In this blog post, I will share my strategy to audit a Google Ads account from scratch. This is going to be very detailed so it will help both the beginner and advanced users to audit their Google Ads account and most importantly how you can solve the problems by yourself. So let’s get started.

1.0 Account Structure

1.1 Not using the campaign goal:

One of the feature Google added to new Google Ads is ‘Campaign Goal’. Now you can use this feature by selecting a campaign goal to tell Google Ads to about your campaign objective. When you create a campaign, you can select a campaign goal which should align with the main thing you want to achieve with your campaign. I recommend using this feature because Google machine learning is stronger than ever and it’s getting stronger day by day. All automated features are way more advanced and way more useful.

Here are the types of gaols you can use in your Google Ads campaign.

Types of Google Ads Campaign Goal

To read the official statement, please visit the page.

How to fix: Please log in to your Google Ads account and use a campaign goal which fits with your campaign.

Selecting a campaign goal



1.2 Conversion bidding Issues:

For CPA bidding, Google uses advanced machine learning to get more conversions within the daily budget. This automated bidding is highly recommended for an optimized campaign, it improves the results. But there are two mistakes people often do when they set up their bidding.

Google Ads Conversion Bidding

i) It is never a good idea to use CPA bidding in a Google Ads account which has poor historical conversion data. Google machine learning collects data from certain data points, it uses historical conversion data. Fresh Google Ads account or account which has received only a few conversion actions are not recommended using CPA bidding. A certain amount of conversion data is required to work this bidding strategy. According to the Google Ads community expert to run the CPA bidding, you need to have at least 15 conversion actions in the last 30 days.

ii) If you want to use CPA bidding, please set up the conversion tracking properly. If you set up conversion tracking wrong this bidding strategy could cause you to lose your money. Because the conversion report will feed the wrong data to the Google machine learning. So the recommendation is please track all actions that bring value to your business and assign attributes properly.

1.3 Including Google search partner with the search network:

Google Search Network and Search Partner Network is not the same thing! Search partners are partnered with Google to show ads, hundreds of non-google websites along with YouTube and other Google sites. 

The complicated thing is Google never revealed the whole list of sites. They just said It’s hundreds of non-Google search engines. We only know Youtube, Google Shopping and Google Playstore. What about the rest hundreds of websites? And there are no placement exclusion options there. 

From my previous experiences, most of the time the cost per conversion on Google Partner sites are very high. So it is recommended not to use the Google Partner network in your Google Ads campaign. 

Here is how you can exclude the Google Partner network: Please log in to your Google Ads Account / Select a Search Campaign / Click to the settings/ uncheck the search partner option from the network settings ( please check the screenshot)

Google Ads Search Partner Setting

You can check the search partner performance by yourself if it’s worth using the campaign segment. Please select your campaign/click to the segment option / Click ‘Network (with search partner)’. Now you’ll be able to see the performance of your search partner network. 

Search Partner Network Segmentation

1.4 Using both search and display network together:

Search Network and Display Network both works in a different way. Search network serves ads to the search engine result page on the other hand display network serve ads to the people browsing websites. These two types of audiences are totally different, keywords work in a different way than the banner ads. So it is highly recommended not to target the both network in one Google Ads campaign.

Display Network

1.5 Selling products and not using the shopping campaign:

1.6 Missing out the advanced location targeting:

1.7 Using manual bidding in 2020

Go to – Table of contents

2.0 Ads & Ad Groups

2.1 Not using expanded text ads

2.2 Not using responsive text ads

2.3 Not using at least 3 text ads in 1 ad group

Go to – Table of contents

3.0 Text Ad Extensions

3.1 Not using all available text ads extensions

3.2 Not optimizing text ads regularly

Go to – Table of contents

4.0 Display Remarketing

4.1 Not using display remarketing

4.2 Just setting up 1 remarketing list

4.3 Not using all available image ads size

4.4 Not excluding mobile apps

4.5 Not adjusting the device bidding

Go to – Table of contents

5.0 Keywords & Quality Score

5.1 Not using mix SKAG strategy

5.2 Using only broad match keyword

5.3 Using only exact match keyword

5.4 Not optimizing the keywords regularly

Go to – Table of contents

6.0 Conversion Optimization

6.1 Not having conversion setup

6.2 Not tracking all valuable metrics

6.3 Not using the event tracking

Go to – Table of contents

7.0 Landing Page Audit

7.1 Landing Page Copy is not compelling

7.2 CTA is missing

7.3 Communication funnel is not user-friendly



Click here to get a completely free Google Ads Audit with video report and 30 minutes free consultancy. I can guarantee you will be amazed by the value you’ll get.


Please commend below if you have any questions. Thank you.