Conducting a Google Ads Audit: What You Need to Know

Jun 24, 2019
SEO Marketing


Welcome to Visions Media and Productions, your go-to resource for all things related to arts and entertainment. In this comprehensive guide, we will delve into the essential steps and considerations when conducting a Google Ads audit. Whether you are a business owner, a marketing professional, or someone interested in improving your online advertising efforts, this article will provide you with valuable insights and strategies to help optimize your Google Ads campaigns.

Why Conduct a Google Ads Audit?

Before we dive into the specifics of conducting a Google Ads audit, let's briefly discuss why it is important. Google Ads, formerly known as Google AdWords, is a powerful online advertising platform that allows businesses to reach their target audience through paid search, display, and video ads. However, running successful Google Ads campaigns requires continuous monitoring and optimization. By conducting regular audits, you can identify areas of improvement, optimize your campaigns, and ultimately maximize your return on investment (ROI).

Essential Steps for Google Ads Audit

1. Review Account Structure

The first step in conducting a Google Ads audit is to review your account structure. Ensure that your campaigns, ad groups, and keywords are organized in a logical and structured manner. A well-structured account improves the relevancy of your ads and helps Google determine when to display them to potential customers. Don't forget to consider the relevancy of your landing pages as well, as they play a crucial role in overall campaign performance.

2. Analyze Keywords

Keywords are the building blocks of a successful Google Ads campaign. Analyze your keyword selection, match types, and search terms report to identify high-performing keywords, irrelevant or low-performing keywords, and potential negative keywords. Ensure that your keywords align with your campaign goals and target audience, and make necessary adjustments to optimize your keyword strategy.

3. Assess Ad Copy and Ad Extensions

Your ad copy and ad extensions are what catch the attention of potential customers and entice them to click on your ads. Review your ad copy to ensure it is compelling, relevant, and aligned with your campaign goals. Consider leveraging ad extensions such as sitelinks, callouts, and structured snippets to provide additional information and enhance the visibility of your ads.

4. Evaluate Bidding and Budgeting

Bidding and budgeting are crucial elements in maximizing the effectiveness of your Google Ads campaigns. Review your bidding strategy, ad scheduling, and budget allocation to ensure they align with your campaign objectives. Consider leveraging automated bidding strategies and remarketing techniques to optimize your bids and reach your target audience more effectively.

5. Track and Measure Conversion Tracking

To truly understand the performance of your Google Ads campaigns, it is essential to track and measure conversions. Set up proper conversion tracking to measure key actions such as purchases, form submissions, or newsletter sign-ups. Identify any gaps in your tracking setup and make necessary adjustments to ensure accurate data collection. Conversion tracking will provide valuable insights into the effectiveness of your campaigns and help you make data-driven decisions.

6. Analyze Performance and Metrics

Analyze the performance and metrics of your Google Ads campaigns. Dive deep into key performance indicators (KPIs) such as click-through rate (CTR), conversion rate, cost per conversion, and return on ad spend (ROAS). Identify areas of improvement, spot trends, and compare the performance of different campaigns, ad groups, or keywords. This analysis will help you understand which areas of your campaigns are performing well and which need optimization.

7. Test and Experiment

Continuous testing and experimentation are essential to keep your Google Ads campaigns competitive and effective. Consider A/B testing different ad variations, landing page designs, or targeting options to identify winning combinations. Keep an eye on industry trends and Google's advertising updates to stay ahead of the curve and ensure your campaigns are leveraging the latest features and best practices.


Conducting a Google Ads audit is a critical process to optimize your online advertising efforts. By following the essential steps outlined in this guide, you can identify areas of improvement, make data-driven decisions, and achieve better results with your Google Ads campaigns. Remember, regular audits are necessary to adapt to changing market dynamics and stay ahead of your competition. Trust Visions Media and Productions to be your partner in navigating the world of digital advertising and maximizing your online presence. Contact us today to learn more!