Score your Google Ads account out of 50 points. Fix failures in priority order — conversion tracking first, then structure, then optimization.

→ Google Ads Glossary · Performance Max Guide · Google Ads Nepal

Google Ads Audit Checklist (2026): 50-Point Account Health Scorecard

Scoring

Score Rating
45–50 Excellent — optimize incrementally
38–44 Good — fix partial items
30–37 Needs work — restructure likely
<30 Critical — pause scaling until fixed

1. Conversion tracking (10 points) — CHECK FIRST

# Check Pts
1 Primary conversion actions defined and counted correctly 2
2 Conversion values passed for e-commerce (not just count) 2
3 GA4 linked to Google Ads with auto-tagging enabled 1
4 Enhanced Conversions enabled (hashed email/phone) 1
5 No duplicate conversion counting (GA4 + Ads both primary) 1
6 Phone call conversions tracked if phone leads matter 1
7 Offline conversion import for COD/CRM leads (if applicable) 1
8 Consent Mode v2 if targeting EEA/UK 1

→ Enhanced Conversions guide · Consent Mode v2

2. Account structure (8 points)

# Check Pts
9 Campaigns organized by goal/funnel stage (not one mega-campaign) 2
10 Brand Search separate from non-brand 2
11 Ad groups thematically tight (≤15 keywords per group) 1
12 No duplicate keywords across campaigns (internal competition) 1
13 PMax has brand exclusions configured 1
14 Naming convention consistent (readable in reports) 1

3. Keywords & search terms (10 points)

# Check Pts
15 Negative keyword lists maintained (shared + campaign) 2
16 Search terms report reviewed in last 7 days 2
17 Match types appropriate (not all broad without negatives) 1
18 No single-keyword ad groups wasting budget (SKAGs outdated) 1
19 Low-quality search terms excluded 1
20 Nepali + English query variants considered 1
21 Location targeting set correctly (Nepal or specific cities) 1
22 Ad schedule aligned with business hours (if B2B) 1

4. Ads & assets (10 points)

# Check Pts
23 RSAs with ≥10 headlines, ≥4 descriptions 2
24 Ad strength “Good” or “Excellent” on key ad groups 2
25 Ad extensions active: sitelinks, callouts, structured snippets 2
26 Call extension with correct Nepal phone number 1
27 Landing pages match ad intent (message match) 2
28 Mobile landing page experience acceptable (speed, form usability) 1

5. Bidding & budget (7 points)

# Check Pts
29 Bidding strategy matches conversion volume (smart bidding needs data) 2
30 tROAS/tCPA targets realistic (not throttling impressions) 1
31 Daily budget sufficient for learning (≥3× target CPA) 1
32 Not in perpetual “Learning” due to frequent edits 1
33 Impression share lost to budget/bid reviewed 1
34 Device bid adjustments based on conversion data 1

→ Smart Bidding · ROAS Calculator

6. Reporting & hygiene (5 points)

# Check Pts
35 Automated rules or alerts for spend anomalies 1
36 UTM parameters on final URLs (GA4 alignment) 1
37 Change history reviewed after performance shifts 1
38 Disapproved ads resolved within 24 hours 1
39 Billing and payment method valid (dollar card active) 1

Priority fix order

  1. P0: Conversion tracking (items 1–8)
  2. P1: Brand/non-brand separation + negatives (9–10, 15–16)
  3. P2: Ad strength + extensions (23–26)
  4. P3: Bidding strategy alignment (29–32)
  5. P4: Reporting hygiene (35–39)

Nepal-specific audit notes

  • Verify NPR conversion values if reporting in local currency
  • Check COD workflow: are you counting placed orders or confirmed deliveries?
  • Dollar card expiry — billing failure pauses all campaigns silently
  • Compare CPC to Nepal benchmarks