BRANDARCHWAY / FREE VALUE
Google Ads checklist
Check search intent, landing pages, measurement and what happens after an enquiry.
Save this file for your team. Use your browser's Print menu to print it or save a PDF.
Company: ____________________ Review date: ____________________
Before you start
Your website, campaign goal and main concern. If available, bring recent search terms, campaign results, conversion definitions and an anonymised view of lead quality for the same period.
Use the same reporting period when comparing results. Record unknowns as unknowns. Keep customer details out of shared worksheets.
CHECK 1 / 4
Start with a useful enquiry
What action tells you a potential customer is interested?
Write down what your campaigns count as a conversion. Compare those actions with enquiries your sales team would actually follow up.
Next step: If unrelated actions are mixed together, separate them in your review before judging performance. A page visit and a qualified enquiry tell different stories.
CHECK 2 / 4
Read the searches behind the clicks
Are people looking for what you sell?
Review the available search terms and group them by intent. Mark relevant buying questions, research, jobs and unrelated searches. Note spend alongside each group.
Next step: Investigate irrelevant spend before expanding the budget. Review exclusions carefully so you do not also remove useful demand.
CHECK 3 / 4
Follow the promise to the page
Does the landing page answer the search and the ad?
Open an ad and its destination on your phone. Check whether the offer, audience and next action are immediately clear. Try the contact route yourself.
Next step: If the visitor has to search for the promised offer, fix that mismatch first. Keep one clear next step and explain what happens after it.
CHECK 4 / 4
Follow the enquiry into sales
Which enquiries became useful conversations?
Compare campaign enquiries with sales feedback for the same period. Note fit, follow-up and outcomes. Keep unknown sources marked as unknown.
Next step: Choose one gap to investigate with the marketing and sales owners. If outcomes are missing, improve that record before deciding which campaign deserves more budget.
Choose one change
Choose the issue blocking a useful customer action or preventing you from judging the work. If evidence is missing, finding it can be the first action.
Keep this decision in a short playbook. AI can help organise non-sensitive notes or prepare a draft; a person verifies the evidence and approves the change.