Free PPC

Toolkit

Before You Launch

Go through every section. One missed setting can waste your entire first week’s budget.

1. Conversion Tracking

• Primary conversion action is set and firing
• Test conversion by completing the form/purchase yourself
• Conversion counting set to “One” for leads, “Every” for e-commerce
• Conversion window matches your sales cycle (default 30 days)
• No duplicate conversion tags on the page

2. Campaign Settings

• Campaign type matches objective (Search, PMax, Display, etc.)
• Networks: Uncheck “Search Partners” and “Display Network” for Search campaigns
• Location targeting set to “Presence” (not “Presence or interest”)
• Location exclusions added where needed
• Language targeting matches your audience
• Ad schedule set (or confirmed 24/7 is intentional)

3. Budget & Bidding

• Daily budget set correctly (monthly budget ÷ 30.4)
• Bid strategy matches your data volume
• If using Target CPA/ROAS, target is realistic based on historical data
• Shared budgets reviewed (not accidentally pooling with other campaigns)

4. Keywords & Targeting

• Match types are intentional (not all broad match on day 1)
• Negative keyword lists applied
• Brand terms separated into own campaign
• No keyword conflicts between ad groups
• Audience segments added for observation (at minimum)

5. Ads

• At least 1 RSA per ad group
• Headlines cover different angles (benefit, feature, CTA, social proof)
• Pin important headlines to position 1 if needed
• Display URL path fields filled in
• No spelling or grammar errors
• Final URL is correct and loads fast

6. Extensions

• Sitelinks added (minimum 4)
• Callout extensions added
• Structured snippets added
• Call extension (if phone leads matter)
• Image extensions (if approved)

Post-Launch (First 48 Hours)

• Verify ads are showing (check Ad Preview tool)
• Confirm conversions are tracking in real-time report
• Check search terms report for obvious waste
• Review initial CPCs against expectations