Google Ads Audit Checklist for Medical Practices

Use this Google Ads audit checklist for a medical practice in order: define office and service scope, classify appointment intent, verify provider and healthcare claims, test calls and scheduling, reconcile attendance and patient-safe stages, and compare collected value with capacity. Keep patient details in approved systems.

This is an educational checklist, not medical, privacy, legal, clinical, or automated adz.so advice. Consult Google Ads Help, the current healthcare and medicines policy, and the practice’s owners.

1. Define scope and stages

[ ] Record dates, offices, services, specialties, providers, credentials, hours, insurance or payment, pages, phones, forms, scheduling and practice-management stages, campaigns, budgets, and conversions.
[ ] State whether the question concerns primary care, specialty, diagnostics, elective care, telehealth, urgent appointments, or another service.
[ ] Separate click, call, form, qualified inquiry, new-patient request, booking, attendance, evaluation, treatment plan, accepted care, claim, payment, cancellation, no-show, and existing-patient support.
[ ] Separate clinical, billing, jobs, suppliers, and duplicates.
[ ] Record currency, time zone, attribution window, consent assumptions, staffing, payer, schedule, and page changes.

2. Check local service and appointment intent

[ ] Map campaigns to office, service, specialty, provider, page, phone route, scheduling path, and owner.
[ ] Review location targeting, exclusions, presence assumptions, radius or city settings, location assets, hours, and market coverage.
[ ] Classify service, specialty, appointment, urgent, price, insurance, provider, location, existing-patient, symptom language, job, supplier, competitor, and irrelevant searches.
[ ] Confirm office, provider, page, hours, scheduling, and capacity match the promise.

3. Validate pages and healthcare claims

[ ] Follow searches through ad, service page, provider or location details, call-to-action, form, phone, scheduling, and confirmation.
[ ] Check credentials, service availability, insurance or payment, privacy notice, hours, appointment expectations, and after-hours instructions.
[ ] Flag guaranteed outcomes, cure language, universal results, shame-based copy, unsupported price or insurance claims, individualized diagnosis language, and unavailable services.
[ ] Review claims against current policy and local requirements.

4. Test calls, forms, and scheduling

[ ] Use an approved test identity; never place patient health information in the checklist.
[ ] Test mobile and desktop paths during open, closing, and after-hours conditions where relevant.
[ ] Check office and provider routing, number ownership, response, missed-call handling, disposition, recording notice, source value, privacy notice, consent, and form fields.
[ ] Test duplicate handling, availability, confirmation, next-business-day response, and owner.
[ ] Distinguish request, booking, confirmation, attendance, and later treatment.

5. Reconcile appointments and patient-safe stages

[ ] Compare ad events with calls, forms, qualified inquiries, booked visits, attendance, cancellations, no-shows, evaluations, treatment plans, accepted care, claims, payments, and referrals.
[ ] Break down by office, provider, specialty, campaign, query, page, device, payer, and cohort.
[ ] Check source IDs, definitions, deduplication, scheduling and practice-management joins, consent, time zone, attribution, and offline timing.
[ ] Mark recent cohorts immature.
[ ] Do not send lower-funnel values into bidding before the patient-safe join is proven.

6. Review capacity and economics

[ ] Record spend, qualified inquiries, booked and attended visits, collected revenue, provider and staff time, room and equipment, supplies, diagnostics, insurance adjustments, fees, refunds, cancellations, and no-shows.
[ ] Keep billed, allowed, expected, and collected amounts separate.
[ ] Compare demand with provider schedules, appointment capacity, specialty availability, payer mix, and follow-up.
[ ] Mark missing attendance, collection, cost, and join evidence unknown.

7. Check privacy, consent, and policy

[ ] Review ads, pages, forms, analytics, audiences, remarketing, customer lists, calls, scheduling imports, practice-management transfers, and offline conversions.
[ ] Check data minimization, consent states, patient-safe identifiers, access, retention, and vendor ownership.
[ ] Review healthcare, provider, price, insurance, outcome, and privacy claims with the proper owners.
[ ] Escalate clinical, policy, privacy, legal, and compliance questions.

8. Close findings and retest

For every failure, capture office, provider, specialty, service, campaign, query or page, device, evidence, impact, owner, priority, action, proof condition, retest result, and limitation. Prioritize broken calls or forms, wrong-office or provider routing, consent and policy risk, misleading claims, missing appointment stages, and capacity mismatches.

After each repair, repeat the same patient-safe journey and compare mature cohorts. Annotate staffing, schedule, payer, page, policy, and service changes.

Medical-practice handoff

End with what is proven, what must be corrected, what requires clinical, privacy, or policy review, what should be tested, and what remains unknown. For context, see how to audit Google Ads for medical practices, free Google Ads audit for medical practices, and best Google Ads audit tools.