Google Ads Audit Checklist

Google Ads
Written By Gene Villanoz

Find Wasted Spend & Unlock Growth

Running Google Ads?

You are for sure leaving money on the table, this is common.

Now before you deny this, the reason why PPC/Google Ads managers exist is because leaving money or wasted spend are both common.

If there was no money left on the table and all Google Ads accounts immaculate, clients would not need our services/expertises.

Most accounts I audit at Tempus59 have wasted spend, missing tracking, or campaigns running on autopilot.

That’s where an audit comes in.

A Google Ads audit is your roadmap: it shows you what’s working, what’s broken, and how you can better the account.

Whether you’re taking over a new client account or reviewing your own campaigns, this checklist will walk you step-by-step through the process.

1. Start with the Big Picture

  • Account structure: Are campaigns and ad groups organized logically (by product, service, or theme)?

  • Naming conventions: Can you easily understand what each campaign is about at a glance?

  • Goals & strategy: Does the account align with business/marketing/conversion goals objectives (leads, sales, brand visibility)?

T59 Quick Tip

I got this from the great Kirk Williams. He mentioned the following, one way to keep accounts organized and can be used in this audit checklist also.

In the account organizing campaign structure, if the budget remains untouched it ends in “00” for example $200.00/day.

Now if a campaign is currently is decreased, it ends in “99” for example $200.99/day.

When a campaign is increasing in budget it ends in “01”, for example $200.01/day.

Use this tip to keep your audits and accounts organized.

2. Conversion Tracking & Attribution

✅ Confirm conversion actions are set up in Google Ads & Google Analytics.

✅ Check if tracking is firing correctly (test with Tag Assistant or GA4).

✅ Make sure the right conversions are prioritized (e.g., purchases over page views).

3. Campaign Settings

  • Google Ads Internal Settings: Auto apply reccomendations, presence vs presence or interest, display/partners network, and AI Max Settings

  • Budgets: Are campaigns overspending or underfunded?

  • Bid strategy: Manual CPC, Maximize Conversions, or Target ROAS — is it aligned with goals?

  • Location targeting: Is spend focused on profitable geos, or wasted on areas that don’t convert?

  • Ad schedule: Are ads running 24/7, or tailored to high-performing times?

  • Devices: Is mobile outperforming desktop, or vice versa? How much money is tablet stealing?

4. Keywords & Search Terms

  • Look at match types (Exact, Phrase, Broad). Are they balanced, or too loose?

  • Pull a Search Term Report and pause irrelevant queries draining spend.

  • Add negative keywords to cut wasted clicks.

  • Identify high-intent terms and consider breaking them into dedicated ad groups.

5. Ad Copy & Extensions

  • Do ads clearly match the searcher’s intent?

  • Test multiple versions of headlines and descriptions.

  • Check CTR benchmarks (are they competitive for your industry?).

  • Ensure ad extensions (sitelinks, callouts, structured snippets) are fully built out.

6. Landing Page Experience

  • Does the landing page match the ad promise (message match)?

  • Is the page fast and mobile-friendly?

  • Are CTAs clear and easy to find?

  • Is tracking set up for on-page events like form submissions or button clicks?

7. Performance Metrics Deep Dive

  • CTR: Healthy click-through rates signal strong ad relevance.

  • CPC: Is cost per click competitive or inflated?

  • Conversion rate: Are clicks turning into leads/sales at a profitable rate?

  • ROAS/CPA: Is the account meeting profitability goals?

8. Opteo: Making Auditing Easier

Third-party tools like Opteo, please note this is the easiest way to audit. I’ve created a video walk through on my podcast, here is the link:

Also try Opteo for free, Https://www.opteo.com/thePPCCAVE you can double your trial from 14 to 28 day, and I will help you set it up for free!

Quick Wins You Can Apply Today

  • Pause underperforming keywords.

  • Add negatives from your search term report.

  • Fix broken or missing conversion tracking.

  • Check settings such as auto apply, presence vs presence + interests, and is google display/partner networks included

Final Thoughts

Auditing your Google Ads account isn’t just a one-time task — it’s something you should be revisiting. Every audit uncovers wasted spend and opportunities for smarter growth.

At Tempus59, this checklist is where we start with every new client account.

If you want a deeper dive or a professional audit, reach out and contact me, Gene@Tempus59.com.

I’ll show you exactly where your money is being wasted and how to fix it for free with an audit.

Also if you want this in PDF checklist form email me! Gene@Tempus59.com

Gene Villanoz