Google ads audit

Skill HarrisonHesslink/burnr8/skills/google-ads-audit

Google Ads account audit using burnr8 MCP tools. 74-check framework across conversion tracking, wasted spend, account structure, keywords, ads, and settings.From its SKILL.md

Install

npx -y skills add HarrisonHesslink/burnr8 --skill google-ads-audit

Assembled from the repository path, not quoted from the project. Check it against their README if it does not work.

One thing to look at

1 stars1 stars. Stars are a popularity signal and not a quality one, but at this level it is likely that nobody has read this closely except its author, and you would be relying on your own review.

What its file declares

Copied from the file, not written here

The file declares its own license as MIT. That is the author’s claim about this one file, and it is not the same thing as the license GitHub reports for the repository, which is listed with the other numbers below.

SKILL.md

3.3 KB, as published. Nobody here has run it

Google Ads Audit

Use this skill with the burnr8 MCP tools to perform a comprehensive Google Ads account audit.

Quick Start

Call quick_audit with the customer_id for a full account snapshot
Review the health score and findings below
Execute fixes using burnr8 tools

Audit Framework (74 checks, 6 categories)

1. Conversion Tracking (25% weight)

Conversion actions mapped correctly (primary vs secondary)
Attribution model: data-driven preferred
Counting type consistency (ONE_PER_CLICK vs MANY_PER_CLICK)
Value settings configured
Tools: list_conversion_actions, get_conversion_action, list_conversion_goals

2. Wasted Spend (20% weight)

Search terms with spend but 0 conversions
Missing negative keywords for irrelevant queries
"Free" intent traffic not blocked
Broad match only with Smart Bidding
Tools: get_search_terms_report, cleanup_wasted_spend, list_negative_keywords, add_negative_keywords

3. Account Structure (15% weight)

Campaign naming conventions
Ad group theming (15-20 keywords max)
RSA count per ad group (3+ recommended)
Orphan budgets
Tools: list_campaigns, list_ad_groups, list_budgets, remove_orphan_budgets

4. Keywords (15% weight)

Quality Score distribution (target avg 7+)
Match type strategy (Exact for winners, Broad for discovery)
Keyword cannibalization
Low QS keywords (< 5 = FAIL)
Tools: list_keywords, get_keyword_performance, research_keywords, pause_keyword

5. Ads (15% weight)

RSA ad strength: Good or Excellent
3-15 headlines, 2-4 descriptions per RSA
Extensions: sitelinks (4+), callouts (4+), structured snippets
Tools: list_ads, list_extensions, create_sitelink, create_callout

6. Settings (10% weight)

Bid strategy appropriate for campaign maturity
Budget pacing (not limited by budget unless intentional)
Location targeting: PRESENCE not PRESENCE_OR_INTEREST
Search partners / Display network reviewed
Device bid adjustments set
Tools: get_campaign, update_campaign, list_device_bid_adjustments, get_geo_target_type_setting, list_ad_schedules

Key Thresholds

Metric	Pass	Warning	Fail
Quality Score (avg)	>=7	5-6	<5
CTR (Search)	>=5%	3-5%	<3%
Wasted Spend	<10%	10-20%	>20%
Ad Strength	Good+	Average	Poor

Scoring

Health Score: XX/100 (Grade: X)

Conversion Tracking: XX/100  (25%)
Wasted Spend:        XX/100  (20%)
Account Structure:   XX/100  (15%)
Keywords:            XX/100  (15%)
Ads:                 XX/100  (15%)
Settings:            XX/100  (10%)

Negative Keyword Best Practices

Default to Exact Match [keyword] for specific irrelevant queries
Use Phrase Match "keyword" for irrelevant intent patterns
Source from actual Search Terms Report, NOT guesses
NEVER use Broad Match negatives unless explicitly justified
Group into themed lists: informational, job-seeker, competitor, free-intent