The Google Ads audit checklist. In the order that matters.

Primary conversion actions whose click window is one day or less, so a customer who comes back the next day is never counted. Where Oppy cannot fix it, the finding says what does.

Two actions in the same category that both recorded in the same window. Asked as a question with both numbers, because the same account can report very different sales depending on which action is primary.

Form fills, contacts and calls summed into one conversions figure. All real, with different costs and close rates, in a single number every ratio divides by.

Lead or call values that are a number somebody typed, standing in for what a customer is worth. Fine as a start, but every value-based decision rests on it.

Purchases that arrive with no amount, read over a longer period than most checks. A test cannot be judged on sales value, and value-based bidding has nothing to aim at.

Enhanced conversions switched off while the customer data terms are already accepted. The slow legal step is done and the toggle takes a minute; the conversions it recovers are business already won.

Keywords that used to convert and are now switched off. Never restarted on its own: a winner can be off for a good reason, so the finding reports and asks.

Keywords Google rates well and shows, that have not spent in months. Demand the account is not buying. Always a person's budget decision, never automated.

A Search campaign also serving on Search Partners or the Display network. Both are on by default, convert differently, and blur the campaign's numbers.

Location set to people 'in or interested in' a place, Google's default. Someone abroad reading about your city counts as your market, and with no location at all a campaign serves worldwide.

Google's auto-applied recommendations switched on, with what the change history credits to them. Each subscription is listed.

The same keyword live in two campaigns, so the account competes with itself for the same search and the reporting splits it between two places.

Broad match running with no negative keywords at all. Broad match lets Google decide what a keyword means, and negatives are the only place the account can disagree.

Performance Max with no brand exclusion list. Left alone it wins your own name cheaply and books those sales as its own, while brand Search falls.

Searches that took money and returned nothing, judged on the account's own numbers. Your brand is never named, and searches for competitors you listed are proposed as negatives on every Search campaign.

Keywords that spent past the point of proof with nothing back. The bar comes from the account's own numbers, not from one fixed rule. One finding per keyword, so you can agree to four of six.

A campaign that runs out of budget on most days it runs: a budget decided once and never revisited. Separate from lost impression share, which measures how much is missed, not how often.

One campaign capped by its budget while another has money it does not use and performs worse. Proposes moving budget before asking for more, and only when both sides are true.

A target CPA or ROAS a long way from what the campaign achieves. Too strict throttles the campaign; too loose means someone manages a number that steers nothing.

Countries that took real money across enough clicks to judge and returned nothing, inside campaigns that convert elsewhere. Same arithmetic as the keyword waste check.

Ads sending paid clicks to pages that answer 404 or a server error. Common after a site rebuild, since nobody tells the ads account a URL has gone.

Ads Google has refused to show, and the worse case behind them: an ad group whose only live ad is disapproved, so the group is off air while everything above it says enabled.

Responsive search ads Google rates Poor or Average. The rating measures how much distinct material the ad gives Google to combine, so a low one usually means fewer combinations to show and test. New ads still being rated are left out.

An ad test with a real winner, by the arithmetic rather than by eye. Silent on most accounts, which is why it can be trusted when it speaks.

Callouts, structured snippets and images a Search campaign does not use. Sitelinks have a check of their own. Each makes the ad bigger at no extra cost per click. One row per campaign, not a pile of findings.

Search campaigns with fewer sitelinks than Google can show. Sitelinks cost nothing extra and make the ad bigger, and Oppy proposes them to your real pages, on the campaign or the account.