Google Ads Audit Script

Want a full health check of your Google Ads account without hiring an agency? This free script audits everything — Search keywords, search terms, RSA ads, PMax asset groups, Shopping feed, conversion setup, and campaign settings — in a single run.

Paste the script into Google Ads Scripts, point it at an empty Google Sheet, and hit Run. Within minutes you get an 11-tab report covering every major area of your account. Each tab has color-coded flags so you can immediately see what needs attention.

The Executive Summary tab starts with an account-level overview — total cost, conversions, CPA, and ROAS across all campaign types, broken down by channel (Search, PMax, Shopping, Video, Display, etc.) with cost share percentages. Spend in campaign types not covered by the detailed tabs is flagged separately so nothing slips through. Below the overview you get Search and PMax summaries, a categorized list of issues (critical, warning, OK), and a Quick Wins section with estimated savings.

Search analysis covers keyword waste (high cost, zero conversions), low Quality Scores, dead keywords (enabled keywords with zero impressions, detected via a separate no-date-filter query), duplicate keywords across ad groups, and match-type-aware conflicts between active keywords and negative keywords (exact, phrase, and broad match logic). Keywords with CPA more than 2× the account average are flagged. Duplicates and conflicts are reported on dedicated tabs for easy review. Search terms are analyzed for wasted spend with specific negative keyword recommendations.

RSA ads are checked for ad strength, headline/description count, pinning usage, and ad group coverage. PMax asset groups are audited against Google's minimum and recommended asset counts.

Shopping feed analysis deduplicates products across feed variants (merchant × channel × language × feed label) and merges product status with performance data — flagging disapproved products, zero-impression items, and high-spend zero-conversion products. A separate issues tab lists every Merchant Center warning.

The Settings tab audits auto-tagging, conversion action configuration (counting type, attribution model), network targeting, geo targeting, budget limitations (with lost impression share data), ad rank issues, and ad extension coverage per campaign (including account-level assets).

The CONFIG section lets you filter Shopping products by channel, language, and feed label to avoid duplicate rows from multi-country feeds. You can also set the spreadsheet locale (default cs_CZ) for proper number formatting.

After the audit, keep your account healthy with the Monthly Ads Monitor for ongoing YoY trend tracking and the Product Performance Tracker for Shopping product-level insights.