Audit checklist

This is an on-site verification activity, such as inspection or examination, of a process or quality system, to ensure compliance to requirements.

Campaign Structure: Review campaigns & AdGroups reflect website structure and/or aligned with product groups.
Campaign Structure: Ensure campaigns are not using 'Search & Display select' setting.
Geotargeting: Ensure campaigns targeting correct geographic locations. Local businesses should have a double campaign structure in place.
Ecommerce Structure: For large ecommsites, ensure product categories are targeted with search ads and product pages targeted with Dynamic Search Campaigns with autotargets to product landing pages.
GSC Structure: Recommend 3-tiered campaign structure with correct priority and bid settings
GSC Feeds: Review for custom labels.

Location Options: Ensure targeting only people 'in' target location. Run a user location report to review wasted spend outside of target location.
Ad Scheduling & Device Bidding: Check to see whether schedules implemented and also whether bid adjustments made per schedule and per device.