B2B Google Ads · Audit System · Version 1.3

Your account is probably
wasting 20–30% of budget
on fixable issues.

100 structured checks that tell you exactly what's wrong, why it matters, and what to do. Built from real B2B tech accounts spending €20k–€200k/month.

Get instant access — €197 → One-time payment · Instant download
100
Audit checks
12
Categories
15
Quick wins
2–4h
Full audit
The problem

Most B2B Google Ads accounts look active.
Very few are actually working.

The algorithm is optimizing. Reports show conversions. Budget is spending. But pipeline is flat. This is what broken looks like in B2B — not obviously, just quietly and expensively.

📊

Tracking that lies

Page views and scroll depth counted as conversions. The algorithm learns the wrong signal. Every bid gets worse over time.

💸

Budget leaking quietly

Display Network on Search campaigns. Location targeting pulling in irrelevant countries. Mobile apps eating budget with accidental clicks.

🎯

Smart Bidding without smart signals

No CRM data imported. No first-party audiences. The algorithm has no idea what a real customer looks like.

🔁

The same issues, every week

No systematic negative keyword process. The same junk search terms return every Monday, every month.

What it is

Not a checklist. A structured audit system with reasoning built in.

Every check explains why it matters, where to look in Google Ads, what the red flags are, and exactly what to do — including a plain-English "Practically, this means…" field that tells you what to click, not just what to think about.

The sequence is intentional. Conversion tracking before bidding. Bidding before structure. Structure before copy. Every layer is built on the one below it.

Every check contains
Why it matters
What is actually at risk if this is wrong
What to review
Exactly where to look in the account
Red flags
What a problem looks like in practice
Recommended action
What to change and how to prioritize it
Practically
Plain-English steps to take directly in the account
Priority score
Impact ÷ Effort — tells you what to fix first
What's included

Everything you need to audit, fix, and maintain a B2B Google Ads account.

Five files. One system.

Main tool

Main Guide (.docx)

100 structured audit checks across 12 categories. Every check explains why it matters, where to look, what the red flags are, and exactly what to do. Read in sequence or jump to the category you need. The 'Practically' field translates every check into plain-English steps you can take directly in the account — no Googling required.

100 checks12 categories2–4h full audit
Start here

Quick Wins Guide (.docx)

The 15 fastest, highest-value fixes for a B2B Google Ads account. Start here if you need momentum. Each win covers why it matters, where to check, and what to do.

15 fixes30–60 min
Track progress

Audit Scorecard (Excel)

100 checks with Status dropdowns, Priority Score, Severity, and Notes. The Dashboard tab auto-updates as you mark checks complete.

Auto DashboardPriority scoring
Bonus

Negative Keyword Pack

500+ B2B-specific negative keywords organized by intent type. Copy directly into Google Ads Editor or upload via the UI.

500+ keywordsReady to import
Bonus

Weekly SOP (Excel)

5-step, 20-minute recurring process for weekly search terms review. This is how you maintain what the audit finds.

5 steps20 min/week
The 12 categories

Every layer of a B2B Google Ads account. In the right order.

The sequence is intentional. Fix tracking before bidding. Fix bidding before structure. Fix structure before copy. Each category builds on the one before it.

1

Conversion Tracking

10 checks
2

Offline Conversions

6 checks
3

Primary Goals

7 checks
4

Bidding Strategy

8 checks
5

Campaign Structure

8 checks
6

Keywords & Negatives

10 checks
7

Ad Copy & RSA

9 checks
8

Extensions & Assets

7 checks
9

Targeting & Settings

10 checks
10

Performance Max

8 checks
11

Non-Search Campaigns

7 checks
12

LPs & Account Hygiene

10 checks
Quick wins preview

The 15 fastest fixes. Start here.

Before running the full 100-check audit, work through these 15 items. Each one is probably costing you pipeline right now.

#CheckTagTime
#1Fix the primary conversion setupTracking20–45 min
#2Compare Google Ads results against CRM pipelineTracking20–30 min
#3Remove Display Network from Search campaignsQuick fix2–5 min
#4Review Search Partners deliberatelySettings5–10 min
#5Switch location targeting to Presence onlyQuick fix2–5 min
#6Turn off auto-applied recommendationsQuick fix5 min
#7Confirm auto-tagging is on and GCLID is preservedTracking10–20 min
#8Add first-party audiences as observation to SearchAudiences15–30 min
#9Separate brand and non-brand campaigns cleanlyStructure20–40 min
#10Review Search Lost IS (Budget) before raising spendBidding10–20 min
+5 more wins in the full guide: negative keyword lists, customer exclusions, Optimized Targeting, mobile app placements, offline conversion visibility.
The priority system

Know what to fix first. Every time.

Every check has two scores. Their ratio tells you where to invest your time — not gut feel, but actual impact vs. effort.

1–5

Impact Score

How much this check affects pipeline or budget if wrong. 5 = silently wasting money right now.

1–5

Effort Score

How difficult the fix is. 1 = done in under 5 minutes. 5 = requires developer or CRM integration.

5.0 max

Priority Score

Impact ÷ Effort. Auto-calculated in the Scorecard. Higher = do it first. Trust the number.

Who this is for

Built for B2B. Not for everyone.

This is for you if
  • You run or supervise Google Ads for a B2B tech company
  • Your account spends €20k–€200k/month
  • You're a demand gen or performance marketer in B2B
  • You want to understand the account, not just the dashboard
  • You've inherited an account and don't know what's broken
  • You want a systematic process, not another tool
This is not for you if
  • You run pure e-commerce or DTC accounts
  • You're an absolute beginner learning Google Ads from scratch
  • Your account spends under €5k/month with minimal data
  • You want a tool that does the audit automatically
Common questions

FAQ

How long does a full audit take?
2–4 hours for a first-time audit. The Quick Wins Guide alone takes 30–60 minutes. Most people run the Quick Wins first, then work through the full audit over the following week.
I found 20+ critical issues. Where do I start?
Sort the Excel Scorecard by Priority Score (highest to lowest) and work top-down. The top 5 items will give you the most improvement per hour invested.
Some checks say N/A — is that a problem?
No. Not every check applies to every account. Category 10 (Performance Max) is irrelevant if you don't run PMax campaigns — mark those N/A and move on.
How often should I re-run the audit?
A full re-audit is recommended quarterly. The Weekly SOP covers ongoing hygiene between audits. Google Ads changes constantly — a quarterly re-audit catches new issues before they compound.
Will this work for accounts outside of Google Ads?
No. This system is built exclusively for Google Ads. All checks, navigation paths, and fix instructions are Google Ads-specific.
How will I receive updates?
Updates are delivered by email whenever a Google Ads change makes a check outdated. Typically 3–5 updates per year. All future updates are included in the purchase price.

Stop optimizing an account that is measuring the wrong things.

One session with this system will find more fixable issues than most accounts address in a year.

B2B Google Ads Audit System
€197
One-time payment · Instant download
  • Main Guide — 100 checks, 12 categories (.docx)
  • Quick Wins Guide — 15 fastest fixes (.docx)
  • Excel Scorecard with auto Dashboard
  • Negative Keyword Pack — 500+ keywords
  • Weekly SOP — 20 min/week maintenance
  • All future updates included
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