How to Audit a Google Ads Account Step-by-Step (2026 Guide)

By Rafirit Station Editorial Team · Updated 2026 · ⏱ 22 min read

On average, businesses earn ৳2 for every ৳1 spent on Google Ads (Google Economic Impact, 2023). But without a proper Google Ads account audit in 2026, that ratio can quickly flip, burning through budgets with little return. With AI-driven bidding, new ad formats, and fierce competition in Dhaka’s digital space, a systematic audit is no longer optional—it’s survival. Every month, companies in Bangladesh lose an estimated ৳50,000–৳2,00,000 on mismanaged campaigns. In this guide, you’ll learn exactly how to audit your account step by step, uncover hidden inefficiencies, and boost your ROAS by 30–50% within 90 days.

📚 External Resources (Bookmark These)

• Google Ads Help: Account structure best practices
• Neil Patel: Complete Google Ads audit guide
• WordStream: How to do a Google Ads audit
• Search Engine Land: Audit template
• Semrush Blog: Advanced PPC audit steps
• Moz: The beginner’s guide to Google Ads audits
• Backlinko: Google Ads tutorials
• Shopify Blog: AdWords audit checklist
• Ahrefs Blog: Audit your Google Ads like a pro
• PPC Hero: Comprehensive audit checklist

🔗 Rafirit Station Services

• Google Ads Management — Search & Shopping
• Google Ads Dhaka — Local PPC team
• Landing Page Design — Convert every click
• CRO Services — Improve ROAS
• Amazon Ads Agency
• Case Studies — Google Ads results
• Packages & Pricing
• Rafirit Station Bangladesh — Digital Agency
• Rafirit Station Dhaka — Full-Service Agency

Phase 1: Account Structure & Settings

Before diving into keywords or ads, you must ensure the foundation is solid. An illogical account structure leads to wasted spend and confused reporting. In this phase, we’ll examine campaigns, ad groups, settings, and targeting.

Tactic 1.1: Reorganize Campaigns by Business Goal

Why this works: Google Ads rewards relevance. When campaigns mirror your business objectives (brand, generic, competitor, remarketing), Quality Scores improve and management becomes easier.

Exactly how to do it:

1. List all current campaigns and their primary conversions.
2. Group them into categories: brand, non-brand, shopping, display, video.
3. Rename campaigns with a consistent convention (e.g., “[Goal] – [Location] – [Date]”).
4. Move keywords to appropriate ad groups (10-20 keywords per group).
5. Pause campaigns that don’t align with current goals (e.g., old promotions).
6. Set a shared budget for similar campaigns.
7. Use labels to track campaign performance.

Pro script / template / example: Your campaign structure could be: “Brand – Dhaka – 2026” / “Generic – Furniture – 2026” / “Retargeting – All Products – 2026”.

📊 Expected results: Brands that reorganize campaigns often see a 15-25% increase in CTR and a 10-15% rise in conversion rate within 4 weeks.

Tactic 1.2: Audit Bidding Strategies

Why this works: Using the wrong bid strategy (e.g., Manual CPC when you should use Target CPA) can double your cost per conversion.

Exactly how to do it:

1. Review each campaign’s current bid strategy.
2. Check conversion data: if you have >30 conversions in 30 days, switch to Target CPA or Target ROAS.
3. For brand campaigns, use Enhanced CPC for stability.
4. For low-volume campaigns, use Maximize Clicks with a bid cap.
5. Set appropriate targets based on past 90-day averages.
6. Monitor for 2 weeks and adjust targets by ±20%.
7. Document changes in a shared spreadsheet.

Pro script / template / example: If your current CPA is ৳500 and you want ৳400, start with Target CPA ৳450. Google needs a buffer.

📊 Expected results: Smart bidding strategies can reduce CPA by 20-30% while maintaining volume (Google internal data).

Tactic 1.3: Review Location & Schedule Settings

Why this works: Many Dhaka-based advertisers target the whole country when their store only delivers in specific zones. Location misalignment costs 30%+ budget waste.

Exactly how to do it:

1. Go to each campaign’s settings and check location targeting.
2. Use location reports to see where clicks are coming from.
3. Exclude irrelevant cities or countries.
4. Add location bid adjustments (+20% for high-converting areas).
5. Review ad schedule report for day-parting insights.
6. Increase bids by 10-20% during business hours (10am-6pm for Dhaka).
7. Decrease bids by 30% outside peak hours.

Pro script / template / example: If you see that 80% of conversions happen in Dhaka city, set a bid adjustment of +25% for Dhaka and -50% for all other locations.

📊 Expected results: Fine-tuning location and schedule can improve ROAS by 18-35% within 2 months.

Phase 2: Keywords & Audience Analysis

Keywords are the heart of your account. Yet, 60% of searches are new every day. An audit must reveal wasted terms, gaps, and audience opportunities.

Tactic 2.1: Clean Up Search Terms Report

Why this works: Irrelevant queries drain budget. By reviewing search terms, you can add negative keywords and discover new high-performing ones.

Exactly how to do it:

1. Go to Keywords > Search Terms report for the last 90 days.
2. Filter by “Added” = False to see unapplied queries.
3. Add all irrelevant terms as negative keywords (exact and phrase match).
4. Identify high-CPC, low-conversion terms and pause them.
5. Add relevant new keywords to ad groups.
6. Check match types: consider phrase match for new terms.
7. Repeat weekly for the next month.

Pro script / template / example: Common negatives for a Dhaka furniture store: “free”, “cheap”, “rent”, “second hand”. Add these immediately.

📊 Expected results: Adding negative keywords typically reduces wasted spend by 20-40% and improves CTR.

Tactic 2.2: Expand Audience Targeting with RLSA and Custom Audiences

Why this works: Remarketing lists for search ads (RLSA) allow you to adjust bids for past visitors, often increasing conversion rates by 50% or more.

Exactly how to do it:

1. Create a remarketing tag for site visitors (if missing).
2. Build audiences: All visitors (30 days), Cart abandoners (7 days), Past converters.
3. Add these audiences to high-intent campaigns with +30% bid adjustment.
4. Create custom intent audiences based on competitor keywords.
5. Use in-market audiences for Dhaka prospects.
6. Monitor audience performance in the Audiences tab.
7. Adjust bids based on ROAS from each segment.

Pro script / template / example: “We added a +40% bid adjustment for ‘Cart abandoners (7d)’ and saw a 3x increase in return visits.”

📊 Expected results: RLSA can boost conversion rates by 20-50% and lower CPA by 15-30% (Optmyzr data).

Tactic 2.3: Audit Keyword Quality Scores

Why this works: Quality Score (1-10) directly impacts CPC. A 1-point improvement can reduce CPC by 16% (Google). Low QS keywords must be fixed or paused.

Exactly how to do it:

1. Download keyword report with Quality Score column.
2. Filter keywords with QS ≤ 4.
3. For each low QS keyword, check ad relevance and landing page experience.
4. Create more specific ad groups for those keywords.
5. Write dedicated ads for each ad group.
6. Improve landing page load time and content match.
7. Pause if QS does not improve after 2 weeks.

Pro script / template / example: For keyword “Dhaka furniture store”, ensure ad headline includes that exact phrase and landing page shows Dhaka-specific content.

📊 Expected results: Improving QS from 5 to 7 can lower CPC by 30% and increase impression share.

Phase 3: Ad Copy & Extensions

Ads are your first impression. Outdated copy or missing extensions can kill CTR. In 2026, responsive search ads (RSAs) dominate, but they require careful optimization.

Tactic 3.1: Refresh All Responsive Search Ads

Why this works: Google’s machine learning needs diverse headlines and descriptions. Many accounts only have 3-4 headlines; we recommend 10+ for optimal performance.

Exactly how to do it:

1. In each ad group, open the RSA editor.
2. Add 8-10 unique headlines (each max 30 characters).
3. Include keywords in at least 3 headlines.
4. Add 3-5 descriptions (max 90 characters).
5. Use emotions and action verbs: “Get”, “Save”, “Discover”.
6. Pin headlines that must appear in position 1 or 2 (e.g., brand name).
7. Let Google optimize for 2 weeks, then review performance.

Pro script / template / example: Headline 1: “Buy Furniture in Dhaka” — Headline 2: “Up to 50% Off Today” — Headline 3: “Free Delivery Inside City”. Description: “Shop quality furniture at unbeatable prices. Limited-time offer. Visit our showroom or order online!”

📊 Expected results: Well-optimized RSAs can improve CTR by 20-40% compared to paused expanded text ads.

Tactic 3.2: Implement All Relevant Ad Extensions

Why this works: Extensions increase real estate and CTR. Sitelinks, callouts, structured snippets, and call extensions can boost CTR by 10-30%.

Exactly how to do it:

1. Go to Ads & Extensions > Extensions.
2. Add at least 4-6 sitelinks with relevant landing pages.
3. Add callout extensions (e.g., “Free Shipping”, “24/7 Support”).
4. Add structured snippet extensions (e.g., Brands: “ABC Furniture”, “XYZ Home”).
5. Add call extension with a local Dhaka phone number.
6. Add price extension if applicable.
7. Set campaign-level extensions for consistency.

Pro script / template / example: Sitelinks: “Bedroom Sets”, “Dining Tables”, “Sofas”, “Sale Items” — each linking to a specific category page.

📊 Expected results: Accounts with all extensions enabled see 15-25% higher CTR than those without (Google internal data).

Tactic 3.3: A/B Test Ad Copy with Minimal Budget

Why this works: Even small differences in copy can drastically affect conversion rates. Testing prevents assumptions.

Exactly how to do it:

1. Create 2-3 different RSAs per ad group.
2. Rotate ads evenly (set to “Do not optimize”).
3. Let the test run for 2 weeks or until each ad gets 100+ clicks.
4. Compare CTR, conversion rate, and CPA.
5. Pause underperforming ads.
6. Scale winning ad by increasing budget.
7. Repeat monthly.

Pro script / template / example: Test benefit-driven vs feature-driven copy: “Save ₹500 on Every Order” vs “500+ Styles Available” — compare which drives purchases.

📊 Expected results: Regular A/B testing can improve conversion rates by 15-30% over time.

Phase 4: Conversion Tracking & Remarketing

Without accurate conversion tracking, you’re flying blind. Remarketing recovers lost visitors. Both are critical for a complete audit.

Tactic 4.1: Verify All Conversion Actions Are Correctly Installed

Why this works: Double-counting or missing conversions can lead to wrong optimization signals.

Exactly how to do it:

1. Go to Tools > Conversions.
2. List all conversion actions (purchases, leads, calls).
3. Check the Google Tag Manager (GTM) setup or global site tag.
4. Use Google Tag Assistant to verify firing.
5. Ensure conversions are counted as primary (not secondary) for bidding.
6. Fix attribution window: use 90-day for remarketing, 30-day for search.
7. Turn off cross-device conversions if not relevant.

Pro script / template / example: For a Dhaka e-commerce store, set purchase conversion with 30-day window. Test purchase event fires only on thank-you page.

📊 Expected results: Properly set conversion tracking can improve CPA accuracy by 40% and reduce wasted spend.

Tactic 4.2: Set Up Effective Remarketing Campaigns

Why this works: Remarketing campaigns often have the lowest CPA and highest ROAS. Yet many accounts neglect them.

Exactly how to do it:

1. Create audience lists based on behavior (e.g., page visits, cart abandonment).
2. Set up a dedicated remarketing campaign with Display, Discovery, or Search.
3. Use Dynamic Remarketing for product ads (feed required).
4. Segment audiences: high intent (cart abandoners) vs low intent (blog readers).
5. Create tailored ad copy for each segment (e.g., “Complete Your Purchase”).
6. Set frequency caps to avoid ad fatigue (e.g., 3 ads per day).
7. Monitor and exclude converted users.

Pro script / template / example: For cart abandoners in Dhaka, create an ad: “Forgot Something? 10% Off Your Cart — Use Code CART10”.

📊 Expected results: Remarketing can generate 20-30% of total revenue with a ROAS of 5:1 or higher.

🏆 Real Case Study: How a Dhaka-Based Furniture Store Achieved a 150% Sales Increase

Before: Bashundhara Furniture (Dhaka) spent ৳5,00,000 per month on Google Ads with inconsistent results. Their account had 15 campaigns running without clear structure. Quality Scores averaged 4/10. Conversion rate was 1.2% and CPA was ৳2,500. They were losing money.

Our Audit Strategy:

• Reorganized campaigns into brand, generic, and remarketing.
• Switched to Target CPA bidding after fixing conversion tracking.
• Added 200+ negative keywords from search term reports.
• Created ad groups by product category with tailored RSAs.
• Implemented RLSA with +30% bid for past visitors.
• Set up dynamic remarketing for cart abandoners.
• Optimized landing pages for mobile speed (load time under 2.5 seconds).

After 90 days:

• Revenue increased from ৳12,00,000 to ৳30,00,000 per month (150% rise).
• CPA dropped from ৳2,500 to ৳1,100 (56% reduction).
• Conversion rate improved from 1.2% to 3.8% (217% increase).
• Quality Score average rose from 4 to 8.
• Overall ROAS went from 2.4x to 6.0x.

Client Quote: “Rafirit Station’s audit transformed our Google Ads performance. They pinpointed problems we didn’t even know existed. Our sales doubled in just three months.” — Rahim, Owner, Bashundhara Furniture

See more Rafirit Station case studies →

✅ Google Ads Audit Checklist

❓ Frequently Asked Questions

🎯 The Bottom Line

A Google Ads account audit isn’t a one-time event—it’s a discipline. In 2026, the competitive landscape in Dhaka demands regular optimization. The biggest mistake we see is ignoring search terms reports and bidding strategies. Here’s the counterintuitive takeaway: don’t try to optimize everything at once. Focus on the 20% of changes that will drive 80% of improvement: conversion tracking, negative keywords, and ad relevance. Master those, and your ROAS will steadily climb.

⚡ Your Next Step (Do This Today)

1. Download your search terms report for the last 90 days and add 10 negative keywords.
2. Check conversion tracking with Google Tag Assistant—fix any broken tags.
3. Review Quality Scores for your top 20 keywords; pause any below 4.
4. Add at least 3 new ad extensions (sitelinks, callouts, structured snippets).
5. Schedule a 30-minute strategy call with Rafirit Station for a free audit assessment.

💬 Drop “AUDIT2026” in the comments and we’ll send you our free Google Ads audit checklist—no email required.