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7 Things to Check during a Google Ads Account Audit

Google Ads can be described as a strong tool for businesses as far as reaching their target audience and driving conversions are concerned. However, if you want your Google Ads campaign to be effective you must maintain and optimize it regularly. It is also important in this context to conduct a thorough audit of such campaigns.

Campaign Structure And Organization 

This is the first factor that a PPC agency Singapore must focus on while auditing Google Ads accounts. Structure is the foundation on which the success of such an account is built. You have to evaluate the organization of your campaigns, keywords, and ad groups, and ensure that they are structured logically and aligned with the business goals of your clients.

Keyword Relevance And Match Types 

As a PPC marketing agency, you must review your keyword list to make sure that they are relevant and properly aligned with your landing pages and ads. Check for negative keywords so that you can weed out irrelevant traffic and assess the match types used for keywords. 

Ad Copy And Ad Extensions 

A PPC agency Singapore needs to check how well its ad copies are performing. This means analyzing conversion rates and CTRs (click-through rates) for various ad variations. Test new ad copies consistently to perform better. On top of that, assess how well you have used ad extensions such as site link extensions, structured snippets, and callout extensions.

Quality Score and Ad Ranking 

Both these are of extreme importance for a PPC agency Singapore. Quality Score plays a major role in how well Google Ads perform. Check the Quality Score of the keywords you are using as they have a direct impact on cost-per-click and position of an ad. Identify keywords with low-quality scores.

Bidding Strategy And Budget Allocation 

These are two areas where a PPC agency Singapore should never go wrong. Examine how good your bidding strategy is irrespective of whether it is automated or manual. Analyze how well your bidding strategies have performed based on factors such as conversions, impressions, and clicks. Adjust your bids for the relevant high-performance keywords. 

Landing Page Experience And Conversion Tracking 

Landing page experience has a significant effect on how well your Google Ads campaign performs. Make sure that you have optimized your landing pages to be relevant and fast and provide users with a great experience. Check whether you have set up conversion tracking properly or not.

Performance Analysis And Reporting 

Use reporting tools of Google Ads to get insights into the performance of your campaigns. Analyze metrics such as the following:

  • impressions
  • clicks
  • conversions 
  • CPC (cost-per-click)
  • ROI (return on investment)

Identify anomalies, trends, and areas where you can improve your ad campaign further. 


It is important to get your Google Ad account regularly even when you are getting the work done by the top PPC marketing agencies in Singapore such as Surch. This way, you can make sure that your ads are performing optimally and that you are maximizing ROI in this particular context.  

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