# Google Ads Account Audit Checklist

*A free VigilDog resource — vigildog.com. Audit before you optimize.*

Most wasted ad spend hides in tracking gaps and structure, not bids. Work this audit in order — fix
the foundations before you touch a single bid.

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## 1. Conversion tracking (fix first — everything depends on it)

- [ ] Conversions fire correctly and are **deduplicated** (no double-counting).
- [ ] The **right actions** count as conversions (purchases/leads, not pageviews).
- [ ] Values are passed (revenue) where relevant; currency correct.
- [ ] Enhanced conversions / offline imports where they apply.
- [ ] No "no recent conversions" or tag errors in the diagnostics.

## 2. Account structure

- [ ] Campaigns segmented by goal/budget, not vanity themes.
- [ ] Ad groups tightly themed; match types intentional.
- [ ] No overlapping/cannibalizing keywords across ad groups.
- [ ] Assets/extensions present (sitelinks, callouts, images).

## 3. Bidding + budgets

- [ ] Bid strategy fits the goal (and has enough conversion data).
- [ ] **Budget-limited** campaigns identified (lost impression share to budget).
- [ ] tCPA/tROAS targets are realistic vs. historical performance.

## 4. Search terms + negatives

- [ ] Recent **search-term report** reviewed for wasted spend.
- [ ] Negative keyword lists applied; **brand defense** in place.
- [ ] Irrelevant/broad triggers pruned.

## 5. Then: act on it from chat

Once the audit is done, the fixes are repetitive — pausing losers, shifting budget, adding negatives.

- [ ] Connect the account to Claude with the **VigilDog Ads MCP** and make those changes in plain
      language, dry-run by default, with an approval gate.

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## Do it faster

The **[VigilDog Ads MCP](https://vigildog.com/ads-mcp)** lets Claude and ChatGPT run this audit and
the fixes from a conversation — scoped, revocable, and safe on live accounts. Learn how at
https://vigildog.com/guides/run-google-ads-from-claude · Start free: **https://vigildog.com/signup**