Ad Campaign Pre-Launch Checklist (Google and Meta)

Quick answer: a pre-launch checklist for Google and Meta campaigns. Run through it before spending a dollar; most expensive mistakes are caught here.

Accounts and access

• Ad accounts are owned by the business, with partner access for the agency or freelancer
• Billing set up in the business’s name
• Advertiser verification and any industry certifications complete

Tracking

• Google Ads conversion actions tested and set to Primary for the main goal
• Meta Pixel and Conversions API firing Lead events (tested in Test Events)
• Call tracking in place for ads and website
• UTM parameters on social ad links
• GA4 key events configured

Landing page

• Loads fast on mobile
• Headline matches the ad
• Click-to-call and short form above the fold
• Thank-you page or message working
• Privacy policy linked

Google Ads campaign

• Locations set to “presence” in your service area
• Ad schedule matches staffed hours
• Negative keyword list added
• At least one responsive search ad with 8 or more headlines
• Call, location and sitelink assets added
• Display expansion off for Search campaigns

Meta campaign

• Correct objective (Leads) and optimisation event
• Special Ad Category selected if housing, employment or finance
• Instant form type chosen deliberately (Higher Intent for sales calls)
• Ad copy checked for personal-attribute wording
• Budget per ad set large enough for the cost per result

Follow-up

• Lead alerts go to a phone, not just an inbox
• Follow-up script ready
• Someone owns response within minutes

Related: Google Ads audit checklist · Meta ads audit checklist · landing page scorecard.

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