Foundation & Tracking
1. Use micro conversions early
Helps guide machine learning before primary conversions accumulate.
🎯 100 Google Ads Principles for PPC Management
Your blueprint for building, scaling, and optimizing campaigns.
Foundation & Tracking
Essential setup and measurement fundamentals for accurate campaign tracking.
Foundation & Tracking
2. Segment by micro goals
Identify and apply micro conversions by funnel stage.
Foundation & Tracking
3. Track all critical forms
Implement GTM to track every website form submission.
Foundation & Tracking
4. Audit conversion tags quarterly
Ensure all tags still fire properly after website or CMS updates.
Foundation & Tracking
5. Use Enhanced Conversions
Recover partial conversions using hashed data for better attribution.
Foundation & Tracking
6. Implement offline conversion tracking
Import CRMs sales to connect clicks to revenue.
Foundation & Tracking
7. Track calls correctly
Use Google call tracking or a platform like CallRail tied into Google Ads.
Foundation & Tracking
8. Check consent mode compliance
Stay GDPR-compliant while recovering conversion data.
Foundation & Tracking
9. Use GA4 with consistent events
Maintain reliable event names across Google Ads & GA4.
Foundation & Tracking
10. Set up GA4 ecommerce
Tie shopping cart data back to ads for real ROAS.
Attribution & Analytics
Understanding customer journeys and measuring true campaign impact.
Attribution & Analytics
11. Pick the right attribution model
Choose data-driven or position-based, rarely last-click.
Attribution & Analytics
12. Benchmark with last-click
Use last-click to cross-check assist-heavy models.
Attribution & Analytics
13. Compare UA vs GA4 metrics
Understand how bounce rate & sessions changed.
Attribution & Analytics
14. Keep an attribution cheat sheet
Document differences for client education.
Attribution & Analytics
15. Factor in SEO uplift
Expect more brand searches as paid scales.
Planning & Structure
Strategic account organization and campaign architecture best practices.
Planning & Structure
16. Build accounts around objectives
Design structures for conversion goals, not just keywords.
Planning & Structure
17. Follow golden ratios
Maintain healthy keyword-to-ad ratios for RSAs.
Planning & Structure
18. Use wireframes for account planning
Visualize campaigns & ad groups before building.
Planning & Structure
19. Categorize negatives by theme
Use structured lists (DIY, jobs, parts, complaints).
Planning & Structure
20. Reference competitor ads
Always check competitor messaging before writing ads.
Planning & Structure
21. Document country & city exclusions
Keep a list of geo exclusions by campaign type.
Planning & Structure
22. Apply placement exclusions for kids
Avoid wasting budget on nursery rhymes & toy reviews.
Planning & Structure
23. Plan budgets aligned to KPIs
Link expected CPA to required budget in forecasts.
Planning & Structure
24. Use an Ad Predictions sheet
Run volume & CPC estimates before asking for budget.
Bidding & Budgets
Smart bidding strategies and budget management for optimal performance.
Bidding & Budgets
25. Choose smart bidding intentionally
Don't default to Max Conversions for everything.
Bidding & Budgets
26. Test broad match safely
Use broad only when protected by negatives.
Bidding & Budgets
27. Escalate bids to speed up learning
Temporarily raise tCPA or lower ROAS targets.
Bidding & Budgets
28. Don't auto-apply everything
Manually vet Google's recommendations.
Bidding & Budgets
29. Scale budgets in increments
Increase 15-20% max to protect learning.
Bidding & Budgets
30. Check impression share loss
Use it to justify higher budgets.
Bidding & Budgets
31. Pause or pivot from Max Conversions
If efficiency drops, trial tCPA or manual.
Bidding & Budgets
32. Run "easy mode" broad tests
Set high tCPA, short flight, controlled negatives.
Bidding & Budgets
33. Have a backup script for budget pacing
Automate cuts if campaigns overspend early.
Bidding & Budgets
34. Diagnose when budget < tCPA
Know why Google won't spend with low budget vs aggressive targets.
Building & Ads
Creating effective ad assets and managing ad group structures.
Building & Ads
35. Use strong RSA pinning strategically
Pin top headlines if you need brand or compliance control.
Building & Ads
36. QA ad assets visually
Check mobile vs desktop line breaks.
Building & Ads
37. Have 2-3 RSAs per ad group
Enough rotation to optimize without dilution.
Building & Ads
38. Regularly rotate ad assets
Avoid stale learning; refresh every 4-6 weeks.
Building & Ads
39. Use robust ad extension libraries
Keep 20+ callouts ready to swap in.
Building & Ads
40. Treat extensions as assets
Plan them by intent (promo, social proof, USPs).
Optimisation & Search
Ongoing optimization techniques and search term management.
Optimisation & Search
41. Avoid over-optimisation
Don't choke volume with overly tight negatives.
Optimisation & Search
42. Avoid under-optimisation
Don't run broad match with zero negatives.
Optimisation & Search
43. Use a Keyword Decision Matrix
Keep a doc to decide bid vs pause vs negative.
Optimisation & Search
44. Detox low-performing keywords
Use tools to find high cost/no conversion terms.
Optimisation & Search
45. Check search terms weekly
Trim waste early with negatives.
Optimisation & Search
46. Run ngram scripts
Mine multi-word patterns to build negatives faster.
Optimisation & Search
47. Make exact match exact
Catch Google's loose close variants with negatives.
Optimisation & Search
48. Look for duplicate keywords
Avoid competing bids in same auctions.
Reporting & Dashboards
Data visualization and performance reporting strategies.
Reporting & Dashboards
49. Use Looker Studio dashboards
Standardize client reports with consistent visuals.
Reporting & Dashboards
50. Highlight blended CPA
Report brand + generic CPA so clients see real picture.
Reporting & Dashboards
51. Track performance by device & audience
Spot trends and adjust bids accordingly.
Reporting & Dashboards
52. Pull trending search term reports daily
Stay on top of new queries in dynamic markets.
Reporting & Dashboards
53. Run quality score reports
Focus on improving QS to lower CPCs.
Reporting & Dashboards
54. Benchmark vs forecast sheets
Show actual vs predicted to validate strategy.
Scripts & Automation
Automated tools and scripts for efficient account management.
Scripts & Automation
55. Install key scripts from day one
Use negative suggestions, budget pacing, anomaly detection.
Scripts & Automation
56. Run close variants checks
Audit what Google counts as an "exact" match.
Scripts & Automation
57. Have a broken link checker
Avoid wasted spend on dead pages.
Scripts & Automation
58. Monitor disapproved ads
Get alerts instantly, avoid hours of downtime.
Scripts & Automation
59. Use a QS analyzer
Script reports quality score shifts.
Scripts & Automation
60. Deploy a duplicate keyword checker
Reduce self-competition.
Scripts & Automation
61. Test performance max tiering
Use scripts to split products by ROAS tiers.
Scripts & Automation
62. Run a search partner alert
Check if CPL is worse on partner network.
PMax & Shopping
Performance Max and Shopping campaign optimization techniques.
PMax & Shopping
63. Structure PMax by product type or margin
Avoid mixing wildly different AOVs.
PMax & Shopping
64. Use multiple asset groups by theme
Test creative angles inside PMax.
PMax & Shopping
65. Exclude non-converting products from feeds
Focus on proven sellers.
PMax & Shopping
66. Optimize shopping titles
Use 4-5 word structures with key terms upfront.
PMax & Shopping
67. Test tiered campaigns for revenue max
Break shopping by performance brackets.
PMax & Shopping
68. Track trending shopping search terms
Adapt feed titles to demand shifts.
PMax & Shopping
69. Use audience signals as hints, not gates
PMax still explores beyond these.
PMax & Shopping
70. Review PMax categories weekly
Spot junk traffic early.
Landing Pages & CRO
Conversion rate optimization and landing page best practices.
Landing Pages & CRO
71. Audit page speed monthly
Slow pages crush conversion rates.
Landing Pages & CRO
72. Use structured landing checklists
Test headline clarity, CTAs, form fields.
Landing Pages & CRO
73. Keep forms minimal
Fewer fields → higher conversions.
Landing Pages & CRO
74. Add trust signals above fold
Certifications, reviews, guarantees.
Landing Pages & CRO
75. Align landing copy tightly to ad copy
Reduce bounce with strong message match.
Landing Pages & CRO
76. Use sticky mobile CTAs
Make it easy to act.
Advanced
Advanced strategies for sophisticated campaign management.
Advanced
77. Use predicted LTV models
Justify higher CAC with long-term returns.
Advanced
78. Run incremental lift studies
Isolate impact beyond organic trends.
Advanced
79. Use longer attribution windows
Prove value beyond the first week.
Advanced
80. Prime the pixel with offline lists
Upload past converters to guide learning.
Advanced
81. Use data exclusions wisely
Exclude weird periods (like Black Friday) from smart bidding learning.
Advanced
82. Adjust for seasonality adjustments
Prepare Google with expected conversion spikes.
Processes & Mindset
Workflow optimization and strategic thinking approaches.
Processes & Mindset
83. Build a weekly optimisation routine
Structure reviews: bids → search terms → ads → audiences.
Processes & Mindset
84. Balance proactive vs reactive
Have a plan, but watch for surprises.
Processes & Mindset
85. Keep a change log
Document what you tested, when, and results.
Processes & Mindset
86. Avoid emotional bidding
Don't chase short-term spikes that can wreck averages.
Processes & Mindset
87. Prioritize biggest spends first
80/20 rule for campaign audits.
Processes & Mindset
88. Limit manual overrides on smart bidding
Trust the algo once it's trained.
Client & Communication
Effective client management and communication strategies.
Client & Communication
89. Always frame in percentages
"CPA dropped 22%" is easier to sell than raw dollars.
Client & Communication
90. Visualize multi-touch paths
Show value beyond last-click.
Client & Communication
91. Use opportunity cost language
Frame not spending as losing X conversions.
Client & Communication
92. Regularly highlight wins
Keep client confidence high.
Client & Communication
93. Have a standard campaign naming convention
Prevents chaos across hundreds of campaigns.
Client & Communication
94. Use consistent report visuals
Familiar layouts = less client confusion.
Client & Communication
95. Educate on smart bidding quirks
Set expectations on short-term volatility.
Client & Communication
96. Document your account structure logic
Future proof handoffs to other teams.
Client & Communication
97. Run competitor share of voice reports
Keep clients aware of rising threats.
Client & Communication
98. Prepare for budget ask preemptively
Don't wait for clients to suggest cuts.
Client & Communication
99. Bundle insights with asks
"We can get 30 more leads at this CPA if we raise budget."
Client & Communication
100. Set clear optimisation timelines
Avoid daily micromanagement by promising checkpoints.