Anatomy of a healthy Google Ads account
Introduction
Just like a doctor who x-rays to detect what can't be seen with the naked eye, a Google Ads account also has vital signs that reveal whether it is healthy or in need of urgent attention.
In this guide I share with you a complete and practical checklist based on real accounts to help you evaluate the health of your account from the technical, strategic... and also the human side.
Index
Clear structure aligned to your objectives
Well-configured and active conversions
Metrics consistent with your objective
Stable and justified bidding strategy
Well-targeted audiences (not only remarketing)
Active testing in advertisements and resources
Order, cleanliness and overall consistency
Compliance with advertising policies
Evaluate the actual quality of your ads
Managing Google Ads campaigns is not just about getting clicks or lowering the cost per conversion. A healthy account is one that has structure, clarity, purpose and consistency. In this article, we show you the 7 pillars that make an account really work, without relying on gimmicks or misunderstood automations.
1. Clear structure aligned to your objectives
A well-structured account reflects the business logic. Each campaign should serve a specific purpose, whether it is to capture leads, generate sales or increase brand awareness.
Best practices:
Descriptive campaign names (e.g. "Recruitment | ERP SMEs")
Grouping by funnel stage or product type
Avoid uncontrolled duplicates and "Campaign 1".
2. Well configured and active conversions
Setting conversions is not just about setting goals: it's about making sure the data is real, useful and well connected to the strategy.
Verify that:
Are up and running (no tracking errors)
No unnecessary duplication
Events that really add value (sales, forms, contacts) are measured.
3. Metrics consistent with your objective.
A healthy account does not seek to impress with isolated figures. Metrics should have internal consistency according to the type of campaign and sector.
Key indicators:
Reasonable CTR (between 4% and 8% is usually healthy, but it depends)
CPC in line with your budget and value per click
Conversion Rate indicating efficiency, not just traffic
4. Stable and justified bidding strategy
Changing bids without giving your ad a chance to learn is a sign of confusion. A healthy bidding strategy is one that adapts to your data and objectives.
Recommendations:
Use Maximize conversions if you don't have volume for CPA or ROAS
Avoid changing strategy without a clear reason
Monitors performance stability before deciding on adjustments
5. Well-targeted audiences (not only remarketing)
A mature account works with proprietary data, specific interests and real signals of intent.
Recommended audience types:
Customized audiences by search intent
Users who visited key pages of your site
Customers or leads loaded from your CRM
6. Active testing in advertisements and resources
Healthy accounts never stay with a single ad version. You experiment, measure and improve.
Key actions:
A/B testing of RSA ads with different titles and descriptions
Use of various extensions (links, text highlights, calls)
Versions adapted by device or location
7. Order, cleanliness and overall consistency
It's not just an aesthetic issue. The cleanliness and organization of your account directly impact the ease of analysis and optimization.
Details that make a difference:
Customized columns according to your objective
Well-used tags to classify campaigns
Well-managed negative keyword lists
Extensions applied correctly
8. Compliance with advertising policies
An account may be technically optimized, but if it violates policies (such as misleading redirects, unverified promises or unclear landing pages), it may be limited, suspended or penalized.
Pay attention to the correct use of the ad text, final destination, valid claims, logos, trademarks, among others.
In addition, some items are subject to additional requirements. For example:
In the medical or pharmaceutical sector, Google certification may be required for healthcare advertisers.
In financial or lending sectors, verification of local licensing or registration may be required, or even approved only in certain countries.
👉 Tip: always consult the Google Ads ad policy center if you work in regulated niches.
9. Evaluate the real quality of your ads
A healthy account is not just about structure or technical setup. It must also produce effective ads, i.e. messages that really connect with the user, generate quality clicks and contribute to conversions.
Ask yourself these key questions:
Is the main message of the ad clear, direct and consistent with what you promise?
Is the value proposition easily perceived and attractive?
Are they generating conversions or at least valuable events within the funnel?
Is the consistency between the ad and the landing page high?
It also reviews the quality level of the ads, since Google rewards with better positions and lower CPCs those that offer a relevant and useful experience to the user.
🙌 What now?
Want to compare these items with your own account? We recommend you to perform a quick monthly audit based on this list. If you need more personalized help, our team at Adsual can help you go through it step by step.
Do you need help getting clients?
Book a video call where we will answer your questions and help you , free of charge, to plan the strategy that will most benefit your company.
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