Inputs
| Field | Your Value |
|---|---|
| Product / Service | [[Product or Service Name]] |
| Primary Goal | [[Campaign Goal - e.g., Lead Generation / Online Sales / Brand Awareness]] |
| Monthly Budget (USD) | [[Monthly Budget]] |
| Primary Location | [[Primary Target Location - City, State, Country]] |
| Secondary Locations (optional) | [[Secondary Locations - comma-separated or "None"]] |
| Website / Landing Page URL | [[Landing Page URL]] |
| Key Differentiator | [[One-sentence unique value proposition]] |
1. Account Structure Overview
The account follows a three-tier hierarchy: Account → Campaigns → Ad Groups → Ads + Keywords. Campaigns are segmented by goal and geography; ad groups are segmented by tight keyword theme (thematic grouping, 10-20 keywords per ad group maximum).
Google Ads Account - [[Company or Brand Name]]
│
├── Campaign 1: Search - [[Primary Goal]] - [[Primary Location]]
│ ├── Ad Group 1A: [[Theme 1 - e.g., "Brand + Product Name"]]
│ ├── Ad Group 1B: [[Theme 2 - e.g., "Core Feature Keywords"]]
│ └── Ad Group 1C: [[Theme 3 - e.g., "Competitor Comparison"]]
│
├── Campaign 2: Search - [[Primary Goal]] - [[Secondary Location]] (if applicable)
│ ├── Ad Group 2A: [[Theme 1 - mirrored from Campaign 1]]
│ └── Ad Group 2B: [[Theme 2 - mirrored from Campaign 1]]
│
├── Campaign 3: Performance Max - [[Primary Goal]] - All Locations
│ └── Asset Group 3A: [[Primary Audience Signal - e.g., "In-Market: Software"]]
│
└── Campaign 4: Display - Retargeting - All Locations
└── Ad Group 4A: [[Retargeting List - e.g., "Site Visitors Last 30 Days"]]
> Hygiene rule. Never place all keywords into one ad group. Each ad group must share a single, tight theme so the ad copy directly mirrors the search query - this drives Ad Relevance (a core Quality Score component).
2. Campaign Types & Rationale
| Campaign Type | Recommended For | When to Launch | Priority |
|---|---|---|---|
| Search | Core intent keywords; direct response | Day 1 - always start here | 1st |
| Performance Max (PMax) | Scaling after conversion data exists | After ≥ 50 conversions/month in Search | 2nd |
| Display - Retargeting | Re-engaging site visitors | Day 1 alongside Search | 3rd |
| Display - Prospecting | Brand awareness; CPM buying | Optional; budget permitting | 4th |
> PMax warning. Do NOT launch Performance Max before you have verified conversion tracking and at least 30-50 recorded conversions. PMax's machine learning is blind without signal - it will spend your budget on irrelevant placements until it learns. Set up Search first, verify tracking fires on real conversions, then layer in PMax.
3. Campaign Structure by Goal
Campaign 1 - Search: [[Primary Goal]] - [[Primary Location]]
| Setting | Value |
|---|---|
| Network | Search only (uncheck "Search Partners" initially) |
| Location | [[Primary Location]] - targeted; bid adjustment +[[Primary Location Bid Adjustment %]] |
| Language | [[Target Language - e.g., English]] |
| Daily Budget | [[Campaign 1 Daily Budget - e.g., $X/day]] |
| Bidding | [[Bidding Strategy - see Section 8]] |
| Start Date | [[Campaign Start Date]] |
| Ad Rotation | Optimize: prefer best-performing ads |
| Conversion Goal | [[Primary Conversion Action - e.g., "Form Submit", "Purchase"]] |
Campaign 2 - Search: [[Primary Goal]] - [[Secondary Location]]
| Setting | Value |
|---|---|
| Network | Search only |
| Location | [[Secondary Location]] - targeted |
| Daily Budget | [[Campaign 2 Daily Budget]] |
| Bidding | [[Same bidding strategy as Campaign 1]] |
| Notes | Mirror ad groups from Campaign 1; customize ad copy for local relevance |
Campaign 3 - Performance Max: [[Primary Goal]]
| Setting | Value |
|---|---|
| Goal | [[Primary Conversion Action]] |
| Asset Groups | [[Primary Asset Group Name]] |
| Audience Signals | [[Custom Intent Audience]] + [[In-Market Segment]] |
| Daily Budget | [[Campaign 3 Daily Budget]] |
| Final URL | [[Landing Page URL]] |
| Launch Condition | Only after ≥ 30 verified conversions tracked in Search campaigns |
Campaign 4 - Display: Retargeting
| Setting | Value |
|---|---|
| Targeting | Site visitors (last 30 days); cart abandoners (last 7 days) |
| Exclusions | Converted users (exclude past 30 days) |
| Daily Budget | [[Campaign 4 Daily Budget - typically 10-15% of total]] |
| Bidding | Target CPA or Max Conversions |
| Ad Format | Responsive Display Ads |
4. Ad Group Themes
Thematic (not Single Keyword Ad Group / SKAG) grouping is recommended unless you have a very high volume, single-intent keyword that warrants its own group.
| Ad Group | Keyword Theme | Match Types Used | Max KWs |
|---|---|---|---|
| [[Theme 1]] | Brand + product name exact variants | Exact, Phrase | 10-15 |
| [[Theme 2]] | Core feature / benefit queries | Phrase, Broad (with smart bidding) | 10-20 |
| [[Theme 3]] | Problem-aware / solution queries | Phrase, Broad | 10-20 |
| [[Theme 4]] | Competitor / alternative queries | Exact, Phrase | 5-10 |
| [[Theme 5]] | Location + service queries | Phrase, Exact | 10-15 |
> SKAG note. True single-keyword ad groups were useful before RSAs replaced ETAs. Today, thematic groups of 10-20 tightly related keywords allow RSA headlines to match more queries without sacrificing relevance. Use SKAGs only for extremely high-value, high-volume terms where you need pinned headline control.
5. Keyword Lists by Match Type
Replace [[Product]], [[Location]], and [[Feature]] tokens with real values.
5a. Exact Match - Highest Intent
[[[Product] near me]]
[[[Product] price]]
[[[Product] buy]]
[[[Product] service [[Location]]]]
[[[Product] free trial]]
[[[Product] quote]]
Use exact match for your most valuable, highest-converting queries. Monitor search term reports weekly.
5b. Phrase Match - Moderate Intent
"[[Product]] for [[Target Audience - e.g., small businesses]]"
"best [[Product]] [[Location]]"
"[[Product]] reviews"
"[[Product]] vs [[Competitor Name]]"
"[[Feature]] [[Product]]"
"affordable [[Product]]"
"[[Product]] cost"
Phrase match captures close variants while retaining context - the core match type for expansion.
5c. Broad Match - Discovery (Smart Bidding Required)
[[Product]] service
[[Product]] solution
[[Feature]] tool
[[Primary Goal outcome - e.g., "grow sales online"]]
[[Problem the product solves]]
> Rule. Never run broad match without smart bidding (tCPA, tROAS, or Max Conversions with conversion tracking live). Broad without smart bidding will match irrelevant queries and waste budget. If conversion tracking is not yet verified, use exact and phrase only.
6. Negative Keyword Strategy
Negatives prevent irrelevant spend. Apply at two levels: account-level negative lists (shared library) and campaign-level negatives.
Account-Level Negatives (apply to all campaigns)
free
DIY
how to
wikipedia
tutorial
jobs
careers
salary
resume
internship
Review the Search Terms Report every 7 days. Add new negatives from irrelevant queries before they accumulate significant spend.
Campaign-Level Negatives
| Campaign | Negative Keywords |
|---|---|
| Campaign 1 - [[Primary Location]] | [[Competitor city names not in target geo]] |
| Campaign 2 - [[Secondary Location]] | [[Primary Location city/state terms]] |
| Campaign 3 - PMax | Add via "Search themes" exclusions; mirror account list |
| Campaign 4 - Display | content exclusions: sensitive topics, parked domains |
Competitor Campaign Negatives
[add your own brand terms here as negatives in non-brand campaigns]
[[Competitor 1 Name]]
[[Competitor 2 Name]]
Add your own brand terms as negatives in generic/competitor campaigns to prevent cannibalizing your brand campaign budget.
7. Responsive Search Ad (RSA) Copy
RSAs allow Google to mix and match up to 15 headlines and 4 descriptions. Provide all 15 headlines and all 4 descriptions. Pin only the most critical asset (usually headline 1 = brand name or primary offer).
Ad Group: [[Theme 1 - e.g., "Brand + Product"]]
Final URL: [[Landing Page URL]]
Display Path: [[yoursite.com]] / [[Path 1]] / [[Path 2 - optional]]
#### Headlines (15 required - max 30 characters each)
| # | Headline | Pin? | Character Count |
|---|---|---|---|
| H1 | [[Brand Name]] - [[Product]] | Pin to Position 1 | ~25 |
| H2 | [[Primary Benefit - e.g., "Save 30% Today"]] | - | ~20 |
| H3 | [[Call to Action - e.g., "Get a Free Quote"]] | - | ~22 |
| H4 | [[Location Relevance - e.g., "Serving [[Location]]"]] | - | ~24 |
| H5 | [[Unique Value Prop 1 - e.g., "No Setup Fees"]] | - | ~18 |
| H6 | [[Unique Value Prop 2 - e.g., "Same-Day Response"]] | - | ~22 |
| H7 | [[Social Proof - e.g., "Trusted by 500+ Clients"]] | - | ~26 |
| H8 | [[Feature 1 - e.g., "Automated Reporting"]] | - | ~22 |
| H9 | [[Feature 2 - e.g., "24/7 Support Included"]] | - | ~24 |
| H10 | [[Urgency - e.g., "Limited Spots Available"]] | - | ~26 |
| H11 | [[Price Anchor - e.g., "Plans from $[[Price]]/mo"]] | - | ~24 |
| H12 | [[Competitor Differentiation - e.g., "Unlike [[Competitor]]"]] | - | ~28 |
| H13 | [[Risk Reversal - e.g., "30-Day Money Back"]] | - | ~22 |
| H14 | [[Secondary CTA - e.g., "Start Free Trial"]] | - | ~20 |
| H15 | [[Keyword Echo - e.g., "[[Product]] for [[Audience]]"]] | - | ~28 |
> Ad Strength target: Excellent. Google assigns Ad Strength based on asset quantity, uniqueness, and keyword relevance. Aim for Excellent - it is correlated with better auction performance. Avoid repeating the same phrase across headlines.
#### Descriptions (4 required - max 90 characters each)
| # | Description | Pin? |
|---|---|---|
| D1 | [[Primary value statement - lead with the most important benefit + CTA. E.g., "[[Product]] helps [[Audience]] [[Achieve Outcome]]. [[CTA - e.g., Get your free quote today]]."]] | Pin to Position 1 |
| D2 | [[Feature + proof - e.g., "[[Feature 1]], [[Feature 2]], and [[Feature 3]] - trusted by [[Number]] businesses since [[Year]]."]] | - |
| D3 | [[Urgency + offer - e.g., "Limited-time offer: [[Offer Details]]. No contracts. Cancel anytime."]] | - |
| D4 | [[Location + credibility - e.g., "Locally serving [[Location]] since [[Year]]. [[Award or Certification]] certified."]] | - |
8. Ad Extensions
Sitelink Extensions (4-6 minimum)
| Sitelink Label | URL | Description Line 1 | Description Line 2 |
|---|---|---|---|
| [[Sitelink 1 - e.g., "Pricing"]] | [[URL 1]] | [[Short benefit]] | [[Secondary detail]] |
| [[Sitelink 2 - e.g., "Free Trial"]] | [[URL 2]] | [[Short benefit]] | [[Secondary detail]] |
| [[Sitelink 3 - e.g., "About Us"]] | [[URL 3]] | [[Short benefit]] | [[Secondary detail]] |
| [[Sitelink 4 - e.g., "Case Studies"]] | [[URL 4]] | [[Short benefit]] | [[Secondary detail]] |
| [[Sitelink 5 - e.g., "Contact"]] | [[URL 5]] | [[Short benefit]] | [[Secondary detail]] |
Callout Extensions (4-10)
[[Callout 1 - e.g., "No Long-Term Contracts"]]
[[Callout 2 - e.g., "Free Onboarding"]]
[[Callout 3 - e.g., "Award-Winning Support"]]
[[Callout 4 - e.g., "Same-Day Setup"]]
[[Callout 5 - e.g., "100% Satisfaction Guarantee"]]
[[Callout 6 - e.g., "Serving [[Location]] Since [[Year]]"]]
Callouts appear below your ad - they add credibility and can improve CTR by 10-15%.
Structured Snippet Extensions
| Header | Values |
|---|---|
| [[Header Type - e.g., "Services"]] | [[Value 1]], [[Value 2]], [[Value 3]], [[Value 4]] |
| [[Header Type - e.g., "Brands"]] | [[Brand 1]], [[Brand 2]], [[Brand 3]] |
| [[Header Type - e.g., "Features"]] | [[Feature 1]], [[Feature 2]], [[Feature 3]], [[Feature 4]] |
Additional Recommended Extensions
- Call Extension: [[Business Phone Number]] - schedule to show during business hours [[Hours]]
- Lead Form Extension: For lead-gen goals - captures name/email without leaving Google
- Image Extension: Upload 3-5 images (1.91:1 and 1:1 ratios) to increase visual real estate
- Promotion Extension (if applicable): [[Offer - e.g., "20% Off - Expires [[Offer End Date]]"]]
9. Bidding Strategy
Select based on your primary goal. Move down the ladder as conversion data accumulates.
| Phase | Conversions in Account | Recommended Strategy | Target Setting |
|---|---|---|---|
| Launch (0-30 days) | 0 | Maximize Clicks (with budget cap) | Max CPC: [[Max CPC Ceiling]] |
| Growth (30-60 days) | 30-50 | Max Conversions (no target) | Let system learn |
| Scale | 50+ / month | Target CPA (tCPA) | [[Target CPA - e.g., $50]] |
| Revenue focus | 100+ / month | Target ROAS (tROAS) | [[Target ROAS - e.g., 400%]] |
> Goal-to-strategy mapping:
>
> - Lead Generation goal → Target CPA once 30+ conversions/month recorded
> - Sales / Ecommerce goal → Target ROAS once conversion values are tracked
> - Awareness goal → Target Impression Share (Top of Page) or CPM on Display
> - App installs → Target CPA per install
Smart bidding requires verified conversion tracking. Do not switch from manual CPC or Max Clicks until at least one conversion action fires correctly in Google Ads and is recorded in the Conversion column - not just in Analytics.
10. Budget Allocation & Expected CPC/CPA by Geo
| Campaign | Monthly Budget | % of Total | Est. CPC Range | Est. CPA Range |
|---|---|---|---|---|
| Search - [[Primary Location]] | [[Budget C1]] | [[%]] | [[CPC Low]]-[[CPC High]] | [[CPA Low]]-[[CPA High]] |
| Search - [[Secondary Location]] | [[Budget C2]] | [[%]] | [[CPC Low]]-[[CPC High]] | [[CPA Low]]-[[CPA High]] |
| Performance Max | [[Budget C3]] | [[%]] | - (auto) | [[CPA Est.]] |
| Display - Retargeting | [[Budget C4]] | [[%]] | [[CPM or CPC]] | [[CPA Est.]] |
| Total | [[Monthly Budget]] | 100% | - | - |
Budget allocation guidance:
- Allocate 60-70% to Search campaigns in months 1-3 while you build conversion history.
- Once PMax is launched, move 20-30% of the Search budget to PMax and monitor CPA parity.
- Retargeting (Display) should receive 10-15% - it is high-ROI because it targets warm audiences.
- If one geo consistently delivers CPA below target, increase its budget share by 10-15% every 2 weeks.
- Pause the underperforming geo or reduce bids by 20% if CPA exceeds target by more than 30% after 30 days.
11. Landing Page & Conversion Tracking
Landing Page Requirements
| Requirement | Standard |
|---|---|
| Message match | Headline mirrors the ad copy exactly - same keyword, same offer |
| Page load speed | < 3 seconds on mobile (test: PageSpeed Insights) |
| Single CTA | One primary action per page - no competing links or nav distractions |
| Mobile optimized | Responsive; CTA button above the fold on 375px viewport |
| Trust signals | Testimonials, logos, certifications, review count visible above fold |
| Form length | Lead gen: 3-5 fields max (name, email, phone, and 1 qualifying question) |
Conversion Actions to Set Up (Google Ads → Tools → Conversions)
| Conversion Action | Type | Count | Value |
|---|---|---|---|
| [[Primary - e.g., "Form Submit"]] | Website | Every | [[Value - e.g., $0 or estimated LTV]] |
| [[Secondary - e.g., "Phone Call"]] | Phone call | Every | [[Value]] |
| [[Micro - e.g., "Page Scroll 50%"]] | Website | One | $0 (engagement signal only) |
| [[Purchase]] (if applicable) | Website | Every | Dynamic - pass cart value |
> Critical. Tag each conversion with a value if possible, even a rough estimated revenue per lead. This allows tROAS bidding and gives the algorithm signal to optimize for high-value conversions, not just any conversion.
Google Tag / GA4 Setup Checklist
- Install Google Tag Manager on all pages.
- Create a GA4 property and link it to Google Ads.
- Import GA4 key events into Google Ads as conversion actions (do not create duplicate tags).
- Verify conversions fire using Tag Assistant or the Conversion column in the Campaigns view - wait 48 hours after setup before concluding data is missing.
- Enable auto-tagging in Google Ads account settings (gclid parameter must pass through to GA4).
12. Audience Signals (for PMax & Display)
Custom Intent Audiences
| Audience Name | Signal Type | Keywords / URLs to Include |
|---|---|---|
| [[Audience 1 - e.g., "Active Researchers"]] | Custom intent - keywords | [[List 5-10 high-intent keywords]] |
| [[Audience 2 - e.g., "Competitor Visitors"]] | Custom intent - URLs | [[Competitor website URLs]] |
| [[Audience 3 - e.g., "Industry Publication Readers"]] | Custom intent - URLs | [[Trade publication URLs]] |
In-Market & Affinity Segments
- In-Market: [[Relevant Google In-Market segment - e.g., "Business Services / Marketing Software"]]
- Affinity: [[Relevant affinity audience - e.g., "Business Professionals"]]
- Customer Match: Upload existing customer email list (500+ records minimum) for lookalike expansion.
- Remarketing: All site visitors (30 days); product/service page viewers (14 days); cart abandoners (7 days).
> PMax asset group signals. In a PMax asset group, add all four signal types above. These are signals, not hard targeting - Google will expand beyond them. Customer Match is the strongest signal; prioritize it.
13. Quality Score Levers
Quality Score (1-10) is computed per keyword. It is a diagnostic metric - not a bidding input - but low QS indicates structural problems that inflate CPCs.
| QS Component | Weight | How to Improve |
|---|---|---|
| Expected CTR | ~35% | Test 3+ RSAs per ad group; use headline tokens that echo the keyword; add extensions |
| Ad Relevance | ~35% | Keep ad groups tightly themed (10-20 related KWs); mirror keyword in at least H1 or H2 |
| Landing Page Experience | ~30% | Match ad copy language on page; ensure mobile speed < 3s; remove friction from above fold |
Immediate actions if QS < 5:
- Check if the keyword's theme matches the ad group - if not, move it to a more relevant group.
- Ensure the keyword phrase appears in at least one RSA headline.
- Run PageSpeed Insights on the landing page - fix any issues scoring below 70 on mobile.
- Add a sitelink and callout extension if not already present - extensions improve expected CTR.
- Pause keywords with QS ≤ 3 and fewer than 100 impressions - they degrade account health without enough data to evaluate.
14. 30/60/90-Day Launch Checklist
Week 1-2 (Launch)
- Verify Google Tag fires on all conversion pages.
- Launch Campaign 1 (Search - [[Primary Location]]) with Maximize Clicks + manual CPC ceiling.
- Launch Campaign 4 (Display Retargeting) with Max Conversions.
- Set up Search Terms Report review as a weekly recurring task.
- Add initial negative keyword list from Section 6.
Days 30-60 (Optimize)
- Switch to Max Conversions (no target) once 30+ conversions are recorded.
- Review Search Terms Report - add 10-20 new negatives.
- Pause ad groups with zero conversions and CTR < 1% after 500 impressions.
- Add or update RSA assets - retire any pinned to "Poor" strength.
- Launch Campaign 2 (Search - [[Secondary Location]]) if Campaign 1 CPA is on target.
Days 60-90 (Scale)
- Launch Campaign 3 (Performance Max) once 50+ conversions/month confirmed.
- Set tCPA targets equal to the average CPA observed in Search campaigns.
- Increase budget on campaigns hitting CPA target by ≥ 15% every 2 weeks.
- Begin tROAS bidding if conversion values are tracked and volume supports it.
- Schedule a full account audit (Impression Share, Lost IS Budget vs. Rank, Auction Insights).
Common Mistakes to Avoid
| Mistake | Why It Hurts | Fix |
|---|---|---|
| One giant ad group with all keywords | Low Ad Relevance → high CPC → low QS | Split into thematic groups of 10-20 KWs |
| No negative keywords | Budget wasted on irrelevant queries | Build list before launch; review weekly |
| Broad match without smart bidding | Uncontrolled expansion, irrelevant clicks | Use broad only with tCPA/tROAS active |
| Launching PMax without conversions | Algorithm has no signal; budget is wasted | Wait for 30-50 Search conversions first |
| Ignoring Quality Score | Pays 2-5× more per click than competitors | Fix Ad Relevance and Landing Page weekly |
| No extensions | Lower CTR, less ad real estate | Add sitelinks, callouts, snippets on Day 1 |
| Mixing goals in one campaign | Budget allocation conflicts between goals | One primary goal per campaign |
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