Run this PPC launch checklist after the client brief is approved and the campaigns are built, while new campaigns are still paused. The reviewer’s job is to compare the actual configuration with the approved plan and catch mistakes before they spend money.
The checks below use Google Ads examples and focus on lead generation. Apply them to the campaigns being launched or materially changed. During an agency handover, agree on a change window for existing campaigns rather than pausing working activity by default.
Before the review: have the brief and access ready
Bring the approved campaign plan, budget allocation, destination URLs, conversion map, and named launch approver. Use the agency onboarding checklist if scope or client decisions are still unresolved, and the account access checklist if a required resource is missing.
For Google accounts, LeadUp can collect client account access through one link, including GTM account and container permissions. Complete that access step before assigning the technical review.
For each check, record Pass, Blocked, or Not applicable, the reviewer, and an evidence link. A blocked requirement needs a correction and recheck before launch.
1. Reconcile campaign budgets with the approved allocation
Open the campaign settings and compare the configured budgets, currency, start dates, and any end dates with the plan. Include other active campaigns sharing the same allocation. For shared budgets, check which campaigns draw from the pool and count the pool once.
For an unchanged average daily budget across a full month, Google uses 30.4 days when calculating the monthly spending limit for most campaigns. For example, a $3,040 monthly allocation corresponds to a $100 average daily budget under that model. An average daily budget is not a hard per-day cap. See Google’s budget overview.
Treat a partial-month launch or later budget change as a separate pacing calculation. Record how much has already been spent and the remaining authorized allocation.
Block launch if: configured spend exceeds the approved plan, billing prevents delivery, or an overlapping campaign has an unexplained budget allocation.
2. Inspect geography, schedules, and network settings
Compare the configured locations and exclusions with the actual service area. Open the location options as well as the map: Google distinguishes targeting by presence from broader presence-or-interest targeting. Choose intentionally for the business model using Google’s location-options guidance.
For a local repair company that only serves a specific area, check that the selected behavior matches that constraint. Location targeting uses signals and should not be treated as an exact geographic boundary.
Verify ad schedules against the account timezone and the hours when leads can be handled. Review language and network settings against the approved campaign design. Record intentional expansion into additional inventory so the reviewer can distinguish a test from an overlooked setting.
Block launch if: the configuration targets an unapproved area, runs during a prohibited period, or includes inventory that has not been approved.
3. Check conversion goals and bidding together
Inspect the conversion goals selected for each campaign. Identify the exact action intended to guide bidding, its source, counting settings, and value where relevant.
Google generally uses primary actions for bidding when the associated goal is selected; secondary actions are observational. Custom goals are an exception: actions included in a custom goal can be used for bidding even when marked secondary. Review the primary and secondary conversion rules against the actual campaign configuration.
Look for the same outcome measured twice, such as a form completion imported from GA4 and tracked through a separate Google Ads tag. Document which action should guide bidding before enabling the campaign.
Compare the selected bid strategy and any target with the approved plan. A target for raw inquiries must not be mistaken for a target for qualified leads. Use the Target CPA versus Target ROAS guide if the strategy decision is unresolved.
Block launch if: the campaign optimizes toward an unintended action, duplicates its main outcome, or uses an unapproved target.
4. Test the conversion path end to end
Test the business action itself. A tag firing alone does not prove the client received a usable lead.
| Path | Test evidence to record | Failure that blocks the affected launch |
|---|---|---|
| Lead form | Successful submission, expected tag behavior, CRM receipt, and assigned owner | Form fails, lead is lost, or the outcome fires repeatedly |
| Phone lead | Correct number, routing, test-call record, and expected handling | Number is wrong or the call reaches the wrong destination |
| Booking or checkout | Completed test flow and expected confirmation or value | Broken completion step or incorrect transaction measurement |
| Qualified-outcome import | Integration status, field mapping, and an agreed test record | Required feedback path is disconnected or mapped to the wrong outcome |
Mark test leads clearly so sales does not treat them as real prospects. Have the tracking owner test the site’s agreed consent behavior and document any expected limitations or reporting delay. Do not expect an ordinary test submission to appear immediately as an attributed Google Ads conversion.
Pass evidence: the reviewer can follow the test from the website or phone number through the intended destination and measurement path.
5. Review the ads and destinations that will actually serve
Compare the loaded ads and assets with the approved versions. Check prices, offer dates, phone numbers, spelling, required qualifications, and destination URLs. Inspect policy status for the entities included in the launch.
Open each destination on mobile and desktop. Follow redirects, test forms, and confirm that tracking parameters do not break the page. Check whether campaign URL settings could send traffic to a destination outside the approved set.
For Search campaigns, inspect keyword intent and the negative lists actually applied. Check that exclusions do not block the offer you intend to advertise. Use the negative keyword list guide for list design; this review only needs to verify the launch configuration.
Block the affected campaign if: the offer is wrong, its required ads cannot serve, the destination is broken, or the configured traffic does not match the approved service.
6. Record the go/no-go decision
Have the PPC lead review the evidence and identify exactly which campaigns may be enabled. If practical, use a second specialist to review the setup rather than relying only on its builder.
| Decision field | Example |
|---|---|
| Approved scope | Brand Search and emergency repair Search |
| Evidence | Budget review, conversion test, and ad approval links |
| Deferred work | Expansion campaign remains paused pending its landing page |
| Activation | Named specialist, date, time, and account timezone |
| Stop condition | Wrong destination, broken lead routing, or unexpected spend requiring review |
| Recovery action | Pause the affected new campaign; restore a documented prior configuration where appropriate |
| First live check | Named reviewer and scheduled check after activation |
A narrower launch needs explicit approval of its revised scope and budget. An approaching deadline does not resolve a failed check.
After activation, verify that the intended campaigns are enabled and begin the Google Ads monitoring cadence. Keep this signed launch record as the baseline for understanding later changes.