Google Ads audit: 7 things we check on every account

A Google Ads audit is a review of your ad account that answers one question: where are you losing money, and what should you fix first? Below is the checklist we use in every Google Ads audit. You can work through it yourself.

1. Conversion tracking

This is the first item, because nothing else in the audit matters without it. Check:

• whether conversions are being recorded at all, and whether the count matches what you see in your inbox or CRM,
• whether only meaningful actions (a form, a phone call, a purchase) are marked as primary conversions, not something like a page visit,
• whether conversions are being counted twice.

2. Campaign settings

• Location targeting: use “Presence” instead of the default “Presence or interest.” Otherwise your ad also reaches people who are simply interested in your city, not located in it.
• Search Network on a Search campaign: it should be turned off.
• Auto-apply recommendations: better to turn it off and decide for yourself.

3. Search terms

The Search terms report shows what people actually typed before clicking. Look for terms with cost and no conversions, job-seeker queries, requests for free stuff, and how-to searches. Add them as negative keywords. This is often the fastest saving in the whole audit.

4. Account structure

• Are ad groups organized by topic, with each one pointing to a matching landing page?
• Is the brand campaign kept separate from the rest?
• Does Performance Max exclude your brand terms, so it doesn’t pick up cheap clicks that belong to the brand campaign?

5. Ads and landing pages

What the ad promises should match what people see after they click. If the ad talks about one specific service but sends people to the homepage, you pay more and lose inquiries. Also check how the page performs on mobile.

6. Bid strategy and budget

• Does the bid strategy match your conversion volume? Automated strategies need data to work with.
• If you’re using Maximize clicks, is a maximum cost-per-click limit set?
• Does the budget run out halfway through the day on your best-performing campaigns?

7. Changes to Google Ads in 2026

If you’re running Dynamic Search Ads campaigns, check the plan for moving to AI Max. Google will migrate them automatically, but it’s better to do it yourself and stay in control. Read more in Google Ads 2026 updates.

Mistakes we find in every Google Ads audit

• Conversion tracking set on a “thank you” page that loads even without a form submission. The account shows great results, but inquiries in the inbox don’t grow.
• No negative keywords. Budget goes to job searches, free templates, and how-to queries.
• One campaign for everything. Different services in a single ad group all point to the same page and lose to competitors’ more relevant ads.
• An uncontrolled brand campaign. You pay for clicks from people who were already searching for your company by name, and Performance Max claims those as its own conversions.
• Changes made every day. The campaign never leaves the learning phase, so results stay unstable.

Frequently asked questions about Google Ads audits

How often should you audit a Google Ads account?

A full audit is worth doing when you take over an account, after a major change in your offering, and at least once every six months. The search terms report and conversion tracking are worth checking weekly.

How long does a Google Ads audit take?

Reviewing a small account is usually a few hours of work. Accounts with many campaigns, an online store, and Performance Max take longer, since you also need to check the product feed and budget split.

Can I do a Google Ads audit myself?

Yes, the checklist in this article is a good start. You’ll find details on location options in Google Ads Help on advanced location options, and on the search terms report in Google Ads Help on search terms. An outside perspective helps once you can no longer see on your own where the money is leaking.

What do you get after an audit?

A good audit ends with a list of specific changes, set in priority: what to fix right away, what to fix within a month, and what to test. A list of problems with no action plan doesn’t get you very far.

Is a Google Ads audit paid?

It depends on the scope. A quick review of the most important settings and search terms is often part of a free consultation. A full audit of a large account with a plan of changes is usually a separate service.

Summary

A good Google Ads audit ends with a list of specific changes, ranked by the impact they’ll have. Start with conversion tracking and search terms, since that’s usually where the biggest money leaks are. If you’d like us to review your account, see Google Ads campaign management at Velocy.

Content prepared with the help of AI tools and reviewed by the Velocy team.