1Pre-Launch Foundation
1.1 Conversion Tracking Setup
Before spending any money, verify:
- ☐ Google Ads conversion tracking installed
- ☐ Server-side tracking configured (recommended for $20K+/month)
- ☐ Primary conversion action selected
- ☐ Test conversions firing correctly
- ☐ Attribution model set to data-driven
Why This Is Non-Negotiable:
| Without Tracking | With Tracking |
|---|---|
| Optimizing for clicks (clicky people) | Optimizing for conversions (buyers) |
| No visibility into what works | Clear performance data |
| Wasted budget | Informed decisions |
1.2 Conversion Value Setup
For E-Commerce: Transaction value should pass automatically with native tracking.
For Lead Generation:
| Lead Type | Assign Value Based On |
|---|---|
| Service inquiry | Average service value |
| Quote request | Average close rate × deal value |
| Phone call | Historical phone-to-sale conversion |
1.3 Budget Planning
| Monthly Budget | Daily Budget |
|---|---|
| $1,500 | ~$50/day |
| $3,000 | ~$100/day |
| $6,000 | ~$200/day |
| $10,000 | ~$330/day |
Budget Allocation Framework:
| Budget Size | Recommended Structure |
|---|---|
| Under $3,000/month | 1 campaign, maximum consolidation |
| $3,000-$10,000/month | 2-3 campaigns |
| $10,000+/month | Multi-campaign architecture |
The Minimum Budget Rule: 30 conversions per campaign per month minimum for smart bidding to work effectively. If your budget can't achieve this → consolidate campaigns.
2Campaign Setup Fundamentals
2.1 Campaign Type Selection
| Situation | Recommended Campaign Type |
|---|---|
| New advertiser, any budget | Search campaigns first |
| E-commerce with product feed | Shopping or Performance Max |
| 50+ conversions/month, scaling | Performance Max |
| Brand awareness (large budget only) | Display or YouTube |
The Golden Rule: Start with Search campaigns. They're easiest to control, require no creative assets, and have built-in purchase intent.
2.2 Critical Campaign Settings
| Setting | Recommended Value | Why |
|---|---|---|
| Networks | Search only (disable Display) | Different intent, different rates |
| Location Targeting | "Presence only" | Prevents irrelevant traffic |
| Language | Match ad copy | Ensures relevance |
| Ad Schedule | Business hours (initially) | Maximizes limited budget |
| Devices | All (initially) | Collect data before excluding |
2.3 The Display Network Trap
"Include Google Display Network" is often pre-selected in Search campaigns. ALWAYS uncheck it.
Display has different intent, lower conversion rates, and should be a separate campaign if used at all.
2.4 Location Targeting Deep Dive
Critical Setting: "Presence: People in your targeted locations"
NOT: "Presence or interest" (includes people just interested in your location)
3Bidding Strategy Selection
The Most Critical Decision
Your bidding strategy determines how Google spends your money. Wrong choice = wasted budget.
Phase 1: Learning (0-30 conversions/month)
| Strategy | Use Case |
|---|---|
| Maximize Clicks | Building initial traffic data |
| Manual CPC | Full control while learning |
Phase 2: Optimization (30-100 conversions/month)
| Strategy | Use Case |
|---|---|
| Maximize Conversions | Growing volume, flexible on CPA |
| Target CPA | Specific cost per acquisition goal |
Phase 3: Scaling (100+ conversions/month)
| Strategy | Use Case |
|---|---|
| Target ROAS | Revenue-focused optimization |
| Maximize Conversion Value | When value tracking is accurate |
Bid Strategy Transition Timeline
| Week | Strategy | Action |
|---|---|---|
| 1-4 | Maximize Clicks or Manual | Gather data |
| 5-8 | Maximize Conversions | Optimize for conversions |
| 9-12 | Target CPA | Control costs |
| 13+ | Target ROAS | Optimize for value |
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4Learning Phase Management (Weeks 1-4)
What to Do
- ☐ Review search terms daily for irrelevant queries
- ☐ Add negative keywords aggressively
- ☐ Monitor for disapproved ads
- ☐ Verify conversion tracking is firing
- ☐ Document early learnings
What NOT to Do
- ✗ Change bid strategies mid-learning
- ✗ Pause/restart campaigns frequently
- ✗ Make major budget changes
- ✗ Add/remove large keyword batches
- ✗ Judge performance too early
Learning Phase Timeline
| Day | Focus |
|---|---|
| 1-3 | Verify ads serving, no disapprovals |
| 4-7 | Review search terms, add negatives |
| 8-14 | Analyze initial performance trends |
| 15-21 | Make minor optimizations based on data |
| 22-30 | Evaluate for bid strategy transition |
Minimum Data Requirements
- Before judging keywords: 100+ clicks or 30+ days
- Before changing bid strategies: 30+ conversions
- Before pausing campaigns: Full learning period complete
5Scaling Strategies
When You're Ready to Scale
- Consistent profitability for 30+ days
- CPA/ROAS within target range
- 50+ conversions/month per campaign
- Stable performance metrics
Scaling Method 1: Budget Increases
The 20% Rule: Increase budgets by no more than 20% at a time.
| Current Budget | Max Increase | Wait Before Next |
|---|---|---|
| $100/day | $120/day | 7-14 days |
| $120/day | $144/day | 7-14 days |
Scaling Method 2: Campaign Expansion
- Add Performance Max after Search success
- Expand to new keyword themes
- Add Display/YouTube for awareness
- Launch feeder campaigns for remarketing pools
Scaling Method 3: Geographic Expansion
- Start with best-performing regions
- Clone successful campaigns to new areas
- Adjust bids for regional competition
Performance Max Scaling
Prerequisites:
- 50+ monthly conversions from existing campaigns
- Customer list uploaded
- Quality creative assets ready
- Brand exclusions configured
The Plateau Trap
Signs of hitting a plateau:
- Increasing budget doesn't increase conversions
- CPA rising with no volume gain
- Impression share declining
Solution: Don't keep pushing the same campaigns. Expand to new campaign types, audiences, or creative approaches.