Google Ads audit checklist: what to check and what proves it

A useful audit ends with justified decisions rather than a score alone. Establish what counts as a customer and whether measurement is reliable before analyzing spend. This checklist specifies the evidence to retain and the limits of each conclusion.

Prepare a comparable review

• Record the period, time zone, currency and normal delay between click and sale. Use comparable periods.
• Separate leads, qualified leads, customers and revenue. Record the conversion goals each campaign uses.
• Separate brand and acquisition campaigns and campaign types. Performance Max does not expose exactly the same detail as Search.
• Save a baseline export. Mark unavailable information as unknown instead of estimating it silently.

Checks in decision order

Do not confuse a signal with a diagnosis

Spend without recorded conversions may reflect irrelevant queries, broken measurement or an unfinished sales cycle. It is not automatically recoverable waste. Quality Score helps diagnose relevance and experience; Google explicitly describes it as neither a business KPI nor a direct auction input.

Fictional priority example

This is a methodological example, not a customer result or a promised improvement percentage. With a small sample, limit simultaneous changes so the outcome remains interpretable.

What AdPredictor contributes

AdPredictor reads Google Ads data, presents checks and proposes actions. Review the published checks and sample report before connecting. Findings depend on available data and permissions. Final lead quality, actual margins and form failures require evidence outside Google Ads. The audit does not apply campaign changes.