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Cover: Google Ads account audit: a 40-point checklist

Google Ads account audit: a 40-point checklist

A step-by-step audit workbook for businesses that run their own Google Ads account. It works through eight areas in order, from account structure and conversion tracking to bid strategies and Performance Max, and gathers them into a printable 40-point checklist. Every rule is sourced to the Google Ads Help Center.

Free e-book · PDF9 chaptersFurkan Coşkun

  • Account structure
  • Conversion tracking: offline import and enhanced conversions
  • Bid strategies
  • Keywords and negatives

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What’s inside

  • Account structure: how to split campaigns, ad group themes, naming, location, network and scheduling settings, access and ownership.
  • Conversion tracking: what your conversion list really counts, primary and secondary actions, counting and attribution settings, offline import, enhanced conversions and consent mode.
  • Bid strategies: whether the Smart Bidding strategy fits the goal, realistic targets, learning statuses, seasonality adjustments and testing with experiments.
  • Keywords, ad copy and Performance Max: match types, the search terms report, negative lists, responsive search ads, assets, brand exclusions and audience signals.
  • Budget, waste and reporting: whether budget or rank is limiting you, collecting sources of waste, change history, auction insights and reconciling with your CRM.
  • Prioritising findings and the 40 points: what to fix first, and a printable checklist grouped by chapter.

Contents

Start to finish, in 9 chapters.

  1. 01Account structure
  2. 02Conversion tracking: offline import and enhanced conversions
  3. 03Bid strategies
  4. 04Keywords and negatives
  5. 05Ad copy and assets
  6. 06Performance Max
  7. 07Budget and waste
  8. 08Reporting
  9. 09The printable checklist: 40 points

Who it's for

  • Business owners and marketing teams who manage their own Google Ads account.
  • Anyone who wants to see the account's state before handing it to an agency.
  • Teams working with an agency who want to check what is going on.
  • Anyone whose budget has grown to the point of asking "where is this money going?"
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Google Ads account audit

A fixed-scope Google Ads audit: measurement, structure, bidding, search terms and wasted budget, with a prioritized action list.

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