The Complete Google Ads Audit Checklist for 2026 A Google Ads account left unchecked will almost certainly waste money. Settings drift, new features get ignored, competitors adjust their strategies, and what worked brilliantly eighteen months ago quietly becomes a liability. This checklist covers everything you need to audit a Google Ads account properly — whether […]

The Complete Google Ads Audit Checklist for 2026

A Google Ads account left unchecked will almost certainly waste money. Settings drift, new features get ignored, competitors adjust their strategies, and what worked brilliantly eighteen months ago quietly becomes a liability.

This checklist covers everything you need to audit a Google Ads account properly — whether it's your own account, one you've inherited, or one you're evaluating before taking on a new client. We've used variations of this process across hundreds of audits over 20+ years, and it consistently uncovers opportunities that get missed in day-to-day management.

Work through it section by section, and you'll have a clear picture of account health and a prioritised list of improvements.

• Account structure and settings
• Conversion tracking verification
• Campaign settings and bidding
• Keyword and search term analysis
• Ad copy and assets
• Audience targeting
• Performance Max campaigns
• Display and video campaigns
• Landing page assessment
• Competitor analysis

1. Account Structure and Settings

Before diving into performance data, check that the foundations are solid. Structural issues compound over time and make everything else harder to optimise.

Account-Level Checks

• 1. Billing and payment methods are current. Expired cards cause campaigns to pause unexpectedly. Check backup payment methods are in place.
• 2. Account access is appropriate. Review who has access and at what level. Remove former employees, old agencies, and anyone who shouldn't be there.
• 3. Linked accounts are correct. Verify Google Analytics, Google Merchant Centre, YouTube, and any other linked accounts are the right ones.
• 4. Auto-apply recommendations are reviewed. Check Settings > Auto-apply and disable anything you haven't consciously approved. Many benefit Google more than you.
• 5. Change history shows no unexpected activity. Review the last 90 days. Look for automated changes you didn't request and access from unfamiliar users.

Campaign Structure

• 1. Campaign naming is logical and consistent. Naming conventions should indicate campaign type, target audience, and objective at minimum.
• 2. Campaign segmentation makes strategic sense. Are campaigns split by product, audience, or funnel stage to allow appropriate budgeting?
• 3. No bloated campaigns with too many ad groups. Campaigns with 50+ ad groups are usually a sign of poor structure.
• 4. Paused campaigns and ad groups are cleaned up. Archive or remove anything that's been paused for 6+ months to prevent clutter and accidental reactivation.

2. Conversion Tracking Verification

This is the most critical section. If tracking is wrong, every optimisation decision is based on bad data.

• 1. All conversion actions are documented. List every action. Do you know what each measures? Remove duplicates or legacy actions.
• 2. Primary vs secondary conversions are set correctly. Only conversions you want to optimise towards should be Primary. Secondary conversions track data but don't influence bidding.
• 3. Conversion values are accurate. Verify values reflect actual business value. Dynamic values should be tested to ensure they pass correctly.
• 4. Attribution model is appropriate. Understand what model you're using. Last-click attribution in 2026 usually undervalues upper-funnel activity.
• 5. Conversion counting is correct. 'Every' for eCommerce; 'One' per click for lead generation. Misconfiguration here inflates data.
• 6. Conversions are actually firing. Use Google Tag Assistant. Submit test conversions and verify they appear within 24 hours.
• 7. Google Ads and Analytics align (roughly). They won't match exactly, but large discrepancies indicate tracking problems.
• 8. Enhanced conversions are implemented. With cookie restrictions, this sends hashed first-party data to maintain accuracy.
• 9. Offline conversion imports are set up. For leads that close offline, feeding this data back into Google Ads dramatically improves Smart Bidding.

3. Campaign Settings and Bidding

Campaign settings are where budget gets wasted through neglect.

Targeting Settings

• 1. Location targeting is precise. Check targeting method. For most local businesses, "Presence" is better than "Presence or interest".
• 2. Location exclusions are in place. Exclude countries you don't ship to or regions outside your service area.
• 3. Network settings are intentional. Search campaigns should typically exclude the Display Network.
• 4. Ad schedule reflects business hours. If you can't handle leads at 3am, don't pay for them.

Bidding Strategy

• 1. Strategy matches objectives. Maximise Conversions, Target CPA, Target ROAS—is the strategy aligned with your goal?
• 2. Target CPA/ROAS is realistic. Targets too aggressive limit delivery; targets too loose waste budget.
• 3. Sufficient volume for Smart Bidding. Google recommends 30+ conversions/month for Target CPA. Below this, consider Maximise Conversions.

4. Keyword and Search Term Analysis

Keywords are where most accounts hide their biggest waste. This requires actual analysis.

• 1. Match types are intentional. Broad match offers reach but risks waste. Phrase and Exact match offer control. The choice must be deliberate.
• 2. Low Quality Scores are addressed. Scores of 5 or below cost more. Improve relevance or remove them.
• 3. Search terms report is reviewed regularly. Look for patterns in the last 90 days. Exclude irrelevant terms (Jobs, DIY, Free).
• 4. Negative keyword lists are comprehensive. Are shared negative lists being updated? Stale lists allow waste to creep back in.
• 5. Brand terms are handled appropriately. Should you be bidding on your brand? Brand campaigns should usually be separated.

5. Ad Copy and Assets

• 1. Ad Strength is 'Good' or 'Excellent'. Ensure every ad group has at least one high-strength RSA.
• 2. Headlines are varied. If all headlines say the same thing, Google can't find winning combinations.
• 3. Pinned assets are used sparingly. Only pin when you have compliance or strict brand reasons.
• 4. Extensions/Assets are fully utilised. Sitelinks, callouts, structured snippets, images—use every relevant type to increase real estate.

6. Audience Targeting

• 1. Remarketing audiences are active. Ensure audiences are populating even if not currently targeted.
• 2. Observation audiences are applied to Search. Add audiences in 'Observation' mode to gather data without restricting reach.
• 3. Customer match lists are uploaded. First-party data (emails, phones) is increasingly valuable for targeting and exclusions.
• 4. Audience exclusions are in place. Exclude existing customers from acquisition campaigns to prevent waste.

7. Performance Max Campaigns

Performance Max is Google's black box. Auditing it requires digging into limited reports.

• 1. Asset groups are structured properly. Groups should be themed around products or audiences, not one giant mix.
• 2. All asset types are provided. Text, images, logos, video. Missing assets limit where ads can appear.
• 3. Audience signals are configured. Tell Google who your ideal customer is to speed up learning.
• 4. Brand exclusions are applied. PMax will take credit for brand searches unless excluded.
• 5. Final URL expansion is intentional. Great for eCommerce, potentially wasteful for lead gen with specific landing pages.

8. Display and Video Campaigns

• Display: Placement quality. Are ads appearing on legitimate sites or buried in mobile game apps? Consider excluding apps.
• Display: Frequency capping. Set caps to prevent annoying potential customers and wasting budget.
• Video: View rates. Low rates suggest targeting or creative problems.
• Video: Content exclusions. Exclude kids' content and channels misaligned with your brand.

9. Landing Page Assessment

Traffic quality means nothing if landing pages don't convert.

• 1. Message Match. Does the page deliver on the ad's promise?
• 2. Load Speed. Mobile pages >3 seconds lose significant traffic.
• 3. Clear CTA above the fold. Users should immediately know what to do.
• 4. Forms are short. Only ask for information you genuinely need.
• 5. Trust signals present. Reviews, certifications, client logos.

10. Competitor Analysis

• 1. Auction Insights. Who are you competing against? Has intensity changed?
• 2. Competitor Ads. What offers are they making? What angles are they taking?
• 3. Competitive Positioning. Generic ads in competitive markets struggle. Differentiate.

Prioritising Your Audit Findings

Once you've worked through the checklist, prioritise based on impact and effort:

When to Call in the Professionals

This checklist gives you everything you need to audit an account yourself. But professional help makes sense for high-spend accounts, complex structures, or regulated industries.

We offer professional Google Ads audits with 20+ years of experience behind them. Our audits have uncovered opportunities worth thousands of pounds per month — including one insurance client where we found changes that reduced cost per enquiry by 98%.

Learn more about our Google Ads Audit service →