Google Ads Wasted-Spend Audit Toolkit
Find Where Your Google Ads Budget Deserves Attention
A practical 50-point Google Ads audit toolkit to help you identify tracking gaps, irrelevant search terms, targeting issues, budget problems and optimization opportunities.
One-time payment • Instant digital access
50-Point Audit Checklist
9 sections- 1Account & Campaign Structurechecks
- 2Conversion Trackingchecks
- 3Keywords & Search Intentchecks
- 4Search Terms & Negative Keywordschecks
- 5Targeting & Campaign Settingschecks
- + 4 more sections
Is Your Google Ads Budget Working as Hard as It Should?
Most accounts don't lose efficiency in one dramatic mistake. It leaks through small issues that nobody has looked at in a while. These are the areas that most often deserve a closer look:
- Poor or incomplete conversion tracking
- Irrelevant search terms
- Missing negative keywords
- Keywords that don't match search intent
- Weak location targeting
- Poor device or schedule performance
- Incorrect bidding or budget allocation
- Ads that don't match what people searched
- Landing-page friction
- Optimising for leads instead of business outcomes
The toolkit gives you a practical framework for finding which of these deserve investigation in your account — so you fix the right things first. If you want the free version of the thinking behind it, read the 50-point Google Ads audit checklist article.
Everything You Need to Audit Your Google Ads Account
50-Point Google Ads Audit Checklist
A structured checklist covering account structure, conversion tracking, keywords, search terms, targeting, ads, bidding, landing pages and business outcomes.
Google Ads Audit Spreadsheet
Document findings, assign priorities and track actions across all 50 audit points.
Wasted Spend Calculator
Estimate the amount and share of spend that deserves further review — a review signal, not a verdict.
Search Terms & Negative Keywords Template
Analyse search terms and organise negative keyword opportunities.
Quick Start Guide
A simple guide explaining how to use the toolkit.
30-Day Optimization Action Plan
A practical framework for prioritising improvements over the next 30 days.
What Does the 50-Point Audit Cover?
- 1Account & Campaign Structure
- 2Conversion Tracking
- 3Keywords & Search Intent
- 4Search Terms & Negative Keywords
- 5Targeting & Campaign Settings
- 6Ads & Assets
- 7Bidding & Budget
- 8Landing Pages
- 9Business Outcomes
A few example checks
- Is conversion tracking configured correctly?
- Are important search terms being reviewed regularly?
- Are irrelevant queries being excluded?
- Are location settings aligned with the business?
- Is budget allocated according to meaningful performance?
- Are campaigns optimised for business outcomes rather than vanity metrics?
+ 44 more checks in the full toolkit.
Who Is This Toolkit For?
Business Owners
You spend money on Google Ads and want a structured way to review your account.
Freelancers & Marketers
You manage Google Ads accounts and need a repeatable audit framework.
Agencies
You need a practical checklist for account reviews and optimisation planning.
In-House Marketing Teams
You want a structured process for finding areas that need attention.
Audit Your Google Ads in 3 Simple Steps
Step 1
Review
Work through the 50-point checklist.
Step 2
Identify
Document findings using the spreadsheet, calculator and search-term templates.
Step 3
Prioritize
Use the action plan to decide what to investigate or improve first.
Turn a Google Ads Account Into a Structured Audit
- Identify areas of potential wasted spend
- Find tracking gaps
- Review search-term quality
- Organise negative keyword opportunities
- Evaluate targeting settings
- Review budget and bidding decisions
- Assess ad relevance
- Review landing-page issues
- Prioritise optimisation opportunities
- Create a practical 30-day action plan
A Look Inside the Toolkit
Simplified previews of the toolkit layouts. Sample rows only — the full files are delivered after purchase.
| # | Check | Status | Priority |
|---|---|---|---|
| 1 | Primary conversion defined | Review | High |
| 2 | Duplicate conversions | OK | — |
| 3 | Location: presence only | Fix | High |
| Category | Spend (₹) | Review signal |
|---|---|---|
| Irrelevant search terms | your input | auto |
| Weak locations | your input | auto |
| Total to review | auto % |
| Search term | Intent | Action |
|---|---|---|
| example query | Low | Add negative |
| example query | High | Add keyword |
| example query | Unclear | Watch |
| Week | Focus | Owner |
|---|---|---|
| 1 | Tracking fixes | You |
| 2 | Search terms & negatives | You |
| 3–4 | Bids, budget, landing page | You |
Google Ads Wasted-Spend Audit Toolkit
₹499
One-time payment
- 50-Point Google Ads Audit Checklist
- Google Ads Audit Spreadsheet
- Wasted Spend Calculator
- Search Terms & Negative Keywords Template
- Quick Start Guide
- 30-Day Optimization Action Plan
Digital product • One-time purchase • Non-refundable
Created by Nikhil Khachane
Nikhil Khachane is a performance marketer and Google Ads consultant based in Pune. The toolkit turns the same audit process he uses on client accounts into a framework you can run yourself.
Related reading: local Google Ads in India, AI Max in 2026, Google Ads and AI Search, building a profitable funnel, when ads work but the business doesn't grow, and the Google Ads consulting service.
Frequently Asked Questions
Disclaimer: This toolkit is an educational and practical audit framework. It helps identify areas that may require review or optimization; it does not guarantee savings, leads, sales, ROAS or any other result.
Google Ads and Google are trademarks of Google LLC. AdsWithNikhil is an independent business and is not affiliated with or endorsed by Google.
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