How to Audit your Google Ads Account

How to Audit your Google Ads Account

Google Ads audit is a thorough examination and evaluation of your Google Ads account to assess its overall performance.

By: Ayesha Khan | 3 mins read
Published: Dec 6, 2023 6:48:02 AM | Updated: Feb 22, 2024 12:54:46 AM

A Google Ads audit is a thorough examination and evaluation of your Google Ads account to assess its overall performance, identify areas for improvement, and ensure alignment with your marketing goals. 

The audit involves analyzing various elements within your account, including campaign structure, keywords, ad copies, landing pages, budget allocation, and more.

When to Conduct a Google Ads Audit?

Google Ads Audit is crucial for maintaining optimal campaign performance. 

Here are key instances when you should consider auditing your Google Ads account:

  • At Regular Intervals:

Conduct a comprehensive google ads audit on a scheduled basis, such as monthly or quarterly, to ensure ongoing optimization.

  • Before Major Campaign Changes:

Perform a google ads audit before making significant adjustments to campaigns, ad groups, keywords, or ad creatives.

  • After Significant Platform Updates:

Audit your account after Google Ads introduces major updates or changes to its algorithms or features.

  • Shifts in Business Goals:

When your business goals or marketing objectives undergo significant changes, audit your Google Ads account to realign strategies.

  • Budget Adjustments:

After making changes to your advertising budget, review and adjust your campaigns accordingly to maximize ROI.

  • Low Performance Periods:

If you notice a decline in performance metrics, conduct an audit to identify and rectify issues impacting your campaigns.


When performing an audit , make sure you are not double counting the conversions


  • Competitor Changes:

Regularly monitor competitor activity and conduct an audit if there are shifts in the competitive landscape.

  • Seasonal Campaign Adjustments:

Before peak seasons or significant sales periods, review and optimize your campaigns to capitalize on increased traffic.

  • New Product or Service Launch:

Audit your Google Ads account when launching new products or services to ensure campaigns align with the offerings.

  • Quality Score Concerns:

If you observe a drop in Quality Scores, conduct an audit to address issues affecting ad relevance and user experience.

  • Technology and Device Changes:

When there are significant changes in technology or device preferences, audit your campaigns to ensure they are optimized for the latest trends.

  • Account Takeover or Handover:

If there is a change in the team managing the Google Ads account, conduct an audit to understand the current state and optimize accordingly.

By conducting audits at these key junctures, you can proactively address issues, capitalize on opportunities, and ensure that your Google Ads account is consistently aligned with your business goals and industry trends.

How to Audit your Google Ads

In the fast-paced world of digital marketing, regular audits of your Google Ads account are essential to ensure that your campaigns are delivering the desired results. 

Here's a step-by-step guide on how to efficiently audit your Google Ads account for maximum effectiveness.

Review Campaign Structure:

  • Assess the organization of your campaigns and ad groups.
  • Ensure that each campaign has a clear objective and aligns with your overall marketing goals.
  • Optimize ad group structures for relevancy and targeted messaging.

Evaluate Keywords:

  • Scrutinize your keyword list for relevance and performance.
  • Identify low-performing keywords and consider pausing or refining them.
  • Implement negative keywords to filter out irrelevant traffic.


Keep your negative keyword list up-to-date to filter out irrelevant traffic and improve overall campaign targeting.


Ad Copy Analysis:

  • Examine the effectiveness of your ad copies.
  • Ensure that ad copies align with the corresponding keywords and landing pages.
  • A/B test different ad variations to identify high-performing copies.

Landing Page Alignment:

  • Verify that your landing pages are consistent with the ad content.
  • Optimize landing pages for a seamless user experience.
  • Monitor page load times to enhance user satisfaction.

Bid Management:

  • Review your bidding strategy and adjust bids based on performance.
  • Consider utilizing automated bidding strategies for efficiency.
  • Monitor the impact of bid adjustments on key metrics.


Leverage Google's smart bidding strategies, such as Target CPA or Target ROAS, to automate bid adjustments and improve campaign performance.


Quality Score Assessment:

  • Focus on improving Quality Scores by enhancing ad relevance, landing page experience, and click-through rates.
  • Identify and address any quality score issues that may impact ad rankings.

You can also visit: 

Google ads quality score

Ad Extensions and Formats:

  • Ensure that ad extensions are utilized to provide additional information.
  • Experiment with different ad formats to enhance visibility and engagement.

Conversion Tracking:

  • Verify that conversion tracking is correctly set up.
  • Monitor and analyze conversion data to assess campaign success.
  • Make adjustments based on the performance of specific conversion actions.

You can also visit

google ads offline conversion tracking


Budget Allocation:

  • Evaluate budget distribution among campaigns and adjust based on performance.
  • Consider reallocating budget to high-performing campaigns to maximize ROI.

Competitor Analysis:

  • Keep an eye on competitor activity and adjust your strategy accordingly.
  • Identify new opportunities or potential threats in the competitive landscape.

Ad Schedule Optimization:

  • Analyze the performance of your ads at different times of the day and days of the week.
  • Adjust ad scheduling to align with peak performance periods.

Mobile Optimization:

  • Ensure that your campaigns are optimized for mobile devices.
  • Review mobile-specific metrics and make necessary adjustments.
  • By regularly conducting a comprehensive audit of your Google Ads account, you can fine-tune your campaigns, maximize ROI, and stay ahead in the dynamic world of digital advertising. 

Remember, continuous optimization is the key to sustained success in the ever-evolving landscape of online marketing.


In conclusion, regularly auditing your Google Ads account is not just a best practice; it's a strategic necessity in the dynamic world of digital advertising.

A thorough examination of your campaigns, keywords, ad copies, and other crucial elements allows you to fine-tune your strategy, optimize performance, and stay aligned with ever-evolving industry trends. 

By implementing the insights gained from an audit, you not only enhance the efficiency of your advertising campaigns but also ensure that your budget is allocated wisely, maximizing return on investment. 

Remember, in the fast-paced realm of online marketing, continuous optimization is the key to sustained success, and a well-executed Google Ads audit is your roadmap to achieving just that.


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