Google Ads Audit Checklist: 40 Checks for Clinics
A 40-point Google Ads audit checklist for clinics: tracking, settings, keywords, ads, landing pages, bidding, budget and policy, with how to check each.
A Google Ads audit for a clinic checks eight areas in order: tracking, account settings and structure, keywords, ads and assets, landing pages, bidding, budget, and policy. Tracking comes first, because every other number depends on it. The 40 checks below each say where to look in Google Ads and what a pass looks like. Most clinics can do them in two to three hours.
Last checked: 18 October 2026
How to use this checklist
Work top to bottom. If a tracking check fails, fix it before judging anything else. A campaign that looks expensive may simply be counting the wrong things. Use the last 30 days for most checks, and the last 90 days for conversions if volume is low. Mark each point Pass, Fix, or Not relevant.
The checklist is written for clinics, dental practices, aesthetic clinics and home healthcare, with UAE examples. Most points apply anywhere.
1. Conversion tracking (checks 1 to 7)
| # | Check | How to check / what passes |
|---|---|---|
| 1 | Primary conversions are real patient actions | Goals, then Summary. Primary actions should be bookings, qualified calls and WhatsApp chats. Page views, scrolls and "visited contact page" should be secondary or removed. |
| 2 | Each conversion fires once per action | Submit a test booking with Tag Assistant open. One booking should record one conversion. For lead forms, set counting to "One". |
| 3 | Calls and WhatsApp clicks are tracked | Check for conversion actions on call button and WhatsApp clicks on the site. In the UAE, Google forwarding numbers aren't available, so on-site click tracking matters. See assets guide. |
| 4 | Booked patients flow back | Look for an offline conversion import or CRM integration. A pass: confirmed appointments or attended visits are uploaded weekly or faster. |
| 5 | Auto-tagging is on | Admin, then Account settings. Auto-tagging must be on for GCLID-based imports and Analytics linking. |
| 6 | Consent mode is set where required | Check your consent banner sends consent signals to the Google tag. Required for traffic from the EEA and UK; good practice elsewhere. |
| 7 | No patient data in tags | Check URLs, event names and parameters. No names, phone numbers, Emirates ID numbers or conditions. See our conversion tracking guide for the health data rules. |
2. Account settings and structure (checks 8 to 13)
| # | Check | How to check / what passes |
|---|---|---|
| 8 | Location option is "Presence" | Campaign settings, then Locations, then Location options. The default, "Presence or interest", lets people abroad who are interested in Dubai see ads. Use "Presence" unless you treat medical tourists. |
| 9 | Location radius fits real travel | A Jumeirah clinic rarely gets patients from Ras Al Khaimah. Check the Locations report and exclude areas that spend without converting. |
| 10 | Display Network is off in Search campaigns | Campaign settings, then Networks. Untick Display unless you are testing it on purpose. Google is changing this setting into channel controls; see our news report. |
| 11 | Campaigns split by service value | High-value services such as implants or IVF need their own campaign and budget, apart from check-ups and cleanings. |
| 12 | Brand separate from generic | Searches for your clinic name should sit in their own campaign. Otherwise cheap brand conversions hide poor generic results. |
| 13 | Auto-apply recommendations reviewed | Recommendations, then Auto-apply. Turn off anything that adds keywords, broadens match types or raises budgets without your approval. |
3. Keywords and search terms (checks 14 to 19)
| # | Check | How to check / what passes |
|---|---|---|
| 14 | Search terms reviewed in the last 14 days | Insights and reports, then Search terms. Look at the top 50 by cost. Fewer than 1 in 10 should be irrelevant. |
| 15 | Healthcare negative lists applied | Shared negative keyword lists for jobs, courses, DIY and symptoms, applied to all Search and Performance Max campaigns. See negative keywords guide. |
| 16 | No negative blocks a live keyword | Check for conflict warnings in the Keywords view. A negative "cost" blocking "implant cost dubai" is a classic. |
| 17 | Match types fit the bidding | Broad match only with Smart Bidding and real conversion data. Check campaigns moved to AI Max in September 2026. See match types guide. |
| 18 | No duplicate or competing keywords | The same keyword in several ad groups splits data. Google picks one; you should choose which. |
| 19 | Low Quality Score keywords addressed | Add the Quality Score column. Keywords at 1 to 4 with spend need better ad relevance or landing pages. See Quality Score guide. |
4. Ads and assets (checks 20 to 25)
| # | Check | How to check / what passes |
|---|---|---|
| 20 | One or more responsive search ads per ad group | Ads view. Each ad group needs at least one live responsive search ad. Ad Strength "Good" or better is a useful guide, not a goal. |
| 21 | Headlines match the ad group | An implants ad group should say "implants" in headlines. Generic "Best Dental Care" copy fails. |
| 22 | Sitelinks, callouts and snippets live | Assets view. At least 6 sitelinks to different pages, 4+ callouts, and a structured snippet such as "Insurance coverage". |
| 23 | Call and location assets linked | Call asset scheduled to reception hours. Location asset linked to the correct Google Business Profile. |
| 24 | Call-only ads replaced | Google stopped new call-only ads in February 2026, and old ones stop serving in February 2027. Replace them with responsive search ads plus call assets. |
| 25 | Automated and generated assets reviewed | Check automatically created text, automated promotions (default on from 12 October 2026) and AI Max text. Remove anything a regulator wouldn't approve. |
5. Landing pages (checks 26 to 30)
| # | Check | How to check / what passes |
|---|---|---|
| 26 | Each service has its own page | Landing pages report. Ads for Invisalign should land on an Invisalign page, not the homepage. |
| 27 | Fast on mobile | Run the page through PageSpeed Insights on mobile. Fix anything the report marks as poor. |
| 28 | Booking is easy above the fold | On a phone, can you call, WhatsApp or book without scrolling? A pass: all three visible on first screen. |
| 29 | Trust signals present | Doctor names and credentials, licence details where required, insurers accepted, address and map, and reviews. |
| 30 | Form is short and filters spam | Name, phone and service is usually enough. Add basic spam protection. See clicks but no leads. |
6. Bidding (checks 31 to 34)
| # | Check | How to check / what passes |
|---|---|---|
| 31 | Strategy fits conversion volume | Target CPA works best with about 30 conversions in 30 days. Below that, Maximize conversions is steadier. See Smart Bidding guide. |
| 32 | Targets are realistic | Compare target CPA with the actual CPA for the last 30 days. A target far below actual chokes delivery. |
| 33 | No frequent bid strategy changes | Change history. Strategy or target changes every few days stop Smart Bidding from settling. |
| 34 | Performance Max is not taking brand searches | If you run PMax, check its search terms and brand exclusions. See Performance Max guide. |
7. Budget (checks 35 to 37)
| # | Check | How to check / what passes |
|---|---|---|
| 35 | Budget goes to the best services | Compare spend share with booked-patient share by campaign. Money should follow bookings, not clicks. |
| 36 | Lost impression share explained | Add "Search lost IS (budget)" and "Search lost IS (rank)". High budget loss on a profitable campaign means move money there. |
| 37 | Ad schedule fits opening hours | Check results by hour and day. If calls after closing go unanswered, schedule call assets to reception hours. |
For budget sizing, see how much a clinic should spend on Google Ads.
8. Policy and compliance (checks 38 to 40)
| # | Check | How to check / what passes |
|---|---|---|
| 38 | No disapproved or limited ads left unresolved | Ads view, filter by status. Fix "Disapproved" and "Eligible (limited)". See fixing healthcare disapprovals. |
| 39 | No prescription drug terms or health remarketing | Since October 2025, promotional prescription drug terms are allowed only in the US, Canada and New Zealand. Health ads can't use Customer Match or remarketing lists. |
| 40 | Copy meets local medical ad rules | In Dubai, check against the DHA medical advertisement standard. Confirm any ad licence your regulator requires. See advertising a clinic in Dubai. |
What to fix first
If your audit turns up many fails, fix them in this order:
- Tracking (1 to 7). Wrong data makes every other decision wrong.
- Policy (38 to 40). A suspended account costs more than any wasted click.
- Waste (8 to 10, 14 to 16). Location, network and search term fixes save money the same day.
- Landing pages (26 to 30). They usually decide whether clicks become patients.
- Bidding and budget (31 to 37). Tune once the data is clean.
Run the full audit every quarter, and checks 14, 15 and 38 every week. If you work with an agency, use this list to judge whether they're doing a good job.
Prefer a second pair of eyes? Access One runs a free Google Ads audit for clinics.
Frequently asked questions
How often should a clinic audit its Google Ads?
A full audit every quarter, and after any big change such as a new website or bid strategy. Check search terms and policy status weekly.
What is the most common problem in clinic Google Ads accounts?
Conversion tracking that counts the wrong actions, such as page views or spam forms. Smart Bidding then optimises toward the wrong people.
Can I audit my own Google Ads account?
Yes. Every check here can be done with standard access to Google Ads, your website and Tag Assistant. You need admin or standard access to see all settings.
Which location option should a UAE clinic use?
Usually "Presence", so ads reach people in or regularly in your target area. "Presence or interest" can show ads to people abroad who are only reading about Dubai.
How long does a Google Ads audit take?
Two to three hours for a typical single-clinic account. Multi-branch groups with Performance Max can take a day.
Sources
- Google Ads Help: About advanced location options
- Google Ads Help: About keyword matching options
- Google Ads Help: About the search terms report
- Google Ads Help: About negative keywords
- Google Ads Help: About the broad match keywords campaign setting
- Google Ads Help: About sitelink assets
- Google Ads Help: Transition from call ads to call assets
- Google Ads Help: Google forwarding number
- Google Ads Help: Apply brand exclusions
- Google Ads Policies: Update to restricted drug terms (October 2025)
- Google Ads Policies: Health in personalised advertising
- Google Ads Policies: Healthcare and medicines
- DHA: Standards for Medical Advertisement Content on Social Media
Published 18 Oct 2026 · Access One
What changed for our clients
UAE clinics, hospitals and home healthcare brands that scaled with Google Ads.
Valiant ClinicPremium clinicNew patients tripled in one quarter.
Rebuilt the account around high-intent searches, each with its own landing page.
Liv HospitalHospitalEvery lead source became easy to measure.
Offline conversions sent back to Google Ads, so the team sees where each booked patient came from.
Justlife Home HealthcareHome healthcareBooked patients per dirham roughly doubled.
Spend moved to Search around urgent needs like post-surgery care and elderly falls.
Doctors For YouHome healthcareClosing rate from under 8% to the high teens.
WhatsApp conversion tracking, Search rebuilt around intent and a new qualifying script.
Clinica RamitaAesthetic clinic, JumeirahWe've seen a real difference, not just with the number of leads, but in the quality of patients coming in.
Infinity DentalDental & aesthetic clinicAfter the Google campaigns were reworked, the leads became much more serious and relevant.
More in Google Ads
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