Is your Google Ads budget really working?
Answer 15 quick questions and get your Google Ads Score out of 100, with a breakdown across tracking, search terms, ads and landing pages, budget and bidding, and reporting. It takes about two minutes.
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Free two-minute check
Let’s see how hard your ad spend is really working.
15 quick questions across five areas. Answer honestly: there are no wrong answers, and nobody sees your answers but us.
Start the check- 1Your Google Ads Score out of 100
- 2How you scored in tracking, search terms, ads, budget and reporting
- 3The one change that would make the biggest difference in each area, plus the option of a free account audit
Question 1 of 15
Step 1 of 5
Conversion tracking
Do you track enquiries, calls and sales as conversions in Google Ads?
Is each conversion counted once, from one reliable source such as the Google tag, GA4 or your CRM?
Step 2 of 5
Search terms & keywords
Do you check the search terms report at least once a month?
Do you add negative keywords to block searches that will never buy from you?
Are your keywords grouped tightly by service, with ads written for each group?
Step 3 of 5
Ads & landing pages
Does every ad send people to a page about that exact service, rather than your homepage?
Do your ads use all the assets they can, such as sitelinks, callouts, calls and location?
Do you test new ad copy against your current ads at least once a quarter?
Step 4 of 5
Budget & bidding
Is most of your budget going to the campaigns that actually bring in enquiries?
Is your bid strategy matched to your goal, such as enquiries or sales rather than clicks?
Do your ads only show in the areas and at the times you can actually serve customers?
Step 5 of 5
Reporting
Does your monthly report show enquiries, sales or bookings, not just clicks and impressions?
Can you see which campaigns and keywords turned into paying customers?
Does someone review and adjust the account every week?
0/100
Your Google Ads Score
Getting started
Your account is probably spending money it doesn’t need to. The good news is the biggest fixes are usually quick. Start with tracking.
Building momentum
The basics are in place, but there’s likely wasted spend and missed enquiries. Tighter tracking and search terms will make a clear difference.
In good shape
Your account is in good shape. The gains now come from regular testing, sharper landing pages and tying spend to real customers.
Leading the way
You’re running a tighter account than most we see. Keep testing, and make sure every pound can be traced to an enquiry, sale or booking.
Unlock your full report
See how you scored in tracking, search terms, ads and landing pages, budget and reporting, with the one change that would make the biggest difference in each.
Your full report
You scored 0 out of 100
Conversion tracking
0 / 6
Without conversion tracking, Google is optimising for clicks, not customers. Set up tracking for form enquiries, calls and sales before you change anything else.
Some conversions are tracked, but gaps or double counting will mislead your bidding. Check each one fires once, from one source, and only count the actions that matter.
Tracking is solid. Next, feed qualified leads or sales back from your CRM so bidding favours the enquiries that turn into customers.
Search terms & keywords
0 / 6
You’re probably paying for searches that will never buy. Check the search terms report this week and add the irrelevant ones as negative keywords.
You review search terms now and then. Make it a monthly habit, build shared negative keyword lists, and split out services that share an ad group.
Tight keywords and a clean search terms report. Keep a running negative list and revisit it whenever you add services or locations.
Ads & landing pages
0 / 6
Sending everyone to your homepage costs enquiries. Point each ad group at the page for that service, and add sitelinks, callouts and a call asset.
Your ads are reasonable but not being tested. Run a new headline or offer against the current one each quarter, and keep each landing page matching its ad.
Relevant ads, matching pages and full assets. Start testing the landing pages too, such as shorter forms or a clearer call to action.
Budget & bidding
0 / 6
Budget is likely spread across campaigns that don’t pay back. Fund the one or two that bring in enquiries first, and limit ads to the areas and hours you serve.
Budget is roughly in the right place. Match your bid strategy to your goal, and each month move spend towards the campaigns with the lowest cost per enquiry.
Spend and bidding are well aligned. Review location and time-of-day reports each quarter and trim whatever doesn’t convert.
Reporting
0 / 6
If you only see clicks and impressions, you can’t tell what Google Ads is doing for you. Ask for a monthly report on the enquiries, sales or bookings it produced, and a weekly check of the account.
You get some useful numbers, but not the full picture. Link enquiries back to the campaigns and keywords that produced them so you can see which ones make money.
You can see what your spend turns into. Keep the weekly reviews going and set a target cost per enquiry to judge new campaigns against.
Want an expert to look under the bonnet? Claim a free Google Ads audit below, or talk to us about managing your account.
Free Google Ads audit
Want us to look at the account itself?
Your score shows where to look. A free audit shows exactly what to fix. We’ll review your account with read-only access and send you a short, plain-English list of the changes that would make the biggest difference, in order of priority.
- Conversion tracking set-up
- Wasted spend in your search terms
- Campaign and keyword structure
- Ads, assets and landing pages
- Budget, bidding and targeting
No cost, no obligation and no hard sell.
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