Set up. Optimize. Scale.
1. SETUP
☐ Create a Google Ads account (or link to existing)
☐ Install conversion tracking (Google Tag / GTM)
☐ Link Google Ads with Google Analytics
☐ Set up billing + define monthly budget
☐ Define primary conversion (purchase, lead, call)
☐ Set geographic + language targeting
☐ Choose bidding strategy (start with Max Conversions or Manual CPC)
2. ACCOUNT STRUCTURE
☐ Create campaigns by goal
☐ Segment ad groups by tight keyword themes
☐ Use clear naming conventions (e.g., Brand_Search_US)
☐ Separate Brand vs Non-Brand
☐ Use one product/service per ad group
☐ Add negative keyword lists early
3. KEYWORD STRATEGY
☐ Use Google Keyword Planner for research
☐ Focus on high-intent keywords (buy, hire, near me)
☐ Use match types properly:
• Exact → precision
• Phrase → balance
• Broad → scale (with caution)
☐ Add relevant keywords per campaign
☐ Continuously add negative keywords
4. AD COPY
☐ Write headlines with clear intent (benefit + keyword)
☐ Include primary keyword in headlines
☐ Use emotional + outcome-driven language
☐ Add strong CTA (Get Quote, Buy Now, Book Today)
☐ Test multiple ad variations per ad group
☐ Use all available assets:
• Sitelinks
• Callouts
• Structured snippets
☐ Highlight USP (price, speed, guarantee)
5. LANDING PAGES
☐ Match landing page to ad intent (1:1 relevance)
☐ Keep load speed under 3 seconds
☐ Clear headline + offer above the fold
☐ Strong CTA visible immediately
☐ Mobile optimized
☐ Add trust signals (reviews, testimonials, badges)
☐ Track conversions properly
6. CONNECTORS (TOOLS)
☐ Link Google Tag Manager
☐ Use Google Analytics 4 for behavior tracking
☐ Connect CRM (HubSpot, Salesforce, etc.)
☐ Use call tracking tools if needed
☐ Enable enhanced conversions
☐ Import offline conversions if applicable
7. OPTIMIZATION (SKILLS)
☐ Check search terms report regularly
☐ Pause low-performing keywords
☐ Increase bids on high converters
☐ A/B test ad copy continuously
☐ Optimize Quality Score:
• CTR
• Relevance
• Landing page experience
☐ Adjust device, location, and time bid modifiers
☐ Test different bidding strategies
8. CAMPAIGNS (PROJECTS)
☐ Create one campaign per objective
☐ Separate cold vs warm audiences
☐ Use remarketing campaigns
☐ Scale winning campaigns gradually
☐ Allocate budget to top performers
☐ Kill underperforming campaigns fast
9. BUDGET & PERFORMANCE
☐ Start small, scale based on ROI
☐ Track:
• CPC
• CPA
• ROAS
• POAS
☐ Avoid wasting spend on broad irrelevant traffic
☐ Reallocate budget weekly
☐ Focus on profitable conversions, not just clicks
☐ Review performance every 3–7 days
10. RESEARCH & SCALING
☐ Analyze competitors using Auction Insights
☐ Identify new keyword opportunities weekly
☐ Expand into Display / YouTube when ready
☐ Use Performance Max campaigns for scaling
☐ Monitor trends + seasonality
🏆 FINAL RULE
Focus on value. Test. Optimize. Repeat.
Better data → Better decisions → Better results
