Google Ads audit checklist

Why it matters: One campaign for very different services means one budget and one bid strategy for very different economics, so you can't move money to what works.

MegaMCP checks it automatically: MegaMCP lists every campaign with its budget, bidding and 30-day results, and flags campaigns whose ad groups cover unrelated themes.

Why it matters: Display expansion on a Search campaign sends budget to low-intent placements that usually convert at a fraction of search rates.

MegaMCP checks it automatically: MegaMCP reads each campaign's network settings and flags Search campaigns with Display expansion switched on.

Why it matters: Tight themes let the ad and landing page match the query, which lifts click-through rate and Quality Score.

MegaMCP checks it automatically: MegaMCP counts keywords per ad group and points out ad groups that mix unrelated terms.

Why it matters: Readable names make reports, rules and handoffs painless, and mistakes easier to spot.

MegaMCP checks it automatically: MegaMCP reads names and labels across the account and lists the ones that break your pattern.

Why it matters: Clutter hides real problems and slows every future audit.

MegaMCP checks it automatically: MegaMCP lists campaigns, ad groups and keywords with no impressions in the last 90 days.

Why it matters: If page views or button clicks are primary conversions, automated bidding chases those instead of customers.

MegaMCP checks it automatically: MegaMCP lists every conversion action with its category, primary or secondary status and counting method.

Why it matters: A GA4 import plus a Google Ads tag for the same event doubles conversions, makes results look better than they are and pushes bids up.

MegaMCP checks it automatically: MegaMCP compares conversion actions that track the same event and flags overlaps, and 'every' counting on lead actions.

Why it matters: Without values every conversion looks equal, and value-based bidding can't prefer the big job over the small one.

MegaMCP checks it automatically: MegaMCP checks which actions report values and which use a flat default.

Why it matters: Cookie loss and consent banners hide conversions. Enhanced conversions and Consent Mode modeling recover part of what's missing.

MegaMCP checks it automatically: MegaMCP reads each action's enhanced conversion setting and tag status.

Why it matters: Form fills aren't revenue. Importing qualified leads or sales teaches bidding which clicks actually make money.

MegaMCP checks it automatically: MegaMCP uploads offline conversions from HubSpot or a CSV and checks when the last import ran.

Why it matters: A tag broken by a site update silently starves Smart Bidding of data while spend continues.

MegaMCP checks it automatically: MegaMCP checks every action's status and last conversion date, and alerts you when one goes quiet.

Why it matters: A profitable campaign capped by budget is leaving cheap conversions on the table.

MegaMCP checks it automatically: MegaMCP's budget pacing report finds budget-limited campaigns and compares their cost per conversion with the rest of the account.

Why it matters: Google can spend up to twice the daily budget on a given day, so month-end overspend or underspend is common without pacing checks.

MegaMCP checks it automatically: MegaMCP projects month-end spend for each campaign and flags anything heading over or under plan.

Why it matters: Budgets set once drift away from where conversions are cheapest.

MegaMCP checks it automatically: MegaMCP ranks campaigns by cost per conversion and proposes budget moves for you to approve.

Why it matters: A bidding change or broad match expansion can multiply spend overnight.

MegaMCP checks it automatically: MegaMCP's budget bumpers block any change that would break your caps, and its anomaly checks flag spend spikes.

Why it matters: Broad match on manual or Maximize Clicks bidding matches loosely related queries and burns budget.

MegaMCP checks it automatically: MegaMCP reports spend by match type and bidding strategy and flags broad match without conversion-based bidding.

Why it matters: A handful of universal negatives ('jobs', 'salary', 'free', 'how to') often removes a noticeable share of wasted spend.

MegaMCP checks it automatically: MegaMCP reads your negative keyword lists and suggests universal negatives that are missing.

Why it matters: Duplicates split your data and make your own ad groups compete in the same auction.

MegaMCP checks it automatically: MegaMCP finds the same keyword and match type in more than one place.

Why it matters: Low Quality Score raises the price of every click and pushes ads down the page.

MegaMCP checks it automatically: MegaMCP lists keywords with their Quality Score components (expected CTR, ad relevance, landing page experience) and flags the weakest.

Why it matters: A keyword that has spent two or three times your target CPA without converting rarely turns around on its own.

MegaMCP checks it automatically: MegaMCP finds keywords over a spend threshold with zero conversions and proposes pausing them for your approval.

Why it matters: New irrelevant queries appear constantly, especially with broad match and automated campaigns.

MegaMCP checks it automatically: MegaMCP pulls search terms on a schedule and reports the new ones that spent money.

Why it matters: Every irrelevant term you don't exclude keeps spending, every day.

MegaMCP checks it automatically: MegaMCP proposes negative keywords from wasted search terms; you approve them, and every change can be undone.

Why it matters: Promoting winners to keywords gives you control over their bids, ads and landing pages.

MegaMCP checks it automatically: MegaMCP finds converting search terms that aren't keywords yet and proposes adding them.

Why it matters: Automated campaigns match queries you never chose; their search term insights are the only view of where that money goes.

MegaMCP checks it automatically: MegaMCP reads Performance Max and AI Max search term reports alongside regular search terms.

Why it matters: More strong headlines and descriptions give Google room to match the query and win the click.

MegaMCP checks it automatically: MegaMCP lists ads with their ad strength and flags ad groups with no ad, or only Poor ones.

Why it matters: Relevance plus a reason to click raises click-through rate, which lowers cost per click.

MegaMCP checks it automatically: MegaMCP reads every headline and checks keyword coverage, duplicates and missing calls to action.

Why it matters: Assets make ads larger and more useful at no extra cost per impression.

MegaMCP checks it automatically: MegaMCP checks asset coverage per campaign and can add missing assets after you approve.

Why it matters: Local businesses win calls and visits from ads that show a phone number, address or photo.

MegaMCP checks it automatically: MegaMCP checks which asset types each campaign uses and suggests the missing ones.

Why it matters: Disapproved ads don't serve and limited ads serve less; either can quietly switch off your best ad group.

MegaMCP checks it automatically: MegaMCP flags ads with policy problems in its daily checks.

Why it matters: Target CPA and target ROAS need steady conversion volume to learn; with little data, simpler strategies often do better.

MegaMCP checks it automatically: MegaMCP reads each campaign's bidding strategy and conversion volume and flags mismatches.

Why it matters: A target far from actual performance throttles impressions, so the campaign under-spends and wins little.

MegaMCP checks it automatically: MegaMCP compares targets with actual 30-day CPA and ROAS.

Why it matters: Mobile, certain cities or late-night hours often convert very differently from the average.

MegaMCP checks it automatically: MegaMCP segments results by device, location and hour and proposes adjustments for you to approve.

Why it matters: Changing strategies or targets restarts learning; judging after three days leads to whiplash.

MegaMCP checks it automatically: MegaMCP reads the account's change history so you know what changed, when, and what happened after.

Why it matters: The default 'presence or interest' option also targets people merely interested in your area, often far outside where you can serve.

MegaMCP checks it automatically: MegaMCP reads each campaign's location targets and targeting option.

Why it matters: Past visitors and customers convert at higher rates, and observing them gives you data to bid on.

MegaMCP checks it automatically: MegaMCP lists the audiences on each campaign and can add them in observation mode.

Why it matters: Exclusions stop spend leaking to places and people you can't sell to.

MegaMCP checks it automatically: MegaMCP compares targeted and excluded locations with where conversions actually come from.

Why it matters: Mobile games and parked domains can soak up Display and Performance Max budget with accidental clicks.

MegaMCP checks it automatically: MegaMCP reports placement performance where Google exposes it and flags low-quality placements.

Why it matters: Message match between the search, the ad and the page is one of the biggest conversion-rate levers.

MegaMCP checks it automatically: MegaMCP lists final URLs per ad group and flags ad groups that all point at the homepage.

Why it matters: Slow pages lose visitors before they see the offer and drag down landing page experience in Quality Score.

MegaMCP checks it automatically: MegaMCP runs Google PageSpeed Insights on every final URL.

Why it matters: Paying for clicks that land on an error page is the most expensive kind of waste.

MegaMCP checks it automatically: MegaMCP fetches every final URL and reports errors and redirect chains.

Why it matters: Visitors need an obvious next step, and you need to know when they take it.

MegaMCP checks it automatically: MegaMCP audits landing pages for headings, forms, speed and tracking with its page audit tools.