---
type: "E-book"
title: "Google Ads audit: a 40-point checklist (e-book) | Roicool"
description: "Audit your own Google Ads account: a printable 40-point checklist covering conversion tracking, bidding, negatives, Performance Max and budget waste."
url: "https://www.roicool.com/en/ebook/google-ads-account-audit-checklist"
lang: "en"
dateModified: "2026-10-16"
author: "Furkan Coşkun"
resource: "https://www.roicool.com/en/ebook/google-ads-account-audit-checklist"
alternates:
  tr: "https://www.roicool.com/ebook/google-ads-hesap-denetimi-kontrol-listesi.md"
generated: { by: "process:roicool-cms", at: "2026-10-16T00:00:00.000Z" }
related:
  - { title: "Google Ads account audit", resource: "https://www.roicool.com/en/services/google-ads-audit.md" }
---

# 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.

## Get the e-book

Leave your name and email; the download starts right away.

- [Get the e-book](https://www.roicool.com/en/ebook/google-ads-account-audit-checklist)

## Contents

1. **Account structure**
2. **Conversion tracking: offline import and enhanced conversions**
3. **Bid strategies**
4. **Keywords and negatives**
5. **Ad copy and assets**
6. **Performance Max**
7. **Budget and waste**
8. **Reporting**
9. **The printable checklist: 40 points**

## 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.

## 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?"

## Help with this topic

- [Google Ads account audit](https://www.roicool.com/en/services/google-ads-audit)

Breadcrumb: [Home](https://www.roicool.com/en) › [Resources](https://www.roicool.com/en/resources) › [E-books](https://www.roicool.com/en/e-books) › Google Ads account audit: a 40-point checklist

**Let’s apply the guide to your site.** We review where you stand together and prioritise the first steps. [Book a call](https://www.roicool.com/en/contact)

Source: https://www.roicool.com/en/ebook/google-ads-account-audit-checklist · Last updated: 2026-10-16