Ready to set your first Google Campaign like a pro? 

Here is a checklist of must-haves.

1. Keyword Strategy

• Use a mix of match types (Broad Match Modifier, Phrase, Exact)
  

• Add negative keywords (updated regularly)
  

• Group related keywords into tight ad groups
  

• Avoid using too many unrelated keywords per ad group
  

2. Campaign & Ad Group Structure

• Separate campaigns by product/service category
  

• Use SKAGs (Single Keyword Ad Groups) where appropriate
  

• Label and organize campaigns clearly
  

3. Ad Copy & Extensions

• Write multiple ad variations (A/B test)
  

• Use clear CTAs ("Buy now", "Get a quote", etc.)
  

• Include main keywords in headlines and descriptions
  

• Add relevant ad extensions (sitelinks, callouts, structured snippets, etc.)
  

4. Targeting Settings

• Choose the correct geographic location
  

• Verify language targeting matches your audience
  

• Adjust device bids if needed (e.g., higher on mobile)
  

5. Budget & Bidding

• Set a realistic daily budget
  

• Choose a bid strategy that aligns with your goal (e.g., Maximize Conversions, Manual CPC, Target CPA)
  

• Monitor cost per click (CPC) and cost per acquisition (CPA) regularly
  

6. Conversion Tracking

• Set up Google Ads Conversion Tracking (via tag or import from GA4)
  

• Track meaningful conversions (purchases, form fills, calls)
  

• Test that tracking is firing correctly (using Tag Assistant or similar tool)
  

7. Landing Pages

• Ensure fast page load speed (especially on mobile)
  

• Match ad copy with landing page content
  

• Include a clear call to action (CTA)
  

• Optimize for mobile usability
  

8. Optimization & Monitoring

• Monitor Search Terms Report weekly
  

• Pause or adjust poor-performing keywords and ads

• Add new keywords from the search term report
  

• Test new ad creatives regularly
  

• Use automated rules or scripts for bid/budget management
  

• Review Recommendations tab for insights (use discretion)
  

9. Analytics & Reporting

• Link Google Ads to Google Analytics
  

• Monitor bounce rate, session duration, and goal completions from ad traffic
  

• Customize dashboards to track KPIs (ROAS, conversion rate, CPA)
  

If you need help putting these steps into practice, do not hesitate to contact us.