Documentation
Ad Health Audit is Adnine's diagnostic workspace for search ads. It combines a visual quadrant chart (plotting each ad by CTR delta and impression delta) with a structured responsive search ad review that checks copy length, keyword inclusion, headline count, and description count. Use it to find which ads to scale, which to rewrite, which have visibility constraints, and which are safe to consolidate.
- Best for
- Search ad performance reviews and RSA copy audits
- Main chart
- CTR delta vs. impression delta quadrant
- Minimum data filter
- Ads with fewer than 25 impressions are excluded
- RSA checks
- Copy length, keyword inclusion, headline count (min 15), description count (min 4)
- Primary outcome
- Scale, rewrite, investigate visibility, consolidate, or monitor ads
#What Ad Health Audit checks
Ad Health Audit evaluates every eligible search ad across two dimensions: how the ad performs relative to the account average for the selected period, and whether the responsive search ad has enough assets and keyword alignment for Google Ads to assemble strong, relevant combinations.
Four questions the audit answers
Which ads are winning?
High impressions and high CTR. Scale the copy, protect what works, and use these as creative benchmarks.
Which ads need rewriting?
High impressions but weak CTR, or multiple RSA issues such as short copy, missing keywords, or too few assets.
Which ads need more reach?
Strong CTR but low impression volume. The copy may already work. Investigate bids, budgets, targeting, and eligibility.
Which ads should be consolidated?
Low impressions and low CTR. These may add clutter without giving the system useful signal to learn from.
#Who Ad Health Audit is for
Ad Health Audit is most useful when you manage accounts with enough search ads to make individual review impractical. It is especially valuable before account reviews, after new ad launches, and when preparing structured rewrite batches for responsive search ads.
Good times to run the audit
| Situation | What to focus on |
|---|---|
| Pre-review preparation | Filter for high-impression, low-CTR ads to build a prioritized rewrite list before the account meeting. |
| After new ad launches | Check whether new RSAs have collected enough impressions to evaluate, then compare their quadrant position with the campaign average. |
| Scaling a campaign | Identify top-right ads to understand the copy patterns worth replicating in new ad groups or campaigns. |
| Reducing account clutter | Find bottom-left ads with persistent low impressions and low CTR that are adding noise without useful data. |
| Quality Score investigation | Use the keyword-inclusion and RSA-coverage checks as a starting point when ad relevance scores need to improve. |
#How the audit works
- Select the account and date range Choose a recent period with enough data to judge ad behavior. For low-volume accounts, use a longer window before drawing conclusions.
- Review the quadrant chart Every eligible ad (25+ impressions) is plotted by CTR delta and impression delta. The chart immediately separates top performers, rewrite candidates, visibility opportunities, and cleanup candidates.
- Open the table view The same data is available in sortable table format. Confirm CTR, impressions, ad group, campaign, and issue flags before deciding on any action.
- Check RSA coverage Review average headline length, average description length, keyword inclusion, DKI usage, headline count, and description count for each flagged ad.
- Prioritize by impact Work first on ads with meaningful impression volume, weak CTR, strategic importance, or multiple RSA issues. Volume gives you more reliable evidence.
- Apply the right fix Rewrite copy, add RSA assets, improve keyword alignment, investigate visibility constraints, consolidate weak ads, or protect top performers, depending on the finding.
- Remeasure after the learning window Once ads collect new impressions, revisit Ad Health to compare quadrant movement, CTR, and conversion outcomes before calling the change a success.
#Performance quadrant reference
The quadrant chart plots each ad by two relative metrics: CTR delta (the ad's CTR minus the average CTR across all ads in the period) and impression delta (the ad's impressions minus the average). These are relative measures. They compare each ad with the account context, not with an external benchmark.
Reading the quadrants
| Quadrant | Signal | First action |
|---|---|---|
| Top right: high impressions, high CTR | Above-average exposure and click-through rate. These are the account's current top performers. | Protect, learn from the copy pattern, and consider scaling cautiously into higher-volume areas. |
| Bottom right: high impressions, low CTR | Above-average exposure but weaker click-through. High-priority rewrite candidates. | Test stronger headlines, clearer offers, and better keyword-to-ad alignment. Compare with top-right ads. |
| Top left: low impressions, high CTR | Strong click-through but limited reach. The copy may already work. | Investigate bids, budgets, eligibility, targeting, and impression share before rewriting anything. |
| Bottom left: low impressions, low CTR | Weak on both reach and engagement. May be adding clutter. | Review campaign intent and ad group structure. Rewrite, consolidate, or deprioritize after checking context. |
Chart metric definitions
| Metric | Definition | What to remember |
|---|---|---|
| CTR delta | The difference between this ad's click-through rate and the average CTR of all ads in the selected period. | Positive means above average; negative means below. Deltas shift when the date range changes. |
| Impression delta | The difference between this ad's impressions and the average impressions across all ads in the selected period. | Positive means above-average exposure; negative means lower visibility than the period average. |
| 25-impression filter | Ads with fewer than 25 impressions are excluded from the chart and table. | The filter removes the noisiest rows. Still prefer higher-volume rows when prioritizing rewrites. |
#RSA checks reference
The RSA audit runs five concrete checks on each ad's copy coverage. A responsive search ad can be eligible with fewer assets, but limited or generic assets reduce the combinations Google Ads can test and lower the system's ability to match intent.
RSA checks: finding, meaning, and fix
Every check is grounded in the criteria described by the Ad Health source page. Do not apply the same fix to every flagged ad.
| Check | Flagged when | Why it matters | Recommended fix |
|---|---|---|---|
| Average headline length | Average headline length is below 20 characters. | Very short headlines often lack intent, product detail, or differentiators that improve relevance. | Write headlines that combine the searcher's query language with a specific value proposition or offer. |
| Average description length | Average description length is below 60 characters. | Short descriptions leave available ad space unused and may miss persuasive elements. | Add benefits, proof, urgency, service scope, or a clear call to action in each description. |
| Keyword inclusion | The ad contains none of the ad group's keywords and does not use Dynamic Keyword Insertion. | Ads without keyword language may score lower on ad relevance, which directly affects Quality Score. | Add natural keyword language or use DKI where the keyword set is controlled, accurate, and brand-safe. |
| Headline count | The RSA has fewer than 15 headlines. | Fewer options reduce the system's ability to test headline combinations and match varied search intent. | Build a full set with varied angles: intent, offer, proof, location, CTA, brand, and audience qualifiers. |
| Description count | The RSA has fewer than 4 descriptions. | Google Ads has fewer description options to assemble and optimize. | Add distinct descriptions covering benefits, proof, objections, and action. Avoid near-duplicates. |
#From finding to action
Treat Ad Health findings as a structured review queue, not a bulk rewrite command. Different quadrant positions and RSA issues call for different responses. Some ads need investigation before any copy change.
Finding to fix reference
| Finding | Recommended fix | Check before publishing |
|---|---|---|
| High impressions, low CTR | Test stronger headlines, clearer offers, and better keyword-to-ad relevance. | Compare copy with top-right ads and confirm the ad group theme is tight enough for one RSA. |
| High CTR, low impressions | Use the copy as a benchmark and investigate reach constraints: bids, budgets, targeting, status, impression share. | Verify conversion quality before scaling the copy into larger-volume areas. |
| Low impressions and low CTR | Rewrite only if the ad group still matters. Otherwise consolidate, pause, or monitor. | Check status, policy, budget, targeting, and whether the ad group theme is still relevant. |
| Short headlines (avg < 20 chars) | Add product type, service category, location, price cue, benefit, or audience qualifier. | Keep headlines readable and avoid keyword stuffing that reads awkwardly when combined. |
| Short descriptions (avg < 60 chars) | Use the available space to explain the offer, proof, urgency, or next step. | Ensure every description promise is supported by the landing page. |
| Missing keyword coverage, no DKI | Add natural keyword language or restructure the ad group if the keyword theme is too mixed for one RSA. | Only use DKI when the keyword set is controlled and will produce accurate, safe ad text. |
| Too few headlines (< 15) | Add distinct headlines across intent, offer, proof, CTA, location, and brand angles. | Avoid duplicates and make sure each asset can combine cleanly with the others. |
| Too few descriptions (< 4) | Add distinct descriptions that cover different aspects: benefit, proof, objection, and action. | Test different angles rather than repeating the same message with small wording changes. |
#Limitations and known constraints
Ad Health Audit helps focus attention, but it does not replace account judgment or controlled experimentation. Several constraints are worth keeping in mind before acting on findings.
What to keep in mind
| Constraint | What it means | How to handle it |
|---|---|---|
| Search ads only | Ad Health evaluates search ads and responsive search ad assets. | Use other Adnine tools for landing pages, Performance Max, audiences, extensions, or account structure. |
| Relative performance | CTR delta and impression delta are measured against the selected period's account average. | Use consistent date windows and avoid judging a row from a single volatile period. |
| Low-volume uncertainty | The 25-impression filter removes the noisiest rows, but small samples can still mislead. | Prioritize higher-impression rows or extend the date range before acting on a finding. |
| Keyword presence is not full relevance | Including a keyword in an ad satisfies the coverage check but does not prove the ad, keywords, and landing page match user intent. | Review search terms, ad group theme, landing page content, and Quality Score signals together. |
| DKI is an exception, not a cure | DKI resolves the missing-keyword flag but can create risky copy when the keyword set is broad. | Use DKI only when every term in the ad group produces safe, accurate, and on-brand ad text. |
| No business-level decision | The audit surfaces scale, rewrite, and consolidation candidates but does not know margin, lead quality, or compliance constraints. | Validate with CPA, ROAS, revenue attribution, lead quality, and stakeholder requirements. |
#Best practices
- Start with the quadrant chart to orient, then confirm every decision in the detailed table view.
- Prioritize high-impression, low-CTR ads before low-volume cleanup work. Volume gives more reliable evidence.
- Study top-right ads for copy patterns before writing anything new.
- Investigate top-left ads for visibility constraints before rewriting copy that may already be working.
- Build RSAs toward 15 headlines and 4 descriptions using distinct, combinable assets. Avoid near-duplicates.
- Include ad group keyword themes naturally in headlines and descriptions.
- Use DKI only when the keyword set is controlled, accurate, and brand-safe.
- Pair CTR findings with conversions, CPA, ROAS, and lead quality before committing to a copy direction.
- Stage larger rewrites in controlled batches and measure quadrant movement after the learning window.
- Run the audit on a consistent schedule: weekly for active accounts, monthly for stable ones.
#Frequently asked questions
Why is an ad not showing up in the quadrant chart?
Ads with fewer than 25 impressions in the selected period are automatically filtered out. If an ad is missing, either it has not yet collected enough impressions or the selected date range is too short. Try extending the window or checking that the ad is active and the campaign has budget.
What does CTR delta actually mean?
CTR delta is the difference between that specific ad's click-through rate and the average CTR of all ads in the selected period. A positive delta means the ad clicks better than average; a negative delta means it underperforms the account context. It is a relative measure, so the same ad can have a different delta depending on the date range selected.
Can an ad pass all RSA checks and still have low CTR?
Yes. RSA coverage checks confirm that the ad has enough assets and keyword alignment for Google Ads to assemble combinations, but they do not measure offer strength, landing page fit, or competitive context. An ad can have 15 headlines and 4 descriptions and still underperform if the copy itself is generic or misaligned with the searcher's intent.
My ad is flagged for missing keywords but it uses DKI. Is that correct?
If the RSA uses Dynamic Keyword Insertion correctly, the keyword-inclusion check should not flag it. If it is still flagged, verify that the DKI tag is formatted correctly and that keywords are associated with the right ad group.
How should I prioritize when many ads are flagged at once?
Work from highest impression volume downward. High-impression, low-CTR ads with multiple RSA issues have the clearest combination of user impact and a concrete fix. Low-impression rows with a single flag can wait until the higher-volume work is done.
How long should I wait before remeasuring after a rewrite?
Wait until the rewritten ad has collected a statistically meaningful number of impressions in the new period, usually at least several hundred for a clear comparison. Google Ads also applies a learning period when ads change significantly, so avoid judging too early.
Does Ad Health Audit cover Performance Max ads?
No. The audit focuses on search ads and responsive search ad assets. Use other Adnine tools for Performance Max asset groups, locations, and webpage optimization.
Is it safe to rewrite many ads at once?
Be cautious with large batches. Changing many ads simultaneously can trigger multiple learning periods, affect traffic mix, and make it harder to attribute performance changes. Stage rewrites in smaller groups and keep a record of what changed so you can evaluate the outcome clearly.