Google Ads Self‑Assessment
Answer 16 quick statements about tracking, structure, bidding and ads to score your Google Ads account and see what to fix first.
Runs entirely in your browser. Your answers aren’t sent anywhere or stored.
Goals & tracking
Our target cost per sale or lead, or target ROAS, is based on our margins or customer lifetime value.
Only our most valuable action, such as a purchase or qualified lead, is set as a primary conversion.
Enhanced conversions and consent mode are set up and working.
Google Ads is linked to GA4, and to Merchant Center if we sell online, with auto-tagging turned on.
Structure & keywords
Brand and non-brand campaigns are separate, and brand terms are excluded from non-brand campaigns.
Ad groups are built around one clear theme, with a manageable number of keywords in each.
Search campaigns run on the Search Network only, with the right locations and languages.
We review the search terms report and add negative keywords at least monthly.
Bidding & budget
Campaigns using target CPA or target ROAS get at least 30 conversions a month.
Broad match keywords are only used with smart bidding.
Our best campaigns aren’t limited by budget, and monthly spend stays on target.
We compare 30-day and 90-day performance before making big changes.
Ads, assets & audiences
Every ad group has at least one responsive search ad rated Good or Excellent.
Campaigns have at least 4 sitelinks, plus callouts, structured snippets and image assets.
Remarketing and customer lists are added to search campaigns in Observation mode.
If we sell online, our product feed has no disapprovals and uses descriptive titles and high-quality images.
How to use it
- Answer each statement for your main Google Ads account. If you’re not sure, choose “No”: it’s probably worth checking.
- Your score appears once all 16 are answered, with a breakdown by area.
- Start with the weakest area. Tracking problems come first, because every other fix depends on clean data.
A short version of the full audit I run for clients, which covers more than 70 checks across tracking, structure, bidding, keywords, Shopping, Performance Max, ads and audiences.
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