Google Ads Account Audit Checklist

Conversion Actions

• CriticalAt least one primary conversion action is active
  Do Smart Bidding requires conversion data to optimize. Without a primary conversion, Target CPA / ROAS cannot function. Check Tools → Conversions.
• CriticalNo duplicate conversion actions inflating counts
  Watch Out A very common mistake: both GA4 and the native Google Ads tag fire the same purchase event, doubling reported conversions and breaking Smart Bidding. Audit each conversion action's source.
• CriticalConversion window matches the sales cycle
  Tip Default is 30-day click / 1-day view. For long B2B cycles, extend the click window to 60-90 days. For impulse purchases, 7 days may be enough. Mismatched windows cause under- or over-reporting.
• HighPrimary vs. Secondary conversions set correctly
  Do Only actions you want to optimize toward should be "Primary". Secondary actions (page views, newsletter signups) should be "Secondary" — they report but don't affect bidding.
• HighConversion Value Rules configured (if using value-based bidding)
  2026 Value Rules let you multiply conversion value by audience segment, device, or location. Essential for Target ROAS campaigns where different customer types have different LTV.
• HighCross-device and view-through conversions understood
  Tip Know what's being counted. View-through conversions can inflate numbers significantly in Display/YouTube. If using Target CPA, confirm whether VTC is included in your primary conversion count.
• MediumMicro-conversions tracked as secondary actions
  Tip Track "Add to Cart", "Phone Click", "Video Play 50%", "Chat initiated" as secondary. These provide behavioral data without polluting your primary bidding signal.
• New 2026Enhanced Conversions for Web configured
  2026 Sends hashed first-party data (email, phone number) at conversion time for better match rates — especially important post-cookie deprecation. Verify via Tag Diagnostics inside each conversion action.
• New 2026Enhanced Conversions for Leads (offline import) configured
  2026 Upload CRM lead quality data back to Google Ads to teach Smart Bidding to find leads that actually close — not just form submissions. Critical for B2B accounts in 2026.

Tag Implementation

• CriticalGoogle tag fires correctly on all pages
  Do Use Tag Assistant (tagassistant.google.com) to verify. Common failures: tag missing on subdomain, SPA page changes not triggering tag, Shopify theme updates removing it.
• HighConversion tags verified in Tag Diagnostics
  Do Check the "Tag Diagnostics" tab inside each conversion action. Statuses: "Recording" = good, "Inactive" = not firing, "Unverified" = has never fired.
• HighServer-side tagging implemented or formally evaluated
  2026 Ad blockers and browser privacy restrictions kill client-side tags. Server-side GTM sends events from your server — conversion rates can jump 15-30% for affected accounts. If not implemented, document why.
• MediumGTM container clean — no zombie or duplicate tags
  Tip Old tags from past tests often fire silently and inflate data. Audit the GTM container and remove unused tags. Also check for conflicting Google Ads conversion tags firing twice.
• MediumGA4 sessions and Google Ads clicks reconcile (within ~20%)
  Tip GA4 sessions ≠ Google Ads clicks due to attribution models, bot filtering, and cross-device. A 10-15% variance is normal. More than 30% needs investigation — usually auto-tagging or bounce rate issues.

Remarketing & Site Visitors

• CriticalRemarketing tag fires on all pages (or GA4 audiences linked)
  Do Without this, no site visitor audiences can be built. Verify in Audience Manager → Sources. If using GA4, ensure "Personalized advertising" is enabled in the GA4 property settings.
• HighCore remarketing lists exist: All Visitors (30/90/180d), Converters, Cart Abandoners
  Do Minimum set: All site visitors (90 days), Converters (180 days for exclusion and upsell), and high-intent non-converters. These feed both RLSA and PMax audience signals.
• HighConverters excluded from acquisition campaigns (or bid-adjusted down)
  Do Avoid spending acquisition budget on existing customers. Add your "All Converters" list as an exclusion at campaign level on top-of-funnel Search and Display campaigns.
• MediumRLSA (Remarketing Lists for Search Ads) applied to Search campaigns
  Tip Apply warm audiences as "Observation" first to gather data. Then bid up for cart abandoners, bid down for early-stage browsers. This is underutilized even in well-managed accounts.

Customer Match & First-Party Data

• HighCustomer Match lists uploaded from CRM
  2026 With third-party cookie deprecation, first-party data is the primary targeting lever. Upload customer email lists at minimum. Segment by: past buyers, high-LTV customers, churned customers.
• HighCustomer Match lists refreshed at least monthly
  Watch Out Lists older than 90 days shrink as Google removes unmatched or expired entries. Re-upload fresh CRM exports monthly. Automate if possible via the Google Ads API or a connector.
• MediumHigh-LTV customer segments used as PMax audience signals
  2026 In Performance Max, audience signals tell Google what a valuable user looks like. Providing your best customers as a signal significantly improves PMax learning speed and quality.

In-Market & Affinity

• MediumIn-market audiences applied as "Observation" on Search campaigns
  Tip "Observation" mode doesn't restrict reach — it lets you see performance by audience and apply bid adjustments. In most accounts, in-market audiences convert 20-40% better than cold traffic.
• MediumAffinity audiences reviewed; irrelevant ones excluded on Display/YouTube
  Tip Applying negative affinity audiences (e.g., excluding "Budget Shoppers" for a luxury brand) can improve conversion rates and reduce wasted spend on Display and YouTube campaigns.
• New 2026Optimized Targeting evaluated for Display and Demand Gen campaigns
  2026 "Optimized Targeting" lets Google find users beyond your specified segments. Works well for awareness campaigns, less so for niche direct response. Review results before scaling.

Campaign Structure

• CriticalCampaign structure mirrors business goals — not account history
  Do Structure by objective (brand, non-brand, competitor, product category), not by who set them up or when. Inherited accounts often have campaigns named after old promotions or launch dates.
• HighBrand and non-brand campaigns separated
  Do Brand traffic has fundamentally different intent, CVR, and cost. Mixing them distorts ROAS and makes optimization impossible. Separate campaigns = separate budgets = accurate reporting.
• HighCompetitor campaigns isolated (if running)
  Tip Competitor campaigns need different bids, messaging, and budgets. Also review Google's trademark policy before running ads on competitor brand terms — violations can cause disapprovals.
• MediumNaming convention is consistent across all campaigns
  Tip Enforce: [Type] | [Network] | [Product/Category] | [Match Type] | [Date]. Example: "Search | Brand | Core | Exact | 2025-Q1". Inconsistent naming breaks filters, labels, and automated reporting.
• MediumPaused / zombie campaigns reviewed and documented
  Don't Paused campaigns still affect Quality Score history and create reporting noise. Archive campaigns unused for 90+ days and document why they were paused in the campaign description.

Campaign Settings

• CriticalGoal and campaign type set correctly for each campaign
  Watch Out Google uses the campaign goal to pre-configure settings and available bidding strategies. "Sales" vs. "Lead Generation" produce very different defaults. Review every campaign's goal.
• HighLocation targeting is "Presence Only" for local businesses
  Watch Out Default is "Presence OR Interest" — which includes people interested in the location but physically elsewhere. For local businesses, change to "Presence Only" under Settings → Locations → Location options.
• HighLocation bid adjustments set based on geographic performance data
  Tip Pull a location report filtered by conversions. If one city drives 40% of conversions but 20% of spend — bid it up. If another city costs 3x your CPA — bid it down or exclude it entirely.
• HighAd scheduling matches business hours or peak conversion windows
  Do Pull a "Day & Hour" report over 90+ days. If conversions drop to near-zero between midnight and 6am, reduce bids or pause during those hours. Never run 24/7 without checking this data first.
• MediumDevice bid adjustments applied based on device performance data
  Tip Mobile often has higher CTR but lower CVR. Pull the device performance report, calculate cost-per-conversion by device, then apply adjustments. Never apply device bids without data to back them.
• MediumShared negative keyword lists attached from Shared Library
  Do Create centralized negative lists (Shared Library → Negative Keyword Lists) for: "Not My Product", "Job Seekers", "Irrelevant Locations". Apply once, update in one place.
• MediumDisplay Network opt-in removed from Search campaigns
  Watch Out Search campaigns default to including Search Partners and sometimes the Display Network. Opt out of Display Network on all Search campaigns unless deliberately running a GDN strategy.

Budget Allocation

• CriticalBudget distribution reflects actual channel ROI
  Tip Brand campaigns have high ROAS but limited scalable volume. Non-brand is where growth happens. If brand consumes 60%+ of total budget, rebalance — but verify brand coverage isn't dropping first.
• HighShared budgets reviewed — are they helping or hiding underperformance?
  Watch Out Shared budgets let Google reallocate daily, but one high-performing campaign can starve others. Review individual campaign budget consumption within shared budget reports.
• MediumMonthly budget pacing is smooth — not exhausted before month end
  Do If campaigns regularly hit 100% budget by the 20th, Google throttles delivery in a cycle. Increase budget or reduce bids to smooth pacing. The "Recommendations" tab flags budget-limited campaigns.

Strategy Selection

• CriticalSmart Bidding strategy matches campaign maturity and conversion volume
  Watch Out Target CPA / ROAS need 30-50 conversions/month minimum to work reliably. New campaigns should start on Maximize Conversions (no target) for 2-4 weeks to gather data first.
• CriticalTarget CPA / ROAS is set from actual historical data, not aspirational goals
  Don't Setting a Target CPA 50% below historical CPA restricts delivery until the campaign barely spends. Start targets at historical averages, then tighten by 5-10% every 2 weeks.
• HighPortfolio bidding strategies used correctly (or avoided)
  Tip Portfolio strategies let you set one CPA/ROAS target across multiple campaigns — useful when individual campaigns lack conversion volume. But if campaigns have very different margins, use separate strategies.
• HighEnhanced CPC (eCPC) campaigns flagged for migration
  2026 eCPC is being phased out by Google through 2026. Most campaigns should migrate to Maximize Conversions with a CPA target. Flag any campaign still on eCPC for scheduled migration.
• MediumManual CPC campaigns are intentional and documented
  Tip Manual CPC is occasionally valid for brand campaigns where you want exact cost control. But in 2026, Smart Bidding outperforms manual CPC in nearly every scenario with sufficient conversion data.

Bid Targets & Performance

• HighCPA / ROAS targets reviewed against last-90-day actual performance
  Do Pull the "Bidding strategy report" (Tools → Bid Strategies) to see whether the strategy is meeting targets. If the "Learning" banner persists beyond 2 weeks, investigate the cause.
• HighBudget caps not preventing Smart Bidding from learning afternoon patterns
  Watch Out If budget exhausts by noon, Smart Bidding never sees afternoon conversion patterns. Smart Bidding and severe budget constraints are incompatible — increase budget or lower bids.
• MediumSeasonality Adjustments used for known events (Black Friday, sales)
  2026 Seasonality Adjustments (Tools → Bid Strategies → Advanced Controls) tell Smart Bidding to expect a temporary conversion rate change. Apply 24-48 hours before the event and remove after.
• MediumData exclusions applied for any tracking outage periods
  Do If tracking was broken for several days, Smart Bidding treats that as a zero-conversion period and reacts aggressively. Exclude those dates under Tools → Bid Strategies → Data Exclusions.

2026 Bidding Features

• New 2026Target Impression Share used only for brand campaigns
  2026 Target Impression Share (top of page) ensures competitors don't steal brand searches. Set 85-95% TIS for brand only. Never use TIS for non-brand — it optimizes for impressions, not conversions.
• New 2026Value-based bidding evaluated for lead generation accounts
  2026 Assigning different values to lead types (e.g., demo request = $500, contact form = $50) enables Target ROAS on lead gen. Much more effective than flat Target CPA when lead quality varies.
• New 2026AI-powered budget recommendations reviewed critically before applying
  2026 Google's AI budget suggestions in the Recommendations tab range from genuinely useful (budget-limited campaigns) to self-serving (increasing spend on underperforming campaigns). Review each one individually.

Structure & Segmentation

• HighSingle theme per ad group (STAG or tightly clustered)
  Do Each ad group should represent one intent or one product variant. "Women's Running Shoes" and "Men's Running Shoes" should not share an ad group — they need different ads and potentially different bids.
• HighAd group keyword count is reasonable (5–20 per group)
  Tip More than 30 keywords usually signals mixed intent. Use the Search Terms report to spot irrelevant queries bleeding across ad groups — a sign that segments are too broad.
• MediumAd group naming convention mirrors the campaign convention
  Tip You should be able to tell what the ad group targets without opening it. "Women | Running | Exact" or "Category - Brand - Variant" — be consistent across the entire account.
• MediumPaused ad groups archived or cleaned up
  Tip Paused ad groups with no historical conversions add noise to reporting. Archive ad groups inactive for 90+ days. Document the reason in the ad group description if kept for reference.

Quality Score Factors

• HighAverage Quality Score reviewed per ad group — target 6+
  Do QS below 5 means Google considers your ad/keyword/landing page poorly matched, which significantly increases CPCs. Prioritize fixing ad groups with QS 1-4 first.
• HighExpected CTR, Ad Relevance, and Landing Page Experience all reviewed separately
  Do QS has three components. "Below average" landing page score requires page improvements, not just ad tweaks. "Below average" ad relevance usually means ad copy doesn't reflect keyword intent.
• MediumDefault bids are differentiated by intent level
  Tip High-intent "buy now" ad groups should bid higher than informational "what is X" ad groups, even within the same campaign. Don't apply a flat default bid across all ad groups.

Match Type Strategy

• CriticalMatch type strategy is intentional and documented
  Do In 2026, Broad Match + Smart Bidding is Google's default push and can work with sufficient data. Exact Match offers the most control. Know which strategy you're running and why — don't default into it.
• HighBroad Match keywords only used with Smart Bidding and strong conversion history
  Watch Out Broad Match without Target CPA/ROAS is extremely risky. Google's query matching can drift wildly. If running Broad, review the Search Terms report weekly — especially in the first 30 days.
• HighMatch type overlap reviewed — same keyword not in multiple match types in same campaign
  Tip Running the same keyword in Exact and Broad in the same campaign splits the auction and creates random ad serving. Separate by campaign or use one match type with negatives to control routing.
• MediumPhrase Match performance evaluated against Exact + Broad strategy
  Tip Phrase Match behavior has evolved significantly since 2021 and continues shifting in 2026. Some strategies now skip Phrase entirely (Broad + Exact only). Audit Phrase Match keyword performance specifically.

Negative Keywords

• CriticalNegative keyword lists reviewed and updated within the last 30 days
  Do Negatives decay — new irrelevant queries emerge constantly. Pull the Search Terms report weekly and mine for negatives. Organize them into shared lists: "Irrelevant Queries", "Job Seekers", "Free Seekers".
• CriticalNegative keywords verified — not accidentally blocking converting terms
  Watch Out Over-aggressive negatives kill good traffic. Run a "Negative Keyword Conflict" check in Google Ads Editor (Tools → Find Duplicate Keywords) to find cases where negatives block your own active keywords.
• HighCross-campaign negatives applied — brand excluded from non-brand campaigns
  Do Brand terms must be excluded from non-brand campaigns to avoid self-competition. Add brand terms as Exact Match negatives in all non-brand campaigns. Confirm with a Search Terms report filtered by brand.
• HighSearch Terms report reviewed at least weekly
  Do The Search Terms report shows what actually triggered your ads. This is where you find new negatives, new keyword ideas, and match type drift. Schedule weekly review as a standing recurring task.
• MediumNegative lists shared across campaigns via Shared Library
  Tip Shared Library → Negative Keyword Lists. Apply once to all relevant campaigns and update in one place — instead of manually adding the same negative to 10 separate campaigns.

Keyword Health

• High"Low search volume" keywords reviewed — removed or kept intentionally
  Tip Low search volume keywords don't serve — they're inert. If a keyword hasn't served in 6+ months, remove it unless it's strategically important (e.g., a brand term or trademarked product name).
• HighDuplicate keywords within the same campaign removed
  Watch Out The same keyword in two ad groups of the same campaign splits the auction and creates random ad serving. Use Google Ads Editor's "Find Duplicate Keywords" tool to identify and resolve.
• MediumHigh-spend / zero-conversion keywords paused or bid-reduced
  Do Sort keywords by Cost descending, filter by 0 conversions in the last 90 days. Anything spending more than 3x your Target CPA with zero conversions needs investigation. Pause or drastically cut bids.
• MediumQuality Score columns in regular keyword reporting view
  Tip Add columns: Quality Score, Expected CTR, Ad Relevance, Landing Page Experience, Historical QS. Save this as a default column set. Makes QS issues visible without needing to dig for them.
• New 2026Google's keyword recommendations reviewed critically — not blindly applied
  2026 The Recommendations tab aggressively suggests new keywords, often Broad Match variants designed to expand spend. Review each one — many are irrelevant, off-brand, or optimized for Google's revenue, not yours.

Responsive Search Ads (RSAs)

• CriticalAt least one "Good" or "Excellent" strength RSA per ad group
  Do Ad strength is an imperfect proxy, but "Poor" strength RSAs indicate insufficient variety. Google requires at least one RSA per ad group — verify none are "Limited" or disapproved.
• HighAll 15 headline slots filled with meaningfully unique copy
  Do Google picks 3 headlines per impression. With only 5-6 headlines you're limiting combinations. Fill all 15 with genuinely different angles: features, benefits, CTAs, offers, urgency, social proof.
• HighAll 4 description slots filled with distinct angles
  Tip Write 4 descriptions with genuinely different angles: benefits-focused, urgency-focused, trust/social-proof-focused, and offer-focused. Don't repeat the same message in different words.
• HighPinned headlines used sparingly and only when legally required
  Watch Out Pinning forces a headline to always appear in a fixed position — drastically reducing testable combinations. Only pin if legally required (e.g., regulatory disclaimers). Never pin for style or preference.
• HighPrimary keyword included naturally in at least one headline
  Do Ads that match the searcher's query get bold text in the headline — increasing CTR significantly. Include the keyword phrase naturally in at least one headline without forcing awkward wording.
• HighClear call-to-action in at least one headline and one description
  Do "Get a Free Quote", "Shop Now", "Book Your Consultation". Specific CTAs outperform vague ones ("Learn More") for direct response campaigns. Match the CTA language to the campaign goal.
• MediumUnique value proposition present in each ad
  Do What makes this offer different from every other ad on the SERP? Price, speed, guarantee, free shipping, local presence? At least one headline or description must answer "why choose us".
• MediumDynamic Keyword Insertion (DKI) used carefully with solid negatives in place
  Watch Out DKI auto-inserts the triggering keyword into the headline. Powerful for CTR, but can produce embarrassing results with Broad Match. Never use DKI without a comprehensive negative keyword list.
• New 2026Ad customizers and IF functions in use where applicable
  2026 IF functions show different copy by device: {=IF(device=mobile,"Call Now","Request a Quote")}. Ad customizers enable countdown timers, location-specific copy, and audience-aware messaging. Underused in most accounts.

Ad Assets (Extensions)

• CriticalSitelink assets applied at account or campaign level (4–6 sitelinks)
  Do Sitelinks are the highest-impact free extension — they expand your ad footprint, push down competitors, and guide users to relevant pages. No sitelinks = wasted SERP real estate.
• CriticalCallout assets added (5–8 unique callouts)
  Do Callouts add short trust phrases below the ad. "Free Shipping", "24/7 Support", "No Contracts", "Google Certified". Apply at account level, then customize at campaign level where needed.
• HighStructured snippets added for relevant business categories
  Do Structured snippets show headers like "Services:", "Products:", "Destinations:". Add the most relevant header type. Great for service businesses listing specific offerings in the ad.
• HighCall assets configured for businesses that want phone leads
  Do Adds a click-to-call button on mobile. Set call hours to match business hours — calls outside hours are wasted spend. Enable call reporting to track calls as conversions in Google Ads.
• HighLocation assets linked (for local businesses)
  Do Shows address and "X km away" — dramatically increases CTR for local searches. Requires a linked and verified Google Business Profile. Check that GBP data is accurate (hours, address, category).
• HighPrice assets used for ecommerce or transparent service pricing
  Tip Price assets show product/service names and prices in a scrollable carousel. They pre-qualify clicks — users who aren't willing to pay the listed price won't click, improving lead quality.
• MediumLead form assets evaluated for mobile-heavy lead gen campaigns
  2026 Lead form assets let users submit contact info without leaving the SERP. In 2026, leads can sync directly to CRM via webhook. Worth testing for mobile-dominant accounts with simple lead forms.
• MediumPromotion assets active only during valid promotional periods
  Watch Out Promotion assets add a "%" badge and show the promotion detail. They expire — check that no expired promotions have been accidentally left active. They can trigger policy issues if misleading.
• New 2026Image assets added to Search campaigns (portrait + square crops)
  2026 Image assets appear alongside Search ads on mobile and can significantly increase CTR. Add 3+ images per campaign. Google needs both portrait and square crops. Verify policy compliance for image content.
• New 2026Automatically-created assets (ACA) reviewed and managed
  2026 Google now generates assets automatically from your landing page. In 2026 this is more aggressive. Review under Assets → Automatically Created. Opt out of low-quality, off-brand, or inaccurate assets.

Ad Approval & Policy

• CriticalNo disapproved ads running or in primary status
  Watch Out Disapproved ads don't serve. Go to Ads & Assets → filter Status = Disapproved. Common causes: trademark violations, destination mismatch, misleading claims. Fix before the next audit cycle.
• High"Eligible (limited)" ads reviewed and understood
  Tip Limited ads serve in most contexts but are restricted in some (e.g., gambling, alcohol, health categories). Understand why they're limited — it may affect reach in certain regions or to certain audiences.
• MediumAd copy claims are accurate and verifiable on the landing page
  Do "#1 in the industry", "Best Price Guaranteed", "Award-Winning" — Google requires these claims to be verifiable. Include proof on the landing page or remove the claim. False claims risk account suspension.

Campaign Setup

• CriticalPMax campaign goals set correctly (Sales vs. Leads vs. Store Visits)
  Watch Out PMax behavior changes dramatically by goal. "Store Visits" allocates heavily to Maps and local inventory. "Leads" pushes Lead Form assets. Verify the goal matches the actual business objective.
• CriticalPMax not running alongside Shopping campaigns for the same products
  Watch Out PMax takes precedence over Shopping for the same products. Running both creates reporting confusion. Either migrate fully to PMax or exclude products from Shopping that PMax should handle.
• HighFinal URL expansion reviewed — on or off based on campaign type
  2026 Final URL expansion (on by default) lets Google send traffic to any page it considers relevant — bypassing your chosen landing pages. For lead gen, turn this OFF and lock the URL in the asset group settings.
• HighStrong audience signals provided per asset group
  Do Audience signals = high-quality customer lists, custom intent audiences (based on search terms), or remarketing lists. Without signals, PMax starts cold. Provide your best-performing remarketing list and Customer Match list.
• HighBrand term exclusions applied to PMax
  2026 Apply brand exclusions via Account Settings → Brand Exclusions immediately. Without them, PMax cannibalizes brand search traffic that would convert anyway at far lower cost in a dedicated brand Search campaign.
• HighAsset groups segmented by product category or audience theme
  Do One PMax campaign can have multiple asset groups. Segment by: product category, audience type (prospecting vs. retargeting), or geographic market. Each asset group can have its own creative and audience signals.

Creative Assets

• HighAll required asset types uploaded: images (all crops), logos, videos, headlines, descriptions
  Do PMax without video will auto-generate video from your images — and the quality is almost always poor. Always upload at least one real video. Asset type coverage directly determines which placements PMax can reach.
• HighVideo assets follow the ABCD framework (10s+ minimum)
  2026 Google's ABCD framework: Attention (hook in first 5s), Branding (show brand early), Connection (emotional relevance), Direction (clear CTA). Short punchy videos outperform long corporate ones in PMax placements.
• MediumAsset performance ratings reviewed — "Low" assets replaced
  Do Check asset group details → Assets tab. Assets rated "Low" should be replaced. Compare "Low" vs. "Best" assets for clues about what messaging resonates with the audience.
• MediumHeadlines cover at least 5 genuinely different angles
  Tip Provide headlines with distinct angles: feature-led, benefit-led, offer-led, urgency-led, and social-proof-led. Don't repeat the same message in different words — Google will rarely serve redundant headlines.

Monitoring & Optimization

• HighSearch terms Insights report reviewed weekly
  Do PMax → Insights → Search Terms. This is the only direct visibility into what searches PMax is targeting. Look for brand cannibalization, off-topic queries, and missed opportunities for dedicated Search campaigns.
• HighAccount-level placement exclusions applied
  2026 PMax placement reports aren't directly viewable, but account-level placement exclusions (Shared Library → Placement Exclusions) apply to PMax. At minimum, exclude known bad placements from your Display experience.
• MediumPMax ROAS/CPA target reflects incremental contribution (not blended credit)
  Watch Out PMax is known for claiming credit for conversions that would have happened anyway (brand searches, direct visits). Use geo-based incrementality tests or experiments before scaling PMax budget.
• New 2026PMax experiments run before major budget increases
  2026 Google's Experiment tool now supports PMax experiments. Run a 50/50 split vs. Standard Shopping or existing Search campaigns to measure true incrementality before committing more budget to PMax.

Technical Performance

• CriticalCore Web Vitals passing (LCP < 2.5s, CLS < 0.1, INP < 200ms)
  2026 INP (Interaction to Next Paint) replaced FID as a Core Web Vital in 2024. Check PageSpeed Insights and Search Console → Core Web Vitals for each specific ad landing page URL — not just the homepage.
• HighMobile page load time under 3 seconds
  Do 53% of mobile users abandon pages that take over 3 seconds to load. Test the specific ad landing page URL in PageSpeed Insights (mobile tab) — ad landing pages are often slower than the main site.
• HighAll landing page URLs return 200 status — no 404s or redirect chains
  Watch Out Ads pointing to 404 pages or redirect chains (301→302→200) waste spend and hurt Quality Score. Pull the Landing Page report in Google Ads → sort by conversion rate to spot broken destinations.
• MediumHTTPS on all landing pages
  Do Google Ads policy requires HTTPS destination URLs — HTTP landing pages cause ad disapproval. Also verify the HTTP → HTTPS redirect works and doesn't add excessive latency through multiple hops.

Relevance & Conversion

• CriticalLanding page message matches the ad copy and keyword intent
  Do Message match is the #1 conversion factor. If the ad says "Free Consultation for Roof Repair", the page must lead with exactly that. A disconnect between ad promise and page content causes immediate bounce.
• HighSingle, clear conversion goal per landing page
  Do Landing pages with multiple CTAs (call, form, download, chat, newsletter) confuse visitors. Pick one primary CTA and make everything else secondary. Dedicated landing pages convert 40-60% better than homepage traffic.
• HighForm length is appropriate for the offer value
  Tip Match friction to value: "Free Quote" = name, email, phone, project type (4 fields max). "Enterprise Demo" can justify more fields. Long forms on low-value offers kill conversion rates.
• MediumTrust signals present on the page (reviews, certifications, logos, guarantees)
  Do For non-branded keywords, visitors don't know you. Add: star ratings, customer count, certifications, press logos, or video testimonials. Trust signals reduce abandonment on the first visit.
• MediumPage matches the funnel stage of the triggering keyword
  Tip "What is X" keywords should land on educational pages with a soft CTA. "Buy X online" should land on a product or checkout page. Sending all traffic to a generic homepage loses the conversion intent entirely.

Attribution & Reporting

• CriticalAttribution model is Data-Driven (not Last Click)
  2026 Google deprecated all rule-based attribution models in 2024 and defaults to Data-Driven. Verify each conversion action uses DDA. Last Click severely undervalues upper-funnel touchpoints (Display, YouTube).
• HighCross-campaign attribution understood — Assist conversions reviewed
  Tip PMax and Brand campaigns claim credit for conversions that other campaigns influenced. Pull "Assist Conversions" and "Top Paths" reports (Attribution → Paths) to understand the full conversion journey.
• HighCustom reporting column set saved as default view
  Tip Save a column set including: Impressions, Clicks, CTR, Avg CPC, Cost, Conv., Conv. Rate, Cost/Conv., ROAS, Impr. Share, Lost IS (Budget), Lost IS (Rank). Apply this at every reporting level.
• MediumImpression Share and Lost IS (Budget / Rank) monitored regularly
  Do IS Lost to Budget = you need more budget. IS Lost to Rank = you need better QS or higher bids. This is how you distinguish between a budget-constrained and a quality-constrained campaign.
• MediumAuction Insights report checked for competitive landscape changes
  Tip Auction Insights shows which competitors appear alongside you, their overlap rate, and impression share. Useful for spotting new entrants, seasonal competitor surges, or when a competitor drops out of the auction.
• MediumBroad Match query drift monitored — compare search terms quarter over quarter
  2026 Google's Broad Match query matching changes continuously. The same broad keyword in 2026 may match very different queries than it did in 2024. Run a Search Terms comparison: Q1 last year vs. Q1 this year.

Scripts & Automation

• HighAll account scripts still running correctly — error logs checked
  Watch Out Google API updates periodically break scripts silently. Check the Scripts dashboard for error logs. Common failures: bid management scripts, QS trackers, placement exclusion automations.
• HighAutomated rules reviewed — change log checked monthly
  Watch Out Automated rules fire silently. Pull the automated rules log (Tools → Rules → View Results) to see what was changed in the past 30 days. Outdated rules can pause campaigns or apply wrong bids.
• MediumEmail alerts set up for cost spikes and conversion drops
  Do Set automated alerts: Cost > $X in a day, Conversions < Y in a week, CTR drops below Z%. These catch issues before they become expensive. Use Automated Rules or Google Ads notification settings.
• New 2026Auto-Apply recommendations audited — unwanted rules disabled
  2026 Google now applies some recommendations automatically unless opted out. Check Tools → Recommendations → Auto-Apply settings. Disable anything that changes bids, match types, or pauses keywords automatically.

Competitive & Market Signals

• MediumGoogle Ads Insights tab reviewed monthly
  2026 The Insights tab shows demand forecasts, search trend changes, and audience insights. Check monthly for seasonal demand shifts, rising search themes, and audience behavior changes relevant to your campaigns.
• MediumCompetitor activity tracked via Auction Insights combined with Google Trends
  Tip Combine Auction Insights (who's bidding, at what overlap rate) with Google Trends (overall category demand). If impression share drops but Trends shows stable demand — a competitor has increased bids or improved QS.
• MediumSeasonal strategy planned at least 4–6 weeks in advance
  Do PMax and Smart Bidding need time to learn — don't launch new campaigns one week before Black Friday. Document peak seasons in a media calendar and pre-load creatives, budgets, and asset groups.

Account Health

• HighGoogle Ads Policy Manager checked for active violations
  Watch Out Go to Tools → Policy Manager. Active policy violations (not just "Eligible Limited") can result in campaign or account suspension. Address all "Violation" statuses immediately.
• HighNo outdated references to "Accelerated delivery" in account documentation
  2026 Accelerated delivery was removed by Google in 2019 but still appears in inherited documentation. Confirm all campaigns use Standard delivery — Accelerated no longer exists as an option.
• MediumOptimization Score reviewed critically — not blindly followed toward 100%
  Tip An account with 65% Optimization Score and excellent ROI is better than one at 95% with poor ROI. Apply recommendations that match your strategy and dismiss others with a documented reason.
• New 2026Consent Mode v2 implemented for all EU/EEA accounts
  2026 Required for EEA from March 2024. Consent Mode v2 sends conversion pings even when users decline cookies — using modeled data to fill gaps. Without it, EU campaign data is severely under-reported. Verify in GTM configuration.