Free guide
10 Things to Check Before You Spend Another £1 on Google Ads
Most Google Ads accounts we audit are wasting money somewhere, and it's rarely because the business is wrong for Google. This checklist covers the ten areas we look at first in every account, so you can find where your budget is going and get your account working again.
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What's inside
Each check tells you where to look in your Google Ads account and what to change. There's a one-page summary at the end you can tick off as you go.
- 01
Conversion tracking
Make sure you are recording real leads, and that only those are set as Primary.
- 02
Search terms
Find the irrelevant searches you are paying for and add them as negatives.
- 03
Match types
Check your match types suit your budget and the data you have.
- 04
Location targeting
Stop showing ads to people outside the area you actually serve.
- 05
Networks
Keep Display out of your Search campaigns and check how Search Partners perform.
- 06
Ad scheduling
Run your ads when someone is there to answer the phone.
- 07
Landing pages
Check your pages are relevant, fast and easy to use on a phone.
- 08
Bidding strategy
Pick a bidding strategy that fits how many conversions you get.
- 09
Ad copy and assets
Give people a reason to choose you, with assets set up and nothing out of date.
- 10
Account control
Review auto-applied recommendations, check you own the account and read the change history.
Work with us
Want a second pair of eyes?
If you've worked through the list and found more than two or three problems, you're very likely overpaying for your leads. We'll review your account for free, with no obligation.