Campaign and ad group organisation
We’ll check to see if campaigns are organised logically (e.g., by product/service categories, geographical targeting, etc.).

Naming conventions
We’ll check for consistent and descriptive naming conventions for campaigns, ad groups, and ads.

Account Hierarchy
We’ll review the structure for segmentation by network (Search, Display, Video, Shopping and Performance Max).

Geographical Targeting
We’ll verify that locations targeted are relevant to the business and review location bid adjustments.

Language Targeting
We’ll check to ensure language settings align with the target audience.

Bid Strategies
We’ll assess the suitability of the bid strategy (Manual CPC, Target CPA, Target ROAS, etc.) for each campaign.

Budget Allocation
We’ll review daily budgets to ensure they align with overall goals and performance.

Granularity
We’ll check to see if ad groups are granular enough to allow for targeted ads and keywords.

Ad Group Relevance
We’ll check that ad groups contain closely related keywords and ads.

Keyword Relevance
We’ll verify that keywords are relevant to the ad group and business objectives.

Keyword Match Types
We’ll evaluate the use of match types (Broad, Phrase, Exact, Broad Match Modifier).

Negative Keywords
We’ll review and update the negative keyword list to prevent irrelevant traffic.

Search Query Report
We’ll analyse the search query report to identify new negative keywords and potential positive keywords.

Ad Copy
We’ll review ad copy for relevance, compelling call-to-action, and adherence to best practices.

Ad Rotation
We’ll check ad rotation settings and ensure A/B testing is being conducted.

Responsive Search Ads
We’ll ensure responsive search ads are being properly used and optimised.

Ad Extensions
We’ll verify the use of ad extensions (sitelink, callout, structured snippet, call, location, price, promotion, etc.).

Relevance
We’ll check to see if landing pages are relevant to the ad copy and keywords.

Performance
We’ll review landing page performance metrics.

Mobile Optimisation
We’ll check landing pages for mobile-friendliness and responsiveness.

Key Metrics
We’ll review key performance metrics (CTR, CPC, Conversion Rate, CPA, ROAS).

Quality Score
We’ll check Quality Scores and identify areas for improvement.

Conversion Tracking
We’ll review conversion tracking to ensure it is correctly set up and tracking relevant actions (form submissions, calls, purchases, etc.).

Audience Segmentation
We’ll check to see if remarketing lists are segmented appropriately.

Ad Copy for Remarketing
We’ll review ad copy to ensure it is tailored for remarketing audiences.

Frequency Capping
We’ll check frequency capping to avoid ad fatigue.

Policy Compliance
We’ll check to make sure the account complies with Google Ads policies.

Billing & Payments
We’ll check billing information to ensure it is up to date with a valid payment method.

Account Alerts
We’ll review any account alerts or notifications from Google Ads and flag if needed.

Scripts & Automation
We’ll evaluate the use of scripts and automation for efficiency.

Experiments
We’ll check if campaign experiments are being utilised for testing new strategies.

Audience Targeting
We’ll review the use of audience targeting options such as in-market, affinity, and similar audiences.