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Google Ads Setup

Prerequisites

Section titled “Prerequisites”
  • Google Ads account access with admin permissions.
  • GA4 property or server-side events available.
  • Conversion definitions aligned with your funnel (e.g., lead, MQL, purchase).

Steps

Section titled “Steps”
  1. Create campaigns per objective: Search, Performance Max, YouTube (optional).
  2. Define naming convention: {OBJ}-{Market}-{Theme}-{YYYYMM}.
  3. Set budgets and geo/language targeting; exclude brand terms for non-brand.
  4. Create ad groups by theme; add 5–10 keywords per group with match types.
  5. Configure assets: responsive search ads, sitelinks, callouts.
  6. Link GA4 and import or set up conversions via gtag/GTAG server.
  7. Enable auto-tagging and verify in GA4/BigQuery.

Validation

Section titled “Validation”
  • Conversions fire with correct parameters and no duplicates.
  • Cost, clicks, and sessions reconcile within expected variance (<10%).

Troubleshooting

Section titled “Troubleshooting”
  • No conversions: verify tag firing conditions and consent mode.
  • High CPA: refine keywords, negatives, and asset quality.
  • PMax cannibalization: isolate brand in a separate campaign.

Time/Impact

Section titled “Time/Impact”
  • Setup: 1–2 hours per account. Impact: enables measurable spend with clean structure.
Section titled “Related”