Guides and Templates

Google Ads Audit Checklist spreadsheet

Perform an in-depth review of Google Ads to test and improve results with our 70+ point checklist

How will this Google Ads Audit Checklist help me and my business?

Google Ads is a powerful tool to reach potential new customers while they are searching for your products and services. It also offers opportunities to grow awareness through the display network of media sites and other Google properties, including Gmail maps and YouTube.

However, Google Ads is a fiercely competitive auction-based system so it is possible to spend a lot of money rapidly with questionable returns. Google has added many AI-based automated features, some of which are automatically applied, meaning that managing Google Ads for the best results requires careful evaluation of the effectiveness of different features.

This editable template is designed to help those managing Google Ads accounts perform an in-depth structured review which identifies features which could be switched on or off and to test and improve results through testing and optimization. It's based on a 70+ point checklist containing questions to prompt your review, a brief explanation of each feature in a useful advice and guidance column, recommendations for different types of businesses and links to detailed instructions from Google.

How is the Google Ads Audit Checklist structured?

The audit covers the following sections:

  • Account setup - including Google Analytics 4 integration
  • Campaigns
  • Keyword targeting
  • Creative
  • Bidding and budgeting
  • Other targeting options
  • Reporting and analysis

Resource Details

  • Author: Dr. Dave Chaffey
  • Format: Microsoft Excel editable template.

About the author

Dr. Dave Chaffey

Dave Chaffey

Dave is co-founder of Smart Insights and creator of the Smart Insights RACE planning framework. For his full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognized by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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