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INSTRUCTIONS
Make a copy of this sheet by clicking on File -> Make a Copy
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ChecklistStatusNotes
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Account Structure:
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Ensure campaigns and ad groups are logically organized based on objectives, products, or services.Not Checked
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Conversion Tracking:
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Verify that conversion tracking is set up correctly and tracking relevant actions.Not Checked
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Check for any discrepancies between Google Ads and Google Analytics conversions.Not Checked
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Verify the Conversions (Primary and Secondary) reflect clients objectiveNot Checked
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Budget Utilization:
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Assess if budgets are being fully utilized or consistently exhausted.Not Checked
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Evaluate if there's a significant difference between the set budget and actual spend.Not Checked
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Ad Copy & Ad Extensions:
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Review ad copy for relevance, clarity, and use of compelling call-to-actions (CTAs).Not Checked
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Ensure all applicable ad extensions (sitelinks, callouts, structured snippets, etc.) are being used to maximize CTR.Not Checked
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Keyword Analysis:
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Evaluate the keyword match types in use (broad, phrase, exact, etc.).Needs Attention
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Identify low-performing or irrelevant keywords.Okay
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Check for negative keywords and ensure they aren’t blocking relevant traffic.Not Checked
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Landing Page Experience:
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Confirm ads are directing to the most relevant landing page.Not Checked
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Check page load times, mobile-friendliness, and overall user experience.Not Checked
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Quality Score
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Identify keywords with low Quality Scores and diagnose potential reasons (e.g., ad relevance, landing page experience).Not Checked
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Impression Share:
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Review Search Impression Share to identify missed opportunities.Not Checked
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Evaluate Lost IS (rank) and Lost IS (budget) for improvement areas.Not Checked
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Device Performance:
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Analyze performance across devices (desktop, mobile, tablet) and adjust bids or strategies accordingly.Not Checked
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Geographic Performance:
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Evaluate performance by geographic region and consider location bid adjustments.Not Checked
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Ad Schedule & Dayparting
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Analyze performance by day of the week and hour to consider ad scheduling adjustments.Not Checked
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Audiences:
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Review targeting settings for remarketing lists, similar audiences, and other audience types.Not Checked
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Ensure there's no unintended audience overlap.Not Checked
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Check Audience Overlay (Income, Age, Gender) that they make senseNot Checked
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Display Network:
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If using display campaigns, analyze placements to ensure ads are appearing on relevant websites.Not Checked
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Check targeting methods, such as interest categories and topics.Not Checked
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CTR Analysis:
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Identify campaigns, ad groups, or ads with below-average CTRs.Not Checked
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ROAS & ROI:
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Calculate the return on ad spend or overall ROI for the campaigns.Not Checked
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Bidding Strategies:
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Evaluate the bidding strategy in use (manual, target CPA, target ROAS, etc.) and its effectiveness.Not Checked
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Ad Position & Top Impression Rate:
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Analyze average ad positions and top impression rates for keywords.Not Checked
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Search Terms Report:
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Regularly review to discover new keyword opportunities and add irrelevant search terms to the negative keyword list.Not Checked
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Change History:
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Monitor the change history log for any unauthorized or questionable changes.Not Checked
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Extensions Performance:
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Analyze the performance of ad extensions to ensure they are contributing positively to CTR and conversions.Not Checked
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Brand vs. Non-Brand Performance:
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Segment performance data by brand and non-brand keywords.Not Checked
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Competitive Metrics:
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Review auction insights to understand how you fare against competitors.Not Checked
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Ad Tests:
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Ensure A/B testing is ongoing for ad copy to continually improve CTR and conversion rates.Not Checked
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Network Performance:
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Compare the performance between Search and Display networks if both are in use.Not Checked
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Scripts & Automations:
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Review any scripts or automations in place for efficiency and relevance.Not Checked
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Regularly auditing your Google Ads account using this checklist can help identify opportunities for optimization and ensure the best possible performance.Not Checked
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Account Status:
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Is the account acive and spending.Not Checked
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