Get the important pieces ready before the clicks start costing money.

Identify who the campaign is for, what is available and which action you want the visitor to take. Verify the business can deliver the advertised service in the intended area. The ad and landing page should describe the same offer without unsupported superlatives, invented savings or unavailable promotions.

Read the page as a new visitor. Can you understand the offer, find useful supporting information and reach the next step? Check the actual page on relevant devices and test the included inquiry or purchase route. An attractive page does not make a broken form or confusing checkout ready.

Define the conversion action and verify it through an authorized test. Confirm what is merely a visit, what is a submission and what represents a later business outcome. Record known gaps. If the important action is not measured reliably, do not pretend early report totals can guide confident optimization.

Check the selected geography, language, schedule, search intent and exclusions against the real offer. Review keywords and negative keywords where relevant to the campaign type. Do not assume a place name in ad copy controls location targeting. Have the responsible person inspect the actual settings before release.

Agree the budget, who may change it and how costs will be reviewed. Keep advertising media separate from service fees and other tools. Record the campaign’s settings and the business’s stop or review conditions. A budget is a spending decision, not a promise of a certain number of leads or return.

Google’s advertising policies cover content, practices, restricted categories and editorial or technical requirements. Review the relevant rules for the actual business and destination. An ad being accepted does not prove that every business claim is appropriate or that the campaign will perform well.

Assign someone to check delivery, spending, search relevance where available, conversion evidence and the quality of received inquiries. Decide how urgent problems are escalated. Early data may be limited, so distinguish a broken setup from normal uncertainty rather than making major changes after a handful of clicks.

Official guidance checked 2026-10-26.