The 47-point Google Ads audit checklist we use on every client
Before we touch bids, budgets, or creative, we score every Google Ads account against 47 checkpoints — tracking, call & WhatsApp paths, structure, Search, Performance Max, audiences, creative, and reporting. This is the exact day-one framework our senior strategists use. Preview sample checks below; email unlocks the full PDF scorecard.
- Tracking & attribution integrity (8 checks)
- Call & WhatsApp path coverage (8 checks)
- Account structure and Search hygiene (12 checks)
- Performance Max gate + creative (11 checks)
- Audiences, reporting, and CRM reconcile (8 checks)
Sample checks below are free — no email required.
Sample checks you can run today (full PDF has all 47)
- Primary conversions map to money outcomes — soft events demoted
- Call duration floors live if phone closes jobs; WhatsApp tracked if chat books
- Enhanced conversions enabled with hashed identity on the money hit
- PMax not scaling until money primaries and path coverage pass
- Brand Search funded; brand exclusions on PMax
- CRM booked jobs reconciled to Ads weekly when spend is material
Who this is for
SMB owners and marketing leads running Google Ads who suspect the dashboard looks better than the bank account — across US, UK, Singapore, Malaysia, and other markets we serve. Especially useful if you close on phone or WhatsApp, or if Performance Max looks heroic while MER is flat.
How to use it
Work through each section honestly. Fail tracking or call/WhatsApp gates before you argue about bids. If Performance Max items fail, complete the companion Performance Max launch checklist (38 checks) and PMax Readiness Score before scaling. Download the full 47-point PDF, then bring your scored checklist to our free audit for a second opinion.
What the full PDF includes
All 47 checkpoints with pass/fail scoring rules, including a dedicated Call & WhatsApp section and an eight-point Performance Max gate that points to the deeper 38-point PMax launch companion. Same day-one scorecard we run on client accounts — not a watered-down lead magnet.
Companion downloads
Performance Max launch checklist (38 checks) for pre-flight depth. Call & WhatsApp tracking setup spec for implementation steps. Smart Bidding readiness scorecard before you change bid strategies. Conversion tracking setup guide when measurement fails the first two sections.
Want this run on your accounts?
The checklist is free. Applying it properly takes senior time — that's what our audits are for.
Free 24-hour audit