Insights
What a Google Ads audit should include.
An audit is not a list of every setting. It is a ranked list of the few things that cost you the most money.
By Saeed Zaman. Published November 5, 2026.
I audit Google Ads accounts for brands and agencies. The order matters, because a problem early in the list makes everything after it unreliable. This is the order I use.
1. Conversion tracking
Before anything else I check what the account counts as a conversion. Accounts that count page views, button clicks or duplicate form fires teach Google to find the wrong people. I compare conversions in the account with leads or sales in your CRM. If the two do not agree, nothing else in the account can be trusted yet.
2. Account and campaign structure
I look at how campaigns are split: by service, by location, by intent. Mixed campaigns hide which part of the budget works. I also check network settings, location targeting options and whether Search and Performance Max are competing for the same demand.
3. Search terms and keywords
The search terms report shows what people actually typed. I look for irrelevant terms taking budget, brand terms mixed with generic terms, and match types that are broader than the account needs. This step usually finds the quickest savings.
4. Ads and assets
I review headlines and descriptions against what people search for, whether the ads promise something the landing page delivers, and whether extensions and assets are used. Weak ad copy shows up as a low click rate and a high cost per click.
5. Budget, bidding and pacing
I check whether the bidding strategy fits the amount of conversion data, whether budgets limit the best campaigns and whether money moves away from them by hour, day or device.
6. Landing pages
Clicks that land on a slow or confusing page waste the rest of the work. I check speed on mobile, the first screen, the form and whether the page matches the ad.
What you should receive
- A ranked list of fixes, with the biggest cost or revenue effect at the top.
- What each fix is, why it matters and how long it takes.
- A short list of things to leave alone.
- A clear next step: fix it yourself, give the list to your agency, or have me do the work.
If you want an audit done properly, a fixed-fee full audit is the right starting point. You get the list whether or not you hire me afterward.
Questions.
How long does a Google Ads audit take?
A focused audit of one account usually takes a few working days after I get view access, depending on how many campaigns and how much history the account has.
What access do you need for an audit?
Read-only access to the Google Ads account, plus Analytics if it is connected. I do not need to change anything to audit.
Is an audit worth it if I already have an agency?
Yes. It gives you an independent view of what your agency is doing and a ranked list you can take to them. Many agencies welcome it.