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PPC Audit Checklist

A 37-point checklist to evaluate your Google Ads account. Check off each item to see your account health score.

0/37 items checked0%

Account Structure

0/5

Campaign naming convention is consistent and descriptiveAd groups are tightly themed (15-20 keywords max per group)Campaigns are organized by match type, location, or intent levelNo duplicate keywords across campaigns/ad groupsBudget is allocated based on campaign performance, not evenly split

Keyword Management

0/5

Negative keyword lists are set up and maintained regularlySearch terms report is reviewed weekly for irrelevant queriesNo broad match keywords running without Smart BiddingLow-performing keywords are paused or removedKeyword match types align with campaign goals

Ad Copy & Creative

0/6

Each ad group has at least 3 responsive search adsAd headlines include the target keywordEach ad has a clear call-to-actionAd extensions are set up: sitelinks, callouts, structured snippetsPinned headlines are used intentionally, not excessivelyAd copy aligns with the landing page content

Landing Pages

0/6

Landing page loads in under 3 seconds on mobileHeadline matches the ad copy and search intentClear, single primary CTA above the foldMobile experience is tested on real devicesForm fields are minimal (name, email, phone max)Trust signals are present (reviews, logos, security badges)

Conversion Tracking

0/5

Conversion actions are set up and firing correctlyPrimary vs. secondary conversions are properly classifiedConversion values are assigned where applicableEnhanced conversions are enabled for better attributionGoogle Ads conversion data matches analytics data

Bidding & Budget

0/5

Bid strategy aligns with campaign objectiveCampaigns with enough conversion data use Smart BiddingTarget CPA or ROAS targets are realistic based on historyBudget is not limiting campaigns that are performing wellShared budgets are not causing one campaign to starve another

Targeting & Settings

0/5

Location targeting is set to 'Presence' not 'Presence or interest'Ad schedule is set based on performance dataDevice bid adjustments reflect performance differencesAudience segments are applied for observation or targetingRemarketing lists are set up and being used

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