The ultimate Google Ads checklist for verifying your downloaded account

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Every digital marketing professional has had the opportunity to inherit someone else's account at some point in their career – an advertising account, an email automation account, a social media account, or something else. Any transition of this type should be approached with the utmost seriousness, as it represents a critical moment in a newly formed collaboration.

Below is a Google Ads account takeover checklist that our team regularly uses when taking over existing Google Ads accounts. The items in this list are derived from real-world examples, such as working on accounts with redirect links that have both auto-tagging and UTM parameters on redirect links, or accounts with modified broad negative keywords.

It is very important to note that the Google Ads checklist is created in the form of a questionnaire and does not contain answers to the questions asked. The reason for this is the fact that each product/service, as well as the website that presents them, always carries with it certain advantages and disadvantages, which need to be aligned whatsapp new zealand with the marketing strategy. When the industry in which the product/service is located, the location being targeted, as well as the competitiveness of other players in the market are added to this formula, it becomes impossible to provide answers to the questions from the checklist that will be equally accurate for everyone who uses it. For this reason, we advise you to use this checklist as a guide for a deeper analysis of the essence of the account, its settings, as well as their reviews.

Are Google Ads and Google Analytics remarketing codes located on landing pages?

Are Google Ads and Google Analytics remarketing codes located on thank you and order confirmation pages, i.e. pages that confirm conversions?

Are Google Ads and Google Analytics accounts linked?

Are site metrics imported into Google Ads (linked accounts, views column)?


Have audiences been created in your Google Analytics account and is visitor demographic data tracking enabled?

Is auto-tagging enabled in your Google Ads account? Are the final URL links direct or redirect links? Do the final URL links have UTM parameters added?