Google Ads Account Audit Tool
Google Ads Account Audit Tool
Upload a keyword report to audit Quality Score, wasted spend, match types, CTR and structure, plus a 25-point settings checklist and action plan.
- 100% free
- No sign-up
- No API key needed
What is the Google Ads Account Auditor?
Find out exactly where your Google Ads budget is leaking. Upload a keyword performance report and the auditor scores your account on Quality Score, wasted spend, match type balance, click-through rate, keyword coverage and account structure, then lists prioritised fixes with the money at stake for each one.
Pair the data audit with the settings checklist — conversion tracking, location options, network settings, assets, bidding and more — to get a complete account health score you can act on today or share with a client.
Key features of the Google Ads Account Auditor
Quality Score analysis
Impression-weighted Quality Score, distribution, and spend on keywords scoring 1–4.
Wasted spend detection
Keywords that spent above your threshold with no conversions.
Match type and structure checks
Broad match share, oversized ad groups and duplicate keywords.
CTR and performance outliers
Low-CTR keywords and best-performing keywords to scale.
25-point settings checklist
The account settings most often misconfigured, explained.
Prioritised action plan
Findings sorted by severity with clear next steps; export as CSV.
How to use the Google Ads Account Auditor
Export a keyword report
In Google Ads open Keywords, add Quality Score, Clicks, Impr., Cost and Conversions columns, set 30–90 days and download as CSV.
Upload it
Drop the file into the auditor. Columns are detected automatically.
Answer the checklist
Tick the settings that are already in place in your account.
Review your score
Work through the action plan from highest to lowest priority.
What a Google Ads audit should cover
A useful audit looks at three layers. Tracking: is every valuable action measured, with the right values, so bidding algorithms optimise for the right thing? Targeting: are you reaching the right searches, places and people, with negatives in place? Efficiency: are keywords, ads and landing pages relevant enough to earn good Quality Scores and conversion rates? This tool checks the parts that can be measured from a report and guides you through the rest with a checklist.
Understanding Quality Score
Quality Score (1–10) summarises expected click-through rate, ad relevance and landing page experience compared with other advertisers on the same keyword. Higher scores generally mean lower costs per click and better positions. Weighting Quality Score by impressions shows the score of the keywords that actually drive your traffic, which matters more than a simple average.
Pro tips from our PPC and SEO team
- Fix conversion tracking before optimising anything else.
- Pause or restructure keywords with Quality Score 1–3 and real spend.
- Set location targeting to Presence, not Presence or interest.
- Exclude the Display Network from Search campaigns unless you mean to use it.
- Re-audit monthly to catch regressions.
Google Ads Account Auditor: frequently asked questions
Do I need to give access to my Google Ads account?
No. You only upload an exported report, which is analysed in your browser. No login or account access is ever requested.
Which report should I upload?
The keyword report from the Keywords page works best. Include Campaign, Ad group, Keyword, Match type, Quality Score, Impressions, Clicks, Cost and Conversions columns.
Can I audit without a report?
Yes. Complete the settings checklist to get a configuration score and recommendations; add the report later for the performance analysis.
What is a good Quality Score?
Scores of 7–10 are strong, 5–6 are average and 1–4 indicate a relevance or landing page problem that is costing you money.
How often should I audit a Google Ads account?
Run a full audit monthly and a quick search terms review weekly. Audit immediately after major changes such as a new website or bid strategy.
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