Google Ads Account Grader: The Free Tool Every Advertiser Needs
In the fast-paced world of digital marketing, it’s easy to assume your Google Ads account is in good shape, especially if the numbers look decent on the surface. But assumptions don’t drive performance. Data does.
Whether you manage campaigns in-house or work with an agency, understanding how well your Google Ads account is structured, optimized, and aligned with best practices can make all the difference.
That’s where the first version of a no-gate, Google Ads Account Grader. More updates will be coming each week as I work to take this tool from a sheet and script to my site, itallstartedwithaidea.com.
A free, no-login-required tool, this script runs a comprehensive audit of your Google Ads account across 10 key performance areas, giving you a score, a letter grade (A-F), and prioritized recommendations to improve your results.
Let’s break down what it does, why it matters, and how you can start using it today.
What Is the Google Ads Account Grader?
The Google Ads Account Grader is a script that evaluates your account using data-driven benchmarks across:
? Campaign Organization – Is your account structured for clarity and efficiency?
? Conversion Tracking – Are you tracking the right actions?
? Keyword Strategy – Do your keywords align with search intent?
? Negative Keywords – Are you preventing wasted spend?
? Bidding Strategy – Are your bids optimized for performance?
? Ad Creative & Extensions – Are your ads compelling and well-structured?
? Quality Score – Are your ads getting the best possible placement?
? Audience Strategy – Are you reaching the right people?
? Landing Page Optimization – Do your landing pages support conversions? ? Competitive Analysis – How do you stack up against competitors?
Each category is graded on a 0-100% scale, with a letter grade (A-F) and actionable insights tailored to your data.
Why This Tool Matters
Too many businesses lack full visibility into their Google Ads performance. This tool fixes that by providing:
? Transparency – Know exactly what’s working and what’s not.
? Agency Oversight – Validate if your agency is making real improvements.
? In-House Performance Check – Find out if you’re making the right optimizations.
? Cost Savings – Spot inefficiencies before they drain your budget.
? Actionable Insights – Get clear, prioritized recommendations.
How to Implement the Google Ads Account Grader
Step 1: Access Google Ads Scripts
Step 2: Add the Script
Step 3: Configure Settings
Step 4: Authorize & Run the Script
Step 5: Review Your Results
What You’ll Get in the Report
?? Overall Account Grade – A letter grade & score
?? Category Performance – Strengths & weaknesses in each of the 10 areas
?? Prioritized Recommendations – What to fix first & estimated impact
?? Actionable Insights – Data-backed suggestions for improvement
?? Raw Account Data – For deeper analysis
Who Benefits from This?
?? If You’re an Advertiser Working with an Agency
? Independently verify if your agency is delivering results
? Hold your agency accountable for missed opportunities
? Track performance improvements over time
?? If You Manage Google Ads In-House
? Identify areas where your team needs additional training
? Benchmark against industry best practices
? Prioritize high-impact optimizations
?? If You Run a Marketing Agency
? Proactively grade client accounts before reviews
? Use it in client onboarding to establish performance baselines
? Showcase measurable improvements over time
Real-World Examples
?? Example 1: Spotting Gaps in Agency Performance
A mid-size e-commerce business had been working with a PPC agency for six months. They assumed things were going well—until they ran the Account Grader and saw a D grade due to broken conversion tracking and missing negative keywords.
This sparked a data-backed conversation with their agency to address these issues and drive better results.
?? Example 2: In-House Optimization Wins
A B2B software company ran the Account Grader quarterly to track internal performance. Over six months, they improved from a C to a B+ by focusing on Quality Score improvements and better ad extensions.
?? Example 3: New Hire Fast-Tracking Success
A marketing director taking over a new Google Ads account ran the Account Grader on Day 1. Within an hour, they had a complete performance breakdown and used it to map out a 90-day optimization plan.
Final Thoughts
In today’s digital landscape, Google Ads success isn’t about guesswork, it’s about data.
The Google Ads Account Grader is a free, transparent, and data-backed way to audit your account, uncover hidden issues, and take meaningful action.
If you’re serious about driving better performance, improving ROI, and getting the most out of your ad spend, this tool is a game-changer.
Link to GitHub for Script + Readme + Instructions
Account Manager | Manage Trial Balance | financial forecasting | Auditing, Analysis business handling over all business activity
4 天前Wow, this sounds like the report card I never knew I needed for my Google Ads account! ?? Excited to see if I'm getting an A+ or if I need to hit the books (or in this case, the ad campaigns) a little harder. Thanks for offering this helpful tool!