Aug '25 • General
Google Ads SOP
# Google Ad Account Set Up
*Please watch this video for more information:*
## 🧰 Pre-Launch Checklist
Before building the campaign:
- [ ] Confirm client website or landing page is live & functional
- [ ] Collect business phone number & email for tracking
- [ ] Define the primary campaign goal (calls, forms, purchases)
- [ ] Confirm location targeting (city, radius, zip codes)
- [ ] Get agreed daily budget
- [ ] Verify access to Google Ads account
- [ ] Verify access to Google Tag Manager (if applicable)
- [ ] Confirm platform integration needs: Shopify / Go High Level / HubSpot / WooCommerce
- [ ] Gather brand assets (logos, approved images, offers)
- [ ] Request existing Google Analytics access (GA4)
---
## 📦 PART 1: Campaign Setup
### Step 1: Create Account
- [ ] Click **Start Now**
- [ ] Switch to **Expert Mode** (❌ Never use Smart Mode)
---
### Step 2: Create Campaign
- [ ] Click **+ New Campaign**
- [ ] Select **Leads** as campaign goal (or **Website Traffic** if specified)
- [ ] Select **Search** campaign type
- [ ] Name campaign using Adstra format:
```
nginx
CopyEdit
Client_Service_Location_MonthYear
```
Example: `ApexPlumbing_Emergency_CHI_Apr2025`
---
### Step 3: Configure Settings
- **Networks:**
- [ ] Uncheck *Search Partners*
- [ ] Uncheck *Display Network*
- **Location Targeting:**
- [ ] Add service area (city, zip, or radius)
- [ ] Under Location Options →
- [ ] Select “Presence or regularly in” for target
- [ ] Exclude “Presence in excluded areas”
- **Languages:**
- [ ] Select English (unless client specifies otherwise)
- **Bidding:**
- [ ] Select **Maximize Conversions** initially
- [ ] Switch to **Target CPA** after 30+ conversions
- **Budget:**
- [ ] Set daily budget ($10–30/day for small accounts unless otherwise approved)
---
## 🔍 PART 2: Keyword Research
- [ ] Open Google Keyword Planner (Tools & Settings → Planning → Keyword Planner)
- [ ] Use “Discover New Keywords”
- [ ] Search for variations of high-intent terms like:
- “emergency plumber near me”
- “[city] roof repair”
- “[service] free quote”
- [ ] Select Exact Match `[ ]` and Phrase Match `" "` keywords only
- [ ] Avoid Broad Match for beginners
---
### Universal Negative Keywords (Add to Every Campaign)
- [ ] cheap
- [ ] free
- [ ] DIY
- [ ] how to
- [ ] classes
- [ ] jobs
- [ ] training
- [ ] course
- [ ] career
- [ ] salary
- [ ] definition
- [ ] youtube
- [ ] reddit
- [ ] wiki
- [ ] home depot
- [ ] lowes
- [ ] pdf
- [ ] manual
- [ ] hire me
- [ ] near a college
- [ ] student
- [ ] volunteer
- [ ] hiring
- [ ] interview
📍 Add via: Campaign → Keywords → Negative Keywords → + Add → Paste list
---
## ✍️ PART 3: Ad Copywriting
- [ ] Create **Responsive Search Ads (RSAs)** with:
- [ ] 15 Headlines (max 30 characters)
- [ ] 4 Descriptions (max 90 characters)
**Ad Copy Formula:**
- [ ] Headline 1: Include main keyword
- [ ] Headline 2: State a benefit
- [ ] Headline 3: Add a trust signal
- [ ] Headline 4: Use a call-to-action
- [ ] Descriptions: Restate offer, add proof, end with CTA
**Pro Tips:**
- [ ] Use real offers
- [ ] Match the customer’s language
- [ ] Use urgency, numbers, and specifics
---
## 🎯 PART 4: Ad Assets (Extensions)
**Must-Use:**
- [ ] Sitelinks → “Services”, “Reviews”
- [ ] Callouts → “Free Estimates”, “Licensed Pros”
- [ ] Snippets → “Services: Leak Repair, Jetting”
- [ ] Call Extension → Tap-to-call number
- [ ] Image Extension → Team/service photo
- [ ] Price Extension → “From $299”
- [ ] Promotion → “15% Off New Clients”
📍 Add via: Campaign → Assets → + Add
---
## 🎯 PART 5: Conversion Tracking
### Google Tag Manager Setup
- [ ] Google Ads → Tools → Conversions → New Conversion → Website
- [ ] Select event (Form, Thank You Page, Purchase)
- [ ] Copy Conversion ID + Label
- [ ] In GTM → New Tag → Google Ads Conversion → Paste ID + Label
- [ ] Trigger: Form Submit or Thank You Page URL
- [ ] Preview & Publish
---
### Shopify Setup
- [ ] Preferences → Paste Conversion ID
- [ ] Install Google Sales Channel App
---
### Go High Level Setup (Standard)
- [ ] Open Funnel/Site in GHL
- [ ] Go to Settings → Tracking Code
- [ ] Paste Google Ads conversion script in **Header/Footer**
- [ ] Ensure it fires on Thank You Page
---
### Go High Level Setup (Server-Side Reporting)
- [ ] Enable GHL API access for the account
- [ ] In GHL, go to **Settings → Company Settings → API Keys** and copy
- [ ] Set up a **GTM Server-Side container** via Google Cloud
- [ ] Configure an incoming request endpoint in GTM SS to capture GHL webhooks
- [ ] In GHL, create a Webhook action for form submissions, directing to GTM SS endpoint
- [ ] Tag incoming data to send conversion events to Google Ads via **Google Ads API tag** in GTM SS
- [ ] Test and verify with Tag Assistant & GHL logs
---
### 🧱 PART 6: Landing Page QA
---
- [ ] Headline matches ad copy
- [ ] Loads in <3 seconds
- [ ] Short, clear form or call button
- [ ] Fully mobile optimized
- [ ] Includes trust badges & reviews
- [ ] Thank You page exists & fires conversion
---
## 🔧 PART 7: Optimization SOP
**Weekly:**
- [ ] Review Search Terms → Add negatives
- [ ] Test 1–2 new headlines or descriptions
- [ ] Pause underperforming ads/assets
- [ ] Check conversion rates
**Monthly:**
- [ ] Reallocate budget to top ad groups
- [ ] Review location/device/time reports
- [ ] Test Target CPA bidding (30+ conversions)
- [ ] Export performance report for strategist
---
**UTM Tracking:**
- [ ] Append to Final URL Suffix: URL Parameters for all ads → [How to set up UTM Links Meta/Google/X](https://www.notion.so/How-to-set-up-UTM-Links-Meta-Google-X-ae326fedcad14ae585177ced93862deb?pvs=21)
- [ ] Confirm UTMs appear in GA4 & GHL attribution
---
## 🛑 ROI Killers
- [ ] Using Smart Campaigns
- [ ] No conversion tracking
- [ ] Broad match with no negatives
- [ ] No ad extensions
- [ ] Poor mobile UX
- [ ] No optimization schedule
- [ ] Step 5:
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