---
type: "Tool"
title: "Google Ads audit grader: score your account in 20 questions"
description: "Audit your Google Ads account yourself in 20 questions: a score in five areas, from structure to conversion tracking, and the fixes to make first. Free."
url: "https://www.roicool.com/en/tools/google-ads-audit-grader"
lang: "en"
dateModified: "2026-10-17"
resource: "https://www.roicool.com/en/tools/google-ads-audit-grader"
alternates:
  tr: "https://www.roicool.com/araclar/google-ads-denetim-testi.md"
generated: { by: "process:roicool-cms", at: "2026-10-17T00:00:00.000Z" }
related:
  - { title: "Google Ads account audit checklist (e-book)", resource: "https://www.roicool.com/en/ebook/google-ads-account-audit-checklist.md" }
  - { title: "Google Ads audit", resource: "https://www.roicool.com/en/services/google-ads-audit.md" }
  - { title: "Tools", resource: "https://www.roicool.com/en/tools.md" }
---

# Google Ads audit grader. How does your account score?

The Google Ads audit grader checks your account with 20 questions in five areas, from account structure to conversion tracking, and gives a score out of 100. The score weighs the problems that break measurement most; the result lists the five things to fix first and what to do about each.

## Account structure

- Does the business own the account, with at least two in-house admins?
- Are campaigns split by budget, goal and bid needs, with brand and non-brand separated?
- Were the location option (presence / presence or interest) and the networks (search partners, Display) chosen on purpose?

## Keywords

- Was the search terms report reviewed for the last 90 days, and the cost of irrelevant terms calculated?
- Is broad match used only with conversion-focused Smart Bidding?
- Are negatives kept in themed lists, with no old or overly broad negatives blocking valuable searches?

## Ads and assets

- Does each active ad group have at least 2 responsive search ads with "Good" or "Excellent" Ad Strength?
- Are sitelinks, callouts and structured snippets complete and up to date?
- If you run Performance Max: is it optimising for the right primary conversion?
- Do you know which campaign picks up brand searches, and do negative lists cover Performance Max too?

## Bidding and budget

- Does each campaign's bid strategy fit its goal and conversion volume?
- Are Target CPA and Target ROAS close to the last 30 days of actual results?
- Are there no "Limited" or "Misconfigured" bid strategy statuses?
- Does monthly spend match a daily budget × 30.4 plan?
- Were budget shares compared with shares of qualified conversions?

## Conversion tracking

- Are primary conversions real business outcomes (form, call, sale), with nothing counted twice?
- Are counting settings right: "One" for leads, "Every" for sales?
- Is auto-tagging on, and do landing pages load cleanly with a GCLID?
- If you sell through leads: are qualified leads and sales sent back to Google Ads (offline import or enhanced conversions for leads)?
- Are Google Ads conversions compared with CRM data regularly?

## How it’s calculated Twenty questions, five areas, one weighted score.

The Google Ads audit grader checks your account with 20 questions in five areas, from account structure to conversion tracking, and gives a score out of 100. The score weighs the problems that break measurement most; the result lists the five things to fix first and what to do about each.

The questions are taken from the checks in the eight chapters of our Google Ads account audit e-book and grouped in five areas. Each answer has a value: Yes 1, Partly 0.5, No and Not sure 0.

Each area's score is the average of its answers. The overall score is the weighted average of the area scores, in the e-book's order of priority: conversion tracking weighs most, keywords and bidding and budget come second, account structure and ads and assets third.

The things to fix first are the answers that are not "Yes", starting from the heaviest area; within an area "No" and "Not sure" come before "Partly".

| Area | Weight | Questions |
| --- | --- | --- |
| Account structure | 1 | 3 |
| Keywords | 2 | 3 |
| Ads and assets | 1 | 4 |
| Bidding and budget | 2 | 5 |
| Conversion tracking | 3 | 5 |

## Limits

- The grader relies on your answers; it doesn't look at the account's data. It doesn't replace an audit by a specialist working in the account.
- Every business has its own priorities; the weights are a general order.
- If you don't run Performance Max, answer its two questions "Yes" so they don't affect your score.

## FAQ

### What is a Google Ads account audit?

A review of the account's structure, conversion tracking, bid strategies, keywords, ads and budget against set checks, with the problems ranked by priority. This grader lets you run 20 of those checks yourself.

### My score is low; where do I start?

With the "Fix these first" list in the result. It puts the problems that break measurement first, because the bid strategy and the reports depend on that data.

### Does the grader store my data?

No. It runs entirely in your browser; your answers are not sent to any server.

Breadcrumb: [Home](https://www.roicool.com/en) › [Resources](https://www.roicool.com/en/resources) › [Tools](https://www.roicool.com/en/tools) › Google Ads audit grader

Related pages:

- [Google Ads account audit checklist (e-book)](https://www.roicool.com/en/ebook/google-ads-account-audit-checklist)
- [Google Ads audit](https://www.roicool.com/en/services/google-ads-audit)
- [Tools](https://www.roicool.com/en/tools)

**Let’s audit your account together.** We check the gaps the grader found against your account's data and draw up a prioritised plan of fixes. [Get a proposal](https://www.roicool.com/en/get-a-proposal)

Source: https://www.roicool.com/en/tools/google-ads-audit-grader · Last updated: 2026-10-17