Checklist
The Google Ads Checklist
Account structure, keywords, ad copy, and tracking — checked before you turn on the budget, not after you have spent it.
Most wasted Google Ads spend traces back to setup, not strategy — broad match with no negatives, missing conversion tracking, or an account structure that makes optimisation impossible. Check this before you go live.
Account Setup
- Conversion tracking is installed and firing correctly before any spend
- Billing and account access are confirmed working before campaign launch
- Google Ads and Analytics (GA4) accounts are linked
Campaign Structure
- Campaigns are split by intent or product line, not lumped into one
- Search and Display/Performance Max run as separate campaigns with separate budgets
- Geographic and language targeting match where you can actually serve customers
Keywords & Match Types
- Negative keyword list is built before launch, not added reactively
- Match types are deliberate — not defaulting everything to broad match
- Search terms report is reviewed weekly for the first month
Ad Copy
- At least 3 headline variations per ad group, tested against each other
- Ad copy matches the landing page headline and offer — no bait and switch
- Ad extensions (sitelinks, callouts, structured snippets) are filled in
Conversion Tracking
- Primary conversion action is set to what actually matters (signup/purchase, not just "page view")
- Conversion values are set if you are optimising for value, not just volume
- Enhanced or server-side conversion tracking is set up for post-iOS14 accuracy
Budget & Bidding
- Starting bid strategy matches available conversion data (manual/max clicks before Target CPA)
- Daily budget can sustain at least 10-15 clicks per day for meaningful signal
- A minimum learning period (1-2 weeks) is planned before judging performance
Want this as a file?
Same content, plain text — save it, print it, or drop it into your own docs.
More free resources
All resourcesWant us to just handle this?
Spend 3 minutes on the intake form. I'll send back a fixed-price scope within 24 hours.