Running profitable Google Ads campaigns requires continuous optimization. Without regular attention, even well-structured campaigns can develop inefficiencies that drain your budget and hurt performance.
This Google Ads optimization checklist breaks down the process into manageable sections. Whether you're performing a weekly check-in or a comprehensive quarterly audit, you'll find actionable items to improve your campaigns.
How to use this checklist: Start with the Quick Wins section for immediate impact, then work through each category based on your optimization priorities. Use the tools like marketingOS's Google Ads Manager to streamline your workflow.
Quick Wins: High-Impact Optimizations
Start here for the biggest impact with minimal effort. These Google Ads optimizations can often be implemented in under an hour.
Review Search Terms Report
Add irrelevant search terms as negative keywords. This is often the single highest-ROI optimization you can make.
Pause Underperforming Keywords
Identify keywords with high spend but zero conversions. Pause or reduce bids on these immediately.
Check Budget Pacing
Ensure campaigns aren't limited by budget. Use the Ad Spend Tracker to monitor pacing.
Review Device Performance
Apply bid adjustments if mobile or desktop significantly outperforms the other.
Add Missing Ad Extensions
Ensure all relevant extensions (sitelinks, callouts, structured snippets) are active. They improve CTR at no extra cost.
Account Structure Optimization
A well-organized account is easier to optimize and performs better. Review these structural elements quarterly.
Campaign Organization
- Separate campaigns by goal (brand, non-brand, competitor, remarketing)
- Use consistent naming conventions across all campaigns
- Group campaigns by product, service, or funnel stage
- Allocate budgets appropriately based on priority and performance
Ad Group Structure
- Limit each ad group to 15-20 closely related keywords
- Create single keyword ad groups (SKAGs) for high-volume terms
- Ensure ad copy is highly relevant to each ad group's theme
- Split test at least 2-3 ads per ad group
| Structure Element | Best Practice | Common Mistake |
|---|---|---|
| Campaigns | Separate by goal/intent | Mixing brand and non-brand |
| Ad Groups | Tightly themed, 15-20 keywords | 100+ unrelated keywords |
| Keywords | Mix of match types | Only broad match |
| Ads | 3+ Responsive Search Ads | Single ad per group |
Keyword Optimization Checklist
Keywords are the foundation of Search campaigns. Regular keyword optimization prevents wasted spend and captures new opportunities.
Weekly Keyword Tasks
Monthly Keyword Tasks
Pro tip: Create shared negative keyword lists by theme (jobs, free, DIY, etc.) and apply them across relevant campaigns. This saves time and ensures consistency.
Ad Copy Optimization
Compelling ads drive higher CTR and Quality Score. Continuously test and refine your messaging.
Responsive Search Ads (RSA) Best Practices
- Include at least 8-10 unique headlines per RSA
- Write 4 distinct descriptions with different value propositions
- Include primary keyword in at least 2-3 headlines
- Pin important headlines to positions 1 or 2 strategically
- Use headline variations (questions, benefits, features, CTAs)
Ad Copy Elements to Test
Headlines
- • Include numbers and statistics
- • Test questions vs. statements
- • Try urgency-based messaging
- • Use brand name variations
Descriptions
- • Highlight unique selling points
- • Include social proof
- • Test different CTAs
- • Add pricing or offers
Ad Strength Optimization
Aim for "Good" or "Excellent" ad strength. Here's how to improve it:
| Ad Strength | What It Means | Action |
|---|---|---|
| Poor | Missing assets or low variety | Add more unique headlines and descriptions |
| Average | Some improvements needed | Increase variety and add keywords |
| Good | Meets most requirements | Fine-tune based on performance |
| Excellent | Fully optimized | Monitor and maintain |
Bidding Strategy Optimization
Your bidding strategy directly impacts cost and conversion volume. Choose the right strategy for your goals and maturity.
Bidding Strategy Selection
| Strategy | Best For | Requirements |
|---|---|---|
| Manual CPC | New campaigns, learning phase | Time to manage bids manually |
| Maximize Clicks | Traffic and awareness goals | Set a bid cap to control costs |
| Maximize Conversions | Getting more conversions at any cost | 15+ conversions/month |
| Target CPA | Controlling cost per conversion | 30+ conversions/month |
| Target ROAS | E-commerce, revenue optimization | 50+ conversions/month with value |
Bid Adjustment Checklist
- Device: Adjust based on conversion rate by device
- Location: Increase bids in high-performing regions
- Time of day: Schedule ads during peak conversion hours
- Audiences: Layer audience bid adjustments on Search
- Demographics: Adjust for age/gender if data supports it
Smart Bidding tip: Give automated strategies 2-3 weeks of data before making changes. Monitor through the learning period and avoid making drastic changes that reset the algorithm.
Landing Page Optimization
Landing page experience is one-third of Quality Score and directly impacts conversions. Ensure your pages are optimized for both.
Page Speed Checklist
Relevance Checklist
Conversion Optimization Checklist
Tracking & Measurement
Accurate tracking is essential for optimization. Without proper measurement, you're flying blind.
Conversion Tracking Audit
UTM Tracking Best Practices
- Use consistent UTM naming conventions across campaigns
- Enable auto-tagging for Google Ads
- Use a UTM builder tool to maintain consistency
- Document your UTM taxonomy
Performance Max Optimization
Performance Max campaigns require different optimization approaches than traditional Search. Here's how to get the most from them.
Asset Group Optimization
- Provide all asset types (text, images, video, logos)
- Use high-quality images in multiple aspect ratios
- Include 5+ unique headlines and 5+ descriptions
- Add YouTube videos (or let Google auto-create)
- Create separate asset groups for different themes/products
Audience Signals
- Add your customer lists for audience signals
- Include website visitor audiences
- Add relevant custom segments and in-market audiences
- Include search themes for keyword targeting
Important: Use brand exclusions to prevent Performance Max from bidding on your brand terms if you have separate brand campaigns.
Frequently Asked Questions
How often should I optimize Google Ads?
Perform weekly check-ins for basic metrics (spend, conversions, CPA), monthly deep dives for keyword and ad optimization, and quarterly reviews for strategy and account structure. High-spend accounts may need daily monitoring.
What is the most important Google Ads optimization?
Negative keyword management is often the highest-impact optimization. It prevents wasted spend on irrelevant searches and improves overall campaign efficiency and Quality Score.
How do I improve Google Ads Quality Score?
Focus on three factors: improve expected CTR through compelling ad copy, ensure ad relevance by matching keywords to ad text, and optimize landing page experience with fast, relevant pages.
Should I use manual or automated bidding?
Start with manual bidding for new campaigns to gather data. Once you have 30+ conversions per month, test automated strategies like Target CPA or Target ROAS for better performance.
What is a good Google Ads CTR?
Average CTR varies by industry but generally 3-5% is good for Search campaigns. Branded keywords often see 10%+ CTR while competitive non-brand keywords may be 2-3%.
Final Thoughts
Google Ads optimization is an ongoing process, not a one-time task. The most successful advertisers build optimization into their weekly routine, catching issues early and capitalizing on opportunities quickly.
Use this checklist as a framework, but adapt it to your specific situation. Focus on the areas with the biggest impact for your account—whether that's keyword management, ad testing, or landing page optimization.
Tools like marketingOS can help streamline your optimization workflow by centralizing your Google Ads data alongside other channels. This gives you a complete picture of performance and makes cross-channel optimization much easier.