Checklist
The Ecommerce Google Ads Audit Checklist
30 critical points to review in any Google Ads account. Use this before signing a new client or reviewing your own setup.
Account Structure
- Campaign naming conventions are consistent and descriptive
- Ad groups contain tightly themed keyword groups (15-20 max)
- Search and Shopping campaigns are properly segmented
- Brand and non-brand traffic are separated
- Negative keyword lists are applied account-wide
Conversion Tracking
- All valuable actions are being tracked
- Conversion values are accurate and reflect true value
- Enhanced conversions are enabled
- Conversion window matches your sales cycle
- Micro-conversions aren't inflating results
Bidding & Budget
- Bid strategy aligns with business objectives
- Budgets aren't limiting top-performing campaigns
- Target ROAS/CPA is based on profitable unit economics
- Seasonal adjustments are planned
- Bid adjustments for devices/locations are data-driven
Search Campaigns
- Search terms report reviewed weekly
- Negative keywords added regularly
- Match types are strategically deployed
- RSA ad copy tests headline variations
- Quality scores above 6 for priority keywords
Shopping & Feed
- Product titles are keyword-optimised
- Custom labels segment products by margin/priority
- Supplemental feed enhances product data
- Product images meet best practices
- Price competitiveness is monitored
Performance Max
- Asset groups have strong creative variety
- Audience signals are properly configured
- Final URL expansion is controlled
- Search themes align with intent
- Insights tab reviewed for optimisation opportunities
Stay informed
Get our latest insights on Google Ads strategy delivered to your inbox. No fluff, no spam, just honest thinking.
Unsubscribe anytime. No spam, ever.