Start with the business goal
Before touching bids or keywords, write down the action the account is supposed to generate: a qualified enquiry, purchase, booking or another meaningful step. If you cannot connect the report to that goal, the rest of the audit can become busywork.
1. Check what a “conversion” means
Review the conversion actions that campaigns optimise for. Are they genuine outcomes or softer events such as page views? Is the action recording reliably? Are there duplicate or misleading events? A campaign cannot optimise sensibly against a broken definition of success.
2. Look at the search terms, not just the keywords
The search terms report shows what people actually searched when ads appeared, subject to platform reporting limits. Find irrelevant themes that might need exclusions and high-intent themes worth separating. A matching keyword does not automatically mean the search is commercially relevant.
3. Review intent and campaign structure
Group searches around a coherent need. A broad collection of unrelated services in one ad group often leads to vague messaging. Check whether brand and non-brand activity, locations and product lines need distinct handling for clarity.
4. Inspect budgets and bidding in context
Review whether important campaigns are limited, where budget is being used and whether bidding strategy matches the available conversion signals. Resist changing multiple high-impact settings at once; a small account with limited data may need a different pace from a mature account.
5. Read the actual ads
Do headlines answer the searcher’s question? Does the copy make the offer and next step clear? Are relevant assets present? Check the destination URL and ensure the landing page delivers on the promise rather than sending people to a generic homepage.
6. Follow the click to the landing page
Open the page on a phone. Can someone understand the offer, trust it and contact you without hunting? Check load behaviour, the main heading, calls to action and whether the experience matches the ad. Our website audit checklist is a useful companion.
7. Write down your next three actions
A good audit ends with priorities, not 40 equally urgent observations. For each recommendation, capture the evidence, expected benefit, effort and what you will check after making the change. Then test and review rather than declaring success immediately.
Questions people ask
How often should I audit Google Ads?
A brief routine check can happen regularly, while a deeper structural review is useful after major changes, performance issues or a new business goal.
Should I change everything I find?
No. Separate clear errors from hypotheses and prioritise changes you can evaluate.
Can I get help with an account review?
Yes. Email our team with a description of the account and your current goals to discuss a practical review.
Want a second pair of eyes? You can email our team about a specific campaign, creative project or website issue. No contact form required.