There are lots of things you should check (either on a one-off or regular basis) if you want to keep your Google Ads account in tip-top condition.

When you set up a brand new Google Ads account, it is easy to get sucked into using Google’s setup wizard.

When you're working with an external agency, giving them access to your Google Analytics is an important part of this. This way they have complete visibility over your website's activity and can help you implement changes.