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Google Ads Audit Template

(Google Drive link - Hit “Make A Copy” under File)

Account Name:

CID:

Audit Date Range:

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Overview
The Google Ads account audit reviews five key areas: account settings, campaign settings, account structure, keywords &
match types, and ads. The goal is to identify areas of opportunity to enhance performance, keeping in mind any existing
account goals or client requests. All recommendations are provided through an external lens and all recommendations
should be run through the context of client specifics before being applied.

While most recommendations have to do with improving tracking or account performance, some center around making
the account easier to manage by cleaning up elements that are non-serving or no longer relevant.

Account Settings (LinkedIn How-To)

# Audit Task Observation Recommendation

1 Conversion Settings

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# Audit Task Observation Recommendation

2 Google Properties Linked

3 Attribution Modeling

4 Automatic Updates

5 Automated Extensions

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# Audit Task Observation Recommendation

6 No Impressions Script

7 Data Protection Contact

8 Auto-Tagging

9 Excluded Content (Account Level)

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Campaign Settings (LinkedIn How-To)

# Audit Task Observation Recommendation

1 Location Targeting

2 Ad Rotation Settings

3 Ad Schedule

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# Audit Task Observation Recommendation

4 Search Partners

5 Ad Extensions

6 Dynamic

7 Audiences (Search only)

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# Audit Task Observation Recommendation

8 PMax

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Account Structure & Performance - Search (LinkedIn How-To)

# Audit Task Observation Recommendation

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1 Campaigns & Ad Groups

2 Branded Keywords

3 Bid Strategies

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# Audit Task Observation Recommendation

4 Visibility

5 CTR

6 Bounce Rate

7 Conversions

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Keywords (LinkedIn How-To)

# Audit Task Observation Recommendation

1 Keywords & Match Types

2 SQR

3 Negative Keyword Lists

4 Single Word Keywords

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# Audit Task Observation Recommendation

5 Low Intent Keywords

6 Top Performing Keywords

7 High Spend Keywords

8 Redundant Keywords

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Display (LinkedIn How-To)

# Audit Task Observation Recommendation

Site Exclusions / Mobile

1 Exclusions

2 Unwanted Placements

3 Targeting

4 Frequency Capping

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# Audit Task Observation Recommendation

5 Creative

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Ads & Landing Pages (LinkedIn How-To)

# Audit Task Observation Recommendation

1 Ad Copy

2 Pinned Headlines

3 Landing Pages

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Recommendation Summary
Below you will find your recommendations from the table above, listed in recommended order of operations.

Urgent Tasks:

High Impact Tasks:

Medium Impact:

Low Impact:

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