G13criticalGoogle Ads
Search term audit recency
- Pass
- Reviewed within last 14 days
- Warning
- Reviewed within 30 days
- Fail
- Not reviewed in >30 days
All controls
Wasted Spend / Negatives
8 controls, 4 of them critical.
G14criticalGoogle Ads~10 min to fix
Negative keyword lists exist
- Pass
- ≥3 theme-based lists (Competitor, Jobs, Free, Irrelevant)
- Warning
- 1-2 lists exist
- Fail
- No negative keyword lists
G16criticalGoogle Ads
Wasted spend on irrelevant terms
- Pass
- <5% of spend on irrelevant search terms (last 30d, >$10 spend & 0 conv)
- Warning
- 5-15%
- Fail
- >15%
G17criticalGoogle Ads~5 min to fix
Broad match + smart bidding pairing
- Pass
- No Broad Match keywords running on Manual CPC (excluding legacy BMM — see notes)
- Fail
- Broad Match + Smart Bidding without negative hygiene
G-WS1highGoogle Ads
Zero-conversion keywords
- Pass
- No keywords with >100 clicks and 0 conversions
- Warning
- 1-3 such keywords
- Fail
- >3 keywords with >100 clicks, 0 conv
G15highGoogle Ads
Account-level negatives applied
- Pass
- Negative lists applied at account or all-campaign level
- Warning
- Applied to some campaigns only
- Fail
- Not applied
G18highGoogle Ads
Close variant pollution
- Pass
- Exact/Phrase match not triggering irrelevant close variants
- Warning
- Minor close variant issues
- Fail
- Significant irrelevant close variant spend
G19mediumGoogle Ads
Search term visibility
- Pass
- >60% of search term spend visible
- Warning
- 40-60% visible
- Fail
- <40% visible