google-ads-pmax-audit-checklist

PMax Audit Checklist

Structured audit framework for Performance Max campaigns with scoring (100 points). Uses all available GAQL recipes for maximum data coverage.

Audit Overview

PMAX AUDIT SCORECARD (100 POINTS)
===================================

1. Account Structure         /15 points
2. Budget & Bidding          /15 points
3. Asset Quality             /20 points
4. Search Term Quality       /15 points
5. Channel Performance       /15 points
6. Shopping/Feed Health      /10 points
7. Audience Signals          /10 points

TOTAL:                       /100 points

SCORE INTERPRETATION:
+-- 80-100: Excellent -- fine-tuning and scaling
+-- 60-79:  Good -- specific improvement areas
+-- 40-59:  Fair -- significant optimization needed
+-- <40:    Poor -- consider restructuring

1. Account Structure Audit (15 points)

Data Retrieval

-- All PMax campaigns with status and budget
SELECT campaign.id, campaign.name, campaign.status,
    campaign.advertising_channel_type,
    campaign_budget.amount_micros,
    campaign.bidding_strategy_type,
    metrics.impressions, metrics.clicks, metrics.cost_micros,
    metrics.conversions, metrics.conversions_value
FROM campaign
WHERE campaign.advertising_channel_type = 'PERFORMANCE_MAX'
AND segments.date DURING LAST_30_DAYS

-- Asset groups per campaign
SELECT campaign.name, asset_group.id, asset_group.name,
    asset_group.status, metrics.impressions, metrics.clicks,
    metrics.cost_micros, metrics.conversions
FROM asset_group
WHERE segments.date DURING LAST_30_DAYS
ORDER BY metrics.cost_micros DESC

Scoring Criteria

ACCOUNT STRUCTURE SCORING
==========================

[ ] Number of PMax campaigns (5 points)
+-- 1-3 campaigns with clear segmentation -> 5/5
+-- 4-6 campaigns, logical distribution -> 4/5
+-- 7+ campaigns OR no logical structure -> 2/5
+-- 1 campaign for everything -> 3/5 (ok for small account)

[ ] Asset groups per campaign (5 points)
+-- 2-7 asset groups with product/theme segmentation -> 5/5
+-- 1 asset group per campaign -> 3/5 (underutilized)
+-- 8-15 asset groups -> 3/5 (too fragmented)
+-- >15 asset groups -> 1/5 (too many, consolidate)

[ ] Asset group delivery distribution (5 points)
+-- All asset groups >10% spend share -> 5/5
+-- 1-2 asset groups <10% spend -> 3/5
+-- >50% asset groups <10% spend -> 1/5
+-- Asset groups with 0 impressions -> 0/5