google-ads-audit

Google Ads Audit

This is the broad review. Not just a checklist. A synthesis of what the account is learning, where it is leaking, and what should change.

Read first:

• google-ads/references/operator-thesis.md
• google-ads/references/intent-map.md
• google-ads/references/query-patterns.md
• google-ads/references/negatives-playbook.md
• google-ads/references/tracking-playbook.md
• google-ads/references/structure-playbook.md
• google-ads/references/rsa-playbook.md
• google-ads/references/budget-playbook.md
• google-ads/references/benchmarks.md
• google-ads/references/deliverable-templates.md

Read workspace if available:

• All workspace/ads/ files except assets.md (unless creative output is needed)
• Including workspace/ads/drafts/_index.md — check for existing pending drafts

Data Acquisition

Connected Mode (MCP available)

The audit pulls data across all skill areas. Run queries in this order (each feeds into the next):

1. Account overview:

SELECT
  customer.id,
  customer.descriptive_name,
  customer.currency_code,
  customer.time_zone,
  customer.auto_tagging_enabled
FROM customer

2. Tracking health (check trust first):

SELECT
  conversion_action.name,
  conversion_action.type,
  conversion_action.category,
  conversion_action.counting_type,
  conversion_action.include_in_conversions_metric,
  metrics.conversions,
  metrics.all_conversions
FROM conversion_action
WHERE segments.date DURING LAST_30_DAYS
  AND conversion_action.status = 'ENABLED'
ORDER BY metrics.conversions DESC

3. Campaign performance and structure:

SELECT
  campaign.name,
  campaign.status,
  campaign.advertising_channel_type,
  campaign.bidding_strategy_type,
  campaign_budget.amount_micros,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions,
  metrics.conversions_value,
  metrics.cost_per_conversion,
  metrics.search_impression_share,
  metrics.search_budget_lost_impression_share
FROM campaign
WHERE campaign.status = 'ENABLED'
  AND segments.date DURING LAST_30_DAYS
ORDER BY metrics.cost_micros DESC