Review the account structure, including the campaign’s design, ad groups, and keywords. A well-structured account can significantly improve ad performance.

Analyze the performance of your keywords. Includes checking keyword match types, searching for new keywords, identifying low-performing keywords, and checking negative keywords.

Evaluate the effectiveness of ad copy and extensions. Are they compelling and relevant to the target audience? Are all available and relevant ad extensions being used?

Review the quality scores of your keywords. Quality Score is a critical component in determining the cost and effectiveness of your PPC campaigns.

Evaluate the landing pages associated with your ads. They should be relevant to the ad copy and keyword, have a clear call-to-action, and be optimized for conversions.

Ensure conversion tracking is set up correctly. It’s important to understand what actions users are taking after clicking on your ads.

Assess your bidding strategy and budget allocation. Are you getting a good return on investment? Are there opportunities to allocate budget more efficiently?

Evaluate your ads’ click-through rates. Low CTR can indicate issues with ad relevance, targeting, or ad copy.

Review the Impression Share of your ads. If it’s low, you may be missing out on potential visibility.

Check your ad scheduling and location settings. Are your ads running at optimal times and targeting the right geographic locations?

Evaluate performance across different devices. You may need to adjust bids for mobile, desktop, and tablet users depending on where you get better performance.

Review the audience targeting settings. This includes remarketing lists, demographic targeting, and interest categories.