Google Ads Account Health Checklist

What's inside

• Tracking: conversion actions for real outcomes, primary and secondary goals, enhanced conversions, consent mode and a GA4 link.
• Settings: the location option, search partners and the Display Network, your ad schedule and auto-applied recommendations.
• Keywords and search terms: regular search terms reviews, shared negative lists, careful use of broad match and no overlapping ad groups.
• Ads and landing pages: responsive search ads, assets, relevant final URLs and fast, matching landing pages.
• Budget and bidding: bid strategies that suit your data, campaigns limited by budget, and judging results on conversions.

Who it's for

Business owners running their own Google Ads, in-house marketers and anyone taking over an account from someone else. Most of the checks are written with Search campaigns in mind.

How to use it

Set aside time once a month and work through each section in order, starting with tracking: if conversions aren't recorded correctly, every bidding decision rests on bad data. Pay close attention to the location setting, as the default “Presence or interest” option can show ads to people outside your area. Treat Ad Strength as a guide only: Google states that Ad Rank and Quality Score don't take it into account.