If your Google Ads budget is meaningful, the account deserves more than a glance at clicks and impressions. You need to know whether spend is turning into qualified enquiries, customers and revenue.
This checklist helps you find the issues that usually hide inside underperforming accounts.
1. Conversion tracking
Start here. If tracking is wrong, every optimisation decision is weak.
Check:
- Are forms tracked?
- Are phone calls tracked?
- Are purchases or qualified leads tracked?
- Are duplicate conversions removed?
- Does GA4 match the ad account closely enough to explain?
- Is Google Tag Manager set up cleanly?
2. Search terms
Keywords are what you choose. Search terms are what people actually typed.
Review search terms weekly. Look for irrelevant traffic, low-intent phrases, job seekers, research queries and competitor terms that do not convert.
Every wasted search is budget that could have gone to a buyer.
Keywords are what you choose. Search terms are what people actually typed.
3. Negative keywords
Negative keywords protect the budget.
Build lists for:
- Free or cheap intent
- Jobs and careers
- Definitions and school research
- DIY intent if you sell a done-for-you service
- Locations you do not serve
- Products or services you do not offer
4. Campaign structure
A messy structure makes it hard to control budget and intent.
Group campaigns by service, location, product category or buyer intent. Separate brand, non-brand, competitor, Shopping, Performance Max and remarketing where useful.
5. Ad copy and extensions
Ads should make the offer clear before the click.
Check whether headlines mention the service, location, proof, offer or main benefit. Use extensions to add calls, sitelinks, structured snippets and location details.
6. Landing page fit
The landing page should match the search. If someone clicks an ad for “emergency HVAC repair,” do not send them to a generic homepage.
Review page speed, headline clarity, form visibility, proof, mobile layout and CTA.
The takeaway
A Google Ads audit should show where spend is wasted, where tracking is unclear and where conversion can improve. Better numbers start with better visibility.
