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Google Ads Optimisation Checklist

As a PPC agency with experience managing millions of dollars in ad spend, we know that running successful ad campaigns requires constant optimization and testing. 

Conducting a thorough Google Ads audit is the first step in identifying areas for improvement and optimizing your campaigns for better results. 

In this guide, we’ll walk you through a comprehensive Google Ads audit that covers everything from analyzing your account structure to evaluating your conversion tracking. 

By following these steps, you can optimize your campaigns and get the most out of your ad spend.

Table of Contents


The first step in a comprehensive Google Ads audit is to review your account structure

Check that your campaigns, ad groups, and keywords are organized logically and efficiently. 

  • Review your ad groups to make sure they’re organized by theme or keyword. Graphic below is illustrates an organized structure
  • Each ad group should have a clear focus and contain relevant ads and keywords

1. Review Campaign Performance

Sort the campaigns by highest cost.

For eCommerce sites, I recommend reviewing 

  • CTR. This shows how likely a user is to engage with your ad
  • Return on Ad Spend (ROAS) which is the Conv. Value/ Cost column
  • Revenue, which is the Conv. Value column 
  • Number of Sales. This is the “conversions” column
  • Cost Per Acquisition (CPA), or how much it costs to acquire a customer. which is the Cost/Conv. column
For Lead Generation Campaigns, I recommend reviewing
  • CTR. This shows how likely a user is to engage with your ad
  • Leads. This is the “conversions” column
  • Cost Per Lead, which is the Cost/ Conv. column

Campaign Types:

  • Performance Max (Search, Shopping, Gmail, YouTube, Discovery)
  • Search
  • Shopping

2. Review Ad Group Performance