Free tool · Audit

Paid ads health check.

Answer 23 questions about how your ads are set up and get a score out of 100, with the three fixes that would move it most.

Runs in your browser. Nothing is uploaded or stored.

Tracking 5 questions

Conversions are tracked for the actions that matter (enquiries, calls, purchases), not just page views.

Google Analytics 4 and Google Tag Manager are installed and firing on every page.

Meta Conversions API (server-side tracking) is set up, not just the pixel.

Google Ads enhanced conversions are on, and offline or CRM conversions are imported where sales close offline.

Calls from ads are tracked as conversions.

Structure 5 questions

Brand search terms are in their own campaign, separate from generic terms.

A negative keyword list is shared across Google campaigns and reviewed from the search terms report every week.

Each ad set or ad group targets one clear audience or theme, not a mix.

Campaigns use target CPA or target ROAS bidding where there are at least 30 conversions a month.

Budgets are set so no campaign is limited by budget while it is hitting its targets.

Creative 5 questions

New ad creative is tested at least every month.

Google responsive search ads have 10 or more headlines and "Good" or "Excellent" ad strength.

Video and vertical (9:16) creative is in use on Meta and TikTok.

Creative is designed inside each placement's safe zone, so buttons and captions don't cover text.

Ads lead with a specific offer or outcome, not the brand name.

Landing pages 4 questions

Ads send people to a page about the thing in the ad, not the home page.

Landing pages load in under 3 seconds on mobile.

The page has one clear call to action (form, call or WhatsApp) visible without scrolling.

The form or booking flow has been tested on a phone in the last month.

Reporting 4 questions

Results are reviewed at least weekly against a cost per lead or ROAS target.

You know your break-even ROAS or maximum cost per lead.

Lead quality (not just lead count) is fed back to whoever runs the ads.

Your business owns the ad accounts, pixel and Google Analytics property.

0/100

Fix these first
    Email me my results

    Your score and the fixes are emailed to you. See our privacy notice.

    What the score measures

    Five areas, weighted by how much they affect everything else. Tracking comes first because bidding, reporting and every decision depend on it. Reporting targets come second because without a break-even figure nobody can tell whether a campaign is working. Structure, creative and landing pages make up the rest.

    What to do with a low score

    Fix tracking before touching anything else. Then set targets, then structure. Creative and landing page work pays off fastest once the first three are solid, which is why our own engagements run in that order and why the first 30 days on every account start with an audit and a tracking rebuild.

    FAQ

    Paid ads health check: questions answered.

    How is the score worked out?

    There are 23 questions across tracking, structure, creative, landing pages and reporting. Each carries a weight of one to three points, with tracking and targets weighted highest because they affect everything else. "Not applicable" answers are removed from the total, so the score is always out of 100.

    Do I need to connect my ad account?

    No. This is a self-assessment, so it works for Google, Meta and TikTok and takes about three minutes. If you want someone to look at the real account, book a free audit.

    What is a good score?

    80 or more means the fundamentals are in place. 55 to 79 is typical of accounts run in-house or by a generalist, with budget leaking in two or three places. Under 55 usually means tracking is unreliable and nothing else can be trusted.

    Why do you send the results by email?

    Only if you ask. The score shows on the page straight away. The email option sends you a copy to keep or forward, and you can tick the box to join our newsletter at the same time.

    Is this a sales pitch?

    The fixes are the same ones we would make on a paid engagement, written out so you can do them yourself. If you would rather we did them, the free audit is the next step.

    Can I use this for a client's account?

    Yes. Agencies and freelancers use it as a quick onboarding checklist. Copy the link to share the result with the client.

    More free tools

    Keep going.

    Landing page ad-readiness check

    Speed, Core Web Vitals and whether your pixels and tags are loading.

    Open the tool →

    ROAS & break-even calculator

    Work out your return on ad spend, the ROAS you need to break even and the most you can pay per sale.

    Open the tool →

    CPM calculator

    Cost per thousand impressions, with the formula and a worked example.

    Open the tool →

    All free tools

    Calculators, builders, checkers and the health check, all free and all in your browser.

    See the full list →

    Free · limited spots each week

    Want the fixes done for you?

    Book a free audit and a founder will go through the real account with you, score and all.

    Book a free audit →Chat on WhatsApp

    No sales team here. An experienced member of the team reads every enquiry and gets back to you within one working day.

    Newsletter

    Paid ads insights, straight from the accounts.

    New guides, account teardowns and platform changes that matter, written by the founders. No spam, unsubscribe any time.

    WhatsApp