The Paid Search Audit Checklist

The same working checklist I use when I open a Google Ads account for the first time. Six sections, ordered the way a real audit runs: measurement first, then spend, search terms, ads, bidding, and what happens after the click.

• Find the waste hiding in the bottom slice of your spend
• Catch the tracking problems that make every other number fiction
• Know when smart bidding is helping and when it's guessing