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Verify that Search, Display, Shopping, Video, and Performance Max campaigns are never mixed in ways that compromise optimization signals.

Ensure branded and non-branded keywords live in separate campaigns with independent budgets and targets.

Audit naming conventions across all campaigns, ad groups, and labels for a standardized taxonomy.

Evaluate whether each ad group contains tightly themed, closely related keywords (ideally 5-20 per group).

Segment and analyze Search Partners performance separately from Google Search.

Check whether Search campaigns have inadvertently opted into the Google Display Network.

Audit all campaign-level settings including location targeting method, start/end dates, and network settings.

Verify that campaigns, ad groups, keywords, and ads are properly labeled for segmentation, reporting, and automated rule targeting.

Review account-level settings including auto-tagging, conversion tracking defaults, auto-applied recommendations opt-ins, and linked accounts.

Ensure campaign priorities (especially for Shopping) are correctly configured and that experiments/drafts are properly structured.

Evaluate whether the account leverages Google's 2025 recommended campaign trio: Performance Max + Demand Gen + AI Max for Search.

Analyze the distribution of broad, phrase, and exact match keywords across the account and compare performance by match type.

Review search term reports to identify high-performing queries that are not yet added as keywords, representing opportunities for better control and optimization.

Identify irrelevant, wasteful, or poor-performing search queries that should be added as negative keywords to prevent future spend waste.

Analyze 1-word, 2-word, and 3-word combinations (n-grams) within search terms to identify systemic patterns of waste or opportunity.

Verify that shared negative keyword lists exist and adequately cover common waste categories to prevent irrelevant traffic.

Identify negative keywords that are blocking or could block desired active keywords, causing ads not to show for intended queries.

Find duplicate keywords across ad groups and campaigns, considering match type and Quality Score to determine which instances to consolidate.

Detect when multiple keywords within the account compete for the same search queries, leading to internal auction competition and suboptimal ad serving.

Identify keywords that exceed cost thresholds without generating conversions, representing candidates for pausing or removal to improve account efficiency.

Flag keywords with bids too low to appear on the first page of search results.

Verify that broad match keywords are paired with Smart Bidding strategies.

Review search queries triggered by broad and phrase match keywords to identify irrelevant matches and negative keyword opportunities.

Evaluate whether keyword search intent matches campaign goals and landing page content.

Verify that RSAs have 10-15 unique headlines for optimal ad strength and combination testing.

Ensure all 4 description slots in RSAs are filled with unique, compelling descriptions.

Audit RSAs for Ad Strength ratings and identify improvements needed to reach Good or Excellent.

Find Low performing headlines and descriptions to replace with better alternatives.

Verify all extension types are active and linked at appropriate levels.

Evaluate sitelink extensions for relevance, completeness, and performance.

Ensure continuous ad testing is in place with proper structure and statistical rigor.

Assess whether Dynamic Keyword Insertion is used appropriately and safely.

Verify alignment between ad messaging and landing page content.

Check that high-resolution, properly formatted image assets are uploaded for campaigns that support them.

Verify that video assets are uploaded for Performance Max and Demand Gen campaigns.

Check ad approval status and resolve disapproved or limited eligibility ads.

Scan all ad copy for spelling mistakes, grammar errors, excessive punctuation, and capitalization violations.

Evaluate whether campaigns are using optimal bidding strategies based on goals, conversion volume, and maturity.

Verify that Target CPA and Target ROAS values are achievable based on historical performance.

Flag campaigns currently in Smart Bidding learning phase and assess impact on performance and decision-making.