- Results usually fall because of tracking, structure or landing pages, not because the budget is too small.
- Audit five areas: conversion tracking, account structure, keywords and search terms, ads, and landing pages.
- If more than a few checks fail, the account needs a rebuild, not more spend.
- Use the same checklist to judge any agency: ask how they would fix each failing point, and who would do the work.
In this article
1. Conversion tracking2. Account structure3. Keywords and search terms4. Ads and assets5. Landing pagesHow to score the resultWhat to ask a Google Ads agency before you signWhen a Google Ads account stops producing customers, the usual reaction is to hire a new agency. The new team inherits the same account, changes a few bids, and three months later the business is looking again.
The accounts I audit tend to fail in the same places. One e-commerce account went on to generate EGP 3 million in sales from Google Ads in 28 days, but before that it had a single campaign for every product, an equal budget split, no brand protection and conversion values that did not match real orders. A hospital account in Dubai had gone more than eight months with campaigns that had no clear goal, Quality Scores below 3 and landing pages that did not match the ads.
Neither account needed more budget. Both needed someone to check the basics. Here is the checklist I use.
1. Conversion tracking
If tracking is wrong, every automated bidding decision is wrong. Start here.
- Only real business actions count as primary conversions: purchases, submitted forms, calls, WhatsApp clicks. Not page views or button clicks.
- Each conversion has a value that reflects its worth, and purchase values match your store or CRM.
- Calls, forms and WhatsApp are tracked as separate conversions, so you can see which channel brings customers.
- There are no duplicate tags firing the same conversion twice.
- Enhanced conversions or offline imports from your CRM are set up, so Google learns which leads became customers.
2. Account structure
Structure decides where each dollar goes. Most underperforming accounts I see have the structure of a test account that was never rebuilt.
- Each service or product line has its own campaign, so you know the cost per customer for each.
- Budget follows performance, not an equal split across campaigns.
- A brand campaign protects your name when people search for you directly.
- Search, Performance Max and Shopping campaigns are not competing for the same queries without a reason.
- Location, language and schedule settings match where and when you can serve customers.
3. Keywords and search terms
- The search terms report has been reviewed in the last two weeks.
- Negative keyword lists exclude jobs, free, DIY and other irrelevant intent.
- Keywords are not overlapping across ad groups and campaigns.
- Match types are deliberate: broad match only where tracking and bidding can support it.
- Quality Scores on the main keywords are 7 or above. Scores below 5 mean you pay more for every click.
4. Ads and assets
- Each ad group has ads written for its keywords, not one generic ad for everything.
- Headlines include the service, the main benefit and a clear reason to choose you.
- Sitelinks, callouts, call assets and structured snippets are active and relevant.
- Ad strength is Good or Excellent on the main responsive search ads.
- Disapproved or limited ads are fixed, not ignored.
5. Landing pages
Landing pages are half the result. A strong ad that sends people to a weak page still loses money.
- Each campaign sends traffic to a page about that exact service or product, not the homepage.
- The page loads in under three seconds on mobile.
- The first screen states the offer, the benefit and one clear action.
- Real proof is visible: reviews, results, certifications or client logos.
- Contact options are easy to reach on mobile: WhatsApp, call and a short form.
How to score the result
| Checks passed | What it means | Next step |
|---|---|---|
| 22–25 | A healthy account | Optimise bids, test ads and scale what works. |
| 15–21 | Leaking budget | Fix tracking and structure before adding spend. |
| Below 15 | The account is working against you | Rebuild. More budget will only increase the loss. |
What to ask a Google Ads agency before you sign
Whether you are hiring in Dubai, Istanbul or anywhere else, the same questions separate real expertise from sales talk:
- Who will manage my account day to day? The person who pitches is often not the person who manages.
- What would you fix first, and why? A good answer starts with tracking and structure, not with budget.
- Will the campaigns run in my own account? You should own the account and the data, always.
- How will you measure success? Cost per customer or revenue, not clicks or impressions.
- How often will you review search terms and bids? Weekly is the minimum for an active account.
If you would rather have someone run the checklist for you, start with a free Google Ads audit. You can also read how I work as a Google Ads consultant, or see results from real accounts.
Frequently asked questions
How do I know if my Google Ads agency is doing a good job?
Check whether results are measured in customers or revenue, whether tracking counts real business actions, and whether search terms and bids are reviewed every week. If the agency reports only clicks and impressions, ask for cost per customer.
How long does a Google Ads audit take?
A first review of the five areas takes 30 to 60 minutes. A full audit with a written action plan usually takes a few days, depending on account size.
Should I hire a Google Ads agency or a consultant?
It depends on who makes the decisions in your account. With a consultant, the expert who plans the strategy also leads the work. With an agency, ask who will manage your account day to day.
What is a good Quality Score?
7 or above on your main keywords. Below 5, you pay more per click and your ads show less often.
Performance marketing consultant since 2018, with more than $25M in managed ad spend across Google, Meta, TikTok and Snapchat for hospitals, clinics, online stores and service businesses.
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