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PPC Audit Template (50-Point Checklist)

Print-ready audit you can hand to a junior or run on any prospect Google Ads account. Covers structure, tracking, keywords, ads, LPs, bidding, automation, and governance.

Print or save as PDF using your browser’s built-in print menu (Cmd/Ctrl + P).

This is the same checklist we use internally to audit a Google Ads account in 60-90 minutes. Print it out, work top-to-bottom, mark each item ✓ / ⚠ / ✗. By the end you’ll have a clear picture of what’s working, what’s broken, and what to prioritize.

Save as PDF: Cmd/Ctrl + P → Save as PDF. Print on letter / A4. The checkboxes are intentionally large.

Account structure (1-7)

  1. Manager account (MCC) clearly separates this client from other agency accounts
  2. Campaigns named consistently (e.g., [Brand]_[Channel]_[Goal]_[Audience])
  3. Ad groups have ≤5 closely-related keywords per group
  4. Single conversion strategy per campaign (not mixed brand + non-brand)
  5. Smart Bidding strategies match campaign goal (TARGET_CPA / TARGET_ROAS)
  6. Audiences applied at the right level (account / campaign / ad group)
  7. Negative keyword lists organized by theme + applied to relevant campaigns

Conversion tracking (8-13)

  1. Conversion tracking ID present at customer level
  2. Each conversion action set up correctly (count, attribution model, value)
  3. Enhanced conversions enabled (privacy-safe, accuracy lift)
  4. Cross-domain tracking covers checkout / form / payment subdomains
  5. GA4 import set up correctly (or first-party conversions only)
  6. Test conversion verified within last 30 days

Keywords + match types (14-22)

  1. Match-type mix audited (% exact / phrase / broad)
  2. Broad-match used only with robust negatives + Smart Bidding
  3. Single-keyword ad groups (SKAGs) used intentionally, not by default
  4. Keywords with QS ≤3 paused if they have meaningful clicks
  5. Keywords with 0 conversions and ≥15 clicks investigated
  6. Search-term report reviewed weekly
  7. Negative keyword conflicts checked + resolved
  8. N-gram analysis run on search terms (or AI clustering equivalent)
  9. Brand keyword campaign separate from non-brand

Quality Score (23-27)

  1. Average QS across active keywords ≥5
  2. Top spend keywords have QS ≥7
  3. Below-average sub-scores diagnosed (expected CTR vs ad relevance vs LP experience)
  4. QS trend tracked over time (not just point-in-time)
  5. QS drop alerts configured

Ads + RSA (28-33)

  1. ≥3 enabled ads per ad group (RSAs preferred)
  2. Pinned headlines used sparingly (only when legally required)
  3. Asset performance labels reviewed (replace LOW assets quarterly)
  4. Ad extensions present: sitelinks (≥4), callouts, structured snippets
  5. Image / video extensions enabled where applicable
  6. No disapproved ads sitting in active ad groups

Landing pages (34-39)

  1. Landing-page Core Web Vitals: LCP <2.5s, CLS <0.1, INP <200ms (mobile)
  2. Landing copy explicitly matches the ad copy / keyword
  3. Above-the-fold has clear CTA (form, button, phone)
  4. Forms tested for length, mobile usability, error handling
  5. Conversion-tracking fires correctly on submit / purchase / call
  6. Page indexed and canonical correctly

Bidding + budget (40-44)

  1. Daily budget caps reviewed monthly (Google can spend 2x daily)
  2. Bid strategies aligned with conversion data sufficiency (≥30 conv / 30 days for tCPA)
  3. No campaigns hitting budget cap before noon (lost-impression-share-budget signal)
  4. Anomaly detection or alerts configured for spend / CPA / conversion drops
  5. Seasonal pacing budget adjustments planned

Automation + rules (45-47)

  1. Rules / scripts / 3rd-party automation documented
  2. Dry-run mode used for new automations before going live
  3. Audit log of automated changes accessible and reviewed monthly

Reporting + governance (48-50)

  1. Weekly performance summary delivered to stakeholders
  2. Monthly stakeholder report with wins, losses, plan
  3. Change log documents who changed what and when

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