Auditing a Google Ads account isn’t just about spotting mistakes—it’s about tailoring your approach based on the client’s needs and goals. Whether you’re pitching a new client, managing an existing account, or optimizing your own campaigns, understanding the three types of audits—Quick Wins, Strategic, and Optimization—can help you deliver actionable insights and improve performance.

Let’s break down each audit type, its purpose, and how to apply it effectively.

1. Quick Wins Audit: Fast Fixes for Immediate Results

🔍 What It Is:
A Quick Wins Audit focuses on high-impact optimizations that deliver results quickly. It’s perfect for new client pitches or immediate performance boosts.

✅ Key Focus Areas:

• Underperforming Keywords: Find keywords with zero impressions or conversions.
• Budget Allocation: Identify restricted or misallocated budgets.
• Negative Keywords: Look for missing negatives to reduce wasted ad spend.
• Ad Copy: Ensure headlines and descriptions are fully optimized.
• Conversion Tracking: Verify tracking is correctly set up and working.
• Landing Pages: Ensure traffic is going to the right pages for conversions.
• Merchant Center Feed: Identify e-commerce feed issues.

💡 Examples of Quick Wins:
✔ Adding negative keywords to block irrelevant search terms.
✔ Increasing budgets for top-performing campaigns.
✔ Writing better ad copy to use all available space.
✔ Fixing broken conversion tracking or setting it up if missing.
✔ Redirecting ads to high-converting landing pages.

🚀 Why It Matters:

• Builds client confidence with fast results.
• Addresses low-hanging fruit that improves performance immediately.

🔹 Bottom Line: Start with quick, high-impact fixes to gain momentum.

2. Strategic Audit: Aligning Google Ads with Business Goals

🔍 What It Is:
The Strategic Audit takes a big-picture approach, ensuring the account aligns with business objectives and market trends.

✅ Key Focus Areas:

• SWOT Analysis: Identify strengths, weaknesses, opportunities, and threats.
• Market Trends: Analyze industry trends, competitors, and consumer behavior.
• Testing Framework: Assess whether there’s a structured plan for testing and optimization.
• Short-Term vs. Long-Term Goals: Understand whether the focus is revenue growth, market expansion, or profitability.
• Account Structure: Ensure campaigns are set up strategically.

💡 Examples of Strategic Insights:
✔ Recommending a structured testing plan for ad copy, bidding strategies, or audiences.
✔ Setting clear KPIs (e.g., increase leads from 100 to 200 per month).
✔ Aligning budget and bidding strategies with business goals.
✔ Identifying opportunities to expand into new markets or platforms.

🚀 Why It Matters:

• Ensures long-term sustainability and profitability.
• Provides a clear roadmap for short-term and long-term growth.

🔹 Bottom Line: Think bigger than just ads—align campaigns with business success.

3. Optimization Audit: Maximizing Performance Over Time

🔍 What It Is:
The Optimization Audit focuses on day-to-day adjustments to keep performance efficient and profitable.

✅ Key Focus Areas:

• Negative Keywords: Regularly update negative lists to cut waste.
• Budget Adjustments: Monitor and reallocate budgets based on performance.
• Key Metrics: Track and optimize CPA, ROAS, CTR, and conversion rates.
• Ad Extensions: Ensure sitelinks, callouts, and structured snippets are optimized.
• Audience Segmentation: Test new audiences and targeting strategies.
• Performance Analysis: Compare period-over-period data for trends.

💡 Examples of Optimization Actions:
✔ Adding negative keywords to eliminate waste.
✔ Adjusting bids for top-performing keywords and audiences.
✔ Testing new ad extensions to boost CTR and engagement.
✔ Creating custom intent audiences to target high-value users.
✔ Analyzing landing page performance and improving UX.

🚀 Why It Matters:

• Ensures constant improvement in ad performance.
• Reduces wasted ad spend and maximizes ROI.

🔹 Bottom Line: Ongoing optimizations keep campaigns competitive and profitable.

Summary: 3 Types of Google Ads Audits

Audit Type	Focus	Key Actions	Why It Matters
Quick Wins Audit	Immediate, high-impact optimizations.	Fix underperforming keywords, add negative keywords, optimize ad copy.	Builds client confidence and delivers quick results.
Strategic Audit	Long-term alignment with business goals.	Conduct SWOT analysis, set KPIs, align budget and bidding strategies.	Ensures sustainable growth and goal achievement.
Optimization Audit	Day-to-day optimizations for continuous improvement.	Update negative keywords, adjust budgets, test ad extensions and audiences.	Maximizes ROI and keeps campaigns efficient.

How to Combine All 3 Audits for Maximum Impact

The best approach combines all three audits for a well-rounded strategy. Here’s how:

1️⃣ Start with a Quick Wins Audit to address immediate issues and show value.
2️⃣ Conduct a Strategic Audit to align campaigns with business objectives.
3️⃣ Implement an Optimization Plan for ongoing improvements.

🔹 Example Workflow:
✅ Quick Wins: Fix conversion tracking & add negative keywords.
✅ Strategic Audit: Set a goal to increase leads by 50% in 6 months.
✅ Optimization Audit: Test new ad copy, bidding strategies, and audience signals.

Final Thoughts

Auditing a Google Ads account isn’t one-size-fits-all. By understanding Quick Wins, Strategic, and Optimization audits, you can tailor your approach to your client’s needs.

🔹 For new clients: Use Quick Wins to show immediate value.
🔹 For long-term strategy: Conduct a Strategic Audit to align campaigns with goals.
🔹 For ongoing success: Use Optimization Audits to continuously improve performance.

💡 The best results come from combining all three audit types!