The Ultimate Google Ads Checklist

How to best manage your Google Ads campaigns for maximum ROI

At first glance, it might seem easy to launch your own Google Ads campaign. But if you’ve never set one up or just don’t have time to keep optimizing it, you’ll quickly be overspending and end up with an underperforming campaign.

Building a strong foundation for your campaign takes quite a bit of research and planning. And continued success with Google Ads requires detailed on-going monitoring and optimization.

To make sure you know what you’re getting into and unlock your campaign’s full potential, we’ve laid down our very own Google Ads Campaign checklist that you can download and use.

Step 1

Pre-Launch Checklist

Goal setting

Decide what you want your campaign to achieve. This could be increasing the number of subscribers, sales, or sign-ups. Having a specific goal will help you determine how successful the campaign was

Competitor analysis

You should look at what your competitors are doing with their ads. See what keywords they are targeting and think about how you could do things differently to attract more visitors. Don’t just guess what your competitors are doing. Use a tool like Ahrefs to help you understand their strategies better.

Target audience

Targeting your audience is an important part of making sure you’re reaching the right people at each stage in their buying process. A little extra work upfront will save a lot later down the road when it comes to success rates for conversions and ROI measurements.

Keyword research

You need to do keyword research before you set up your ad campaign. You have to find the right words people will use to look for your product or service. Use a lot of different words and also long-tail words.

Budget setup

When planning your advertising campaign, you will need to set both a total budget and a daily budget. It is important to remember that you pay for all the clicks your ads receive, so be sure to allocate your funds accordingly.

Conversion tracking setup

Make sure you are tracking the conversions that are most important to you. Set up Google Ads Conversion Pixels on your thank you pages, or import Goals from Google Analytics, so you can see how your campaigns are converting once they launch.

Step 2

Campaign Structure Checklist

Campaign setup

Your campaigns should be built separately depending on things like your products/services, website, and goals. For example, you might need to split campaigns by Region, Language, Goal, or Brand vs. Non-Brand keywords. When in doubt, set up your campaigns the same way as your website!

AdGroups setup

There is no one-size-fits-all solution for campaign structure. However, we suggest using ad groups to organize your ads by a common theme. Try sorting ad groups by the type of product or service you offer. Limit the number of keywords you use in each ad group. As a best practice, use only one keyword per ad group.

Keyword match types

When you create your ad, use the broad match type to reach as many people as possible. But be careful; more clicks mean more money spent. To show your ads to a narrower but more relevant audience, use modified broad, phrase, or exact match types.

Create your ads

Writing persuasive ad copy is important for getting people to take action. Make sure your ad copy is clear and has a strong call to action. You also need to make sure that it follows Google’s character limits for each line.

Use ad extensions

Make sure to include all the ad extensions that are relevant to your business. This will help you get the most out of your spending. Google will add this information to your ads when they show them, and it won’t cost you anything extra.

Bidding strategy

If you want to get a lot of people clicking on your ad, then bid more for keywords that you think will have a high click-through-rate. This includes branded and exact match terms. If you’re not sure how well a keyword will do, start out by spending less money on it. Once you see how the ad performs, you can always increase the budget if needed.

A/B testing setup

If you’re testing multiple ads, set up your ad group so that each ad gets enough views. You can do this by setting an ad rotation that ensures enough people will see each ad.

Launch your campaign

Make sure you have checked everything and then launch your campaigns. You will need to check the progress of your ads every day, week, and month from now on.

Step 3

Daily Checklist


When you track the progress of your campaigns, make sure to adjust your bids for the top-performing ads. This will help you get the most out of your campaigns.

Search terms

Use the Search Terms Report in Google Ads to see what people are actually searching for when they see your ads. Sometimes, Google will show your ads to similar but irrelevant search queries. If you see any of these in your Search Terms Report, add them to your negative keywords list to make sure it doesn’t happen again!

Step 4

Weekly Checklist


Check how much money you are spending on your campaigns every day, and how many people are converting. This will help you see if the campaign is going as planned or if you need to make some adjustments.

New ads

Look at how well your campaigns are doing. If some are not doing well, replace them with new ones. Learn from the best-performing ads and add what worked well to your campaigns.

Step 5

Monthly Checklist

Performance review

You should analyze how well your ad campaigns performed. Did they reach their goals? What did you learn from the campaigns? What worked and what didn’t? In the future, use this information to revise your campaign parameters and determine trends that will help you create better campaigns.


Keep track of which keywords are still working well, and change the ones that are not working as well. If a campaign, ad group, or keyword is not working, don’t keep spending money on it. Try using different keywords that work better.

Landing page optimization

Do you have ad campaigns that have a lot of people clicking on them, but not many people taking up what you’re offering? You need to look at what might be making people not redeem what you’re offering. Maybe the content on your landing pages is not persuasive enough. If that’s the case, then you need to optimize it so more people will convert to your offer.

Optimize audience and geo

Analyze how well your ad is doing. If it is not getting good click-through rates, for example, try adjusting your audience targeting settings. Ads work differently in different places too. You need to be specific when choosing who and which area to target so you can find out what works best.

For more hands-on help from the Pronto team, book a free meeting with a Pronto advisor.

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