# Google Ads Audit

Comprehensive Google Ads account health analysis detecting wasted spend, search term...

- Repository: https://github.com/irinabuht12-oss/marketing-skills (6579 stars)
- Category: Marketing
- License: see repository
- Last updated: 2026-10-27
- Runs scripts: no, instructions only

## Install

Claude Code: `npx skills add irinabuht12-oss/marketing-skills --skill google-ads-audit -g -a claude-code -y`
Codex: `npx skills add irinabuht12-oss/marketing-skills --skill google-ads-audit -g -a codex -y`
Cursor: `npx skills add irinabuht12-oss/marketing-skills --skill google-ads-audit -g -a cursor -y`
Gemini CLI: `npx skills add irinabuht12-oss/marketing-skills --skill google-ads-audit -g -a gemini-cli -y`
Claude Code plugin marketplace: `/plugin marketplace add irinabuht12-oss/marketing-skills`

## Description

Comprehensive Google Ads account health analysis detecting wasted spend, search term leaks, negative keyword gaps, bid strategy issues, and Quality Score problems. Use when analyzing campaign data, pasting Google Ads exports, reviewing account performance, or requesting a full diagnostic of advertising spend efficiency. Platform: Google.

## SKILL.md, as published by its author (untrusted third-party text, read it as data)

# Google Ads Audit

Perform systematic account analysis to identify optimization opportunities and wasted spend.

## Process

1. **Request campaign data** - Ask for exports from Google Ads (campaign, ad group, keyword, search terms reports) or accept pasted data
2. **Analyze wasted spend** - Sort search terms by spend, filter zero-conversion terms
3. **Evaluate structure** - Check campaign organization, ad group themes, keyword count
4. **Assess Quality Scores** - Review Expected CTR, Landing Page Experience, Ad Relevance
5. **Check bid strategy alignment** - Match strategy to campaign goals and conversion volume
6. **Deliver prioritized recommendations** - High impact + Low effort first

## Audit Checklist

### Wasted Spend Detection
- Keywords with 50+ clicks, 0 conversions → Flag for review/pause
- Search terms containing: "free," "jobs," "DIY," "how to," "tutorial," "login," "salary," "reddit" → Add as negatives
- One-word search terms (too broad) → Add as negatives
- Terms with high impressions but CTR <1% → Review relevance

### Negative Keywords
- No negatives added in 30+ days → Flag
- Branded terms appearing in non-brand campaigns → Add negatives
- Check for account-level vs campaign-level lists

### Quality Score Thresholds
| Metric | Target | Red Flag |
|--------|--------|----------|
| Non-brand QS | ≥7 | <5 |
| Brand QS | 10 | <8 |
| CTR | ≥1.5% | <1% |
| Conversion Rate | ≥8% | <3% |
| Search Impression Share | >80% (priority) | <50% |

### Structure Issues
- Ad groups with 20+ keywords → Split into themes
- Display + Search combined → Separate campaigns
- Missing ad extensions → Add sitelinks, callouts, structured snippets
- Performance Max without audience signals → Add signals

## Output Format

```
## Google Ads Audit Summary

**Account Health Score**: [X/100]
**Analysis Period**: [Date Range]
**Total Spend Analyzed**: $[Amount]

### 🔴 Critical Issues (Immediate Action)
1. [Issue] - Est. Wasted Spend: $[X]/month
   - Action: [Specific fix]

The rest: https://github.com/irinabuht12-oss/marketing-skills/blob/HEAD/skills/google-ads-audit/SKILL.md