Digital Marketing
Hiring a PPC Expert: Google Ads Account Audit Checklist
The fastest way to judge a PPC expert is to ask them to audit an account. Here is the checklist a strong candidate will cover.
To hire a PPC expert, ask candidates to audit a real or sample Google Ads account. Strong candidates check conversion tracking first, then campaign structure, search terms and negatives, bidding strategy, ads and assets, landing pages and reporting — and prioritise fixes by impact on cost per acquisition or return on ad spend.
The audit checklist
1. Conversion tracking
- Are primary conversions the real business goals (leads, purchases), not page views?
- Is GA4 linked correctly? Are enhanced conversions enabled?
- Are offline conversions imported for lead-gen businesses?
2. Account structure
- Campaigns organised by intent, product line or margin.
- Ad groups tightly themed.
- Brand and non-brand separated.
3. Search terms and negatives
- Regular search-term reviews.
- Shared negative keyword lists.
- Irrelevant spend identified and blocked.
4. Bidding
- Bid strategy matched to data volume.
- Realistic CPA or ROAS targets.
- Learning periods respected.
5. Ads and assets
- Responsive search ads with strong, varied headlines.
- Sitelinks, callouts and structured snippets in place.
- Performance Max asset groups aligned to audiences.
6. Landing pages
- Message match between ad and page.
- Fast loading and clear calls to action.
7. Reporting
- Reports focused on leads, revenue and pipeline — not impressions.
Interview questions
- A campaign's CPA doubled last week. What do you check first?
- When would you avoid Performance Max?
- How do you test ad copy?
Red flags
- Optimises for clicks rather than conversions.
- Wants to hold accounts in their own name.
- No structured search-term process.
Hire a dedicated PPC expert who works only in your accounts. Pair with a graphic designer for display and social creatives.
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