How to audit a Google Ads account: a 7-point checklist
Updated
Quick answer: a Google Ads audit checks seven things, in this order: that conversion tracking works, which keywords spend without converting, which searches trigger your ads, which converting keywords cost far more than average, which keywords have a low Quality Score, how your match types are spending, and whether any keywords fall into a restricted ad category. Start with tracking, because every other check depends on accurate conversion numbers.
Pull a keywords report for the last 30 to 90 days with these columns: Campaign, Ad group, Keyword, Match type, Clicks, Impressions, Cost, Conversions and, if you can, Quality Score. That one export covers most of the list below.
1. Conversion tracking is recording conversions
Open Goals → Conversions → Summary and check that your main conversion actions are recording. If an account shows clicks and spend but no conversions at all, fix tracking before you pause anything. Otherwise every keyword will look like wasted spend.
2. Keywords that spend without converting
Filter the keywords report to zero conversions and sort by cost. ClearSpend's threshold is $150 or more of cost with zero conversions in the period: below that, a keyword usually hasn't spent enough to judge. The wasted spend guide covers what to check before you pause one.
3. Searches you're paying for but don't want
For the keywords from step 2, open Insights and reports → Search terms (Google's search terms report guide) and look for searches that aren't your offer. Those become negative keywords: see how to find negative keywords.
4. Converting keywords that cost too much
Divide each converting keyword's cost by its conversions to get its cost per conversion (CPA), and compare it with the account average. ClearSpend flags any keyword whose CPA is 2× the account average or more. These keywords convert, so don't pause them on sight. Check the bid, the ad and the landing page first.
5. Keywords with a low Quality Score
Add the Quality Score column to the keywords view. Scores of 4 or lower are worth a look, especially on keywords that spend a lot. Google calls Quality Score a diagnostic tool rather than an input to the auction (about Quality Score), so use it to find the weak part (expected click-through rate, ad relevance or landing page experience). See Quality Score explained.
6. How each match type is spending
Group the keywords report by Match type and compare cost and conversions for broad, phrase and exact. Broad match reaches the widest range of searches, so if broad keywords carry most of the zero-conversion spend from step 2, review their search terms first.
7. Keywords in a restricted ad category
Some products and services, such as gambling, crypto, alcohol, financial services and online dating, are restricted or need certification before you can advertise them. Scan your keywords for those topics. Ads in these areas can be disapproved, and serious violations can lead to a suspension: see why Google Ads accounts get suspended.
Run four of these checks automatically
Upload the keywords export from above to the free ClearSpend audit. It lists zero-conversion keywords with $150+ of cost (check 2), keywords at 2× your average CPA or more (check 4), Quality Scores of 4 or lower when the column is included (check 5) and keywords that match restricted ad categories (check 7). How each check is measured is in the audit FAQ.