Paid Search Audit Tool — Darrell Canty

Free Audit Tool

Paid Search Audit

Answer a few questions about your current Google Ads setup and get a scored audit with specific findings and prioritized recommendations — the same framework I use to evaluate accounts.

Account Basics

Campaign Structure

Bidding & Budget

Tracking & Attribution

Your Results

Account Basics

Tell me about your account so I can calibrate the audit to your situation.

Monthly Ad Spend

Primary Campaign Goal

Industry / Vertical

How long has this account been running?

Under 6 months

6–18 months

18+ months

Campaign Structure

Campaign structure is where most accounts have hidden problems. Be honest — this is where the audit earns its keep.

Do you separate branded and non-branded campaigns?

Yes, separate campaigns

No, mixed together

Not sure

Do you have a negative keyword list?

Yes, regularly updated

Yes, but rarely updated

No negative keywords

What match types are you using?

✓

Broad match

✓

Phrase match

✓

Exact match

✓

Performance Max

Have you partnered with your SEO team to avoid bidding on organically ranked terms?

Yes

No SEO team

How many ad variations are you testing per ad group?

1 (no testing)

2–3 variations

4+ with rotation

Bidding & Budget

How you bid determines how efficiently your budget converts to results.

What bidding strategy are you using?

Manual CPC

Target CPA

Target ROAS

Maximize Conversions

Mixed strategies

Do you review Search Term Reports regularly?

Weekly

Monthly

Rarely

Never

Do you use Auction Insights to monitor competitors?

Yes, regularly

Occasionally

Never used it

Is your budget ever limited by “Limited by budget” status?

Never

Sometimes

Often

Tracking & Attribution

Clean tracking is the foundation of every good decision. Garbage in, garbage out.

How is your conversion tracking set up?

GTM, verified accurate

GTM, not verified

Direct tag, verified

Not sure how it’s set up

No conversion tracking

What attribution model are you using?

Data-driven

Last click

First click

Not sure

Do you track calls as conversions?

Yes

Calls not relevant

Are you connected to Google Analytics 4?

Yes, linked to Ads

GA4 exists, not linked

No GA4

Overall Account Score

—

Prioritized Recommendations

Want a deeper dive?

These findings are a starting point. If you want to walk through your account structure, attribution setup, or bidding strategy in detail — let’s talk.

Get in Touch →

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