Checklist: Is your Business Ready to Launch Google Ads?

Imagine advertising as the facade of your house — the part that catches the eye of potential customers. But a beautiful facade means little without a solid foundation and strong walls. Likewise, advertising only works effectively when it’s backed by a well-built base: a website, analytics, a quality product, and reliable business processes.

We’ve put together a checklist of the key “building blocks” behind this house so that your advertising becomes more than just decoration, but turns into a powerful tool for growth and customer acquisition.

Website or Landing Page

What to check:

• Page loading speed.
• Up-to-date information (prices, products, contacts, warranties).
• Convenience and logic from a UI/UX perspective: responsive layout, mobile version, clear placement of buttons and forms.
• A clear call to action (CTA): “Buy,” “Submit a request,” “Learn more”.

If your site is outdated and loads slowly, it’s worth improving it first.

Analytics Setup

What to check:

• Google Analytics 4 (GA4) setup.
• Google Ads Conversion Tracking configuration. Important: not just clicks, but actual conversions.
• Google Tag Manager (for easier event management).
• Conversion events (purchase, form submission, phone call, etc.).
• Real-time data transfer testing.

Without analytics systems, it’s nearly impossible to understand where your customers are coming from and which ads are truly effective.

Prepared Offers

What to check:

• What priority products or services for promotion are.
• Clear unique selling proposition (why customers should buy or order from you).
• Availability of promotions, discounts, or special offers.
• For e-commerce: Updated product feed for Merchant Center. The feed should be automated and refreshed regularly with current stock, prices, and product names.
• Compliance of your product with Google Ads policies (for example, certain categories like medicines, finance, or cryptocurrency have restrictions or bans).

Defined Target Audience

What to check:

• Audience profile: age, gender, region.
• Customers’ key needs, pain points, or problems.
• Their main decision-making factors when choosing a product or service.
• Your distinct advantages over competitors.

Realistic Budget

What to check:

• Average CPC in your niche.
• Estimated cost per lead/purchase.
• Test budget allocated for at least 3–4 weeks to allow the algorithm to learn.
• Clear understanding that the first days or weeks are for data collection, not final results.

Remember, too small a budget = not enough traffic for optimization.

Visual Materials

What to check:

• Logo, high-quality photos, banners, short videos.
• Headlines and descriptions for ads.

Established Business Processes

What to check:

• Processing of inquiries (Excel, CRM, Google Sheets).
• Availability of scripts for managers.
• Whether there are confirmations to clients via email/SMS.

If inquiries are processed with delays or get lost, advertising will not work. Even perfectly set up campaigns won’t deliver results if the business isn’t ready to respond quickly to customer requests.

To generate conversions and real sales, it’s crucial to first build a solid foundation for launching ads: update your website, connect analytics systems, and set up business processes for fast and efficient lead handling. But just as important are having a clear goal, a compelling offer, and realistic expectations from the test campaign.