Ads Google

Wasted Spend (20% weight)

• Search Terms Report reviewed (last 30 days minimum)
• Negative keyword coverage adequate (shared lists + campaign-level)
• Display placement audit (exclude low-quality sites)
• Invalid click rate within norms (<10%)
• Broad Match only used with Smart Bidding (NEVER without it)
• Brand/non-brand campaigns separated
• Geographic targeting precise (no wasted international spend)

Negative Keyword Rules (critical — bad negatives kill campaigns):

• NEVER suggest Broad Match negatives unless explicitly justified — they block too broadly
• Default to Exact Match [keyword] for specific irrelevant queries
• Use Phrase Match "keyword" for irrelevant intent patterns
• Source negatives from actual Search Terms Report irrelevant queries, NOT guesses
• Group into themed lists: Informational (how-to, DIY, what is), Job-seeker (jobs, careers, salary), Competitor (only if intentionally excluded), Free-intent (free, crack, torrent)
• Recommend Shared Negative Lists at the account level — not just campaign-level
• Review existing negatives for over-blocking (are any negatives accidentally blocking converting queries?)

Account Structure (15% weight)

• Campaign-level organization follows business logic
• Ad groups themed tightly (15-20 keywords max per group)
• RSA ad groups have ≥3 active ads
• PMax campaigns structured correctly (asset groups, signals)
• SKAGs evaluated (migrate to themed groups if present)
• Campaign labels/naming conventions consistent

Keywords (15% weight)

• Match type strategy appropriate (Exact → Phrase → Broad progression)
• Quality Score distribution (aim ≥7 average)
• Low QS keywords flagged (<5 = FAIL, 5-6 = WARNING)
• Keyword cannibalization check (same keywords in multiple campaigns)
• Impression share tracked for top keywords
• Keyword bid adjustments set for devices/locations/audiences

Ads (15% weight)

• RSA: ≥8 unique headlines, ≥3 descriptions per ad group
• RSA: ad strength "Good" or "Excellent" (not "Poor" or "Average")
• Pin usage minimal and strategic (over-pinning reduces RSA flexibility)
• Ad extensions: sitelinks (≥4), callouts (≥4), structured snippets, image
• Dynamic keyword insertion used appropriately
• Ad copy includes CTA, value proposition, differentiators

Settings (10% weight)

• Bid strategy appropriate for campaign maturity and goals
• Budget pacing: no campaigns limited by budget (unless intentional)
• Ad schedule aligned with business hours/conversion patterns
• Device bid adjustments set based on performance data
• Location targeting: "Presence" not "Presence or Interest"
• Network settings: Search Partners reviewed, Display opt-out for Search

PMax Deep Dive

If Performance Max campaigns exist, additionally evaluate:

• Asset group diversity (text, images, video, feeds)
• Audience signals configured (custom segments, lists, demographics)
• URL expansion settings reviewed (opt-out of irrelevant pages)
• Brand exclusions applied (prevent cannibalizing brand search)
• Search themes utilized (2024 feature)
• Final URL expansion: enabled or disabled with justification
• Insights tab reviewed (search categories, audience segments)

AI Max for Search (2026)

If AI Max for Search is available/active:

• Broad Match + AI Max integration evaluated
• Auto-generated headline performance monitored
• Search term categories reviewed for relevance
• Budget impact assessed (AI Max can shift spend)

Key Thresholds

Output

Google Ads Health Score

Google Ads 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%)

Deliverables

• GOOGLE-ADS-REPORT.md — Full 74-check findings with pass/warning/fail
• Wasted spend estimate (monthly $ value)
• Quick Wins sorted by impact
• PMax-specific recommendations (if applicable)
• Keyword health matrix with QS, CTR, CVR per keyword group