Eight quick questions to assess how well your Google Ads account is set up and where your
biggest opportunities are. No technical knowledge required. You will get an honest assessment
in plain English.
Question 1 of 8
What is your current monthly Google Ads budget?
This helps us frame expectations and whether budget is a likely constraint.
Under $1,000 per month
Limited reach in most categories
$1,000 to $5,000 per month
Viable for focused campaigns with tight targeting
$5,000 to $15,000 per month
Enough to test and scale what works
Over $15,000 per month
At this level, setup quality has a major impact on returns
When someone clicks your ad and buys something or fills out a form, does Google Ads record it?
This is called conversion tracking. Without it, Google is flying blind and so are you.
Yes, we track every sale or lead back to the specific ad
Full visibility into what is working
We track some things but I am not sure how complete it is
Partial data is a common gap worth addressing
I do not think we are tracking conversions
The single most impactful fix in your account
I am not sure what conversion tracking is
Worth understanding before spending more
Do you know how much it costs you to get a sale or a new customer inquiry through Google Ads?
Not roughly. Specifically. Cost per lead or cost per sale from your campaigns.
Yes, I know our exact cost per sale or lead
You have the visibility to make smart decisions
Roughly. I have a ballpark but not exact numbers
A starting point, but leaves money on the table
No. I do not know what we are paying per result
This is the number everything else hinges on
When someone clicks your Google Ad, where do they land?
The page people land on after clicking your ad has a major impact on whether they convert.
A specific page built to match what the ad promised
Dedicated landing page. Best practice.
A relevant product or service page on our website
Reasonable. Room to improve depending on page quality.
Our homepage
Very common and one of the most costly mistakes in paid search
I am not sure where they land
Are you actively blocking irrelevant searches from triggering your ads?
Google calls these negative keywords. They stop your ads from showing up for searches that will never convert.
Yes, we review search terms regularly and block the bad ones
Active management. Strong signal.
We set some up at the start but rarely revisit them
Better than nothing, but wasted spend builds up over time
I do not think we have set up negative keywords
Likely wasting a meaningful chunk of your budget
I am not familiar with negative keywords
Do you know which specific keywords or campaigns are driving your results and which are just spending money?
In most accounts, a small number of keywords drive almost all the value. Knowing which ones matters.
Yes, I can name our top performers and cut the underperformers
Clear visibility. This is what good looks like.
Somewhat. I have a general sense but not specifics
Some value being left on the table
No. I get a budget number and a vague results summary
A common sign of undermanaged accounts
I never see reports or log into the account
Is your account set up to automatically optimize bids for results, or are bids set manually?
Google's smart bidding can significantly improve performance, but only when the account has proper tracking in place to train it.
Yes, we use Target ROAS, Target CPA, or Maximize Conversions
Using smart bidding with a clear target
We use smart bidding but without a specific target set
Leaving performance on the table
We set bids manually
More control, but more labor intensive to optimize
I do not know how our bids are managed
Overall, how would you describe the return you are getting from your Google Ads investment?
Honest gut check. Not based on click numbers or impression reports.
Strong. It is clearly driving revenue or leads at a good cost
Okay. Some results but not as efficient as I would like
Disappointing. Spending money but hard to see what it is doing
Frustrated. It feels like a money pit and I do not trust the results I am told
Disclaimer: This diagnostic is based on self-reported answers and common patterns across Google Ads accounts.
It is designed to surface likely gaps, not replace a full account audit. Scores are indicative, not absolute.
Every account is different. Results shown here should be treated as a starting point for further investigation, not a definitive assessment.
Lionheart is a paid search agency. This tool is provided as a free resource.
