Google Ads Audit Checklist for SaaS
Run this before adding budget, or when results drop. Most of the problems are found in the first ten checks.
Is tracking trustworthy?
Tracking is trustworthy when every form fires one primary conversion, the count is set to one per click for leads, CRM stages come back into Google Ads, and a test lead appears in both systems. Audit tracking first, because every other finding depends on the conversion data being right.
Only demo, trial and qualified stages are primary.
Lead forms count one conversion per click.
No form is counted by both the Google tag and a GA4 import.
A test form appears in Google Ads and the CRM, with its click ID.
SQLs and opportunities are imported at least weekly.
Is the account structure controllable?
The structure is controllable when brand is separate, each campaign has one intent and its own budget, and settings match what you meant to buy. Check locations, networks and auto-applied recommendations, because defaults in all three can spend money on things nobody chose.
Brand searches have their own campaign and budget.
Category, competitor and problem are not mixed.
Search campaigns target presence, not presence or interest.
Search Partners and Display expansion are on only by choice.
Automatically applied recommendations are reviewed or limited.
Google lets you choose which recommendations are applied automatically. Check that list: some types can add keywords or change bidding without anyone reviewing them.
Are you paying for the right searches?
You are paying for the right searches when most spend in the search terms report goes to buyer searches, negatives cover the obvious waste, and broad match keywords are not drifting into unrelated topics. Review 90 days, sorted by cost, and tag the top terms by intent.
Top 50 terms by cost tagged by intent.
Jobs, free, template, login and definition themes excluded.
Broad match terms checked for unrelated topics.
Non-brand campaigns don’t spend on your brand name.
Competitor spend is in its own campaign and judged on SQLs.
Google’s search terms report is the source. If this is where the problem is, our page on clicks without demo requests goes deeper.
Where is money being wasted?
Money is usually wasted in five places: locations you don’t sell to, hours when nobody converts, devices with poor results, Performance Max overlapping Search, and campaigns limited by budget while weaker ones spend freely. Segment the last 90 days by each and compare cost per SQL.
Spend by country and region matches where you sell.
Hours and days with spend but no SQLs are reduced.
Mobile and desktop cost per SQL compared.
Performance Max has brand exclusions and does not compete with Search.
The best campaigns are not limited by budget.
Once the audit is done, decide the next step with our framework for pausing or scaling.
Audit tracking first, because every other finding depends on it.
If conversions are wrong, every other audit finding is built on bad data. Start there, every time.
Frequently asked questions
How often should a Google Ads account be audited?
A full audit every quarter, and a lighter monthly check of search terms, settings and tracking.
What should be fixed first after an audit?
Tracking, because every other decision depends on it. Then wasted search terms and settings, then structure.
Should I turn off auto-applied recommendations?
Limit them to types you have reviewed. Some can add keywords or change bidding without anyone checking the effect.
Should Search Partners be switched off?
Switch it off at the start and test it later on its own. Keep it only if its cost per SQL is acceptable.
Can I audit my own account?
Yes, with this checklist. An outside review helps when the same person built and runs the account, because it’s hard to see your own defaults.
What should a Google Ads audit cost?
It depends on account size and whether the audit includes the CRM and landing pages. Ask for a fixed fee and a written list of findings in priority order.
Sources & further reading
Platform settings and policies change. These sources let you check the current details directly.