Google Ads Self-Audit Scorecard for Plumbers (Free)

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Summary: A free 20-line scorecard to audit your own plumbing Google Ads account in 30 minutes. It covers tracking, searches, structure, ads, schedule and budget, and shows where to look in the account. Score each line 0, 1 or 2 and fix the weakest section first.

Score each line 0 (no), 1 (partly) or 2 (yes). Twenty lines make 40 points. Do it with your Google Ads account open.

A. Tracking (8 points)

1. Call reporting is on and your call asset has a verified number.
2. Website calls are counted once they pass a minimum length you chose.
3. Forms are counted from a thank-you page that loads only after a real submission.
4. Real leads are the primary conversions, and softer actions are secondary.

B. Searches (8 points)

1. You read the search terms report in the last seven days.
2. Negative keywords cover jobs, DIY, parts and work you do not do.
3. You chose negative match types on purpose. Negatives are broad by default, and plurals are not added for you.
4. Broad match is only used where conversion tracking is working.

C. Structure (6 points)

1. Emergency searches sit in their own campaign.
2. Each ad group sends clicks to a page about that job.
3. You have few enough campaigns that each gets enough budget to learn.

D. Ads and assets (6 points)

1. Responsive search ads have several headlines and at least two descriptions that match the ad group.
2. Call, location, sitelink and callout assets are set up.
3. Every claim in the copy is one you can keep every time.

E. When and where (6 points)

1. The ad schedule matches the hours someone answers.
2. Location targets are the areas you serve, not a tiny radius.
3. You chose between presence and presence or interest on purpose.

F. Budget and bidding (6 points)

1. Your daily budget is the monthly target divided by 30.4.
2. The bid strategy fits your conversion volume. Google suggests judging Smart Bidding over a window with 30 or more conversions.
3. You know cost per booked job for each campaign.

Your score

The bands are a rule of thumb, not a Google measure.

The worksheet

• Cost per lead = ad spend ÷ real leads.
• Cost per booked job = cost per lead ÷ close rate.

For reference only: across the accounts we run, the last twelve months averaged $63 a lead, and close rates are best measured from your own job records. Use the cost-per-booked-job calculator for your own figures.

What to read for each weak section

• Account structure: Google Ads playbook for plumbers
• Tracking: call tracking and attribution for plumbers
• Searches: negative keywords for plumbers
• Pages: the one-page landing page checklist
• Ads: emergency plumber ad copy
• Budget: plumber PPC budget
• Clicks with no calls: why plumbing ads get clicks but no calls

Want a second pair of eyes?

Opus Group runs Google Ads, landing pages and Local Services Ads for home-service businesses, month to month with 30 days' notice. Book a free strategy call and tell us your score. We will say honestly what we would fix first.

Using Local Services Ads too? The free $1,000 guide covers that side of the account.

FAQ

Is the scorecard free?

Yes. There is no sign-up. Read it here or print the page.

How long does it take?

About thirty minutes with the account open.

What is a good score?

34 or more is healthy on this scale. The bands are our rule of thumb.

Can I use it for Local Services Ads?

The lines are written for Google Ads Search campaigns. Local Services Ads have their own settings, covered in our playbook for plumbers.

What should I fix first?

Tracking and negatives. Without them you cannot tell what the money bought.

Opus Group runs Google Ads, Local Services Ads and high-converting landing pages for local service businesses. See how it works.

Opus Group is a plumbing marketing agency working with plumbers across the US, including Chicago, Sacramento, San Diego and Charlotte.

Theo Prada is the founder of Opus Group, which runs Google Local Services Ads and Google Ads for local service businesses.