The Google Ads Checklist (2026)
20 CHECKS · BY HOTSEAT · UPDATED 2026-09-25
Google Ads is now an automation system you feed. These checks make sure it's fed the right data and isn't quietly wasting budget. Each section maps to a chapter of our Google Ads Playbook.
1. Conversion tracking
Bidding is only as smart as the data it gets.
Primary conversions are the ones that make money
Mark purchases or qualified leads as primary; set page views and micro-actions as secondary.
Enhanced conversions switched on
Hashed first-party data improves measurement where cookies fall short.
Consent Mode configured
Needed for accurate modelling for visitors in the UK and EU.
Conversion values are real
Pass actual order values, or realistic lead values, so value-based bidding works.
Offline conversions imported for B2B
Send closed deals back from your CRM so Google optimises for revenue, not form fills.
2. Keywords and search terms
Control what you pay to show up for.
Search terms report reviewed weekly
Look for irrelevant queries that are spending money.
Shared negative keyword lists
Maintain account-level negatives like 'free', 'jobs' and competitor terms you don't want.
Match types used on purpose
Broad match needs strong conversion data; use phrase and exact where you need control.
Brand and non-brand separated
So brand searches don't flatter the performance of prospecting campaigns.
3. Performance Max
Automation, with guardrails.
Asset groups organised by theme
Group products or services with matching creative and audience signals.
Brand exclusions set
Stop PMax from taking credit for people already searching for you.
Product feed optimised
Clear titles, accurate prices, good images and no Merchant Center errors.
Insights reviewed
Check search categories and asset performance regularly.
4. Bidding and waste
Hand bids to the machine only when it has enough data.
Smart Bidding matched to data volume
Target CPA or ROAS needs steady conversions; start with maximise conversions if you're new.
Realistic targets
Targets that are too tight choke delivery; set them from real history.
Location settings checked
Use 'presence' rather than 'presence or interest' to avoid paying for people outside your market.
Ad schedule and devices reviewed
Cut or reduce hours and devices that never convert.
5. Measurement
Google's ROAS isn't the full picture.
Compare with your own revenue
Reconcile platform conversions with your store or CRM monthly.
Look at blended efficiency
Judge Google alongside your other channels, not in isolation.
Run holdout tests where possible
Pausing brand or region tests shows what spend is truly incremental.
Frequently asked questions
Should I use Performance Max or Search campaigns?
Many accounts run both: Search for control over high-intent keywords, Performance Max for reach across Google's inventory. It depends on budget, data volume and how much control you need.
How often should I add negative keywords?
Review the search terms report at least weekly in active accounts and add negatives for any irrelevant spend.
What is enhanced conversions?
A Google Ads feature that sends hashed customer data, like email, with conversions to improve measurement accuracy.
Automation is the platform. Feed it well. 24 pages with the priorities, a 90-day rollout plan and the common mistakes.