Quick answer: audit a peptide or supplement Google Ads account in this order: policy risk, conversion tracking, account structure, keywords and search terms, ads, Shopping feed, landing pages, then budgets and bidding. In this category a beautifully optimised account that gets suspended is worth nothing, so compliance always comes first. Use the checklist below quarterly, and run the policy and tracking sections weekly.
1. Policy Risk
- Policy Manager shows no unresolved warnings, and nothing in the account has a 7-day warning. See our guide to monitoring policy status.
- No disapproved ads have been left sitting in the account.
- No products or keywords cover compounds on Google's Unapproved Substances list.
- No prescription drug terms in ads, keywords or landing pages unless you are certified.
- The site shows business name, address, contact details and policies, as covered in our Misrepresentation guide.
- Advertiser verification is complete or ready. See advertiser verification for health brands.
- Research-use-only positioning, if relevant, is consistent across ads, site and checkout.
2. Conversion Tracking
- One primary purchase or lead conversion per goal, with no double counting.
- Conversion values match real order values.
- Enhanced conversions are set up where appropriate. See our GA4 and enhanced conversions guide.
- Google Ads conversions roughly reconcile with store orders over the same period.
- Test purchases and internal traffic aren't inflating results.
3. Account Structure
- Campaigns are split by product line and risk level, not one campaign for everything.
- Brand and non-brand Search are separated.
- Higher-risk products are kept apart from the core catalogue. See account structure for multi-compound brands.
- Location and language targeting match where you can legally sell.
4. Keywords and Search Terms
- The search terms report has been reviewed in the last two weeks.
- A negative keyword list blocks medical, dosing and research-misuse queries. Start with our negative keyword list.
- Broad match is only used where conversion tracking is reliable.
- No compound names are used as keywords where policy doesn't allow it.
5. Ads
- Each ad group has responsive search ads with strong asset variety.
- No disease claims, guaranteed results or before-and-after language.
- Sitelinks, callouts and structured snippets are set up and compliant.
- Copy follows approved phrasing. See our compliant copy templates.
6. Shopping and Merchant Center
- No product-level disapprovals are being ignored.
- Product titles and descriptions contain no health claims.
- Shipping, returns and tax settings match the site.
- Merchant Center has no account-level warnings. See our Shopping disapprovals guide.
7. Landing Pages
- Every claim in the ad is supported on the page.
- Pages load fast on mobile.
- Trust signals are visible: testing, certifications, reviews and policies. See using certificates of analysis.
- There is one clear call to action above the fold.
8. Budgets and Bidding
- Bid strategies match data volume. Smart bidding needs consistent conversions.
- Budget isn't capping your best campaigns while weaker ones spend freely.
- ROAS or CPA targets reflect real margins, including returns and fees.
- Performance Max, if used, has brand exclusions and clean feed data. See our Performance Max guide.
What a Good Audit Leads To
For one supplement client, a full rebuild after this kind of audit took a single capped campaign to about $94K a month in conversion value by month six and roughly $148K a month at 4.6x ROAS by month twelve. Read the supplements case study.
Audit FAQs
How often should a supplement brand audit its Google Ads account?
Run a full audit every quarter and a short policy and tracking check every week. Policy status and conversion tracking can break without warning.
What should a Google Ads audit check first?
Policy risk and conversion tracking. Optimising bids and keywords is pointless if the account is close to suspension or the data is wrong.
Can I audit my own Google Ads account?
Yes, this checklist is designed for that. An outside audit is useful when performance has stalled or the account has had policy problems, because a fresh view finds issues the team has stopped noticing.
Get a Free Google Ads Audit
We'll run this checklist on your account and walk you through what we find in a 30-minute call.
Book a free 30-minute audit →
