Summary  
This chapter covers how to implement a structured, repeatable auditing routine that systematically reviews configurations, performance metrics, and tracking accuracy to detect and correct inefficiencies early.

General domain of usage  
Digital advertising campaign management

Google Ads is not a **set it and forget it** platform. Without regular reviews, inefficiencies creep in and wasted spend piles up. This chapter shows how to build a habit of auditing your accounts.


### Key Points:

- **Regular audits** help you cut waste, spot underperformers early, and keep your structure clean;
- Audit frequency should be **monthly** for light checks, **quarterly** for deep dives, or **immediately** after major updates like new funnels or offers.

#### Key Audit Areas:

- **Campaign structure**: logical splits, naming conventions;
- **Keyword quality**: tight themes, negatives updated;
- **Ad copy**: fresh variations, relevance to queries;
- **Bidding and budgets**: aligned with performance goals;
- **Landing pages**: speed, message match, mobile usability;
- **Conversion tracking**: accuracy and consistency
- **Audiences**: remarketing lists active and sized correctly.

Use a **standard audit template** to log findings, assign owners, and track progress across time.

Summarize each audit with **3–5 key insights** and **immediate action steps** - this makes it digestible for stakeholders and creates accountability.

The complete course for freelancers, business owners, and marketers to confidently run
profitable Google Ads campaigns—designed for real-world application.

An introduction to Google Ads, exploring how it can benefit your business or clients, the different types of campaigns available, and a guided look inside the platform’s interface.

Learn how to set up your Google Ads account for long-term success, from structuring it professionally and integrating key tracking tools to configuring billing, permissions, and essential business settings.

Master keyword research and targeting by learning how to use the Keyword Planner, understand match types, and build ad groups strategically for maximum campaign performance.

Learn how to create ads that drive results by writing compelling ad copy, leveraging ad extensions for greater impact, and following best practices to ensure smooth approval.

Discover how to design landing pages that drive action, ensure a strong message match with your ads, and use testing and optimization tools to continually improve performance.

Gain full control over your ad spend by understanding daily vs. lifetime budgets, choosing between manual and automated bidding, and optimizing your Quality Score for better results.

Unlock the full potential of audience targeting by creating core, custom, and lookalike audiences, applying high-converting remarketing strategies, and leveraging Customer Match with GA4 audiences in your campaigns.

Learn what Performance Max campaigns are, when to use them, how to provide high-quality creative assets and data, and the best practices for monitoring and optimizing their performance.

Explore why short-form video is so powerful in 2025, how to create effective YouTube ads using accessible tools, and proven targeting strategies to maximize video campaign success.

Master conversion tracking and attribution by setting up Google Ads tracking, using UTM tags and GA4 events, comparing attribution models, integrating multiple data sources, and building advanced reports in Google Looker Studio.

Learn how to troubleshoot poor campaign performance, manage negative keywords and UX issues, perform regular account audits, adapt strategies during force majeure events, and apply lessons from cross-industry case studies.

Discover when and how to scale campaigns effectively, leverage scripts and rules to automate campaign management, and stay up to date with the latest platform changes to maintain a competitive edge.

Performing Regular Account Audits

Key Points:

Key Audit Areas:

Awesome!

Performing Regular Account Audits

Key Points:

Key Audit Areas: