Google Ads Audit Checklist: What to Check Before Increasing Your Budget

Start with the business objective, not the Google Ads dashboard

A useful audit should begin outside Google Ads.

Ask what the advertising is actually expected to achieve.

For an ecommerce business, that might be profitable purchases.

For a professional-services company, it may be qualified consultations.

For a B2B company with a long sales cycle, the initial Google Ads conversion might be a form submission, but the real commercial outcome could happen weeks later when that enquiry becomes an opportunity or customer.

Those distinctions matter.

Metrics such as clicks, impressions and click-through rate can help diagnose campaign behaviour, but they are not normally the final business objective.

Even conversion volume needs context.

Ten qualified enquiries can be more valuable than fifty poor-quality leads.

An account audit should therefore establish:

• what the primary business objective is;
• what qualifies as a valuable conversion;
• what an acceptable acquisition cost looks like;
• whether some conversions are worth more than others;
• and whether the Google Ads account can actually measure those outcomes.

Without that foundation, optimisation risks becoming a process of improving advertising metrics without necessarily improving business results.

1. Audit your conversion tracking before anything else

Conversion tracking is one of the first areas to inspect because bidding decisions increasingly depend on it.

Google describes accurate conversion tracking as an important foundation for automated campaigns and specifically recommends meaningful lead-generation goals such as qualified leads and converted leads for Performance Max.

Your first audit question should therefore be:

What exactly is being counted as a conversion?

Open the conversion actions in Google Ads and review every action being used for optimisation.

For a lead-generation business, conversions might include:

• enquiry form submissions;
• telephone calls;
• booked consultations;
• quote requests;
• live-chat enquiries;
• qualified leads;
• completed applications;
• or actual sales recorded later in the CRM.

For ecommerce, they may include purchases and revenue.

The important part is separating business outcomes from engagement actions.

A visitor viewing the Contact page may be useful information.

It usually should not carry the same weight as somebody actually sending an enquiry.

Similarly, clicking a telephone number is not necessarily the same thing as completing a valuable telephone call.

If low-value actions are included as primary conversions, automated bidding may optimise towards the easiest action rather than the most commercially valuable one.

Check whether conversions fire correctly

Do not assume that a conversion is working simply because numbers appear in Google Ads.

Test it.

Complete the relevant customer journey yourself using Google Tag Manager Preview, browser developer tools, Google Ads diagnostics or whichever measurement tools are appropriate to the implementation.

Check:

• does the conversion fire when it should?
• does it fire more than once?
• can somebody trigger it without completing the intended action?
• does it work on mobile?
• does it still work after cookie consent choices?
• are the correct conversion values passed?
• is the order or lead identifier available where required?

A duplicated conversion can make a campaign look considerably healthier than it really is.

A missing conversion can do the opposite.

Both can mislead automated bidding.

2. Review enhanced conversions and first-party measurement

Measurement has become more complex as browsers, privacy requirements and consent choices reduce the amount of advertising data that can be observed directly.

Google's enhanced conversions system supplements conventional conversion tracking using hashed first-party customer data, such as email addresses or telephone numbers, where appropriate. Google says this can improve measurement accuracy and provide additional information for automated bidding.

For businesses collecting leads or online purchases, an audit should therefore review whether enhanced conversions are relevant and correctly implemented.

Google recommends establishing strong site-wide tagging before implementing enhanced conversions and, for advertisers operating in the UK and European Economic Area, recommends combining measurement with an appropriate consent framework and Consent Mode.

Do not simply switch the feature on and assume it is working.

Google provides conversion diagnostics that can identify implementation issues, and enhanced-conversion implementations should be checked after configuration.

For lead-generation businesses, this is also an opportunity to ask a more important question:

Are we sending eventual lead outcomes back into Google Ads?

3. Measure qualified leads, not just submitted forms

One of the largest potential gaps in B2B Google Ads accounts is the difference between a lead and a good lead.

Imagine two campaigns.

Campaign A produces 80 enquiries at £30 per lead.

Campaign B produces 40 enquiries at £50 per lead.

At first glance, Campaign A appears substantially better.

But suppose only five Campaign A leads eventually become sales opportunities while fifteen Campaign B leads do.

The apparent winner changes.

If Google Ads sees only the initial form submission, its bidding system does not have that later information.

This is where offline conversion tracking and enhanced conversions for leads can become important.

Businesses can connect CRM outcomes back to advertising so that later events such as a qualified lead, sales opportunity or completed sale can be associated with the original advertising interaction.

Google has continued expanding this area. Since June 2026, Google has migrated offline conversion and enhanced-conversion-for-leads uploads towards its Data Manager infrastructure.

For businesses with meaningful differences in lead quality, this can be far more useful than simply trying to reduce the cost of every form submission.

A Google Ads audit should therefore ask:

• are leads stored in a CRM?
• can advertising identifiers or relevant first-party data be retained appropriately?
• does the business record which leads become qualified?
• can those outcomes be imported into Google Ads?
• are conversion values available?

If the answers are no, improving the data flow may create more value than increasing the media budget.

4. Check whether Consent Mode is configured correctly

For UK businesses, consent configuration should form part of the measurement audit.

Google's Consent Mode allows tags to change their behaviour depending on a user's consent choices. Google documents separate consent states including ad_storage, analytics_storage, ad_user_data and ad_personalization.

This area should not be treated purely as an advertising optimisation technique.

Cookie and privacy compliance depends on the circumstances of the organisation and should be assessed against applicable legal requirements.

From a measurement perspective, however, a badly configured consent platform can create problems.

For example:

• tags may fire before the user's consent state is known;
• consent choices may not be communicated correctly to Google;
• Google Tag Manager triggers may be blocked unnecessarily;
• advertising tags may ignore intended restrictions;
• or conversion measurement may differ significantly between pages.

The audit should therefore include both the consent-management platform and the actual tag behaviour.

A banner appearing on the website does not prove the implementation behind it is correct.

5. Review campaign structure

Once measurement is trustworthy, examine how campaigns are organised.

A Google Ads account should broadly reflect meaningful differences in:

• products or services;
• locations;
• customer intent;
• budgets;
• profitability;
• landing pages;
• or campaign objectives.

There is no universal requirement to create large numbers of campaigns.

In fact, excessive fragmentation can sometimes leave individual campaigns without enough data.

But the opposite problem is also common.

If very different services are combined into one campaign with one budget, it can become difficult to control investment or understand performance properly.

Imagine a law firm advertising family law, commercial contracts and employment law within one campaign.

If one service generates cheaper conversions, automated bidding may allocate more traffic towards it even when another service is more commercially valuable.

Campaign structure should therefore follow business logic rather than organisational convenience.

During the audit, ask:

Can we clearly see how much we spend and what we receive for each important service or product category?

If not, the structure may need improvement before the budget grows.

6. Review search terms, not just keywords

For Search campaigns, keywords tell Google which searches you are interested in targeting.

Search terms tell you what people actually typed.

This distinction becomes particularly important when using broader targeting.

Google increasingly recommends broad match alongside automated bidding because its systems can use additional contextual signals to identify potentially relevant searches.

That can expand reach considerably.

It also makes search-term review essential.

During an audit, inspect actual searches and classify them.

Useful categories include:

• highly relevant commercial searches;
• informational searches;
• competitor searches;
• existing-customer searches;
• job seekers;
• students or researchers;
• DIY searches;
• free-service searches;
• irrelevant locations;
• unrelated meanings of the same keyword;
• and searches unlikely to produce profitable business.

This analysis often reveals where budget is actually going.

A campaign may appear logically structured at keyword level while still spending substantially on weak search intent.

7. Build and review negative keywords

Negative keywords prevent ads from showing for specified searches or types of search.

They should normally reflect genuine business exclusions rather than being added mechanically.

For example, a commercial software company may want to exclude searches containing:

“jobs”, “salary”, “course”, “training”, “free download” or “definition”.

But those exclusions depend on the company.

A recruitment platform would obviously not want to exclude “jobs”.

An education provider might actively target “course”.

This is why negative keywords should come from search-term analysis and business understanding rather than a generic list copied from the internet.

The audit should review both campaign-level and account-level negatives.

Pay particular attention to negatives added historically.

Sometimes an old negative keyword unintentionally blocks valuable traffic after the business expands into a new service.

8. Check location targeting carefully

Location settings are easy to overlook and can quietly waste budget.

A London business may intend to target London but receive traffic from people elsewhere who merely showed interest in London.

An ecommerce campaign may unintentionally include locations the business cannot deliver to profitably.

A multi-location company may send users to the wrong local page.

Review:

• targeted locations;
• excluded locations;
• location options;
• performance by geographic area;
• and whether landing pages align with location intent.

Do not automatically exclude locations just because their current conversion rate is lower.

Look at statistically meaningful data and commercial context.

The purpose is to identify obvious mismatches and opportunities, not to make aggressive changes from tiny datasets.

9. Audit device performance

Users behave differently across mobile, desktop and tablet.

For many businesses, mobile produces the majority of advertising traffic.

But mobile users may also encounter more friction.

The campaign audit should compare device performance and then inspect the website itself.

If mobile traffic converts poorly, the advertising may not be the problem.

Try completing the conversion journey on a phone.

Can you:

• read the content comfortably?
• find the CTA?
• complete the form?
• select options easily?
• use the telephone link?
• understand the price or proposition?
• complete payment without unnecessary effort?

A poor mobile landing page cannot always be fixed by changing bids.

Sometimes the website is the real constraint on PPC performance.

10. Review bidding strategy against the amount and quality of data available

Google Ads offers automated bidding strategies designed around goals such as conversions, conversion value, target CPA and target ROAS.

The correct approach depends on the campaign.

An audit should ask whether the bidding strategy reflects the business objective and whether the account is providing enough trustworthy information for that strategy to work effectively.

For example, a campaign optimising for conversion value needs meaningful values.

If every lead is assigned exactly the same arbitrary value, value-based bidding cannot distinguish between more and less valuable outcomes.

Similarly, a target CPA can become restrictive if it is set without considering realistic auction conditions or conversion lag.

Do not judge automated bidding solely by whether Google marks the strategy as “eligible”.

Evaluate what it is optimising towards.

Automation is only useful when the objective supplied to it is useful.

11. Understand conversion lag before making changes

Some customers convert immediately.

Others take several days.

B2B customers may take weeks.

If yesterday's campaign performance is compared with a previous fully matured period, recent conversions may appear artificially low because some have not happened or been reported yet.

Google specifically recommends accounting for conversion lag when evaluating Performance Max results.

The principle applies more broadly.

Before cutting a campaign or increasing spend, understand the typical delay between:

• click;
• website conversion;
• qualification;
• and sale.

Without this, businesses can repeatedly optimise using incomplete data.

12. Check your ads against actual search intent

An ad should make sense in the context of what somebody searched for.

Generic copy such as:

“Professional Solutions for Your Business”

may technically describe almost anything.

More specific messaging usually helps the user understand why the result is relevant.

Google's guidance recommends matching ad language closely to users' search terms and grouping materially different keyword themes separately where appropriate.

During the audit, examine:

• headlines;
• descriptions;
• offers;
• calls to action;
• service specificity;
• location references where appropriate;
• pricing information where useful;
• trust signals;
• and alignment with the landing page.

Do not optimise ads only for click-through rate.

Google itself notes that more specific ads can sometimes achieve lower CTR but higher conversion rates.

The objective is profitable customer acquisition, not generating the largest possible number of clicks.

13. Review responsive search ad assets

Responsive Search Ads allow Google to combine different headlines and descriptions.

An audit should therefore assess the quality and variety of the available assets.

If twelve headlines all say essentially the same thing, the system has little meaningful variation to test.

A useful set might cover different aspects of the proposition:

• the service;
• a customer problem;
• a differentiator;
• the location;
• evidence or trust;
• an offer;
• and an action.

Avoid writing variations merely to fill every available field.

Each asset should contribute something meaningful.

Also check whether excessive pinning limits the number of combinations unnecessarily.

Pinning can be justified where messaging has to appear in a particular position, but it should generally have a clear reason.

14. Audit ad assets

Search ads can include additional assets such as:

• sitelinks;
• callouts;
• structured snippets;
• call assets;
• location assets;
• lead forms;
• images;
• prices;
• promotions;
• and business information.

Google notes that assets can improve visibility and click-through rate.

An audit should check whether relevant assets are present and whether they still reflect the current business.

Outdated assets are surprisingly common.

A promotion may have expired.

An old telephone number may still appear.

A sitelink may lead to a redirected or irrelevant page.

A service may no longer be offered.

These details affect user experience and can waste otherwise valuable traffic.

15. Review Quality Score correctly

Quality Score is useful, but it is often misunderstood.

Google explicitly states that Quality Score is a diagnostic tool rather than a KPI and that the 1–10 score itself is not an input directly used in the ad auction.

Its three main components are:

• expected click-through rate;
• ad relevance;
• landing-page experience.

Each can be classified as above average, average or below average.

This makes Quality Score useful for identifying patterns.

If landing-page experience is repeatedly below average, investigate the landing pages.

If ad relevance is weak, inspect keyword grouping and messaging.

If expected CTR is weak, the ads or targeting may need attention.

Do not, however, restructure the entire account simply to turn every Quality Score into a 10.

Use it as a diagnostic indicator alongside commercial metrics.

16. Audit the landing page

The click is only the beginning of the customer journey.

Google's guidance recommends close alignment between keywords, ads and landing pages, and identifies landing-page usefulness and relevance as part of its assessment of ad quality.

If somebody searches:

“emergency commercial electrician London”

and your ad promises:

“24/7 Commercial Electrician in London”

sending them to a generic homepage describing every service the company provides creates unnecessary friction.

A stronger landing page would immediately confirm:

• the relevant service;
• the geographic coverage;
• availability;
• why the company is suitable;
• what happens next;
• and how to make contact.

During a PPC audit, ask:

Does this page continue the conversation started by the search and ad?

17. Check conversion friction

A landing page can be relevant and still convert poorly.

Look for friction such as:

• extremely long forms;
• mandatory fields the business does not actually need;
• weak calls to action;
• hidden contact information;
• vague service descriptions;
• no evidence or trust signals;
• unclear pricing expectations;
• poor mobile layout;
• slow loading;
• intrusive popups;
• or confusing navigation.

The correct amount of friction depends on lead quality.

Making a form shorter is not always better.

If removing qualifying questions causes sales staff to receive large numbers of unsuitable leads, the apparent conversion-rate improvement may reduce overall efficiency.

The goal is appropriate friction.

Ask only for information that helps either the customer or the business progress the enquiry.

18. Check page speed and technical reliability

Paid advertising magnifies website problems because every poor experience has a direct media cost attached to it.

If a landing page intermittently fails, each paid click encountering that failure wastes budget.

If a form breaks only on Safari, those affected clicks still cost money.

If pages load slowly on mobile connections, some users may leave before seeing the offer.

A PPC audit should therefore include basic technical testing.

Check:

• mobile rendering;
• page-load performance;
• server errors;
• form errors;
• broken JavaScript;
• SSL problems;
• tracking scripts;
• third-party widgets;
• and important browser/device combinations.

These checks should be repeated after major website changes.

19. Audit Performance Max separately

Performance Max can serve ads across multiple Google channels and uses automation extensively.

It should therefore not be audited exactly like a traditional Search campaign.

Google now provides additional Performance Max reporting, including channel-level performance information and expanded insights intended to help advertisers understand where ads are serving and what signals may be contributing to performance.

A Performance Max audit should examine:

• conversion goals;
• conversion quality;
• asset groups;
• creative assets;
• audience signals;
• search themes where used;
• product feeds for ecommerce;
• brand exclusions where appropriate;
• account-level negative keywords where relevant;
• landing pages;
• automatically created assets;
• final URL expansion;
• geographic performance;
• channel reporting;
• and actual lead or sale quality.

Do not evaluate Performance Max only by its headline ROAS or CPA.

Ask what kind of customers it is producing.

20. Check whether brand traffic is distorting performance

Brand searches often convert well because people already know the company.

This can make blended account performance look stronger.

Suppose Performance Max reports a very low CPA.

If a significant part of those conversions comes from people searching directly for your brand, the campaign may be capturing demand that already exists rather than creating entirely new demand.

That does not automatically make the traffic worthless.

Brand advertising can serve valid purposes.

The important point is measurement.

You should understand how brand and non-brand activity contribute to results rather than combining everything into one number.

For Search campaigns, keep branded and non-branded intent distinguishable where practical.

For automated campaign types, review available reporting and exclusions carefully.

21. Review advertising spend against impression share carefully

A campaign can perform well but still be limited by budget.

That is one situation where increasing spend may genuinely make sense.

For eligible Search campaigns, metrics such as Search impression share and Search lost impression share can help indicate how often your ads could have appeared compared with how often they actually did.

However, more available impressions do not automatically mean they are profitable impressions.

Before scaling, combine capacity metrics with:

• conversion rate;
• lead quality;
• CPA;
• revenue;
• margin;
• location;
• search intent;
• and conversion volume.

The right question is not:

“Can Google spend more?”

Google can usually spend more.

The useful question is:

“Can Google spend more while maintaining acceptable business performance?”

22. Check daily budgets and shared budgets

Budget allocation deserves its own audit.

Look for campaigns that regularly hit budget limits while generating valuable results.

Then compare them with campaigns consuming significant spend but producing weaker outcomes.

Sometimes budget increases are unnecessary because existing money can be reallocated.

For example:

Campaign A spends £2,000 per month and produces low-quality enquiries.

Campaign B spends £1,000 and consistently produces customers but is budget constrained.

The first action might be to move budget rather than increase the total account spend.

This is why campaign-level commercial analysis should happen before simply adding another £1,000 to the monthly budget.

23. Look for wasted spend, but do not obsess over eliminating every imperfect click

PPC audits often focus heavily on “waste”.

That is understandable, but some uncertainty is inherent in advertising.

Not every click will convert.

Not every search will be perfect.

Not every experiment will succeed.

Trying to remove every non-converting search can make campaigns so restrictive that they stop discovering new customers.

A better objective is to identify systematic waste.

Examples might include:

• repeated irrelevant search themes;
• unsupported locations;
• broken landing pages;
• obviously unsuitable audiences;
• duplicate conversions;
• accidental mobile-app placements where irrelevant;
• outdated campaigns;
• or advertising services the company no longer provides.

Fix structural problems first.

24. Review the relationship between Google Ads and the CRM

For lead-generation businesses, Google Ads should not exist in isolation.

The marketing system may involve:

Google Ads → landing page → form → CRM → sales team → customer.

Each connection matters.

A campaign audit should therefore look beyond the Google Ads interface.

Ask:

• how quickly are leads contacted?
• are source and campaign details stored?
• are leads automatically routed to the correct person?
• are duplicate leads identified?
• can sales outcomes be linked to marketing sources?
• are lead stages defined consistently?
• is lost-lead reasoning recorded?

A Google Ads campaign cannot compensate indefinitely for a weak follow-up process.

If a qualified lead waits three days for a response, improving keyword targeting may not be the highest-priority opportunity.

25. Calculate performance using business economics

Before scaling Google Ads, understand what a customer is worth.

For a simple ecommerce business, the calculation might involve gross margin and repeat purchase behaviour.

For a lead-generation business, you may need:

• cost per lead;
• percentage of leads that qualify;
• percentage of qualified leads that become customers;
• average customer value;
• gross margin;
• and, where relevant, customer lifetime value.

Suppose your campaign produces leads for £60.

That number means very little on its own.

If one in ten becomes a customer worth £5,000 in gross profit, the economics may be strong.

If one in twenty becomes a customer generating £200 in gross profit, they are not.

Advertising targets should be derived from commercial reality, not arbitrary industry benchmarks.

26. Know when increasing your Google Ads budget makes sense

Increasing the budget becomes much easier to justify when several conditions are present:

Your primary conversions are correctly tracked.

Those conversions reflect meaningful business outcomes.

Lead or transaction quality is understood.

The campaign is targeting relevant demand.

Search-term waste is controlled.

Landing pages are converting reasonably.

The business can handle additional enquiries or orders.

And the numbers remain commercially viable.

If a profitable campaign is consistently constrained by budget, scaling can be logical.

But do it deliberately.

Large sudden budget changes can alter campaign behaviour, and automated bidding systems may require time to adjust.

Monitor the result against the same commercial metrics used before the increase.

27. Know when not to increase the budget

More budget is unlikely to solve a campaign where:

• tracking is unreliable;
• leads are mostly irrelevant;
• conversions are duplicated;
• landing pages are broken;
• sales cannot handle current lead volume;
• search terms show weak intent;
• the campaign is optimising towards low-value actions;
• or the business does not know which leads become customers.

Fixing those issues first can improve the value of the existing spend.

This is often the most important output from an audit.

The recommendation does not always need to be:

“Spend more.”

Sometimes it should be:

“Make the current £5,000 work properly before turning it into £10,000.”

A practical Google Ads audit checklist

Before increasing your advertising budget, review the following:

Measurement

• Are primary conversion actions correct?
• Are any conversions duplicated?
• Are low-value actions incorrectly marked as primary?
• Are conversion values accurate?
• Is enhanced conversion tracking appropriate and functioning?
• Is Consent Mode implemented correctly?
• Are qualified leads or sales imported where possible?
• Does the CRM retain useful attribution information?

Search targeting

• Are actual search terms relevant?
• Are negative keywords maintained?
• Are match types being used intentionally?
• Are brand and non-brand searches understood separately?
• Are locations configured correctly?

Campaign structure

• Are services or product groups separated where commercially useful?
• Are budgets allocated based on performance and priority?
• Are weak campaigns consuming budget that stronger campaigns could use?
• Are bidding strategies appropriate for the available data?

Ads

• Does the messaging reflect customer intent?
• Do ads clearly explain the proposition?
• Are calls to action specific?
• Are Responsive Search Ad assets sufficiently varied?
• Are relevant ad assets configured?
• Are outdated promotions or messages still running?

Landing pages

• Does each important campaign reach a relevant landing page?
• Does the page match the ad's promise?
• Is the mobile experience strong?
• Is the main action obvious?
• Are forms working correctly?
• Is unnecessary friction preventing conversions?
• Is the page technically reliable?

Commercial performance

• What is the cost per qualified lead?
• What percentage of leads become customers?
• What is the real acquisition cost?
• What is a customer worth?
• Which campaigns generate revenue rather than merely conversions?
• Can the business operationally handle additional demand?

If these questions have clear answers, decisions about budget become much easier.

A Google Ads audit should identify the next constraint

A good PPC audit is not a hunt for a magical account setting.

Its purpose is to identify what is currently preventing better performance.

Sometimes that constraint is budget.

Sometimes it is targeting.

Sometimes it is poor measurement.

Sometimes it is the landing page.

Sometimes it is slow sales follow-up.

Sometimes Google Ads is already generating enough leads and the business simply needs to convert more of them into customers.

The useful outcome is knowing which problem to solve next.

That is also why an audit should not stop inside the advertising platform.

Google Ads sits within a wider acquisition system involving your website, analytics, consent management, CRM, sales process and commercial objectives.

Improving one part without understanding the others can create misleading results.

Before you spend more, make sure Google is learning from the right signals

Google Ads has become increasingly automated.

That makes high-quality inputs more important, not less.

The platform can automate bids, identify searches, combine ad assets and distribute advertising across channels.

But your business still has to decide what success means.

If Google's systems are optimising towards genuine purchases, qualified leads and meaningful customer values, automation has better information to work with.

If they are optimising towards page views, accidental form completions and poor-quality leads, increasing your advertising budget can accelerate the wrong outcome.

Before scaling, verify your measurement.

Review your search terms.

Check your landing pages.

Understand lead quality.

Connect the CRM where appropriate.

Then decide whether additional budget is the next logical step.

London Digital Works provides Google Ads, PPC landing-page, conversion tracking, analytics and marketing automation support for businesses that want to understand what their advertising is actually producing before increasing spend.

A Google Ads audit can help identify whether your next opportunity is more budget, better targeting, stronger measurement, improved landing pages or a better connection between advertising and sales.

Sources

Google Ads — Account setup best practices Google's guidance covering measurement foundations, enhanced conversions, Consent Mode, conversion values, automated bidding and broad-match targeting.

Google Ads — About Quality Score for Search campaigns Google's documentation explaining Quality Score, expected CTR, ad relevance and landing-page experience.

Google Ads — Using Quality Score to improve your performance Google's guidance on interpreting Quality Score components and improving ad relevance, expected CTR and landing pages.

Google Ads — Optimise your ads and landing pages Google's guidance on matching ad messaging, keywords and landing-page experience.

Google Ads — Enhanced Conversions Best Practices Google's guidance on first-party measurement, enhanced conversions, tagging and Consent Mode.

Google Ads — About enhanced conversions Google's explanation of how hashed first-party customer data can supplement conversion measurement.

Google Ads — Performance Max best practices for lead generation Google's guidance on accurate measurement, lead-quality goals and automated optimisation.

Google Ads — Evaluate Performance Max results Google's guidance on campaign insights, channel reporting and conversion lag.

Google Ads — Consent Mode reference Google's documentation for advertising, analytics, personalisation and user-data consent signals.