Auditing a Google Ads account can be a daunting task, especially when dealing with large accounts. However, Thomas Eccel, a seasoned PPC expert with experience from Google Ads Support, has shared his streamlined approach to auditing Google Ads accounts effectively. Here are the ten essential steps he recommends to understand an account in a very short time:

1. Cost and timeline of the account: It gives you a quick overview of the dimensions and how long the account has been active.
2. Campaign structure: Understanding how the account has been setup. Also checking the naming convention to quickly know the structure of brand vs non brand.
3. Keyword match types: Looking at the match types and search terms to quickly get a sense of the matching rate.
4. Negative keywords: Check negatives on ad group, campaign and account level. Check if negative keyword lists are in place and where they have been added.
5. Conversion action segmenting: Segment all campaigns by conversion actions to quickly see the main conversions. Then check each conversion value.
6. Campaign settings: Change to the account level and quickly look at all campaign setting overview: bid strategies, language targeting, location targeting, CPC, conversion value, ROAS, CPA listed all together.
7. Impression share: Check quickly the campaigns Impression share and want to see why campaigns are losing Impression Share by analyzing Impression share lost by budget and by rank.
8. Auction insights: Look at the last 30 days auction insights and compare it with the month before and with the year before. You can see pretty fast how the account is gaining or losing because of competition.
9. Conversion tracking: Jump into the conversion action page and screen all conversions, and check diagnosis tools to see if consent mode and enhanced conversion is running.
10. Conversion trend: Go back to the account summary and open 3-5 years time range (if possible) and use ROAS, Cost/Conversion, Clicks and Cost metrics. You can see how the account is currently performing compared to the past.

Following these steps will help you get to know the account better in no time, according to Eccel.