Digital Marketing Dean Book your call

Free tool

The Google Ads self-audit

Twelve plain-English questions from the 30-point audit I use on client accounts. Answer honestly, get a score straight away, and see exactly where your budget might be leaking.

How it works: answer Yes, Not sure or No to each question. No login to your account is needed. Your score appears at the bottom, and I can email you the full report with fixes.

Conversion tracking

Do the conversions in Google Ads roughly match the real enquiries or sales you received last month?

If Google reports far more (or fewer) than reality, bidding is guided by bad data.

Are only real business outcomes (sales, leads, calls) set as primary conversions?

Page views and button clicks as primary goals teach Google to chase the wrong people.

Are phone calls and WhatsApp enquiries tracked, if customers use them?

Untracked calls make good campaigns look bad and get switched off.

Account structure

Could you explain in one sentence what each campaign is for?

If you can't, the budget is probably spread too thin to learn.

Are your location, language and network settings deliberately chosen?

Defaults often include places and networks you don't want to pay for.

Search terms

Have you reviewed the search terms report in the last 30 days?

It shows what people actually typed. It's where most waste hides.

Do you have a negative keyword list that you add to regularly?

Negatives stop you paying for searches like "free", "jobs" and "DIY".

Ads

Does every ad group have at least one responsive search ad with strong, specific headlines?

Generic ads cost more per click and win fewer customers.

Performance Max

If you run Performance Max, have you checked it isn't mostly spending on your own brand name?

PMax can claim credit for customers who were already searching for you.

Remarketing

Are you showing ads to people who visited your site but didn't enquire or buy?

Past visitors are often your cheapest customers.

Budget

Do you know your target cost per lead or return on ad spend, and check it monthly?

Without a target, you can't tell whether the account is working.

Ownership

Is the Google Ads account in your name, with you as an administrator?

If an agency owns it, you could lose years of data when you leave.

0% 0 of 12 answered

Green: solid foundations

Your account covers the basics well. The gains now come from sharper testing and structure. A second pair of eyes often still finds money.

Areas to look at

    Get the full report

    I’ll email you the report with what each gap means and how to fix it, plus my plain-English newsletter. Unsubscribe any time.

    By signing up you agree to receive emails from Digital Marketing Dean. See the privacy policy.

    Want all 30 questions answered for your account?

    Let’s talk

    Rather talk it through?

    Book a free discovery call and we’ll go through your answers together.

    Book your call
    WhatsApp me
    Dean Lurie

    You’ll speak to me, not a sales rep. And I’m the one who works on your account.

    Book your call