The Google Ads Audit Checklist [Notion] will help you conduct a quick audit of a Google Ads account. The Google Ads account can be yours or your client’s. If the account is yours, it allows you to pinpoint parts of the problem more quickly compared to asking around in forums or the internet in general. If the account belongs to a prospect, then this Google Ads Audit Checklist [Notion] will help you find points of improvement (relatively) fast.

For more information, visit

Google Ads Audit Template [Notion & Google Sheets] with Data Studio Google Ads Audit Report and a 7968 words audit guide - PPC Panos

Have fun : )

Search Ads Audit Checklist

Search Ads

Difficulty | Simple

• [ ] Bid modifiers
• [ ] SKAGs strategy
• [ ] STAGs strategy
• [ ] Budget Allocation Keywords
• [ ] Budget Allocation Campaigns
• [ ] Budget Allocation Audiences
• [ ] Brand campaign Bidding strategy
• [ ] Exact match keywords campaigns
• [ ] Exact match keywords variations
• [ ] Broad match keyword strategy
• [ ] Broad match budget strategy
• [ ] Phrase match keyword strategy
• [ ] Negative keyword lists [creation]
• [ ] Negative keyword lists [update]
• [ ] Low performing keywords pruning
• [ ] Low CTR TOTF campaigns pruning
• [ ] Low CTR BOTF campaigns pruning
• [ ] High CTR BOTF campaigns budget allocation
• [ ] Impressions compare to previous period
• [ ] Clicks compare to previous period
• [ ] Dynamic Search Ads segmentation
• [ ] Dynamic Search Ads negative keyword list[s]
• [ ] Dynamic Search Ads negative targets [URL]
• [ ] Dynamic Search Ads search terms audit
• [ ] Dynamic Search Ads performance review
• [ ] Keyword Quality Score
• [ ] Landing page experience
• [ ] Expected CTR audit

Search Ads

Difficulty | Complex

• [ ] Should campaigns use exact match keywords?
• [ ] Should campaigns use phrase match keywords?
• [ ] Should campaigns use broad match keywords?
• [ ] Do you have the budget for full keyword coverage?
• [ ] Do you have the appropriate targeting source for your DSA?
• [ ] Are your DSA “cannibalising” your other campaigns?
• [ ] Does your DSA text copy match all possible ad variations?

Shopping Ads Audit Checklist

Shopping Ads

Difficulty | Simple

• [ ] Active Standard Shopping Campaigns
• [ ] Standard Shopping Campaigns priority
• [ ] Merchant Center
• [ ] Standard Shopping Campaigns goals
• [ ] Standard Shopping Campaigns feed
• [ ] Standard Shopping Campaigns inventory filters
• [ ] Standard Shopping Campaigns local products
• [ ] Standard Shopping Campaigns bidding strategy
• [ ] Standard Shopping Campaigns networks
• [ ] Standard Shopping Campaigns locations
• [ ] Standard Shopping Campaigns audiences
• [ ] Standard Shopping Campaigns budget limitations
• [ ] Standard Shopping Campaigns search terms
• [ ] Standard Shopping Campaigns negative keyword lists
• [ ] Standard Shopping Campaigns bid adjustments
• [ ] Standard Shopping Campaigns segmentation

Shopping Ads

Difficulty | Complex

• [ ] Dynamic product feed
• [ ] IP exclusions
• [ ] Product status
• [ ] Exclusions and limited reach

Discovery Ads Audit Checklist

Display Ads Audit Checklist

YouTube Ads Audit Checklist