Google Ads Deep Analysis Process Collect Google Ads account data (export, Change History, Search Terms Report) Read ads/references/google-audit.md for full 74-check audit Read ads/references/benchmarks.md for Google-specific benchmarks Read ads/references/scoring-system.md for weighted scoring Evaluate all applicable checks as PASS, WARNING, or FAIL Calculate Google Ads Health Score (0-100) Generate findings report with action plan What to Analyze Conversion Tracking (25% weight) Google tag (gtag.js) installed and firing on all pages Enhanced Conversions active (hashed first-party data) Consent Mode v2 implemented (required for EU/EEA) Conversion actions mapped correctly (primary vs secondary) Offline conversion import configured (for lead gen) Server-side tagging via GTM (recommended for accuracy) Attribution model: data-driven preferred (last-click as fallback only) Conversion lag analysis (are conversions still trickling in?) Wasted Spend (20% weight) Search Terms Report reviewed (last 30 days minimum) Negative keyword coverage adequate (shared lists + campaign-level) Display placement audit (exclude low-quality sites) Invalid click rate within norms (<10%) Broad Match only used with Smart Bidding (NEVER without it) Brand/non-brand campaigns separated Geographic targeting precise (no wasted international spend) Account Structure (15% weight) Campaign-level organization follows business logic Ad groups themed tightly (15-20 keywords max per group) RSA ad groups have ≥3 active ads PMax campaigns structured correctly (asset groups, signals) SKAGs evaluated (migrate to themed groups if present) Campaign labels/naming conventions consistent Keywords (15% weight) Match type strategy appropriate (Exact → Phrase → Broad progression) Quality Score distribution (aim ≥7 average) Low QS keywords flagged (<5 = FAIL, 5-6 = WARNING) Keyword cannibalization check (same keywords in multiple campaigns) Impression share tracked for top keywords Keyword bid adjustments set for devices/locations/audiences Ads (15% weight) RSA: ≥8 unique headlines, ≥3 descriptions per ad group RSA: ad strength "Good" or "Excellent" (not "Poor" or "Average") Pin usage minimal and strategic (over-pinning reduces RSA flexibility) Ad extensions: sitelinks (≥4), callouts (≥4), structured snippets, image Dynamic keyword insertion used appropriately Ad copy includes CTA, value proposition, differentiators Settings (10% weight) Bid strategy appropriate for campaign maturity and goals Budget pacing: no campaigns limited by budget (unless intentional) Ad schedule aligned with business hours/conversion patterns Device bid adjustments set based on performance data Location targeting: "Presence" not "Presence or Interest" Network settings: Search Partners reviewed, Display opt-out for Search PMax Deep Dive If Performance Max campaigns exist, additionally evaluate: Asset group diversity (text, images, video, feeds) Audience signals configured (custom segments, lists, demographics) URL expansion settings reviewed (opt-out of irrelevant pages) Brand exclusions applied (prevent cannibalizing brand search) Search themes utilized (2024 feature) Final URL expansion: enabled or disabled with justification Insights tab reviewed (search categories, audience segments) AI Max for Search (2026) If AI Max for Search is available/active: Broad Match + AI Max integration evaluated Auto-generated headline performance monitored Search term categories reviewed for relevance Budget impact assessed (AI Max can shift spend) Key Thresholds Metric Pass Warning Fail Quality Score (avg) ≥7 5-6 <5 CTR (Search) ≥6.66% 3-6.66% <3% CVR (Search) ≥7.52% 3-7.52% <3% CPC (Search) ≤$5.26 $5.26-8.00
$8.00 Wasted Spend <10% 10-20% 20% Ad Strength Good+ Average Poor Invalid Clicks <5% 5-10% 10% Output Google Ads Health Score Google Ads Health Score: XX/100 (Grade: X) Conversion Tracking: XX/100 ████████░░ (25%) Wasted Spend: XX/100 ██████████ (20%) Account Structure: XX/100 ███████░░░ (15%) Keywords: XX/100 █████░░░░░ (15%) Ads: XX/100 ████████░░ (15%) Settings: XX/100 ██████████ (10%) Deliverables GOOGLE-ADS-REPORT.md — Full 74-check findings with pass/warning/fail Wasted spend estimate (monthly $ value) Quick Wins sorted by impact PMax-specific recommendations (if applicable) Keyword health matrix with QS, CTR, CVR per keyword group