01
Business objective and conversion actions
Document the valuable actions, their definitions, ownership, primary or secondary status, and how each is verified.
Buyer guide
PPC Audit Checklist: What to Review Before Changes
A disciplined audit turns account observations into documented decisions. It does not assume that a change is beneficial before the evidence is reviewed.
Eight review areas for a PPC audit
02
Account access and ownership
Confirm the business can access the account, administrators, billing, tags, audiences, and the manager-account relationship.
03
Campaign structure and settings
Review campaign purpose, location, language, schedule, budget, bidding, assets, exclusions, and policy status against the approved plan.
04
Search terms and targeting
Review the queries that triggered ads, keyword themes, match types, negative keywords, audiences, and location settings for relevance.
05
Ads and assets
Check that claims, offers, calls to action, and destinations accurately match the current business proposition and approved landing page.
06
Landing-page experience
Review ad-to-page relevance, mobile usability, essential information, contact path, tracking, and the page’s relationship to the advertised query.
07
Measurement and reporting
Check conversion configuration, consent settings where applicable, reporting ranges, attribution assumptions, and any unexplained changes in data.
08
Change log and next test
Record what was observed, the evidence, the decision owner, the approved change, and the expected signal to review after the change.
Use platform evidence before changing settings
Google Ads explains that advertisers choose the actions they value as conversions, and it provides reports for examining landing pages and performance. Verify tracking and the landing-page context before interpreting the numbers or changing a bid, budget, or targeting setting.
Google Ads conversion measurement | Google Ads landing-page reports | Google Ads landing-page guidance
Related decision resources
Review Your Paid Search Setup
Use the checklist to organize your questions, then discuss the account, objectives, and measurement model with our team.
