Google Ads Setup

Google Ads Setup

1. Prerequisites & Client Onboarding

• Create a client folder in your main “Clients” directory and share with all relevant stakeholders.

• Collect client contact info: Name, email, phone, and alternative contact if needed.

• Gather access/credentials for:

  • Google Business Profile (GBP)

  • Google Analytics

  • Google Search Console

  • Website hosting/CMS

  • CRM (e.g., Go High Level)

  • Any other relevant platforms (YouTube, Calendly, etc.)

• Send onboarding questionnaire (Google Form) to the client to collect business details, service areas, and ad preferences 1 2 3.

2. Google Account & Verification

• Create or access the Google Ads account.

• For new accounts, claim available ad credits (e.g., $500 for new accounts).

• For existing accounts, note the Customer ID and request access from your manager account; client must approve.

• Set up/verify Google Business Profile (GBP).

• Note: Advertiser and GBP verification must be completed by the client due to personal information requirements 4.

• Set up Google Analytics and Search Console.

• Link both to the Ads account via Data Manager in Google Ads.

• Connect Analytics to call tracking (GHL) and lead forms via Google Tag Manager if applicable

3. Campaign Planning

• Confirm monthly ad spend budget (split between Search and Local Services Ads as needed).

• Define campaign goals (e.g., phone calls, form submissions).

• Clarify geo-targeting: Counties, cities, zip codes, or custom radius.

• List services to advertise and ensure landing pages are ready.

• Collect creative assets: Logo, images (minimum 640x640px), ad copy, etc. 2 3.

4. Technical Setup

• Integrate Google Analytics, Tag Manager, and Search Console with Google Ads.

• Set up conversion tracking:

  • Create conversion actions in Google Ads for calls, forms, and chat widgets.

  • Use Go High Level workflows to send conversion events to Google Ads.

  • Use Google Tag Manager for enhanced conversions and backup tracking 6 7 9 8.

• Set up call tracking:

  • Use a number pool for website and ad call tracking.

  • Ensure correct formatting for Google Ads approval (e.g., (XXX) XXX-XXXX) 10 11 12.

• Verify all integrations by testing events and confirming data flows in Analytics and Ads.

5. Campaign Creation

• Choose campaign structure: SKAG (Single Keyword Ad Group) or STAG (Single Theme Ad Group), based on strategy.

• Build campaigns and ad groups with targeted keywords and relevant ad copy.

• Set up ad extensions (callouts, sitelinks, call extensions).

• Assign appropriate budgets and bidding strategies.

• Ensure landing pages are aligned with ad messaging and client’s sales process to avoid lead quality issues.

6. Quality Assurance & Handover

• Have a second team member review the campaign for completeness and accuracy.

• Ideally, record a review session or meeting for documentation and training.

• Take screenshots of Data Manager and integration settings for verification.

• Share campaign access with the client and relevant team members.

• Document all steps and store in the client’s folder for future reference.

7. Launch & Monitor

• Launch campaigns.

• Monitor performance and conversions.

• Schedule regular reviews (weekly/biweekly) to optimize and troubleshoot as needed.