Google Ads Account Audit Framework

A repeatable review of structure, bidding, search intent and lead quality.

Account & intent

Group campaigns around intent, economics and serviceable geography.

Review search terms and negative keywords with sales context.

Check networks, schedules, location settings and budget constraints.

Bidding & measurement

Verify primary versus secondary conversion actions.

Check values, currency, duplicate events and offline conversion mapping.

Evaluate bidding against data quality and conversion delay, not isolated daily results.

Landing-page & lead quality

Match the ad promise, service and geographic intent to the page.

Test mobile forms, click-to-call and WhatsApp handoffs.

Connect lead-source and qualification outcomes back to campaign decisions.

Anika Mehendiratta · Original resource