116 checks · 7 dimensions
What exactly is inside the report?
Before paying for a report you deserve to know what is in it. This is the complete list of the 116 checks the engine runs on the last 30 days of your Google Ads account. Every check returns findings with your account's real names and numbers, not generic advice.
Honest note: some checks only fire if your account has that kind of data (for example Performance Max, extensions or conversion history). The free audit covers the account-level alerts and the health score; the full report runs everything and adds item-by-item verdicts, an action plan prioritized by monetary impact, and an AI-written narrative report.
And the report speaks your business's language: if you sell products it talks about sales and catalogue, and if you capture leads it talks about leads and cost per lead. A store sees its products one by one; a lead-generation account does not.
See a full sample report · How it works inside · What it costs
Wasted spend and profitability15 checks
- ✓Keywords with spend and zero conversions (pause candidates, with a statistical floor based on your account CPA)
- ✓Campaigns with spend and zero conversions
- ✓Ad groups with spend and zero conversions
- ✓Performance Max asset groups with spend and zero conversions
- ✓Campaign ROAS below breakeven
- ✓Campaign CPA vs your industry benchmark
- ✓Ad group CPA vs the account's adjusted average
- ✓Unified wasted-spend total across 5 sources (keywords, campaigns, devices, search terms, locations) without double counting
- ✓Account average CPC vs industry benchmark
- ✓Account conversion rate vs industry benchmark
- ✓Account CPA vs industry benchmark
- ✓7-day vs 30-day trends for spend, clicks, conversions and CPC
- ✓Comparison with the previous 30 days in spend, conversions, clicks and cost per conversion, on the same campaigns
- ✓Same period last year as context (seasonality)
- ✓How likely a zero is just chance: nothing is called dead unless spend without converting exceeds three times your cost per conversion
Budget and bidding11 checks
- ✓Campaigns spending over 85% of their daily budget (at risk of losing impressions)
- ✓Underused budget (below 30% of daily budget)
- ✓Profitable campaigns hitting their budget cap (opportunity to raise it)
- ✓Suggested budget cuts on campaigns spending without converting
- ✓Budget reduction on campaigns with ROAS below breakeven
- ✓Smart Bidding running without enough conversion volume to learn
- ✓Impression share lost to budget on converting campaigns
- ✓Impression share lost to ad rank (Quality Score and bids)
- ✓Target CPA that cannot be met versus the real CPA (Google throttles delivery trying)
- ✓Target return (ROAS) set far above the campaign's real return
- ✓Absolute top impression share
Keywords and Quality Score14 checks
- ✓Quality Score distribution (1-10) across all keywords
- ✓Keywords with critical Quality Score (1-3) and meaningful spend
- ✓Expected CTR sub-component, keyword by keyword
- ✓Ad relevance sub-component, keyword by keyword
- ✓Landing page experience sub-component, keyword by keyword
- ✓Pause verdicts for critical-QS keywords inflating CPC
- ✓Bid reductions on keywords spending without converting but without enough data to pause
- ✓Broad-to-phrase match changes on non-converting broad keywords
- ✓Exact match upgrades for converting phrase keywords with high QS
- ✓Expansion of winning keywords (conversions with QS 7+)
- ✓Bid raises on converting keywords with very few impressions
- ✓Spend, clicks and conversions split by match type
- ✓Broad match consuming keyword spend without conversions
- ✓Keywords duplicated across campaigns (cannibalization that raises CPC)
Search terms and negative keywords9 checks
- ✓Terms with clicks and spend but no conversions, proposed as negatives
- ✓Converting terms that are not keywords yet
- ✓Terms already covered by existing negatives (no duplicates)
- ✓N-gram analysis: words and phrases that repeat across non-converting terms
- ✓Share of search term spend that never converts
- ✓Negative keyword coverage vs active keywords
- ✓The full long tail: how many searches spend without bringing a single customer, and what share of spend that is
- ✓How much of your Search spend goes to searches Google hides and nobody can see
- ✓Negatives that actually protect active campaigns, including applied shared lists
Ads, assets and landing pages25 checks
- ✓Campaign CTR vs its channel benchmark
- ✓Account CTR vs industry benchmark
- ✓Ad groups with very low CTR
- ✓RSAs with fewer than 8 headlines
- ✓Ads with fewer than 3 descriptions
- ✓Headlines too similar to each other
- ✓Ads with no call to action in any headline
- ✓Ads with no numbers or specifics
- ✓Short headlines wasting the 30-character limit
- ✓Short descriptions wasting the 90-character limit
- ✓Each ad's CTR vs its campaign average
- ✓Message angle diversity (benefit, urgency, feature, social proof, call to action)
- ✓Ad groups with a single ad (no A/B test possible)
- ✓Low Ad Strength (POOR or AVERAGE) on ads with impressions
- ✓Low Ad Strength on Performance Max asset groups
- ✓Missing or insufficient sitelinks (fewer than 4)
- ✓Missing callout extensions
- ✓Missing structured snippets
- ✓Extensions with impressions and zero clicks
- ✓Landing pages with spend and zero conversions
- ✓Landing pages with CPA far above average
- ✓Traffic concentrated on a single landing page
- ✓Ads disapproved or limited by Google policies (idle budget)
- ✓Headlines Google flags as low performing
- ✓Ad groups without a single headline rated best
Conversion tracking12 checks
- ✓Account with no primary conversion action at all
- ✓Primary actions with zero conversions despite spend (broken tag)
- ✓Secondary actions recording conversions (primary candidates)
- ✓Micro-conversions set as primary (inflating counts)
- ✓Primary actions excluded from the Conversions column
- ✓Account-wide spend with zero conversions (broken tracking)
- ✓Conversion value not configured (no ROAS optimization possible)
- ✓Duplicate tracking: two primary actions in the same category counting at once, or an anomalous conversion ratio
- ✓Legacy imported actions (Universal Analytics, smart goals) still set as primary with no data
- ✓Attribution model of every action that drives bidding (last click penalises the campaigns that open the path)
- ✓Conversion window too short for your sales cycle
- ✓Lead forms and calls counting several conversions per click (the same person counted twice)
Targeting and structure30 checks
- ✓Locations with spend and zero conversions (exclusion candidates)
- ✓Locations with CPA far above average (lower bids)
- ✓Locations with CPA far below average (raise bids)
- ✓Days and time slots with spend and zero conversions
- ✓Time slots with CPA double the average (lower bids)
- ✓Highly efficient time slots (raise bids)
- ✓Devices with spend and zero conversions
- ✓CPA gap between devices (over 2x between best and worst)
- ✓Ad groups with more than 30 keywords
- ✓Campaigns with a single ad group
- ✓Account change cadence (too static, or too many changes at once)
- ✓Campaigns that show as active but Google is not serving, with the reason
- ✓Display Network switched on inside a Search campaign
- ✓AI Max switched on: since when, who turned it on, with which bidding, and what happened to cost since
- ✓Automatic migration to AI Max or to broad match that Google has scheduled, with its date
- ✓Performance Max asset groups with no audience signals or search themes (and which ones each has)
- ✓How the catalogue is divided in Shopping and Performance Max: the "Everything else" bucket taking the spend and the divisions that do not sell
- ✓Brand campaign with no attributed conversions: explained, never told to pause
- ✓Low CTR in a brand campaign (people searching your name should click)
- ✓Shopping with CTR below 0.3%: main image or price, not the copy
- ✓Performance Max and Shopping advertising the same products at once
- ✓Performance Max with too few conversions to decide well (under 50 a month)
- ✓Location targeting that includes people merely interested in the area from outside it
- ✓Spend from people who were OUTSIDE the areas you target
- ✓Search campaigns with no language filter
- ✓Languages and locations each campaign targets, by name
- ✓Cities where the money goes, not just regions
- ✓Who has touched the account in 28 days, what changed and when it last happened
- ✓Dynamic ad groups, where Google picks the search by reading your site
- ✓Remarketing lists no active campaign uses, and connected lists that miss the minimum audience Google requires to serve
See it against your own account
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