Conversion actions are accurate, deduplicated and set to the right primary goals
Auto-tagging is on and GA4 is linked
Search terms from the last 30 to 90 days are reviewed for waste
Negative keyword lists are applied to the right campaigns
Location option is a deliberate choice: Presence (people in or regularly in the area) for local services, Presence or interest (the default) only when out-of-area searchers can buy
Search Partners and Display expansion settings are deliberate
Each ad group has at least two responsive search ads rated Good or Excellent for ad strength, as Google recommends
Assets such as sitelinks and callouts are present and current
Bid strategy matches conversion volume
Budgets are not limited on the best campaigns while waste runs elsewhere
Landing pages load fast and match ad promises
Change history is reviewed for unexplained edits
- [ ] Conversion actions are accurate, deduplicated and set to the right primary goals
- [ ] Auto-tagging is on and GA4 is linked
- [ ] Search terms from the last 30 to 90 days are reviewed for waste
- [ ] Negative keyword lists are applied to the right campaigns
- [ ] Location option is a deliberate choice: Presence (people in or regularly in the area) for local services, Presence or interest (the default) only when out-of-area searchers can buy
- [ ] Search Partners and Display expansion settings are deliberate
- [ ] Each ad group has at least two responsive search ads rated Good or Excellent for ad strength, as Google recommends
- [ ] Assets such as sitelinks and callouts are present and current
- [ ] Bid strategy matches conversion volume
- [ ] Budgets are not limited on the best campaigns while waste runs elsewhere
- [ ] Landing pages load fast and match ad promises
- [ ] Change history is reviewed for unexplained edits