/ads:google

Run a comprehensive Google Ads account audit using 74 deterministic checks across 6 categories to identify optimization opportunities and compliance issues.

Quick Start

Copy/agileflow:ads:google <account-data>                  # Full Google Ads audit

What It Checks

The audit applies 74 checks across 6 weighted categories:

Output

You receive:

• Google Ads Score (0-100)
• Category breakdown with individual scores and deductions
• Detailed findings categorized by severity (CRITICAL, HIGH, MEDIUM, LOW)
• Evidence - Actual account data that triggered each finding
• Business impact - Estimated wasted spend or missed conversions
• Specific remediation steps - Exactly how to fix each issue
• Quality gate status - Conversion tracking, 3x Kill Rule, Broad Match checks

Account Data Needed

Provide details about your Google Ads setup:

• Campaign types and objectives (Search, Display, Shopping, Performance Max)
• Budget and monthly spend
• Number of campaigns, ad groups, keywords
• Conversion tracking setup (Google Tag, Enhanced Conversions, etc.)
• Bid strategies in use
• Keyword match types (Exact, Phrase, Broad)
• Average Quality Scores
• Performance metrics (CTR, CPC, CPA, ROAS, conversions)
• Ad copy style (Responsive Search Ads, Expanded Text Ads)
• Extensions in use

Example format:

Google Ads Account Summary
- 8 campaigns, 40 ad groups, 500+ keywords
- Monthly spend: $15,000
- Mostly Broad Match keywords with manual bidding
- CTR: 2%, CPC: $3, CPA: $50 (target $40)
- Conversion tracking: Google Tag only, no CAPI
- Ad extensions: Basic only (sitelinks, callouts)

The 74 Checks Explained

Conversion Tracking (12 checks - 25% weight)

• Google Tag installed on all landing pages
• Enhanced conversions enabled
• Conversion actions properly defined
• Conversion values assigned (for purchases/leads)
• Attribution model set (data-driven preferred)
• Conversion window appropriate (30-90 days)
• Consent Mode v2 active (for EU traffic)
• Offline conversions imported (if applicable)
• Server-side tagging planned/deployed
• Micro-conversions tracked
• Conversion tags firing correctly

Wasted Spend (15 checks - 25% weight)

• Negative keyword coverage across campaigns
• Search term report reviewed regularly
• 3x Kill Rule - No campaigns with CPA > 3x target
• Low Quality Score keywords (< 4) paused
• Display/Search network properly separated
• Search partner performance optimized
• Geographic targeting refined
• Ad schedule optimized with bid adjustments
• Device bid adjustments configured
• Audience exclusions applied
• Placement exclusions on Display
• Brand vs non-brand campaigns separated
• Budget pacing healthy
• Broad Match not used without Smart Bidding
• Keyword cannibalization prevented

Account Structure (12 checks - 15% weight)

• Campaign naming convention consistent
• Ad group theme consistency (< 20 keywords each)
• Single Keyword Ad Groups (SKAGs) for top keywords
• Campaign count appropriate (not over-segmented)
• Labels applied for organization
• Shared budgets used appropriately
• Campaign type matches objective
• Ad group count per campaign (5-20 range)
• Landing page relevance per ad group
• Account-level settings (auto-tagging, tracking)
• Performance Max isolation
• Experiment campaigns running

Keyword Strategy (14 checks - 15% weight)

• Match type distribution (mix of Exact/Phrase)
• Long-tail keyword coverage
• Keyword to ad group relevance
• Negative keyword conflicts avoided
• Quality Score distribution (70%+ at QS 6+)
• Impression share > 70% for top campaigns
• Keyword bid strategy aligned with goals
• Competitor keywords in separate campaigns
• Keyword status issues resolved
• Keyword count per ad group appropriate
• Dynamic Search Ads for gap coverage
• Seasonal keyword planning
• Keyword intent matches funnel stage
• Keyword performance reviewed regularly

Ad Copy Quality (11 checks - 10% weight)

• Responsive Search Ads (RSA) count per ad group
• Headline count (10+ unique)
• Description count (3+ per RSA)
• Strategic pinning (not over-pinned)
• Ad strength "Good" or "Excellent"
• Dynamic Keyword Insertion used appropriately
• Call-to-action in descriptions
• Unique value proposition highlighted
• Ad extensions active (4+ types)
• Landing page relevance to ad copy
• Ad testing cadence (monthly variants)

Campaign Settings (10 checks - 10% weight)

• Bid strategy appropriate with data
• Budget allocation reflects performance
• Location targeting method correct ("Presence" for local)
• Language targeting matches audience
• Ad rotation set to "Optimize"
• IP exclusions configured
• Audience targeting layers applied
• Conversion goal aligned per campaign
• Remarketing lists applied to search
• Auto-apply recommendations reviewed

Quality Gates (Critical Rules)

These override the scoring and must be fixed first:

1. Conversion tracking required - No optimization recommendations without tracking
2. No Broad Match without Smart Bidding - CRITICAL waste generator
3. 3x Kill Rule - Campaigns with CPA > 3x target must pause immediately
4. Brand/non-brand separation - Required for accurate measurement

Example Usage

Basic Audit

Copy/agileflow:ads:google "Google Ads: 5 campaigns, mostly Broad Match, manual bidding, 2% CTR, $50 CPA. No Enhanced Conversions set up."
# Returns: Google Ads Score with specific issues

Detailed Audit

Copy/agileflow:ads:google
# Paste full account setup and performance data
# Returns: Comprehensive 74-check audit with remediation steps

Expected Improvements

By implementing the recommendations:

• 10-25% reduction in cost per conversion through waste elimination
• Quality Score improvements of 1-2 points on average
• 20-40% better click-through rate through ad copy optimization
• Faster conversion attribution with proper tracking setup
• Reduced wasted spend through Smart Bidding and negative keywords

When to Run

• Monthly - Monitor account health and optimization opportunities
• After major changes - New campaigns, bid strategy changes, structure changes
• Quarterly review - Comprehensive account assessment
• Before scaling budget - Ensure account is optimized before increasing spend
• When performance declines - Diagnose why metrics are degrading

Tips

• Conversion tracking first - Fix tracking before any other optimization
• Quality Score matters - Improving QS reduces CPC more than bid changes
• Search terms gold mine - Spend 30 mins/week reviewing search term reports
• Test, don't guess - Use experiments for major changes
• Keep negative keywords updated - Monthly search term review = less waste

Related Commands

• /ads:audit - Full multi-platform audit
• /ads:meta - Meta Ads comparison
• /ads:budget - Budget optimization