30-minute Google Adsaudit framework we run across client accounts. Most accounts have 10-30% wasted spend hiding.
Quick answer
The short version: most teams overcomplicate this. Below is the actual sequence we run for clients, what works, what's a waste of time, and the order to do things in for compounding results.
The 10-step checklist
- →1. Check Quality Scoredistribution, anything under 7 is losing money
- →2. Review Search Terms report, disavow irrelevant matches
- →3. Verify negative keyword lists exist + are populated
- →4. Check Display Network, 70%+ of accounts have accidental placement
- →5. Review conversion tracking, verify all events firing
- →6. Audit landing pageexperience scores
- →7. Check ad extensions, sitelinks, callouts, structured snippets
- →8. Bidding strategy alignment with account stage
- →9. Budget pacing and day-parting optimization
- →10. Audit segment, device, geo, demo cuts
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