google-ads-audit

Google Ads Audit

Use this skill with the burnr8 MCP tools to perform a comprehensive Google Ads account audit.

Quick Start

1. Call quick_audit with the customer_id for a full account snapshot
2. Review the health score and findings below
3. Execute fixes using burnr8 tools

Audit Framework (74 checks, 6 categories)

1. Conversion Tracking (25% weight)

• Conversion actions mapped correctly (primary vs secondary)
• Attribution model: data-driven preferred
• Counting type consistency (ONE_PER_CLICK vs MANY_PER_CLICK)
• Value settings configured
• Tools: list_conversion_actions, get_conversion_action, list_conversion_goals

2. Wasted Spend (20% weight)

• Search terms with spend but 0 conversions
• Missing negative keywords for irrelevant queries
• "Free" intent traffic not blocked
• Broad match only with Smart Bidding
• Tools: get_search_terms_report, cleanup_wasted_spend, list_negative_keywords, add_negative_keywords

3. Account Structure (15% weight)

• Campaign naming conventions
• Ad group theming (15-20 keywords max)
• RSA count per ad group (3+ recommended)
• Orphan budgets
• Tools: list_campaigns, list_ad_groups, list_budgets, remove_orphan_budgets

4. Keywords (15% weight)

• Quality Score distribution (target avg 7+)
• Match type strategy (Exact for winners, Broad for discovery)
• Keyword cannibalization
• Low QS keywords (< 5 = FAIL)
• Tools: list_keywords, get_keyword_performance, research_keywords, pause_keyword

5. Ads (15% weight)

• RSA ad strength: Good or Excellent
• 3-15 headlines, 2-4 descriptions per RSA
• Extensions: sitelinks (4+), callouts (4+), structured snippets
• Tools: list_ads, list_extensions, create_sitelink, create_callout

6. Settings (10% weight)

• Bid strategy appropriate for campaign maturity
• Budget pacing (not limited by budget unless intentional)
• Location targeting: PRESENCE not PRESENCE_OR_INTEREST
• Search partners / Display network reviewed
• Device bid adjustments set
• Tools: get_campaign, update_campaign, list_device_bid_adjustments, get_geo_target_type_setting, list_ad_schedules

Key Thresholds

Metric	Pass	Warning	Fail
Quality Score (avg)	>=7	5-6	<5
CTR (Search)	>=5%	3-5%	<3%
Wasted Spend	<10%	10-20%	>20%
Ad Strength	Good+	Average	Poor

Scoring

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%)

Negative Keyword Best Practices

• Default to Exact Match [keyword] for specific irrelevant queries
• Use Phrase Match "keyword" for irrelevant intent patterns
• Source from actual Search Terms Report, NOT guesses
• NEVER use Broad Match negatives unless explicitly justified
• Group into themed lists: informational, job-seeker, competitor, free-intent