Even the best ad campaigns lose steam if you set them and forget them. That’s why auditing your Google Ads account regularly is one of the most beneficial ways to maintain strong performance and avoid wasted spend. Learn more about auditing your Google Ads account and see an example of how a Google Ads audit benefited one of my clients.
What Is a Google Ads Audit?
A Google Ads audit is a full review of your account performance, ad structure, targeting, bidding, and conversion tracking. It helps you identify what’s working and what’s not. Reviewing your account can also help you save money by eliminating what isn’t working.
How Often Should You Audit?
- Monthly: Review top-level KPIs, budget pacing, and performance by campaign.
- Quarterly: Deep-dive into keyword performance, A/B test results, location performance, and ad extensions.
- Annually: Evaluate your overall account structure, bidding strategies, and conversion goals.
Key Elements to Review in an Audit
When reviewing your Google Ads account, consider these questions:
- Are your keywords relevant and converting?
- Is your ad copy aligned with the landing page?
- Are you tracking conversions properly in GA4 or Google Ads?
- Are negative keywords being used to eliminate waste?
- Is your location, device, or audience targeting too broad?
Real Results from Regular Auditing
One of my clients, a higher education institution, was spending nearly $50,000 per month on Google Ads and knew they could perform better. After conducting a full audit, we:
- Paused under-performing campaigns
- Updated ad copy to tie in with relevant keywords
- Changed keyword match types to avoid overspending
- Switched from manual bidding to automatic bidding
- A/B test new campaign formats
- Continued to review the account every month for new opportunities
In one year, their cost-per-lead dropped by 46% and conversions increased by 153%!
Keep It Fresh, Keep It Profitable
Your customers’ behavior, keyword trends, and even platform rules are constantly changing. Auditing your Google Ads regularly ensures that you’re not wasting budget on under-performing campaigns.
Need a fresh set of eyes on your ad account?
Book a Google Ads Audit with Byers and Beyond Marketing →
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