Google Ads Checklist

Account launch and optimisation checklist for Indian advertisers running Search, Display and Performance Max campaigns with proper conversion tracking.

Download the full checklist or template using the form on this page. Related: free tools and consultation.

• Link Google Ads to GA4 and confirm auto-tagging is enabled on all campaigns.

• Install Google Tag Manager and verify conversion tags fire on form submit and thank-you pages.

• Define primary conversion actions — lead form, purchase, call from ads or WhatsApp click.

• Set account-level negative keyword list for jobs, free, DIY and irrelevant competitor terms.

• Structure campaigns by intent: brand, non-brand services, competitors and remarketing separated.

• Use location targeting for India with bid adjustments for priority states or cities.

• Set ad schedule aligned to business hours when phone or live chat support is available.

• Write three responsive search ads per ad group with distinct headlines and clear CTAs.

• Build dedicated landing pages matching ad group keywords — no generic homepage dumps.

• Enable call extensions with tracked numbers for mobile-heavy Indian traffic.

• Add sitelink extensions to pricing, case studies, contact and key service pages.

• Configure enhanced conversions or offline import if sales close in CRM after the click.

• Set daily budgets with 20% buffer during festival sale periods to avoid impression loss.

• Review search terms report every seven days and add negatives for irrelevant queries.

• Document target CPA or ROAS thresholds and pause rules for underperforming ad groups.