How to Conduct A Google Ads Audit – Quick Wins Cheat Sheet

Running a Google Ads audit can be overwhelming, especially for large or messy accounts. To simplify the process, we’ve created this Quick Wins Cheat Sheet—a handy checklist to help you identify immediate opportunities for improvement.

This step-by-step guide will help you quickly spot the most critical issues and optimize performance efficiently. Whether you’re a beginner or an experienced advertiser, this cheat sheet ensures you never miss any low-hanging fruit!

How to Conduct A Google Ads Audit Quick Wins Cheat Sheet

1. Conversion Tracking

✅ Check: Is conversion tracking set up correctly?

🔹 Key Actions:

• Verify that all key conversion actions (e.g., form submissions, purchases) are being tracked.
• Ensure micro-conversions (e.g., key page views) are tracked if relevant.
• Confirm campaigns are optimizing for the correct conversion actions.
• Analyze time lag data to determine if bidding is too conservative or aggressive.

🚀 Why It Matters:

• Accurate tracking ensures reliable performance data.
• Time lag data helps adjust bidding strategies for better results.

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2. Attribution Settings

✅ Check: Are campaigns using last-click attribution?

🔹 Key Actions:

• Explore other attribution models (e.g., data-driven, linear, position-based) to get a fuller performance picture.
• Discuss attribution impact with the client or team.

🚀 Why It Matters:

• Last-click attribution may miss the full customer journey.
• Alternative models provide deeper insights into campaign effectiveness.

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3. Enhanced Conversion Tracking

✅ Check: Is enhanced conversion tracking enabled?

🔹 Key Actions:

• Activate enhanced conversion tracking for better revenue and profit tracking (especially for e-commerce).

🚀 Why It Matters:

• Provides more accurate data, helping Google optimize campaigns better.

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4. Consolidate Campaigns

✅ Check: Is the account overly segmented?

🔹 Key Actions:

• Merge campaigns with too many ad groups or sparse keywords.
• Simplify the account structure for better performance with modern Google Ads.

🚀 Why It Matters:

• Over-segmentation can dilute performance and make optimization harder.

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5. Segment Campaigns More

✅ Check: Are campaigns too consolidated?

🔹 Key Actions:

• Segment campaigns by product category, service type, or location.
• Create more targeted ad groups for better relevance and performance.

🚀 Why It Matters:

• Proper segmentation improves ad relevance, CTR, and overall results.

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6. Launch a Performance Max (Pmax) Campaign

✅ Check: Has the account launched a Performance Max campaign?

🔹 Key Actions:

• Test Google’s Pmax campaign to leverage automation and AI.

🚀 Why It Matters:

• Pmax campaigns optimize across Google’s entire inventory, often driving stronger results.

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7. Turn Off Network Placements

✅ Check: Are Search campaigns opting into Google Search Partners?

🔹 Key Actions:

• Turn off Google Search Partners if traffic quality is low.

🚀 Why It Matters:

• Excluding low-quality placements improves ROI and efficiency.

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8. Adjust Bid Adjustments

✅ Check: Are bid adjustments optimized for devices and locations?

🔹 Key Actions:

• Adjust bids based on device and location performance.
• Review and update target ROAS or CPA settings to match business goals.

🚀 Why It Matters:

• Proper bid adjustments ensure budget efficiency in high-performing segments.

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9. Set Up Remarketing Audiences

✅ Check: Are remarketing audiences set up?

🔹 Key Actions:

• Create custom segments and remarketing audiences (e.g., site visitors in the last 90 days).
• Apply audiences to campaigns in observation mode.

🚀 Why It Matters:

• Remarketing re-engages past visitors and boosts conversions.

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10. Audit Negative Keywords

✅ Check: Is the negative keyword strategy effective?

🔹 Key Actions:

• Review negative keywords at the account, campaign, and ad group levels.
• Add new negatives based on the search term report.

🚀 Why It Matters:

• Reduces wasted spend on irrelevant traffic.

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11. Review Ad Copy

✅ Check: Are ads well-written and error-free?

🔹 Key Actions:

• Look for typos, missing headlines, or incomplete descriptions.
• Ensure ads are compelling and aligned with the target audience.

🚀 Why It Matters:

• High-quality ad copy improves CTR and conversions.

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12. Check Landing Pages

✅ Check: Are ads directing traffic to the right landing pages?

🔹 Key Actions:

• Verify landing pages are accurate, functional, and optimized for conversions.
• Ensure they have clear calls-to-action (CTAs).

🚀 Why It Matters:

• Poor landing page experience can ruin campaign performance.

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13. Adjust Branded vs. Non-Branded Budgets

✅ Check: Is the account overspending or underspending on branded terms?

🔹 Key Actions:

• Decide whether to increase or decrease spend on branded keywords based on performance goals.

🚀 Why It Matters:

• Proper budget allocation between branded and non-branded campaigns maximizes ROI.

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14. Pause Underperforming Campaigns

✅ Check: Are there campaigns, ad groups, or keywords dragging down performance?

🔹 Key Actions:

• Identify underperforming elements (e.g., high spend, low conversions) using filters.
• Pause or optimize weak campaigns, ad groups, or keywords.

🚀 Why It Matters:

• Eliminating underperformers improves overall account efficiency.

Quick Wins Cheat Sheet Summary

Final Thoughts

This Quick Wins Cheat Sheet helps you quickly identify immediate opportunities for optimization in any Google Ads account.

🎯 Use this checklist to improve performance, reduce wasted spend, and optimize campaigns efficiently! 🚀