The SOP Library / Paid Media
Google Ads — Search Campaign Build
Classic search campaigns for markets where intent is explicit and PMax would waste learning budget.
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Client pays Google directly — spend never touches our accounts. Confirm billing before build.
- 2
Structure: one campaign per service theme, tight ad groups (≤20 keywords), exact + phrase.
- 3
Negatives seeded at build: jobs, free, DIY, competitor names the client won't bid on, and the industry's junk terms.
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RSAs with all headline slots used: service, city, differentiator, offer, proof.
- 5
Location targeting: presence-only, radius matched to real customer travel.
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Conversion tracking verified (ADS-005) before the first dollar spends.
Source: Google Ads Help — Best practices ↗
- Tracking fires before launch
- Negatives list seeded
- Presence-only targeting confirmed
This is the procedure your clients get when you resell it — delivered under your brand, reported by the 5th.
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