Taking over a new Google Ads account is like stepping into the cockpit of a plane mid-flight—you need to quickly assess the controls, identify any issues, and chart a course for success.
In the world of Pay-Per-Click (PPC) advertising, the initial steps you take can make or break campaign performance.
Drawing on insights from recent PPC industry discussions, this blog outlines a professional, systematic approach to auditing and optimizing a new Google Ads account to maximize return on ad spend (ROAS).
Why the First Step Matters
A new Google Ads account often comes with unfamiliar settings, historical data, and potential inefficiencies. Whether you’re an agency, freelancer, or in-house marketer, a structured audit is critical to uncovering opportunities and avoiding budget waste.
The goal is to understand the account’s current state, align it with business objectives, and set the stage for measurable improvements. Here’s a streamlined guide to the first steps you should take.
Step 1: Conduct a Comprehensive Account
The foundation of effective PPC management is a thorough audit. This process involves evaluating every aspect of the account to identify strengths, weaknesses, and quick wins. Below are the key areas to focus on:
1. Review Account Structure
A well-organized account structure is the backbone of successful PPC campaigns. Examine:
- Campaign Types: Ensure the account uses the right campaign types (e.g., Search, Display, Shopping, or Performance Max) for the business goals.
- Ad Group Organization: Verify that ad groups are logically segmented with relevant keywords to avoid overlap or dilution.
2. Audit Conversion Tracking
Conversion tracking is the heartbeat of PPC success, yet many accounts suffer from incomplete or incorrect setups. Key checks include:
- Server-Side Tracking: Confirm the use of server-side tracking for accurate data collection.
- Enhanced Conversions: Ensure enhanced conversions are enabled to optimize key performance indicators (KPIs).
- GA4 and GTM Validation: Use Google Analytics 4 (GA4) debug mode and Google Tag Manager (GTM) preview to verify that all events (e.g., add-to-cart, checkout initiation, purchase) are firing correctly, with drop-off rates not exceeding 50% between funnel stages.
Action: Test all conversion events in GA4 and GTM, fixing any discrepancies to ensure accurate tracking.
3. Analyze Search Terms and Negative Keywords
Search term reports reveal where the budget is being spent—and often wasted. Look for irrelevant queries draining funds, such as generic terms unrelated to the business. Additionally, review keyword match types to prevent broad match keywords from attracting low-intent traffic.
Action: Pull a search terms report for the past 12 months, add negative keywords to eliminate irrelevant clicks, and refine match types (e.g., phrase or exact match) for better control.
4. Verify Targeting Settings
Improper targeting can lead to significant budget waste. Key areas to check:
- Geographic Targeting: Ensure campaigns target the correct locations, avoiding overly broad settings (e.g., entire countries for local services).
- Ad Scheduling: Confirm ads run during optimal hours to avoid off-hour spend.
- Audience Settings: Validate that audience segments align with the target market.
5. Disable Automatic Recommendations
Google Ads’ automatic recommendations can sometimes misalign with business goals, such as suggesting irrelevant keywords or adjusting bids unnecessarily. Disabling auto-apply settings ensures you retain control over optimizations.
Action: Navigate to the “Recommendations” tab and turn off automatic application of suggestions.
6. Evaluate Ad Copy and Landing Pages
The synergy between ad copy and landing pages directly impacts conversions. Assess:
- Message Match: Ensure ads and landing pages deliver a consistent message and clear call-to-action (CTA).
- Quality Score: Analyze quality scores across ad groups to identify underperforming keywords.
- Mobile Experience: Verify that landing pages are mobile-optimized, as this is often overlooked but critical for user experience.
7. Pull Placement Reports
Placement reports for Search Partners or Performance Max campaigns can reveal inefficiencies, such as low-quality placements driving poor results. Identifying and excluding these placements can yield quick wins.
Action: Review placement reports and exclude underperforming partners or display locations to improve campaign efficiency.
Step 2: Develop a Prioritized Optimization Plan
Once the audit is complete, synthesize findings into a clear optimization plan. Prioritize fixes based on their potential impact on ROAS. Common high-impact areas include:
- Repairing broken conversion tracking.
- Eliminating budget waste from irrelevant search terms or targeting.
- Optimizing bid strategies and budget allocation.
The Power of a Systematic Approach
Randomly poking around an account risks missing critical issues. A systematic audit, ideally guided by a comprehensive checklist, ensures no stone is left unturned. Industry insights suggest that 80% of budget waste stems from five key areas: account structure, conversion tracking, targeting, ad copy, and landing pages. By scoring each area (e.g., 0-100%) and focusing on high-impact fixes, you can transform an underperforming account into a high-ROI machine.
Conclusion
When taking over a new Google Ads account, the first step is a comprehensive, systematic audit. Focus on account structure, conversion tracking, search terms, targeting, ad copy, landing pages, and placement reports.
Disable automatic recommendations to maintain control, and use your audit findings to build a prioritized optimization plan. This approach not only uncovers inefficiencies but also sets the foundation for long-term success.
For PPC beginners, leverage tools like GA4 and GTM, and tap into communities for practical insights.
Seasoned professionals can refine their process with a custom audit checklist to streamline future takeovers. By starting with a disciplined audit, you’ll be well-equipped to drive measurable results and maximize ROAS.