A proper audit is not a long report full of screenshots. It is a short list of questions, ordered so that early answers decide whether the later ones even matter. If tracking is broken, for example, there is no point debating bid strategy.

Here is the order I use. You can run this on your own account this afternoon.

Part 1: Is the data trustworthy?

1
Conversion actions are correct

Check which actions are primary, whether page views or clicks are counted as conversions, and whether anything is double counted.

Look for: a short list of primary actions that each represent a real enquiry or sale.
2
Tracking actually fires

Submit a test form and make a test call. Confirm the conversion appears once, with a sensible value.

Look for: conversion status showing recording, and numbers that roughly match your real leads.
3
Accounts and links are connected

Check the links to GA4, Merchant Center and Search Console, and confirm auto-tagging is on.

Part 2: Is the money going to the right places?

4
Search terms report

Read the last 30 to 90 days of search terms. Note how much spend went to irrelevant or low-intent queries.

Look for: a clear majority of spend on terms you would happily pay for.
5
Negative keywords

Is there a negative list at all? Does it cover jobs, free, DIY and competitor terms where relevant?

6
Match types

Broad match with no data and no negatives is a red flag. Check what share of spend each match type takes.

7
Location and device settings

Confirm "presence" targeting, and check performance by device and by location for obvious outliers.

8
Network settings

Search campaigns should not be quietly spending on the Display Network or search partners without a reason.

Part 3: Is the structure and bidding sensible?

9
Campaign and ad group structure

Are themes separated so each has its own budget and message? Or is everything in one campaign with dozens of unrelated keywords?

10
Bid strategy versus data

Automated bidding needs conversion data. Check whether the strategy matches the volume available.

11
Budget limits and impression share

Look at lost impression share due to budget versus rank. They need different fixes.

Part 4: Is the message and page converting?

12
Ad copy and assets

Are responsive search ads using relevant headlines and a reasonable ad strength? Are call, location, price and sitelink assets set up?

13
Message match

Does the landing page continue what the ad promised, for the exact search that triggered it?

14
Landing page speed and mobile experience

Test on a phone with a normal connection. Slow or cramped pages quietly waste every click.

15
Lead handling

How quickly are leads answered, and is anyone feeding results back? The best ads cannot fix a lead that is called back three days later.

What to do with the findings

Rank issues by money at stake, not by effort. Tracking and wasted spend come first, structure second, creative third. Make changes in batches, note the date of each, and give them time before judging.

If you want a second pair of eyes, I offer a free audit of your Google Ads or Meta Ads account.

Frequently Asked Questions

How often should I audit my Google Ads account?
A full review every quarter is sensible, with a lighter weekly check of search terms, budget and conversions in between.
Can I audit my own Google Ads account?
Yes. The checklist above is designed so you can work through it yourself. A fresh outside review is still useful because it is easy to miss problems in an account you look at every day.
What is the most common problem you find in an audit?
Conversion tracking that is wrong or incomplete, followed closely by broad match keywords with no negative keyword strategy.

Want this applied to your own account?

I'll audit your Google Ads or Meta Ads setup for free and tell you exactly what is working and what isn't. No obligation, no sales pitch.

Book a Free Audit Message on WhatsApp