What is It?
The Account Structure Audit builder is a quick and easy way to audit your accounts, specifying the parameters to be considered, and receiving an overall average performance grade to see how everything is doing.
You can view the details, create and save custom audits, and download the results in an Excel, PDF, or .txt format.
The tool uses a percentage-based scoring system ranging from 0 to 100. Here’s how the scores are defined:
91-100: Good Score (Green)
80-90: Almost There (Yellow)
0-79: Needs Improvement (Red)
Scores are calculated based on the conditions set for each audit type. For example, if auditing for ad groups with more than 'n' keywords, the scoring is as follows:
Score of 95 - 5% of the ad groups match the check
Score of 80 - 20% of the ad groups match the check
Score of 60 - 40% of the ad groups match the check
Why Use It?
The tool allows you to identify improvement opportunities, maintain best practices, and monitor account quality through a clear, structured audit process.
With the Account Structure Audit tool, you can:
Quickly assess the overall health of your account with a clear performance score based on customizable audit parameters.
Customize audit conditions to match your internal PPC standards and evaluate accounts according to your specific optimization criteria.
Save time during account reviews by automatically generating detailed audit reports instead of manually checking campaigns, ads, and keywords.
Access AI-generated summaries and recommendations that highlight key strengths and opportunities. You can monitor account improvements over time by saving audits and scheduling recurring reports for your team.
Setting Up an Account Audit
Press on the "Create New Audit" button and give it a name to get started. You'll see a set of audits for Ad Groups, Ads, Campaigns, Search Campaigns, and Keywords. Each of these audits has its own set of sections, as seen below.
Audits and Sections
For every section, you can make changes to the numeric variables to better suit what you need to be auditing. Any number highlighted in blue is editable. You can also choose to disable or enable any of the items and still show - or hide - the disabled ones from the list.
The list of sections and audits varies depending by platform (Google Ads, Amazon Ads, and Microsoft Ads): The audits can be expanded or collapsed as needed.
Once you set these parameters, press the Run button.
Analyzing Results
On top of the results page, you'll see an AI-generated summary of the audit (currently only for Google Ads and Microsoft Ads), allowing you to get a brief overview of the state of your account and performance before you dive deep into the audit. The summary will highlight top strengths and opportunities across the selected account. You will get recommendations to improve your account markers.
✨ AI-generated content (such as suggestions, summaries, or insights) is intended to support your decision-making. Please review and validate the output before applying any changes.
Below the summary, you'll see an overall score out of 100, which is an average of the items below.
Each audit has its own individual score, and when you press over the result, you'll see a more detailed range of information displayed.
Note: Some of the audits in our PPC Policy & Audits designer are not scored, as they’re meant to report on the different items in your account and not evaluate them based on specific parameters. You'll see these audits grayed out and with a "-" sign.
Actionable Details Sidebar
Some audit results will show a link for more details, as in the screenshot below for ad groups. This is available for campaigns (campaign settings, ad groups, extensions) & ad groups (ad group settings, keywords, ads).
When you press these links, you'll see a sidebar with more information and further details. These are actionable audits that can help create new ads. From the 'Add Ad' option in the Ads tab, you can create new Call Ads, Responsive Search ads, Responsive Display ads, and Expanded Dynamic Search Ads.
You will be able to see AI-generated suggestions for full ad texts as well as ad components like headlines and descriptions. You can pick from a wide range of data-driven suggestions to add to your ad copy.
✨ AI-generated content (such as suggestions, summaries, or insights) is intended to support your decision-making. Please review and validate the output before applying any changes.
Note: This feature is currently available only for Google Ads accounts.
Downloading Results
You can download a .txt summary, save the information as a PDF file, or download an Excel copy of the results.
When downloading as an Excel file, the downloaded report will come with the full list of audits and sections, with detailed results for each.
When downloading as a PDF file, you can choose to keep the original colors of the audit by selecting the Background Graphics option.
Scheduling Results
Your saved audits can also be scheduled to be sent out on a weekly basis. This sends out an email with the link to the recently run audit. You'll find this option in the top right, next to Save and Run Now. When scheduling the audit, you'll be able to send the results to multiple team members.
Use Cases
Audit score drops after adding new campaigns
Problem: After launching a few new campaigns, you might find that your overall audit score drops significantly. Can you analyze this problem?
Solution: You can open the audit results to identify exactly which aspects are failing and which ad groups are impacting the score. By adjusting your audit filters, you can pinpoint ad groups with too many keywords or missing ads and take action directly from the actionable sidebar.
Monitor account quality on a regular basis
Problem: Account performance and structure can change as your account expands. Without regular monitoring, it becomes harder to maintain best practices and ensure small issues don't accumulate.
Solution: You can create audits with your defined thresholds and schedule them to run weekly to receive regular updates on the account's health via email. This will help you check whether newly added elements align with your standards, guidelines, and preferred structure.
Identify potential issues on your Performance Max campaigns
Problem: Performance Max campaigns often include multiple asset groups and creative elements, which makes it easy to miss setup issues that can affect campaign quality and consistency. As campaigns evolve, these small gaps can go unnoticed and reduce the overall strength of your account structure.
Solution: You can use Account Structure Audit to review your Performance Max campaigns for potential issues and identify which campaigns or asset groups need attention. With customizable thresholds for several checks, you can evaluate them based on your own standards and take action to keep your account structure aligned with best practices.
Demo Video