Free Template
The Ecommerce Google Ads Audit Template
A commercial audit framework. Not a settings checklist. Built around the three things that actually move profit: SKU-level POAS, waste identification, and inventory velocity.
Most "Google Ads audit" templates online are settings checklists. They tell you whether enhanced conversions are on. They don't tell you which SKUs are bleeding money. This one does.
1. Account & Commercial Context
- Monthly spend, blended target POAS, average gross margin
- Return rate, repeat purchase rate, break-even ROAS
2. SKU-Level POAS
- Top 20 SKUs by spend with margin attached
- Every SKU tagged Scale / Profit / Protect / Recovery / Gateway
- Count and £ share of spend below break-even
3. Waste Identification
- Search terms with >£100 spend and zero conversions
- PMax spend on brand terms
- Shopping spend on out-of-stock or low-stock SKUs
- Duplicate intent across Search, Shopping and PMax
4. Inventory Velocity & Feed Health
- Days of cover for top spend SKUs
- Merchant Center disapprovals, GTIN/brand completeness
- Custom labels for margin band, stock level and velocity
5. Measurement & Attribution
- Conversion value: revenue or profit
- Enhanced conversions, first-party data, offline profit feedback
- New vs returning customer split
6. Structure, Bidding & Verdict
- Brand isolation, POAS-aligned bid strategies, budget contention
- Estimated wasted spend and recoverable profit
- Top three actions ranked by £ impact
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