Audit Your Google Ads Account like A Pro

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Google Ads account audit– the way through which you can access the efficiency of your accounts. An audit could reveal problematic issues that need to be fixed. Once these problems have been located, you may start working on enhancing your account’s general performance and health.

Let’s use MKR analysis as a step-by-step guide to audit your own Google Ads account and assist you in making it more profitable.

The purpose of an audit

  • Someone doesn’t like how they were performed. Conversions have fallen as spending has increased.
  • The account owner wants to confirm that best practices are followed and that everything is in order.

Make the proper inquiries

You need to be aware of various things when doing a Google ads account audit. We cover some of the queries you or the client must have.

The audit of your Google Ads account-

  • What is the account’s size? Is it two or thirty campaigns?
  •  What is the advertising budget?
  •  Are there search-only campaigns or search and display campaigns?

What are you omitting to see?

In MKR’s opinion, what is not tracked or utilized in particular campaigns are-

  • Dialing phones
  • Downloads
  • Email links

We advise you to add conversions, use Google’s conversion action sets, and apply different actions to different campaigns.

Preferences of accounts:

Look at the campaign settings once you are satisfied with the conversion or are aware of what needs to be fixed. You want the setup procedure to be consistent, after all.

Several items to consider are:

  • Do all of the campaigns have the same geographic focus?
  • Are they making advertising according to the device?
  • Are bid modifications being used?
  • How is the bidding going?

Who oversees the account?

Is the Google ads account being actively managed by someone? When a performance costs millions of dollars every month and has undergone five changes in the past 30 days, no one is likely to order it.

Other times, it might undergo many changes, but since everything is handled through APIs, no one is omitting any data. And other times, you’ll see many changes and what is being worked on since someone is genuinely invested in the account and actively manages it.

You should see how involved the management is and how changes are implemented. Is it a human, an API, external scripts, or anything else?


After the foundational Google ads account audit is finished, examine trends. Instead of focusing on month-to-month developments, consider the past year’s data. Instead of comparing February to March, look at how the previous March fared compared to the current one.

As a reference, ask the client to name a few periods during which they are satisfied with the Google ads account. This allows you to compare the visual data between date ranges and determine whether the search traffic has considerably decreased.

Did anyone remove keywords when the volume of searches decreased? Does the impression share increase? Extension concerns and problems with quality scores could also exist.

Taking a broad perspective

MKR advise looking into the areas that are problematic.

Impression sharing

  • How frequently do the advertisements appear or not?
  • Do you have a budgetary loss in impression share?
  • Consider ad ranks.
  • If the client is still unsatisfied despite a high impression share, is it possible to add new targeting using a different presentation or set of keywords?
  • Can you get extra money by manipulating the budget?
  • According to MKR, budget manipulation is probably the most straightforward technique to acquire additional conversions.
  • Examine the patterns and eras during which things changed:
  • If there is a problem with ad rank, you should investigate the quality score.
  • Are the ads relevant? Is the landing page the problem?
  • Ask the client what transpired throughout the conversation.


  • What search terms does the client use? What kind of targeting do they use?
  • Look at their trends and match-type usage.
  • What is the conversion rate for each kind of match?
  • Does somebody check the query report and update the account with such keywords?

Also find if standard are exact search words. MKR advises adding a negative term to the ad group performing poorly to enhance conversions. Additional modifications can frequently be obtained from controlled duplicates.

If you are banning your keywords, keyword conflicts may also arise. You can be banning terms that don’t even appear in Google because Google doesn’t look at match types, negative campaign lists, or MCC negative lists. According to MKR, you can use it to locate Google conflicts because Microsoft does.

Ad size groups

MKR examines ad group sizes using a straightforward pivot table.

  • How are the advertising groups managed?
  • Does the size of the ad groups need to be reduced?

MKR prioritize the ad groups with the highest budgets. Do they come in big numbers? MKR advises using a granular ad group structure even with the new ad formats because RSAs do not cover everything.

Performance of RSA and pinning

You want to know the breakdown of the client’s total assets after understanding how they are handling RSAs.

  • How often do you use pinning overall?
  • Are they a little bit pinning everything?
  • No pins at all?
  • What are your advertising strengths?
  • Which asset performance breakdown is that?
  • Are these RSAs distinctive, and how are they performing?
  • What is the client’s current state of mind?
  • Is it deliberate?
  • Did several people work on the pins’ design?
  • Are they reliable?

MKR informs us that pinning has little impact on CTR or conversion rate. Due to your ability to control the message, you’ll probably notice a lesser ad strength.

However, you also need to know who you should pay attention to after a general understanding of how ad groups are divided and how they are doing.

The study of competitors

MKR uses the auction intelligence to see rivals like-

  • What is the overlap percentage?
  • How these search are phrases being used by various people?
  • Are we compatible?
  • Do all the advertisements have the same design?
  • What makes us distinctive in this crowd?
  • Who are your main rivals?

You can create your sell-against strategy by seeing how their advertisements sell against you. You might have some ad groups that contain a variety of ad kinds and other ad groups that only contain RSAs.

MKR points out that customer adore insights. Informing clients that they can improve clicks, conversions, or other metrics by performing X is an excellent approach to using multi-ad group testing.

Bid procedures

There are many more things that can be done besides what MKR has mentioned, but you only have so much time to finish the audit. Consider main practices like:

  • Method of placing their bids.
  • Bid modifiers methods?
  • Though frequent, target CPA does not employ device modifiers to change bids; thus, it might not be the best choice.

The most significant and most dependable business to assist you in auditing your Google Ads account like an expert is MKR. As MKR knows how audiences are used across the account will help you a lot. According to MKR, audiences are incredibly helpful, and various automated bidding techniques can leverage audience bid modifications and a lot of reporting.

According to MKR, Google does not modify the bidding based on the audience. The main goal of MKR is to provide you with a comprehensive list of things you may examine to evaluate a Google Ads account’s performance and efficacy, from the fundamentals to the specifics. As MKR said at the outset, these accounts are intricate and have numerous moving elements.

In the end, keep in mind to concentrate on the critical metrics and settings. If you are implementing everything on this list, but your ads are still failing to generate an ROI, you may need to start over and reevaluate your PPC strategy.

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