query control required.
Campaign budgets support the intended test and business priority.
Ads match the page promise and the page has a clear next step.
Responsive search ads and assets are complete and meaningful.
Landing pages load quickly and explain the offer without friction.
Conversion value, revenue or CRM quality is visible where possible.
Change history explains recent performance shifts.
Recommendations are assessed critically, not applied automatically.

When to get help

A checklist finds questions. An audit creates priorities.

If tracking is uncertain, lead quality is poor, costs have climbed or the account has changed hands, a read-only account audit can show what to fix first and what needs more evidence.

See the Google Ads Audit Scope

FAQ

Google Ads audit checklist questions

How often should I audit Google Ads?

Review core tracking and performance patterns monthly, with a deeper audit after major changes, a management handover or a sustained performance drop.

What is the first thing to check in Google Ads?

Check whether conversions are correctly measured and aligned with a real business outcome. Bad conversion data makes every later decision less reliable.

Can I audit Google Ads without admin access?

Read-only access is usually sufficient to inspect account structure, campaign performance and reporting. Analytics and tag access can improve the review.

Turn your checklist into an action plan.

Digitology can review the account, tracking and landing path, then prioritise the fixes that matter before more budget is committed.

Request a Google Ads Audit