The SOP Library / Paid Media
Google Ads — Performance Max + Funnel
Our default build: PMax across Search, Maps, YouTube, and Display — with the landing page and funnel built in.
- 1
Build the dedicated landing page first: one service, one city, one action — plus the follow-up funnel (thank-you, notification, nurture).
- 2
Asset groups per service theme: full text assets, real photos/video, all formats filled — PMax rewards complete asset groups.
- 3
Audience signals from the client's best customers: services bought, areas, remarketing lists where available.
- 4
Goals: call + form conversions only — never 'page view' goals that teach PMax to buy junk.
- 5
Budget floor honored (PMax needs learning room); no panic edits in the first 2–3 weeks.
- 6
Brand exclusions and negative placements applied; search-themes seeded from the keyword map.
Source: Google Ads Help — Performance Max ↗
- Dedicated landing page (never the homepage)
- Conversion goals are calls/forms only
- Asset groups 'Excellent' strength
This is the procedure your clients get when you resell it — delivered under your brand, reported by the 5th.
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