The First 5 Things I Check When Taking Over a Paid Search Account

If you’re spending real money on Google Ads, the first thing you need is someone who knows how to step in and immediately spot what’s off. That’s where I come in. Whether I’m joining your internal team as backup or you’re finally ready to kick your underperforming agency to the curb.

Here are the first five things I check (and fix if needed) the second I get into an account:

1. Conversion Tracking (aka: are we flying blind?)
Before I touch a single keyword or ad, I double-check your conversion setup. What counts as a conversion? Are we tracking the right actions? Is Google Ads tracking fighting with GA4? If we can’t measure success, we can’t scale. Plain and simple.

2. Campaign Setup & Keyword Structure
If your campaigns are a Frankenstein mess of random match types, overlapping targeting, or overly granular ad groups from 2018, we’ve got work to do. I simplify where it matters, consolidate when it makes sense, and bring structure that sets the whole thing up to actually perform. Oh and make sure those broad match modified keywords from 2021 are off because nobody wants to target plus signs these days.

3. Ad Destination
I click every single ad. Why? Because even if the ad copy is perfect, if the landing page is confusing, outdated, or loads like dial-up, you’re losing conversions. I make sure each destination matches intent and has a clear path to action.

4. Is Search Partners Turned On?
Google Search Partners might sound harmless, but I always check if it’s turned on, and usually elect to turn it off. This one tiny setting can drive poor quality leads and therefore waste spend if not monitored correctly. Most teams forget about it. I don’t.

5. Billing & Budget Settings
Sounds obvious, but someone’s gotta pay for these campaigns. I double-check that billing is set up correctly (no mystery credit cards or expired info), then look at whether your daily budgets actually align with your monthly goals. 

TL;DR:
When I take over an account, I don’t wait around for a discovery phase that lasts three months. I dive in, identify inefficiencies, and start optimizing from day one. That’s what having a seasoned campaign manager on your side looks like. Interested in chatting more?