THE GOOGLE ADS CHECKLIST
UXLaunch Lab — uxlaunchlab.com

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

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