What does the health check check?

25 criteria across Account Setup (6), Campaign Settings (11), and Keyword & Ad Setup (8). The checks are selected from the full 100-point framework based on structural impact — the issues most likely to produce hard caps or significant grade drag.

What's the difference between the health check and the full audit?

The health check runs 25 checks and returns a projected grade. The full audit runs 100 criteria, includes campaign-level analysis, benchmarks your CPA and ROAS against Australian industry data, and is the basis for monthly accountability reporting.

How does the grading work?

The grade is calculated by deterministic algorithm — not AI interpretation. Each criterion has a defined pass/fail threshold. Critical failures trigger hard caps: if conversion tracking is broken, the score cannot exceed 30 regardless of other performance.

Does it change anything in my account?

No. The health check only reads your account data. The Google Ads OAuth scope covers both read and write — there is no separate read-only scope — but the health check flow never calls the write API. Writes are only available on the Action plan, only inside a VIA session, and only after you confirm a batch.

Free Health Check

Free Google Ads Health Check — 25-Point Account Analysis in 60 Seconds

60 seconds. No credit card. Read-only access — nothing in your account changes.

The viaCMO health check runs 25 of the highest-impact audit criteria against your Google Ads account and returns a traffic-light result for each. You see exactly which checks pass, which need attention, and which are failing — along with a projected grade for the full 100-point audit.

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What It Checks

What the Google Ads Score Checker Reviews

The 25 checks are grouped into three areas. Each returns a green, amber, or red result. Red results in Account Setup or Campaign Settings may trigger hard caps on your projected grade.

Account Setup

6 Checks

Conversion tracking active

Pass: At least one conversion action firing correctly

Fail: No active conversion actions — or all set to inactive

Conversion counting method

Pass: Set to 'One' for lead gen, 'Many' for ecommerce

Fail: Counting method mismatched to account type — inflates conversion data

Primary vs secondary actions

Pass: Primary actions are purchase/lead only

Fail: Informational micro-conversions set as primary — corrupts CPA bidding

GA4 link active

Pass: Google Analytics 4 linked and importing goals

Fail: No GA4 link, or link inactive — parallel tracking unavailable

Conversion value assigned

Pass: Values set for all primary conversion actions

Fail: No conversion value — ROAS bidding cannot function correctly

Auto-applied recommendations

Pass: Auto-apply disabled or reviewed monthly

Fail: Auto-apply enabled with no review — untracked changes to bids/budgets

Campaign Settings

11 Checks

Search partner network

Pass: Disabled or reviewed for CPA differential

Fail: Enabled with no CPA comparison — partner traffic often converts at 2–3x cost

Display expansion

Pass: Disabled on Search campaigns

Fail: Enabled — Search budget routing to Display placements without visibility

Bid strategy alignment

Pass: Strategy matches campaign maturity and data volume

Fail: Target CPA/ROAS on campaigns with fewer than 30 conversions — algorithm cannot learn

Campaign budget utilisation

Pass: Budgets spending within 20% of limit

Fail: Budget consistently capped — impression share limited by budget, not quality

Impression share — search

Pass: Above 60% where bid strategy allows

Fail: Below 40% on branded campaigns — competitor ads serving on brand terms

Location targeting

Pass: Targeting verified regions with conversion history

Fail: Targeting 'All locations' or unverified broad regions — wasted impressions

Ad scheduling

Pass: Scheduling reviewed against conversion data

Fail: 24/7 with no scheduling review — spend concentrated in low-conversion hours

Device bid adjustments

Pass: Adjustments present and informed by CPA data

Fail: No device adjustments — mobile/desktop CPA differential unaddressed

Campaign naming convention

Pass: Consistent, structured, includes campaign type

Fail: No naming convention — change history and reporting unreadable at scale

Shared budgets

Pass: Not in use, or used intentionally with visibility

Fail: Shared budgets applied without tracking — individual campaign spend unverifiable

Audience lists applied

Pass: Remarketing or in-market audiences attached with bid adjustments

Fail: No audiences applied — bid adjustment and observation data unavailable

Keyword & Ad Setup

8 Checks

Negative keyword lists

Pass: At least one active list with 10+ negatives

Fail: No negative keyword lists — search term bleed unmanaged

Broad match with Smart Bidding

Pass: Broad match used only alongside Target CPA/ROAS

Fail: Broad match on Manual CPC — uncontrolled query expansion

Search term irrelevance rate

Pass: Below 20% spend on non-converting intent buckets

Fail: Above 30% spend on Informational or Navigational queries — high CPA terms unchecked

Ad copy variants

Pass: Minimum 2 Responsive Search Ads per ad group

Fail: Single ad — no variant testing, no Quality Score improvement signal

RSA asset rating

Pass: At least one 'Good' or 'Excellent' rated RSA per ad group

Fail: All RSAs rated 'Poor' — ad relevance component of Quality Score depressed

Landing page match

Pass: Primary landing page matches campaign intent

Fail: Homepage used as primary landing page for non-branded campaigns — conversion rate roughly halved

Sitelink extensions

Pass: Minimum 4 sitelinks per campaign

Fail: Fewer than 4 sitelinks — ad rank and click-through rate below potential

Callout extensions

Pass: Minimum 4 callouts active

Fail: No callouts — extension coverage incomplete

Sample Output

What Your Google Ads Grading Tool Output Looks Like

Example output for a mid-range account.

The projected grade is an estimate based on the 25 checks. The full 100-point report includes campaign-level analysis, benchmark comparisons, and a prioritised recommendation list that the health check does not cover.

Health Check Results

17/25checks passed

17 passing, 6 warnings, 2 critical

Account Setup

411

Campaign Settings

92–

Keyword & Ad Setup

431

Projected Grade

C52–58/100

With First-Round Fixes

B+70–76/100

Critical failures

2 — conversion tracking and negative keywords

Amber flags

6 — bid strategy, ad copy variants, extensions

What Happens Next

After the Health Check — The Full Google Ads Account Review

The free health check is the first step. If the results indicate structural issues — or if you want the full 100-point account audit with campaign-level breakdown and monthly accountability — the paid report is the next step.

Full 100-point account audit with campaign-by-campaign scoring.
Prioritised recommendations ordered by structural impact.
Monthly accountability reporting — grade trends, change detection, outcome validation.
VIA, the AI Account Manager, to execute approved recommendations directly.

There is no hard sell from the health check results page. The data speaks for itself.

FAQ

Frequently Asked Questions

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