Google Ads Audit Checklist: 12 Steps to Better ROI

How do you run a Google Ads audit checklist that actually improves ROI instead of just creating a long to-do list? This guide shows the exact checks we use to identify wasted spend, weak intent, and conversion leaks.

What is a Google Ads audit?

A Google Ads audit is a structured review of your account that checks tracking, structure, keywords, ads, and landing pages to find leaks in ROI. It prioritizes fixes that improve lead quality and lower CPL by aligning intent, messaging, and measurement.

Google Ads Audit Checklist (12 Steps)

1. Confirm conversion tracking is accurate and firing on real leads.
2. Map goals to KPIs (CPL, SQL rate, ROAS) and set benchmarks.
3. Review account structure for clear intent separation.
4. Audit search terms and build a strict negative keyword list.
5. Check match type balance to avoid over-broad traffic.
6. Evaluate ad copy against top intent keywords.
7. Verify landing page alignment with ad promises.
8. Inspect device and location performance for waste.
9. Review budgets vs. top performers for scaling logic.
10. Check audience signals and observation modifiers.
11. Inspect conversion lag windows for accurate attribution.
12. Create a 30-day test plan with 2–3 focused experiments.

Quick Wins vs. Deep Fixes

Common Mistakes to Avoid

• Audit without clean tracking — you’ll optimize the wrong signals.
• Changing too much at once — isolate variables to see real lifts.
• Ignoring search terms — this is where wasted spend hides.

Start Here

• New to the blog? Read the intro post: Google Ads blog welcome
• Want lower lead costs next? Reduce CPL in Google Ads
• Need a hands-on plan? Request a free audit

Key Takeaways

1. Tracking accuracy is the foundation of every audit decision.
2. Most ROI leaks come from intent mismatch and poor negatives.
3. Small copy or landing page tweaks can outperform bid changes.
4. Separate quick wins from deep fixes to prioritize correctly.
5. A simple 30-day test plan beats a messy overhaul.

Stay tuned for more posts!