Eight places to check in your Google Ads account.
The eight things I check first on every Google Ads audit, on one page to keep. From the post Why Your Google Ads Account Is Bleeding Budget.
Search terms report first, always
Pull the last 90 days of search terms and sort by cost. It is the fastest way to find waste.
Match type mix
A campaign over 80% broad match with no smart-bidding signal is a red flag, not a strategy.
Conversion tracking accuracy
Duplicate conversions, calls counted twice, forms firing on load. Bad tracking makes every other decision wrong.
Device and location bid adjustments left on old defaults
Re-run the segmentation instead of trusting adjustments set two years ago.
Ad schedule nobody remembers setting
Check who the current customer is, not who they were when the schedule was built.
Landing page to ad copy mismatch
If the ad promises a free consultation, the page should not open with a pricing table.
Auto-applied recommendations
Turn auto-apply off. Review recommendations one by one.
Attribution model against sales cycle length
Last-click undercounts the campaigns that started a long sales cycle.
Want me to run these on your account?
Thirty minutes, free. I'll look at what you're running now and tell you honestly what I'd change first. Paid work starts at €100, and only if you want it.