Google Ads Audit: Eight Checks Before You Spend More

1. Tracking

Confirm that the conversions in Google Ads match what happens in your business. If the numbers do not match your calls or bookings, fix tracking before changing anything else.

2. Search terms

Open the search terms report for the last 30 days. Look for searches that do not match your service, such as jobs, courses or free tutorials. Add those as negative keywords.

3. Keywords and match types

Broad match can show your ads for loosely related searches. Check which keywords bring real enquiries, and tighten the match type where wrong searches appear.

4. Bids and budget

Check whether the budget runs out early in the day. If it does, the best hours may be missed. Check the bid strategy matches the goal, such as calls or bookings.

5. Ad copy and extensions

Each ad should answer the search and give a reason to call. Check that headlines match the service, and that call and location extensions are set.

6. Landing page match

The page should deliver what the ad promised. If the ad says "emergency plumber", the page should say so near the top, with a clear way to call.

7. Service area and schedule

Ads should show only where, and when, you can take work. Check the locations and ad schedule settings against your real service area and opening hours.

8. Negative keywords and audience exclusions

Check the negative keyword lists are applied to the right campaigns, and that they do not block searches you want.

What to do with the results

Write the findings in order of cost. Fix the tracking first, then the search terms, then the rest. Change one area at a time, so you can see what made the difference.