Google Ads Audit Checklist for Jewelry Stores

Use this Google Ads audit checklist for jewelry stores to verify the exact piece, metal, stone, size, setting, documentation, price, inventory, shipping, and landing page before evaluating performance. Trace product, consultation, appointment, custom, and deposit stages through a single defined outcome, then include insurance, resizing, returns, and margin.

Set the period, markets, currencies, brands, categories, campaigns, custom-order model, fulfillment, conversion definitions, and financial basis. Preserve account settings, change history, feed and inventory versions, product-page state, and order or lead totals. Check current Google Ads Help and Shopping policies for product-ad requirements.

Run checks in evidence order

Start with consent and tracking, feed and attribute accuracy, size and documentation, price, inventory, custom timing, shipping, and page function. Then review product and occasion intent, campaign structure, budget, insurance, resizing, returns, and economics. Mark every item pass, issue, or unknown with its source.

The best Google Ads audit tools page is a related tooling reference. Tool output supports review; it does not prove authenticity, certification, shipping, policy approval, or profitability.

Scope and definitions checklist

[ ] Are the period, time zone, markets, currencies, brands, categories, campaigns, custom-order model, and fulfillment written down?
[ ] Are purchase, consultation, appointment, custom request, deposit, cancellation, resize, exchange, return, refund, and margin definitions documented?
[ ] Is the source of truth for orders, net sales, stone or metal cost, documentation, inventory, shipping, insurance, and returns identified?
[ ] Are discounts, packaging, insured shipping, personalization, resizing, payment costs, restocking, and support handled consistently?
[ ] Are settings, change history, feed and inventory versions, page state, and order or lead totals preserved?

Mark missing store, inventory, documentation, finance, support, privacy, or platform evidence unknown. Do not turn missing data into a pass.

Consent and purchase or lead checklist

[ ] Do purchase, consultation, appointment, custom, and deposit events remain distinct?
[ ] Does each event fire once with a stable, approved identifier?
[ ] Are value and currency aligned with the audit’s approved basis?
[ ] Do reloads, retries, duplicate submits, redirects, and cross-domain hand-offs avoid duplicate events?
[ ] Are view, size or option selection, consultation, appointment, deposit, cart, checkout, purchase, resize, refund, return, and support stages distinct?
[ ] Are primary, secondary, imported, offline, appointment, consultation, marketplace, or CRM actions documented?
[ ] Are attribution windows, time zones, consent states, currencies, and offline joins understood?
[ ] Have consent granted, denied, changed, and withdrawn states been tested?
[ ] Are names, addresses, payment details, appointment notes, custom instructions, certificates, and customer records kept out of unnecessary advertising payloads?
[ ] Are platform events reconciled with orders, deposits, appointments, consultations, returns, and refunds where a reliable join exists?

Investigate gaps before changing bids. Duplicate events, blocked consent, redirects, offline lag, cancellations, deposits, marketplace timing, and attribution differences can imitate performance problems.

Product attributes and feed checklist

[ ] Are diagnostics, disapprovals, warnings, item exclusions, freshness, supplemental sources, automatic updates, and regional versions reviewed?
[ ] Are product IDs and store references stable across feed, page, custom form, cart, checkout, and purchase event?
[ ] Do metal, alloy, plating, stone, size or carat information, cut or shape, color, clarity or grade claim, setting, dimensions, weight, finish, personalization, and certification fields match?
[ ] Do title, description, images, price, sale price, availability, shipping, return, and variant information match the live page?
[ ] Were rings, earrings, necklaces, bracelets, watches or accessories, bridal, custom, personalized, lab-created or natural-stone, clearance, and low-stock products sampled?
[ ] Can the advertised ring, chain, bracelet, stone, metal, and size options actually be selected and fulfilled?
[ ] Are custom, personalized, ready-to-ship, certification, documentation, and catalog-to-page constraints understood?
[ ] Are product claims and images consistent with current Shopping policies?

Record item or group, source and version, page and inventory result, expected behavior, impact, and owner. A wrong attribute, size, or documentation claim is a material finding.

Campaign, occasion, and budget checklist

[ ] Are campaigns mapped by channel, market, currency, brand, collection, category, product, occasion, custom status, audience, and objective?
[ ] Are budgets and targets appropriate for product value, stone or metal cost, margin, custom capacity, return and resize rate, and conversion lag?
[ ] Are location, language, device, network, audience, appointment, consultation, and exclusion settings documented?
[ ] Are custom, ready-to-ship, clearance, low-stock, and different-margin pieces separated enough to review?
[ ] Are budget changes compared with launches, gifting or seasonal dates, custom capacity, stone or metal availability, price changes, replenishment, certification, insured shipping, and lead times?
[ ] Is change history checked for feed, campaign, asset, budget, target, price, conversion, and exclusion edits?
[ ] Are automatic recommendations distinguished from measured outcomes?
[ ] Are direct orders, consultations, appointments, deposits, marketplaces, wholesale, and support paths understood?

Separate a confirmed defect from a test. Spending after a size or piece becomes unavailable is a correction; a new bid target needs a decision question and proof condition.

Product, occasion, and trust-intent checklist

[ ] Were queries grouped into brand, product, collection, metal, stone, style, size, occasion, price, gift, custom, certification, comparison, location, appointment, support, repair, wholesale, and irrelevant intent?
[ ] Does each major theme reach the correct piece, collection, documentation, consultation, appointment, repair, or support page?
[ ] Were inspiration, education, image, design, free, used, repair, appraisal, tutorial, comparison, authenticity, care, resizing, warranty, return, order-status, bridal, trade, wholesale, press, and partnership themes reviewed?
[ ] Are queries for unavailable sizes, stones, metals, markets, dates, or lead times identified?
[ ] Are exclusions tied to evidence and routed to another approved path where relevant?
[ ] Are cost, clicks, conversion evidence, page, decision, owner, and reason recorded for material themes?

Do not exclude education, consultation, or support intent globally without checking whether another approved path should handle it.

Ad, attribute, documentation, and page checklist

[ ] Do product and lifestyle images, metal and stone descriptions, sizes, finishes, prices, promotions, certification, custom-order, shipping, appointment, warranty, return language, and pages agree?
[ ] Are certified, natural, lab-created, ethical, rare, quality, custom, personalized, insured-delivery, and appointment claims current and supported?
[ ] Does the page show the exact piece, attributes, size, option, price, stock, documentation, lead time, and shipping state?
[ ] Can a visitor select, personalize, request consultation, book an appointment, purchase, or request support on mobile and desktop?
[ ] Are size guidance, certification or documentation, personalization, insured delivery, warranty, resizing, returns, and support information visible?
[ ] Are local-store, market, currency, insurance, and delivery promises scoped correctly?
[ ] Do pages remain current after feed, price, inventory, certification, custom, or promotion changes?
[ ] Do unavailable, canceled, unsupported, or delayed pieces avoid inappropriate acquisition creative?

Review pages after product, price, inventory, documentation, or promotion changes. An accurate page at ad creation can become inaccurate later.

Insurance, shipping, resizing, returns, and margin checklist

[ ] Are stone or metal cost, packaging, insured shipping, fulfillment, personalization, resizing, payment costs, returns, refunds, restocking, and margin considered?
[ ] Are products segmented by collection, product, occasion, market, channel, custom status, price, promotion, and order type?
[ ] Are high-return, high-resize, low-margin, custom, personalized, and low-stock pieces visible where responsibly measurable?
[ ] Are unavailable, made-to-order, custom, and size-constrained pieces protected from unsuitable spend?
[ ] Are reported values compared with the same net-sales and attribution definition?
[ ] Are custom cancellations, deposit treatment, certification cost, insurance limits, and support considered?
[ ] Are seasonal dates, supplier lead times, custom capacity, and shipping changes included in decisions?

If insurance, return, resize, support, or margin data is unavailable, mark profitability unknown. Platform revenue alone does not prove contribution.

Findings and handoff checklist

[ ] Does every finding state what was checked, what happened, what was expected, and where the evidence is?
[ ] Are defects separated from hypotheses and experiment ideas?
[ ] Are tracking, consent, feed, attribute, size, documentation, price, stock, custom, shipping, policy, and destination defects prioritized first?
[ ] Does each correction have an owner and proof condition?
[ ] Does each test have a decision question, comparison, and success definition?
[ ] Are unresolved store, inventory, documentation, finance, support, privacy, marketplace, or platform questions listed as unknowns?
[ ] Was each claimed fix retested in the affected item, page, event, campaign, report, or fulfillment path?

End with what is proven, what is broken, what is unknown, what should be corrected first, and what evidence will close the loop. Avoid a score that implies more certainty than the checks support.

Jewelry-store audit worksheet

Use one row per material finding with:

account, channel, campaign, brand, collection, product, market, and period;
feed item, product page, query, event, consultation, appointment, certificate, or change-history source;
observed and expected behavior;
material, stone, size, certification, price, inventory, shipping, insurance, revenue, margin, return, policy, consent, or measurement impact;
correction or controlled test;
owner, priority, and proof condition; and
remaining limitation or assumption.

For returning-visitor logic, use the best Google Ads remarketing for jewelry stores page as a related reference. Keep the final audit anchored to exact attributes, documentation, sizes, inventory, fulfillment, economics, and the purchase or lead path reviewed.