1Checklist 1: Account Health Audit (5 minutes)
Conversion Tracking Check
- ☐ Conversions recorded in last 7 days? (If no, tracking may be broken)
- ☐ Conversion actions active? (Check Settings → Conversions)
- ☐ Test conversion fires correctly? (Submit a test form/purchase)
- ☐ Conversion values assigned? (Zero values hurt smart bidding)
- ☐ Primary vs secondary correctly categorized? (Only primary should optimize)
Account Configuration Check
- ☐ Google Analytics 4 linked? (Must for attribution data)
- ☐ Auto-tagging enabled? (Settings → Account settings)
- ☐ Correct timezone set? (Affects reporting and scheduling)
- ☐ Billing method valid? (Expired cards pause accounts)
- ☐ No account-level policy issues? (Check notifications)
Quick Diagnosis Table
| Issue | Likely Cause | Quick Fix |
|---|---|---|
| No conversions recording | Broken tracking | Verify GTM/tag setup |
| Sudden conversion drop | Code removed/changed | Check website updates |
| Strange timezone data | Wrong timezone | Can't change—work around |
2Checklist 2: Campaign Structure Audit (5 minutes)
Campaign Settings Check
- ☐ Correct campaign type? (Search, not Smart campaign)
- ☐ Networks set to Search only? (No Display partners unless intentional)
- ☐ Location targeting accurate? (Check for worldwide when shouldn't be)
- ☐ Location targeting MODE correct? (Presence only, not interest)
- ☐ Language settings match audience?
- ☐ Ad schedule appropriate? (Or 24/7 with smart bidding)
Budget and Bidding Check
- ☐ Daily budget spending? (If not spending, check issues)
- ☐ Limited by budget warning? (May need increase or efficiency)
- ☐ Bidding strategy appropriate for conversion volume?
- ☐ No unrealistic targets restricting spend?
Common Structure Problems
| Problem | Symptom | Fix |
|---|---|---|
| Display Network enabled | High impressions, low CTR | Disable Display in Search campaigns |
| Wrong location mode | Irrelevant traffic | Switch to "Presence only" |
| Target too aggressive | No spend/impressions | Loosen ROAS/CPA target |
3Checklist 3: Keyword Performance Audit (10 minutes)
Keyword Health Check
- ☐ Keywords with impressions in last 7 days?
- ☐ No "Low search volume" status on key terms?
- ☐ Quality Scores above 5 for main keywords?
- ☐ No disapproved keywords?
- ☐ Match types appropriate for budget?
Search Term Quality Check
- ☐ Search terms reviewed in last 7 days?
- ☐ Irrelevant terms negated?
- ☐ Top spending terms are relevant?
- ☐ Converting terms match intent?
Keyword Performance Flags
| Condition | Action |
|---|---|
| 50+ clicks, 0 conversions | Pause or investigate landing page |
| Quality Score 3 or below | Improve ad relevance or pause |
| CPA 2x+ target | Pause or reduce bid |
| CTR below 2% | Improve ad copy relevance |
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4Checklist 4: Ad Quality Audit (5 minutes)
Ad Status Check
- ☐ All ads approved? (Check for disapprovals)
- ☐ At least 2 RSAs per ad group?
- ☐ All 15 headlines used in RSAs?
- ☐ All 4 descriptions used?
- ☐ No "Low" quality assets?
Ad Content Check
- ☐ Keywords included in headlines?
- ☐ Clear value proposition stated?
- ☐ CTA included?
- ☐ No spelling/grammar errors?
- ☐ Ad matches landing page promise?
Extensions Check
- ☐ Sitelinks active? (4+ recommended)
- ☐ Callouts added?
- ☐ Structured snippets relevant?
- ☐ Call extension (if applicable)?
- ☐ Location extension (if local)?
Ad Quality Diagnosis
| Issue | Likely Cause | Fix |
|---|---|---|
| Low CTR | Weak headlines | Test benefit-focused headlines |
| Disapprovals | Policy violation | Review and resubmit |
| Poor ad strength | Insufficient headlines | Add more headline variations |
5Checklist 5: Landing Page Audit (5 minutes)
Technical Check
- ☐ Page loads in under 3 seconds?
- ☐ Mobile-friendly? (Test on phone)
- ☐ No broken links or errors?
- ☐ Form submits correctly?
- ☐ Tracking fires on conversion?
Content Check
- ☐ Headline matches ad promise?
- ☐ Clear value proposition above fold?
- ☐ CTA visible without scrolling?
- ☐ Social proof present?
- ☐ Trust indicators (reviews, logos, guarantees)?
Conversion Path Check
- ☐ Single clear CTA? (Not competing actions)
- ☐ Form asks only essential fields?
- ☐ No distracting navigation?
- ☐ Thank you page loads after submission?
Landing Page Red Flags
| Issue | Impact | Fix |
|---|---|---|
| Slow load time | High bounce rate | Optimize images, hosting |
| No mobile optimization | 60%+ traffic lost | Responsive design |
| Ad/page mismatch | Low conversion | Align headlines and offers |