1. What does Google Ads treat as your main conversion? A purchase, a qualified lead, or a call you actually want. Any form fill, including ones you rarely follow up on. A page view, a button click, or I'm not sure.
2. When did you last read the search terms report and add negatives? In the last 14 days. About 1 to 3 months ago. Longer than 3 months ago, or never.
3. Can you name, in dollars, what you spent last month on searches that didn't convert? Yes. I've looked at the number. Roughly. I haven't sorted it by cost. No.
4. How are most of your active keywords matched? Exact and phrase, with broad only where you have conversions and negatives. A mix, and I'm not sure which part spends the most. Mostly broad match, or I'm not sure.
5. Which bidding setup is closest to yours? Manual bids, or a smart strategy with a steady stream of real conversions. Smart bidding (Maximize conversions, target CPA, or target ROAS) with only a handful of conversions a month. I'm not sure which strategy is running.
6. Are any campaigns marked limited by budget while others still have budget left? No. The money sits on campaigns that produce real conversions. I haven't checked. Yes.
7. Where do the ads with the most spend send people? A page that repeats the offer and asks for one next step. It varies, and I haven't clicked the top ads myself. The homepage, or a page that doesn't match the ad.
8. Are sitelinks, callouts, and structured snippets filled in, and still true? Yes. They match the current offer. Some are missing or out of date. I don't know.
9. After the last real change to the site or the tag, did a test conversion show up in Google Ads? Yes. I saw it in the account. The site hasn't changed since tracking was set up, and leads still show up. No, or I'm not sure the tag still fires.
10. What is the account actually optimizing toward? Qualified leads, sales, or calls. The outcome I want more of. I'm not sure. Clicks, traffic, or a soft action I don't sell.
Answer all 10 questions. An empty answer would make the score look safer than it is.
This scores your answers. It does not look inside the Google Ads account.
