Google Ads Audit Checklist

Use this checklist as a practical internal review. Mark each item only when you have verified it. The checklist is guidance, not a guarantee of business or advertising results.

Conversion actions measure real enquiries

Search terms are reviewed regularly

Negative keywords control irrelevant traffic

Campaigns separate materially different intent

Ads match the landing page offer

Location settings match service area

Call and form conversions are distinguishable

Mobile landing experience is fast

Lead quality feedback reaches campaign decisions

Budget is evaluated against qualified leads or revenue