An account audit shows where a Google Ads account leaks money and where it can grow. Working through a fixed checklist stops you missing the basics and turns a vague underperforming account into a clear list of fixes.
We run this audit at the start of every Google Ads engagement, because finding the waste first is the fastest way to lift return.
Check conversion tracking before anything else. If the data is wrong, every decision built on it is wrong too. Confirm the right actions are tracked, counts match your records and values are assigned.
Look at how campaigns and ad groups are organised, then read the search terms report. Loose structure and missing negatives are where most budget quietly leaks.
| Area | What to look for |
|---|---|
| Account structure | Themed ad groups, not a catch-all |
| Search terms | Irrelevant queries to add as negatives |
| Match types | Broad match without enough negatives |
| Budgets | Spend pointed at the best campaigns |
Review ad relevance, the assets in use and Quality Score across key keywords. Weak ads and low scores raise cost per click and signal that messaging or landing pages need work.
Confirm the bid strategy matches the goal and that ads point to fast, relevant landing pages. A profitable account aligns tracking, structure, ads, bidding and the page into one chain.
Turn each finding into a single prioritised action list. An audit only helps if it ends in changes, ranked by impact on return.
A light review every month and a deeper audit each quarter suits most accounts. Audit sooner if performance drops suddenly or after a major website or tracking change.
Broken or incomplete conversion tracking and wasted spend on irrelevant search terms are the two issues we see most often. Both are fixable and usually lift return quickly.
TPR Media operates from Level 34, 1 Eagle Street, Brisbane City QLD 4000, serving clients across Brisbane and Australia-wide.
TPR Media audits Google Ads accounts by checking tracking, structure, search terms, ad quality and bidding, then turning findings into a prioritised action list to cut waste and lift return.