Google Ads Account Audit: find wasted spend and what to fix first

Start with tracking: check that conversions are recording, because every other number depends on them. Then look for money that brings nothing back, such as search terms and keywords with spend and no conversions, and campaigns above your target cost per conversion. Next check budget and Ad Rank limits, Quality Score, ads per ad group and settings such as locations and networks. This tool runs those checks on your own exports.

Any one is enough to start, and each adds checks. The Campaigns report gives budget status, impression share and bid strategy; the Keywords report gives keyword spend and Quality Score; the Search terms report shows searches to block; the Ads report shows Ad strength and disapproved ads. Download each table as CSV for the same date range and drop them here together.

It means the campaign is running but shows ads less often than it could because of its budget. Search lost IS (budget) shows the share of times your ads did not show on Search for the same reason. If the campaign converts at a good cost, more budget there is a sensible first step; if not, cut wasted spend before adding money. Google does not raise budgets for you.

No. It is our own measure from your exports and answers: each check that passes counts fully and each one to improve counts half, weighted by how much it matters. Google's own ratings, such as Quality Score and Ad strength, are shown in your account, and the audit reads them from your exports. Use our score to track progress between audits, not to compare accounts.

No. It never signs in to Google Ads and does not use the Google Ads API. You download the reports yourself and open them here, where they are read in your browser and not uploaded. Your checklist answers stay on the page too. To make changes, follow the fix in each check in Google Ads or Google Ads Editor.