Google Ads MCC Audit Checklist
A 60-point audit built from a decade of running enterprise Google Ads accounts. Covers account structure, campaigns, keywords, ads, bidding, conversion tracking, Quality Score, and reporting. Weighted scoring plus a prioritised action list.
Agency Intelligence
New-client audits usually find 30 to 40 points of easy fixes: if you know what to look at.
Most Google Ads audits are either too shallow (10 generic bullet points) or too deep (a 200-tab spreadsheet nobody reads). This 60-point checklist hits the fixes that materially move CPA inside the first month. Score each item, then export the action list for client sign-off.
Account details
Audit items
Overall score
Priority action list
Export
Frequently asked questions
What is an MCC audit?
A structured review of a Google Ads account from an agency / MCC (Manager / My Client Center) perspective. 60 checkpoints across structure, bidding, QS, tracking.
When should I run this?
New-client onboarding, quarterly reviews, before major changes, after algorithm updates that reshuffle performance.
What score is "healthy"?
75% + overall is healthy. 50 to 75% means material fixes available. Under 50% suggests the account needs rebuilding not tweaking.
Does the tool export the findings?
Yes. Download Markdown report or CSV of findings. The Markdown version is client-ready.
Are items weighted?
By category priority rather than per-item. Conversion tracking + structure + bidding are flagged as high priority.
Can I customise the checklist?
Not in-browser. The checklist is opinionated based on a decade of enterprise Google Ads audits. Suggestions welcome.
What is "lost IS (budget)"?
Impression Share lost to budget constraints. If above 20% on priority campaigns, you're leaving demand on the table.
How detailed are the recommendations?
Each failed check comes with a one-line note on what to do. Deeper remediation requires account access.
What are "quick wins" in an audit?
Items that fix in under an hour with material impact: enable enhanced conversions, add missing sitelinks, consolidate duplicate keywords, enable Customer Match.
Does this work for Google Shopping accounts?
Partially. There's a Shopping / PMax section with 6 checks. For deep Shopping audits, feed-level analysis is also needed.
How is this different from Google's Recommendations page?
Google's recommendations are algorithm-driven, often ad-revenue-maximising. This audit is independent and asks what a senior human reviewer would.
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