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Google Ads Checklist

Find out if your Google Ads account is set up to bring leads — or quietly burning budget. Tick what’s true for your account.

QUESTION 1 OF 10

Conversion tracking is set up and verified

Without it, Google optimises for clicks, not customers.

Tick everything that's true for you

3 of 10 ticked

Conversion tracking is set up and verified Without it, Google optimises for clicks, not customers. You review the search terms report every week This is where you catch the irrelevant searches you’re paying for. Negative keywords are added regularly Blocks budget-wasting searches like “free” or “jobs”. Each ad group targets one tightly-themed keyword set Mixed themes mean generic ads and lower quality scores. Ads send visitors to a matching landing page, not the homepage Relevance decides both your cost per click and conversion rate. Location targeting matches where your customers actually are “Presence” vs “interest” settings quietly drain budgets. Ad schedule matches your business hours No point paying for calls when nobody can answer. Budget flows to the campaigns that produce leads Spend should follow results, not history. You know your exact cost per lead The one number that tells you if ads are profitable. Someone reviews the account at least monthly Set-and-forget accounts decay within months.

YOUR GOOGLE ADS SCORE

out of 100

Burning budget

Most accounts we audit score under 50 — the unticked items are usually where the wasted spend hides.

Discuss my score — free › WhatsApp us the result

How It Works

Tick what you have

Go through each item honestly — every one is something we check in real audits.

See your score

Your score updates as you tick — see instantly where you stand and what's missing.

Discuss it with us — free

Send us your score and we'll walk you through the quickest wins in a free 30-minute call.

Why these 10 checks

They come from the problems we find most often when we audit Google Ads accounts. The biggest by far is conversion tracking: in about 90% of the accounts we audit, it isn't working properly. Without it, Google optimises for clicks instead of customers, and you can't tell which keywords pay for themselves.

The next most common problems:

Location set to "Presence or interest": ads show to people who are only interested in your area, not in it.
Search Partners switched on: ads appear on other websites, not just Google Search.
Keywords that are too broad: budget goes on searches that have little to do with your business.

What to fix first if you scored low

Tracking. Make sure form submissions, calls and WhatsApp clicks are recorded as conversions.
Wasted spend. Check the search terms report and add negative keywords. Our negative keyword list builder gives you a head start.
Settings. Location, Search Partners and ad schedule take minutes to fix and save money straight away.
Landing pages. Send each ad to a page that matches it, not your homepage.

How often should you check?

Check your search terms report regularly, especially in a new account, and go through a fuller review like this checklist from time to time.

I scored well but still don't get leads. Why?

The checklist covers the basics. Results also depend on your offer, your landing page and your budget. If your budget runs out early each day, the campaign never gets enough data to improve. Our budget calculator helps you check.

More free tools

Negative Keyword Builder Budget Calculator ROAS Calculator Website Checker All free tools ›

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