Free Google Ads Audit Template: Find What's Costing You Money

How to Use This Template

Copy the tables below into a Google Sheet or Excel file. For each item, mark the Status column as OK, Issue, or Critical. After completing all sections, calculate your Health Score using the formula: (Total OK items ÷ 56) × 100. Run this audit once per month on the same day to track your account health trend over time.

Check Item	Status	Priority	Time to Fix
Billing info is current and no payment failures in last 30 days	OK	H	5 min
Account-level negative keyword list exists and is applied to all campaigns	Issue	H	20 min
No paused campaigns holding budget that should be reallocated	OK	M	15 min
Impression Share above 40% on all active campaigns	Critical	H	30 min
Search Lost IS (rank) below 30% on all campaigns	OK	M	60 min
Search Lost IS (budget) below 20% on all campaigns	OK	H	10 min
No campaigns in perpetual Learning status (>14 days)	Issue	M	20 min
All campaigns have a single, clear objective	OK	L	60 min
No duplicate campaign themes competing for same queries	OK	M	30 min
Location targeting set to "Presence only" on all campaigns	Critical	H	5 min

Check Item	Status	Priority	Time to Fix
Each campaign uses a consistent, readable naming convention	OK	L	30 min
Budget allocation reflects campaign priority and performance	Issue	M	20 min
Each ad group is tightly themed (max 10-15 closely related keywords)	OK	M	90 min
No ad group contains more than 20 keywords	OK	M	60 min
Brand keywords are isolated in a separate brand campaign	Issue	M	45 min
Each campaign has a corresponding dedicated landing page (not homepage)	Critical	H	varies
Bid strategy is appropriate for current conversion volume	OK	H	10 min
Manual bid modifiers removed from Smart Bidding campaigns	OK	M	15 min

Check Item	Status	Priority	Time to Fix
Search terms report reviewed in last 7 days	Critical	H	30 min
No keywords with Quality Score <5 spending >€50/month	Issue	H	60 min
No keywords with 30+ clicks and zero conversions in last 30 days	Critical	H	20 min
Negative keywords added from last search terms review	Issue	H	20 min
No zero-impression keywords active for 30+ days	OK	L	15 min
Match type distribution is intentional (not all broad)	OK	M	60 min
High-converting search terms promoted to exact match keywords	Issue	M	30 min
No keyword cannibalization between ad groups	OK	M	45 min
Competitor brand terms assessed for inclusion/exclusion	OK	L	30 min
Broad match keywords paired with Smart Bidding strategy	Critical	H	10 min

Check Item	Status	Priority	Time to Fix
Every active ad group has at least 1 RSA rated Good or Excellent	OK	H	30 min
No RSAs with "Poor" Ad Strength rating spending >€20/month	Issue	M	20 min
All RSAs use all 15 available headline slots	OK	M	30 min
All RSAs use all 4 available description slots	OK	M	15 min
At least 1 headline contains primary keyword for each ad group	OK	M	20 min
At least 1 headline contains a price, number, or specific offer	Issue	M	20 min
At least 1 headline contains a clear call-to-action	OK	M	10 min
Ad copy tested, at least 2 RSA variants per ad group for A/B data	OK	L	45 min

Check Item	Status	Priority	Time to Fix
Minimum 4 sitelink extensions per campaign	Critical	H	20 min
Minimum 4 callout extensions per campaign	OK	H	15 min
At least 1 structured snippet extension per campaign	OK	M	15 min
Call extension active if business takes phone calls	Issue	M	10 min
Location extension linked to Google Business Profile (if applicable)	OK	L	10 min
Price extension added for e-commerce or service pricing (if applicable)	OK	L	20 min

Check Item	Status	Priority	Time to Fix
Daily budget ≥ 3× target CPA per week (minimum viable spend)	OK	H	5 min
Target CPA campaigns have 30+ conversions in last 30 days	Critical	H	10 min
Target CPA is set at actual CPA (not aspirational CPA)	Issue	M	5 min
No campaigns with actual CPA >30% above target for 14+ days	OK	H	varies
No significant bid changes in last 14 days (Smart Bidding stability)	OK	M	0 min
Budget pacing normal, no campaigns at 0% or 200% of daily budget	OK	M	10 min
Campaign performance evaluated on 30-day rolling window (not daily)	OK	L	0 min
Portfolio bid strategies considered for accounts with 5+ campaigns	OK	L	60 min

Check Item	Status	Priority	Time to Fix
All primary conversion actions show "Recording conversions" status	Critical	H	30-120 min
No duplicate conversion actions (Google Ads count matches CRM ±10%)	OK	H	30 min
Micro-conversions set as Secondary (not Primary) conversion actions	Issue	H	10 min
Conversion window matches actual purchase cycle length	OK	M	5 min
Enhanced Conversions enabled for web	OK	M	30 min
Consent Mode v2 implemented for EU traffic	OK	H	60-120 min

Account Health Scoring System

How to Use This Template Monthly

1. 1Copy template to Google Sheets or Excel at the start of each month
2. 2Set your date range to last 30 days in Google Ads before starting
3. 3Work through each section in order, marking Status for each item
4. 4Calculate your Health Score at the bottom
5. 5Sort issues by Priority (H first), then create a fix list for the week
6. 6Save the completed sheet with the date, track score month-over-month