Google Ads Audit Checklist
Audit any Google Ads account with 35 practical checks across tracking, structure, keywords, ads, bidding and landing pages. Tick as you go; your progress is saved in your browser.
How to audit a Google Ads account
- Pick a date range of the last 30 to 90 days.
- Start with tracking. If conversions are wrong, every other number is misleading.
- Work through each group and tick what is already right.
- List the unticked items and fix the ones that affect spend first.
Where most accounts waste money
| Problem | Typical fix |
|---|---|
| Irrelevant search terms | Negative keyword lists and weekly search term reviews |
| Wrong conversions counted | Clean up primary conversion actions |
| Ads showing outside the area | Presence-only location targeting |
| Slow, generic landing page | A focused page per service |
| Display or partners in Search | Turn off unless tested |
How often to audit
Do a full audit when you take over an account and every quarter after that. Check search terms and budgets weekly. For small local accounts, a monthly review of this checklist is usually enough.
Tools for each step
Analyse search terms with the search terms report analyzer, build negatives with the negative keyword list generator, and check Quality Score factors with the Quality Score calculator.
More free tools and guides
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Frequently Asked Questions
Is this Google Ads audit checklist free?
Yes. It is free with no sign-up, and your progress is saved in your browser.
How long does a Google Ads audit take?
A small account can be audited in one to two hours. Larger accounts take longer.
What should I check first in a Google Ads audit?
Conversion tracking. Every decision depends on accurate conversion data.
How do I reduce wasted spend quickly?
Review search terms, add negatives, fix location targeting and turn off Display in Search campaigns.