Free Tool
Interactive PPC
Audit Scorecard
Evaluate your Google Ads account across 40 critical checkpoints spanning campaign structure, tracking, bidding, audiences, creative, landing pages, and more. Receive an instant letter grade, identify your biggest optimization opportunities, and export a professional audit report you can share with your team or stakeholders.
0out of 100
F
Major issues across the account
PPC Audit Scorecard
Check every item your account currently satisfies. Your score and grade update instantly as you work through each category.
How it worksHow the PPC
How the PPC
audit works
Most account reviews start with opinions. This one starts with evidence. Walk the scorecard category by category, mark what is actually in place, and you will see where spend is leaking and where performance still has room to run.
Structure
Campaign naming convention
Ad group segmentation
Bidding
tCPA targets set correctly
Budget pacing reviewed
14/40checkpoints
Work the checklist
Move through 40 checkpoints across eight areas: structure, keywords, creative, bidding, audiences, landing pages, tracking, and reporting. Only check what is truly live in the account today. Collapse each section so you can audit one layer at a time without losing focus.
B
F
D
C
B
A
Grade updates with every checkbox
CB+12 pts
Watch the score move
Every checkbox updates your score in real time. The grade shifts from F to A as coverage improves, so you know quickly whether you are looking at a healthy account or one that needs serious work. No manual math required.
StructureA
KeywordsB+
BiddingC
AudiencesD
TrackingB
Copy report
Share what you found
Hit Copy Report to pull a clean text summary into your clipboard. It breaks out each category, the score, and what passed or failed. Drop it into email, Slack, or a QBR deck so everyone agrees on what to fix first.
Ready to find out where your account actually stands? The audit takes about 15 minutes and gives you a scored, shareable report you can act on immediately without waiting for an agency pitch or a discovery call.
TipsPPC audit
PPC audit
best practices
A score only matters if it changes what you do next. These are the habits strong PPC teams use to turn an audit into better CPA, cleaner data, and fewer surprises in the ad account.
6Practices that
actually move numbers
actually move numbers
Tip 01 / Cadence
Audit quarterly, skim weekly
Run the full scorecard every quarter. Weekly, spot check search terms, conversion tags, and budget pacing. Small issues caught early rarely turn into five-figure waste.
Quarterly full audit + weekly pulse check
Tip 02 / Foundation
Fix the data layer first
Broken tracking corrupts every decision downstream. Validate tags, GTM triggers, conversion actions, and offline imports before you touch bids or budgets.
Bad data creates expensive blind spots
Tip 03 / Priority
Cut waste before you chase growth
Negative keywords, bad search terms, lazy audience exclusions, and paused losers recover budget fast. Plug leaks first, then scale what already converts.
Recover budget before requesting more
Tip 04 / Tracking
Save your first score as a baseline
Export the first pass and date it. Re-run after cleanup work and show the delta. That before and after story is how you earn trust with clients and leadership.
Before and after delta builds credibility
Tip 05 / Team
Split the work across roles
Structure and bidding for the strategist. Creative and extensions for the copy lead. Tracking for analytics. One person will miss things a disciplined team catches.
Specialization surfaces gaps one person misses
Tip 06 / Mindset
Skip what does not fit your account
Not every row applies to every business. Single SKU brands may not need SKAGs. Some B2B funnels will not run landing page tests in Q1. Use the framework, not a guilt trip.
Context matters more than full coverage
Put these into practice with a real account. The PPC scorecard walks you through every checkpoint so you can apply these principles systematically instead of hoping you remembered everything.
FAQPPC audit
PPC audit
scorecard FAQs
Run the full scorecard every quarter. In between, do quick weekly passes on search terms, budget pacing, and conversion tracking. If you just inherited an account, rebuilt campaign structure, or saw CPA spike without a clear reason, audit now. Waiting turns small fixes into expensive habits.
A B grade, roughly 76 to 90, usually means the account is in solid shape with clear optimization paths left. Perfect scores are rare because some items simply do not fit every business model. SKAGs, offline imports, and certain landing page tests are not always relevant. Focus on your weakest categories first. That is where the money is.
Conversion tracking is non-negotiable. If the data is wrong, every bid decision is wrong. After that, search term hygiene, negative keyword discipline, and landing page message match move CPA faster than almost anything else. Structure and bidding matter, but they cannot save bad tracking or irrelevant traffic.
Yes, with minor caveats. Structure, audiences, creative, landing pages, tracking, and reporting principles carry over. A few rows are Google specific, like GTM setup and Quality Score language. Treat those as directional and adapt the checklist to the platform you are managing.
Start with tracking and attribution. Nothing else counts until the numbers are trustworthy. Next, stop budget bleed with negatives, exclusions, and pauses on clear losers. Then work growth levers: ad testing, landing page improvements, and bid strategy tuning. Lowest scoring categories usually map to the highest impact fixes.