Guide

The Google Ads Account Audit Workbook

Digital Marketing28 July 202616 pages

What you'll learn in this guide.

Most Google Ads audits start with bids and end with a recommendation to increase budget. This one starts with whether the account is measuring anything real, because every recommendation downstream of a broken conversion signal is confident and wrong. Nine scored sections covering conversion tracking, structure, search terms, Performance Max and its 2026 controls, bidding, ads, landing pages, audiences and reporting — plus current benchmark medians from 13,474 US campaigns, an 18-point scorecard and a 90-day remediation plan.

How to tell whether your cost per lead is a real number or a reported one
The conversion tracking faults that make every downstream decision wrong
How to read the search terms report by spend, and what to look for in the top 50
How to stop Performance Max taking credit for demand you already had
When a bid strategy has too little conversion volume to work at all
The landing page checks that account for the other half of cost per lead
Current all-industry medians for CTR, CPC, conversion rate and cost per lead
A scored 18-point audit and a 90-day remediation sequence that does not reset learning twice

Inside the guide

How to use this workbook, and the benchmarks to hold in mind
Section 1 — Conversion tracking
Section 2 — Account structure
Section 3 — Keywords and search terms
Section 4 — Performance Max and automated campaigns
Section 5 — Bidding and budgets
Section 6 — Ads and assets
Section 7 — Landing pages
Section 8 — Audiences and exclusions
Section 9 — Measurement and reporting
The scorecard and the 90-day remediation plan

A nine-section audit that finds the waste before you change a single bid — with a scorecard and a 90-day fix plan.

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