Auditing Google Ads allows clients to generate more profit and revenue and takes less time and money than starting from scratch. Making an audit requires that you thoroughly check your campaigns and accounts to find what your client’s money is going towards, what results they’re obtaining, and how to improve overall performance. 

Find out why you should take the time to audit your client’s Google Ads and 10 things you should look into when you perform the audit. 

Why Should You Take The Time To Audit?

The importance of auditing Google Ads is to show your prospective client that you know what you’re doing and what you can bring to the table. You’ll be giving them value on what they could be looking at in the future by showing the client that you can do better. With an audit, you can tell them how to improve based on real numbers.

You must set solid expectations for your clients and possibly exceed those expectations. When you audit their Google Ads, they’ll know they spoke to a professional, and you planted a seed by letting them know what you can do for them.

How To Get It Done


This is the most important part. With this information, you can set the right expectations. The type of tracking you do depends on the kind of client you are working with. You should also verify that there is actual tracking and that it’s done correctly aligned to the goals.

With tracking, you’ll have information on revenue, sales, leads, traffic, and more, which will give you an idea for what type of strategy you’ll need to implement. 

Campaign Settings

Campaign settings can make or break your ads. Ensure that they are in place and that you target the right audience, so performance is not affected. You’ll want to ensure that the campaign delivers at the right pace, to the right audience, and targeting the right location. 

Go through the campaign and ensure that everything is set up using the industry’s best practices and that all settings are based on goals, budget, and strategy. 

Campaign Structure

The campaign structure should be more tailored. Structure serves to understand how your client’s ad groups and keywords are set up on the campaign and if they’re relevant. Relevance is key in campaign structure, or you’ll have keywords competing against each other, and ads won’t be as relevant if ad groups are too cluttered. 

Make sure ads speak to your audience and what they’re looking for. They want to see what they are looking for; if not, they’ll bounce. You’ll save your client money, and the conversion rate will improve with a solid structure. 

Negative Keywords

It’s important to have negative keywords at the campaign level, but also at an ad group level. Make sure to drive traffic in a streamlined way. Negative keywords work like traffic signs making sure that everything flows naturally in the campaign.

Look at the search terms and ensure that everything makes sense. This will make it easy to sell value when you point out what keywords are not making sense for your client and letting them know how they’re losing money on them. 

Match Types

Ensure that keywords that you are using are being set up in the right match types. Match types allow specific keyword searches to trigger your ad. Look at search terms since you’ll be able to see potential terms that apply to your keyword. 

Bidding Strategy

Your bidding strategy affects the types of devices, locations, and the time you’re targeting ads. The strategy must be a theme that works together to maximize your conversions. You can segment to determine if all elements are bidding the same. You should increase bids where you know that you have more conversions. 

A/B Testing

Are your clients A/B testing? Writing ads is a creative matter, and it’s strategic. When running ads, you should have more than one running for Ad groups. You must bring new ads to the table (A/B testing on landing pages, headlines, CTAs). With A/B testing, you work your creativity to prove performance. 

Impression Share

Impression share is one of the first things your audit can showcase to your clients. How often are your current search queries appearing in comparison to the competition? You can lose impression share (missing out) due to a limited budget or because you’re not bidding enough. If you highlight the impression share and it’s low, it’ll be a win for you. 

Ad Extensions

Google has made campaign extensions a part of the relevance ecosystem, whether at ad group, account, or campaign level. An example of an extension is location extensions. If your clients are a local business, you can experience a significant difference if they have a Google My Business. Another common example is a call extension. These make it easy for clients so they can click on a phone number from your Ad. 

Try to take as much real estate on the search engine page as possible. 

Opportunities for Expansion

Historical trends show that your clients have been doing the same for years. Their budget can be stagnant or have no other campaign types on the account to maximize exposure. You have to make sure as an agency that you bring value. Your objective should be to find more ways to help your clients grow their business. Find ways to exploit their potential. 

 Are you exploring all the ways you can convert and make more leads? 

Start Auditing Google Ads For Your Clients

Whether you’re starting or have been doing this for years, get to know Google Ad Words. It’s easier to make an audit than to start from scratch. When you audit, you can get chances to find new opportunities, make your clients money, and move forward. 

To learn more about how to audit Google Ads and what to look out for, join the Digital Agency Hacker’s group on Facebook.