Google Ads Management: Account Audit Checklist

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Managing Your Google Ads

When it comes to managing your Google Ads account, the key is having a checklist to make sure you don't miss anything important. Keeping track of all aspects can be difficult at times, so make sure you reference a checklist or set reminders for what needs to be done in order to help you stay on top of things!

We’ll be covering the main items that should be included inside your checklist to get your management started. Additionally, we’ll be including the top 3 things that you should be focusing on for anyone short on time.

Account Audit Checklist

Daily Checks

#1 Check To See If Your Campaigns Are Running

Your campaign can stop running for a variety of reasons so it’s good to always pop into your account in the morning to make sure everything is running smoothly.

#2 Check For Disapproved Ads

It's a good idea to check that your ads are all approved on a daily basis so that you don't miss out on any potential customers.

Weekly Checks

#1 Bid Adjustments

Check your keyword bids to see if there are any that you should be increasing if they are performing well but appear restricted by the budget.

#2 Review Search Terms

You'll want to review your search terms for the past 7 days to look for any positive keywords you may want to have. Most importantly you want to be adding negative keywords.

#3 Conflicting Keywords

Conflicting keywords will show up in your notifications if you happen to have any, these can happen when you're adding in new keywords both as positives and negatives.

Quarterly Checks

#1 Review Search Terms
Review of all search terms from the last 3 months, make sure all negative keywords were added. See if there are any new keywords that should be added as positives.

#2 Review Ad Copy

Review your ads and create new ads.

#3 Check On Your Display Ads

Review how your display ads are doing, if you have them, and see if you should be creating any new ones.

#4 UTM Tracking Codes

Check if all your UTM tracking codes are in place so you can be properly tracking where all your clicks are coming from.

#5 Ad Schedule

Review your ad schedule to see if you should be targeting anything specific.

#6 Automated Bid Strategies

Consider experimenting with automated bid strategies to see if they work better than manual CPC.

 Download "Google Ads: Account Audit Checklist" PDF


Top 3 Most Important Things

If you don’t have a ton of time to monitor your Google Ads campaigns, these are the top three things that you should focus on.

#1 Search Terms

Pay attention to your search terms to keep on top of negative keywords, and add any keywords in that aren’t working as negatives.

#2 Ad Copy

Write strong ads and regularly test new ad copy to find what works best for you.

#3 Keyword Bids

Watch your keyword bids and/or consider an automated bidding strategy to manage them for you in real-time.


The Google Ads: Account Audit Checklist is a great tool for anyone who runs or manages their own Google Ads account as it’s easy to get lost in the many tasks you have to accomplish. This checklist will help keep everything on track so that your campaign can succeed and you can stay on top of your digital marketing game!


If you’re already using Google Ads but need more information about how to continue improving your digital marketing, we recommend checking out our other blog posts.

We hope you found this helpful! If you have any questions feel free to contact us anytime.