Google Ads Account
Audit Template
Are you spending hundreds or thousands on Google Ads but unsure if your campaigns are actually optimized? Find out exactly what's wrong in 15 minutes.
A free 61-checkpoint Google Ads audit template across 6 sections: tracking, structure, keywords, bidding, ads, and Shopping. Updated for Performance Max and 2026. Find where your budget is leaking in roughly 15 minutes. Download and run it on any account.
Downloaded by 2,000+ Google Ads managers worldwide 
Downloaded by 2,000+ marketing professionals worldwide Breakeven ROAS depends entirely on your margin. Get the free guide that shows the real math, plus four other gaps between what Google reports and what actually lands in your bank account.
The Hidden Cost of Unoptimized Google Ads
A Google Ads account audit is a structured review of every layer of an account — tracking setup, campaign structure, keyword strategy, ad copy, landing pages, and audiences — scored against defined best practices to identify waste, missed opportunities, and structural problems that standard Google Ads reports don't surface. A thorough audit covers a minimum of 50 to 70 checkpoints and typically takes 15 to 60 minutes depending on account complexity.
Most business owners track clicks and impressions while their budget bleeds through structural problems that are completely invisible in standard Google Ads reports.
Poor keyword match types and unvalidated broad match spending bleeding budget on irrelevant queries
Performance Max campaigns running without audience signals, asset group segmentation, or brand exclusions
Missing or broken Consent Mode v2 and Enhanced Conversions setup, causing under-reporting and bid strategy degradation
Ad copy misaligned with landing page messaging, killing Quality Score and pushing up cost-per-click
Landing pages failing Core Web Vitals on mobile, lowering Ad Rank and raising the floor on what you pay per click
Remarketing audiences set up but never used in campaigns, leaving your warmest traffic without a dedicated bid or budget
These problems are invisible in Google Ads reports but cost businesses 30 to 50% of their ad spend. The audit template shows you exactly where your account is losing points.
Built for Anyone Running Google Ads
Ecommerce Store Owners
Running Shopping, PMAX, or Search but unsure why ROAS isn't improving. Use this before your next agency call.
In-House Marketers
Managing Google Ads internally and want a structured framework to audit your own account and prioritize fixes.
Freelancers and Consultants
Taking on a new client and need a systematic onboarding audit that covers every area from tracking to bid strategy.
Agency Account Managers
Need a repeatable audit process across multiple accounts. The scoring dashboard makes client presentations straightforward.
What's Inside the Audit Template
Performance Score Out of 167 Points
A clear numerical score across 6 audit sections. See exactly where your account loses points and where to prioritize first — not what Google tells you to fix.
61-Point Audit Checklist
Every check I run when auditing a new client account. Each item rated Critical, High, Medium, or Low priority based on actual ROAS impact, not theoretical best practices.
6 Audit Sections Covering the Full Account
Foundation and Setup, Campaign Strategy, Keywords and Targeting, Ad Copy and Assets, Landing Pages and CRO, Audiences and Remarketing. Every area that moves ROAS is covered.
Dedicated Performance Max Coverage
5 checkpoints specifically for PMAX: campaign structure, search themes, asset group segmentation by product category, audience signals, and brand exclusion setup.
2026 Updates: Consent Mode v2 and Enhanced Conversions
Updated for what actually matters now: Consent Mode v2, Enhanced Conversions, AI-generated asset review, broad match validation, first-party data setup via Customer Match.
Audiences and Remarketing Section
The area most audits skip entirely. Covers Customer Match, GA4 remarketing audiences, exclusion lists, audience bid adjustments, and PMAX audience signal quality.
Dashboard Tab for Client-Ready Reporting
One tab showing your total score and scores per section. Walk into any client meeting or internal review with a clear, visual picture of the account's health.
Not Another Generic Checklist
Every checkpoint in this template comes from real audits on real accounts. The criteria are based on what actually moves ROAS, not what Google's Recommendations tab tells you to do (which is often just spend more).
The 2026 version was rebuilt from scratch to cover what's actually relevant now: Performance Max, Demand Gen, Consent Mode v2, Enhanced Conversions, and first-party data strategy via Customer Match. The original 2025 template covered none of it.
Built by Dan Kabakov, Google Partner certified specialist with 10+ years managing Shopping, Search, and Performance Max campaigns across e-commerce, SaaS, and lead generation accounts. The Google Ads Masterclass is built on the same diagnostic framework this template uses.
How to Use This Template
Open the Google Sheets template and make a copy — go to File › Make a Copy. All scoring formulas carry over automatically.
Work through the 6 audit sections in order — check each item as pass, fail, or not applicable. The template auto-calculates your score per section in real time.
Review the dashboard tab for your total score out of 167 and the section breakdown. Lowest scoring sections = highest-priority fixes.
Prioritize by severity — Critical items first, then High, then Medium. Most accounts find 3 to 5 Critical issues on the first audit. For help interpreting terms, see the Google Ads glossary.
Re-audit quarterly to track score improvements over time. Save each dated copy as your account's performance history.
This is the same audit process used before taking on every new Google Ads management client. Instead of guessing what's wrong, you get a scored picture of the account in 15 to 30 minutes. Read more on the Google Ads blog for campaign-specific deep dives.
Get the Free Audit Template
The same 61-point audit framework used before taking on every new client. Stop guessing, start scoring.
167-point scoring system across 6 audit sections
Covers PMAX, Consent Mode v2, Enhanced Conversions, and audiences
Instant Google Sheets access — complete audit in 15 to 30 minutes
Downloaded by 2,000+ managers, freelancers, and in-house teams
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