How to Perform a Google Ads Audit in These Easy Steps?

A thorough Google Ads audit is necessary to pinpoint common flaws in your Google Ads account. At the end of the day, your Google ads are going to generate more revenue for your business, so an audit ensures that no resources are going to waste.

Google Ads has actually become more complicated over the years. With the addition of more features, tools, formats, channels, and reports, it is very daunting to avoid spending large amounts of cash on it.

How to Perform a Google Ads Audit?

How to Perform a Google Ads Audit

Your investment in any PPC auditing service like Google Ads audit by Clever ads is crucial. Just because it is an online platform, and you are not really hiring professionals to look after your marketing does not mean that Google Ads should be taken lightly. Every opportunity you get for advertising and marketing, your brand should be given priority.

One way to burn your marketing budget is to let your Google Ads account be stagnant. Often, people leave it untouched after setting it up and assume that was the end of it. Auditing is a foolproof way of ensuring that your account is not wasting money and is actually delivering when it comes to publicity.

Google Ads Audits are a good way to note what tactics are working and what’s not. Giving enough attention to your Google Ads campaign can be a huge benefit in the long run.

In this post, we will go through a few easy steps to conduct a Google Ads audit.

Step 1: Start Auditing From the Account Level

The first step to a good audit is from the most basic level. Your Google Ads account is the first place where you can make the required changes to ensure things run smoothly. Many PPC marketers usually do not have a problem with the settings, but at the end of it all, these menial problems can have an adverse effect on your marketing strategy.

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Make sure that your Google Analytics account is linked to other Google services that help and assist you in figuring out your progress and drawbacks. Then note how organized your account is in reality, the structure of ad groups, keywords, etc.

The next thing you have to be sure about is the setup of your account and the number of accounts you are managing at the moment. Lastly, and one of the more important aspects is the Lin-Rodnitzky ratio (L/R).

Step 2: Auditing the Structure of Your Campaign

The next step is to dig a little deeper into your campaign structure. You’ll have to look into keywords, ad copy, ad extensions, and landing pages. The campaign structure is a key factor in any PPC marketing strategy. Here are common questions you can ask yourself while auditing the campaign structure:

  • How is the overall campaign structure?
  • How many ad groups does your strategy reach out to?
  • Are the keywords used relevant?
  • How relevant are your ad copies with regard to your keywords?
  • How good is the ad rotation?
  • Are the extensions really resourceful? If not, how can you make them more useful?

Step 3: Rechecking the Goals of Your Campaign and Checking the Targeting

This step is rather easy but effective. You have to decide an agenda for your advertising goals and then form objectives you can commit to and execute effortlessly. Most of the time, it may seem like your only goal as a PPC marketer is to expand the outreach. This is an old method of working, and the goal is vague. So, set new and improved standards for yourself.


Google Ads is known for its premium advertising tools and options that can be used by PPC marketers to strategize differently, allowing them to target specific audiences. While rechecking your agenda and goals, you have to review a few targeting options and whether your parameters are being used to the best of their abilities.

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Check whether you are taking advantage of the location targeting. Check the audience targeting options and consider optimizing for device targeting.

Step 4: Checking the Performance Strategies

How to Perform a Google Ads Audit

This is the final step for your Google Ads audit. Here you have to simply look at the budget, key metrics, Quality Scores, and other factors that affect the performance of your ads. Double-check everything and align them to your overall goal. Once this is done, you are all set.


The aforementioned steps are merely a base structure on how you should perform a Google Ads audit. These audits help improve the performance of your account and reduce the cost of marketing. Try to audit every week to see the progress and setbacks of your account.

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