# Google Ads Audit Checklist
**Enk Consulting** — Free sample resource  
What to check before you spend more on ads

Go through this list before increasing budget. Mark what is already solid.

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## Account structure
- [ ] Campaigns are separated by intent (search vs display vs performance max, if used)
- [ ] Location targeting matches where you actually serve customers
- [ ] Negative keywords remove irrelevant searches
- [ ] Brand vs non-brand campaigns are separated (if you bid on your name)

## Tracking
- [ ] Conversion tracking is installed and firing
- [ ] Conversions match real outcomes (calls, forms, bookings) — not vanity clicks
- [ ] Phone call tracking is set up if calls matter to your business
- [ ] Offline conversions (booked jobs) can be reviewed somehow

## Keywords & ads
- [ ] Keywords match how customers actually search
- [ ] Ad copy mentions the offer, location, and a clear next step
- [ ] Landing pages match the ad promise
- [ ] Extensions (call, location, sitelinks) are used where helpful

## Budget & bidding
- [ ] Daily budget can support enough clicks to learn
- [ ] You are not paying for clicks that never convert
- [ ] Search terms report is reviewed at least monthly
- [ ] Poor performers are paused or reworked

## Quality & experience
- [ ] Mobile experience loads quickly and forms are easy
- [ ] Business hours / response expectations are clear
- [ ] Someone replies to ad leads quickly
- [ ] Reviews or trust signals appear near the form when possible

## Red flags
- Spending more without more booked work  
- Lots of clicks, few calls/forms  
- Forms submitted but no follow-up  
- Landing page talks about everything except the offer in the ad  

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**Tip:** Ads create interest. Follow-up turns interest into booked work.

Book a free AI Growth Audit: https://www.enkconsulting.ca/book  
contact@enkconsulting.ca