This free Google Ads health check gives you a score out of 100 in about two minutes — no login, no email, no sales call. It checks the 10 settings that most often waste ad budget (conversion tracking, search terms, location targeting, Display/Search Partners, landing pages, ads, auto-apply, bidding, remarketing and review routine) and works out your real CTR, cost per click and cost per result from your own numbers.
Free Google Ads Health Check
No login, no email. Enter 5 numbers from your Google Ads dashboard (last 30 days) and answer 10 quick setup questions. You get a health score, your real cost per result, and the fixes that matter most — in about 2 minutes.
A self-check based on widely used Google Ads best practices and Google Ads Help guidance; the “rule of thumb” thresholds vary by industry. Your numbers stay in your browser — nothing is sent or stored.
What the health check looks at
Tracking (20 points): if conversions are not tracked correctly, every other number is guesswork, so an account without tracking cannot score above 49. Waste leaks (36 points): search terms and negatives, location “presence” setting, Display/Search Partners mixed into Search, and auto-applied recommendations. Conversion quality (26 points): landing-page match, ad strength and assets, and whether smart bidding has enough data. Habits (10 points): remarketing and a weekly review. With your numbers entered, CTR and cost per result against your target add up to 15 more points.
Google Ads audit checklist: 10 checks and how to fix each
This is the same checklist the health check scores, so you can fix each item inside your account. Menu names follow the current Google Ads layout; older AdWords accounts use the same settings under different menus.
- Conversion tracking works. Go to Goals → Conversions → Summary. Every primary action (lead form, call, purchase) should show “Recording conversions”. If it says “No recent conversions” or “Unverified”, fix the tag or Google Tag Manager trigger first. Everything else depends on this.
- Search terms are reviewed every week. Open Insights and reports → Search terms, sort by cost, and add irrelevant terms (free, jobs, course, DIY, competitor names you do not want) as negative keywords.
- Location option is set to “Presence”. In Campaign settings → Locations → Location options, choose “Presence: people in or regularly in your included locations”. The default also shows ads to people only interested in your area, a common leak for local businesses.
- Display Network and Search Partners are off in Search campaigns. In Campaign settings → Networks, untick the Display Network for Search campaigns. Keep Search Partners only if its cost per result in the segment report is close to Google Search.
- Landing page matches the ad. Each ad group should send people to a page that repeats the promise in the ad, loads fast on mobile and has one clear call to action.
- Ads are strong and use assets. Aim for “Good” or “Excellent” ad strength on responsive search ads, with sitelinks, callouts, a call asset and (for local businesses) a location asset.
- Auto-apply recommendations are controlled. In Recommendations → Auto-apply, switch off anything that adds keywords, broadens match types or raises budgets without your review.
- Bid strategy fits your data. Smart bidding (Maximize conversions, Target CPA or ROAS) learns from conversions. As a rule of thumb, with fewer than about 30 conversions a month, start with Maximize clicks or Maximize conversions without a target, and add a target once data builds up.
- Remarketing audience is set up. Under Tools → Shared library → Audience manager, create a website-visitors segment so you can bid on or show ads to people who already visited.
- A weekly review habit exists. Once a week: search terms, budget pacing, cost per result against target, and any disapproved ads. Ten minutes a week prevents most wasted spend.
Google Ads health check vs AdWords health check
Google AdWords was renamed Google Ads in 2018. A “free Google AdWords health check” and a “free Google Ads health check” mean the same thing: an audit of the settings above.
How to read your score
80–100 Healthy: keep the weekly review and test new ads. 50–79 Needs work: fix the top three items the tool lists; most accounts see cost per lead fall within a few weeks. Below 50 Leaking money: fix conversion tracking and search-term negatives before adding budget.
Common questions
Is my data safe? Yes. Everything is calculated in your browser; nothing you type is sent or stored.
Where do I find these numbers? In Google Ads, open Campaigns, set the date range to the last 30 days, and read Cost, Impressions, Clicks and Conversions from the totals row.
What is a good CTR? It depends on industry and keyword type. For Search campaigns, many advertisers treat roughly 2% as a floor; below that, tighten keyword groups and put the keyword in the headline.
Does this work for Meta (Facebook/Instagram) ads? This version is built for Google Ads. The tracking, landing-page and remarketing checks apply to Meta too. Also try our ROAS calculator.
More free tools: ROAS calculator for Google & Meta ads · Marketing ROI in India: stop wasting ad budget · Google Ads Help.
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