Checklist
The Ecommerce Google Ads Audit Checklist
Thirty questions about account structure, tracking, product data and commercial outcomes. Use them to guide a review, not as universal pass or fail thresholds.
Account Structure
- Campaign naming conventions are consistent and descriptive
- Ad group structure reflects the queries and products being measured
- Search and Shopping campaigns are properly segmented
- Brand and non-brand traffic are separated
- Negative keyword lists are applied account-wide
Conversion Tracking
- All valuable actions are being tracked
- Conversion values are accurate and reflect true value
- Enhanced conversions are enabled
- Conversion window matches your sales cycle
- Micro-conversions aren't inflating results
Bidding & Budget
- Bid strategy aligns with business objectives
- Budget decisions reflect contribution and available cash, not just platform results
- Target ROAS/CPA is based on profitable unit economics
- Seasonal adjustments are planned
- Bid adjustments for devices/locations are data-driven
Search Campaigns
- Search terms report reviewed weekly
- Negative keywords added regularly
- Match types are strategically deployed
- RSA ad copy tests headline variations
- Search relevance and landing-page quality are reviewed in context
Shopping & Feed
- Product titles are keyword-optimised
- Product performance is compared with margin and availability
- Product data is accurate and complete for the catalogue
- Product images meet best practices
- Price competitiveness is monitored
Performance Max
- Asset groups have strong creative variety
- Audience signals are understood as suggestions, not guaranteed outcomes
- Final URL expansion is controlled
- Search themes align with intent
- Insights tab reviewed for optimisation opportunities
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