## Contents

- Audit Checklist
- Monthly Paid Ads Audit
- Pre-Launch Checklist

## Audit Checklist

### Monthly Paid Ads Audit

- [ ] Review ROAS/CPA trends vs targets
- [ ] Check search terms report (Google) — add negatives
- [ ] Review audience overlap between campaigns
- [ ] Check frequency (Meta) — replace fatigued creative
- [ ] Verify conversion tracking is firing correctly
- [ ] Review landing page performance (bounce rate, load time)
- [ ] Check budget pacing — is spend on track?
- [ ] Review quality scores (Google) — improve below 5/10
- [ ] Test new ad copy or creative
- [ ] Update negative keyword lists
- [ ] Check bid strategy performance — time to graduate?
- [ ] Review device performance — adjust bids if needed
- [ ] Competitive analysis — any new entrants or messaging changes?
- [ ] Update ROAS benchmarks and targets

### Pre-Launch Checklist

- [ ] Conversion tracking verified (test conversion)
- [ ] UTM parameters on all destination URLs
- [ ] Landing page live, mobile-optimized, fast
- [ ] Negative keyword lists applied
- [ ] Audience exclusions set (existing customers if needed)
- [ ] Budget and schedule confirmed
- [ ] Ad copy reviewed for policy compliance (see Ad Policy & Restricted Categories — check Special Ad Category + personalized-attribute rules)
- [ ] Assets complete (sitelinks, callouts, structured snippets, image, logo, business name — "extensions" in old UI)
- [ ] Billing method active
- [ ] Notification settings configured

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