Purpose
Set up, review, launch, and monitor Google Ads campaigns consistently: conversion tracking working, budget controls in place, and no launch without approval.
Scope
Search, Display, Performance Max, Video, Shopping, lead generation, website traffic, and sales campaigns. For beginner lead-gen, Search is usually the recommended starting point unless otherwise approved.
Roles
| Role | Responsibility |
| —- | —- |
| Campaign Builder | Gathers details, builds campaign, completes setup checklist |
| Account Manager / PM | Reviews setup, confirms strategy, approves before launch |
| Client / Business Owner | Approves budget, offer, targeting, landing page, final launch |
| Tracking / Website Support | Installs and tests conversion tracking if needed |
1. Gather campaign information
Collect: campaign goal; offer details; target audience; target location; monthly/daily budget; dates; landing page URL; phone if calls are a goal; ad copy; keywords (including negatives); assets; approval contact.
2. Confirm Google Ads account access
Confirm correct account and Customer ID; MCC/Manager invite sent and accepted; access level; billing active; currency and time zone; review existing campaigns and conversion actions.
3. Review existing account setup
Check existing campaigns (active/paused/duplicate/old); conversion actions; tags (Google tag, GTM, GA4); negative keyword lists; audiences; billing/disapprovals/policy warnings. If unclear, document and ask manager before continuing.
4. Choose campaign objective
Sales, Leads, Website Traffic, Brand Awareness and Reach, App Promotion, or create without goal guidance only if directed by manager.
5. Choose campaign type
| Type | Use when |
| —- | —- |
| Search | Text ads; best for high-intent lead gen |
| Display | Awareness or remarketing |
| Performance Max | Strong tracking + assets; approved strategy only |
| Video | YouTube |
| Shopping | eCommerce with Merchant Center |
| Demand Gen | Visual ads if approved |
Default for beginner/service lead-gen: Search. Do not use Performance Max, Shopping, Video, or Display unless strategy approved.
6. Campaign name
Format: ClientName_CampaignType_Goal_Location_MonthYear
Example: ABCPlumbing_Search_Leads_Charleston_June2026
7. Campaign settings
Networks (Search default unless approved): Google Search ON; Search Partners OFF; Display Network OFF. Do not turn off Google Search for a Search campaign.
Locations: Approved geos only. Use People in or regularly in your targeted locations — not broad interested in” unless approved.
Languages: Approved audience language(s).
8. Budget and bidding
Daily budget ≈ Monthly Budget ÷ 30.4 (example: $1,500 ÷ 30.4 ≈ $49.34). Round only as approved.
| Situation | Bidding |
| —- | —- |
| No conversion tracking | Maximize Clicks or Manual CPC temporarily |
| Tracking installed, little data | Maximize Conversions only if approved |
| Stable conversion data | Target CPA |
| eCommerce with value tracking | Maximize Conversion Value or Target ROAS |
| Brand awareness | Impression-based if approved |
Rule: Do not launch lead/sales with Maximize Conversions unless conversion tracking is installed, tested, and documented.
9–11. Keywords and ad groups
Research high-intent, long-tail, branded vs non-branded; estimate volume/CPC; group by theme; build starter negatives. Prefer Exact and Phrase match; Broad only when tracking works, negatives are strong, budget allows, and manager approves.
Each ad group: one clear theme, related keywords only, matching ads, relevant landing page, negatives if needed. Do not dump unrelated keywords into one ad group.
12. Responsive Search Ads
Up to 15 headlines and 4 descriptions; final URL matches landing page; aim for Good/Excellent ad strength; preferably 2 RSAs per ad group. Include keywords naturally, benefits, clear CTA; no misleading claims; test final URL.
13. Assets
Sitelinks (4+ if available), callouts (4–6), structured snippets, call asset for call-focused, location for local, images/logo/business name when approved.
14. UTMs / tracking URLs
Standard: utm_source=google, utm_medium=cpc, campaign/content/term as approved. Test URLs and reporting receipt.
15. Landing page QA
Desktop + mobile load; form and phone work; CTA clear; offer matches ads; thank-you/confirmation exists; privacy policy visible; no broken links; acceptable speed. Do not launch if form, phone, or page fails.
16. Conversion tracking
Define primary (form, call, purchase, booking) and secondary actions. Use Google Ads conversion tag, Google tag, GTM, GA4 import, call tracking, or form tracking. Create actions; install/test with Tag Assistant or Preview; complete test conversion; save screenshot proof. If tracking cannot be confirmed, notify manager before launch.
1718. Privacy and policy review
Privacy policy, consent banner/Consent Mode if applicable, lead-form data handling. Sensitive industries (healthcare, finance, legal, employment, housing, childcare) need manager review. No misleading claims, unsupported guarantees, prohibited products, or restricted language without approval. Landing page must match ads.
19–20. Pre-launch QA and approval
Complete full checklist (account, objective, type, name, budget, bidding, locations, languages, networks, keywords, match types, negatives, URLs/UTMs, ads, assets, tracking, landing page, documented budget + manager/client approval). No publish without approval.
21–22. Publish and Day 0
Publish after approval; confirm active or pending review; save screenshots; record launch date/time and status. Same day: no billing errors, no immediate disapprovals, budget correct, ads in review.
23–25. Early monitoring
Day 1: impressions, clicks, spend, disapprovals, search terms, conversion tracking.
Days 2–3: search terms + negatives, pacing, CTR, CPC, tracking avoid major strategy changes unless obvious waste, tracking failure, or disapproval.
Week 1: volume, CTR, CPC, conversions, cost/conversion, search terms, pacing, ad strength; add negatives; pause clearly poor keywords if justified; review weak ads and landing page; confirm tracking; document recommendations.
26. Ongoing optimization
Weekly (or as assigned): negatives, refine keywords, improve ads, budget shifts, bidding only with enough data, landing-page recommendations, conversion quality, expand when justified. Document every change (date, campaign, change, reason, approved by, result).
Weekly report items
Spend, impressions, clicks, CTR, CPC, conversions, cost per conversion, search terms reviewed, negatives added, changes made, recommendations.
Completion standard
Fully set up only when: access + billing confirmed; intake complete; budget approved; landing page tested; keywords organized; ads reviewed; assets added; conversion tracking installed/tested; privacy/policy reviewed; pre-launch checklist done; approval documented; published; launch docs saved; post-launch monitoring scheduled.
Common mistakes
Turning off Google Search in a Search campaign; Search Partners or Display left on by accident; launching without conversion tracking; Broad Match too early; no negatives; untested forms/phone/mobile LP; launching without approval; undocumented changes.
Source: SweetProcess DOCX export (Drive pack). Migrated to Eniston category Allied. Do not treat as dual source of truth with SweetProcess.