47-Point PPC Audit Checklist

1 Account Structure

Campaign naming convention is consistent and descriptive Campaign count matches business objectives (not too many, not too few) Ad groups contain tightly themed keywords (5-15 per group) Match types are intentionally structured (alpha-beta or similar) Shared negative keyword lists exist and are applied correctly Search campaigns are opted out of Display Network Location targeting set to 'Presence' (not 'Presence or interest') Language targeting matches actual target audience

3 Ad Copy

All active RSAs rated 'Good' or 'Excellent' ad strength Headline 1 includes or closely matches primary keyword Headlines contain specific, differentiated claims (numbers, proof) Every ad has a clear call to action At least 2 RSAs per ad group for testing Pinned headlines are intentional and data-backed Display URL paths reinforce relevance All applicable ad extensions are active (sitelinks, callouts, etc.)

4 Bidding & Budget

Bid strategy matches campaign objective No campaigns limited by budget during peak hours Impression share reviewed — understand lost IS (budget) vs lost IS (rank) CPA/ROAS targets are realistic based on historical data Portfolio bidding considered for related low-volume campaigns Device, location, time-of-day bid adjustments are set using data Budget weighted toward highest-performing campaigns

5 Tracking & Attribution

Test conversion fired and verified in Google Ads within 24 hours Attribution model is appropriate (data-driven preferred) Conversion counting is correct ('One' for leads, 'Every' for purchases) Google Ads and GA4 numbers roughly align (within 20%) Enhanced Conversions enabled and sending first-party data Offline conversions imported for lead gen (MQL, SQL, Closed Won) Conversion window matches sales cycle length

6 Landing Pages

Landing page headline matches the ad copy (message match) Page loads in under 3 seconds on mobile Page is fully responsive and mobile-friendly One clear, visible CTA above the fold Different ad groups link to relevant, specific pages Trust elements visible (testimonials, reviews, logos) Form is functional — test submission reaches CRM

1 Account Structure

2 Keywords

3 Ad Copy

4 Bidding & Budget

5 Tracking & Attribution

6 Landing Pages

Want Us to Run This Audit For You?