How long does it take to set up Google Ads?

A simple Search campaign can be set up in an afternoon. Ours take 3 hours on average, including tracking. Allow extra time if your website needs tracking or landing page changes first.

What budget should I start with?

Enough to get meaningful clicks in your market each day for at least a month. Our Google Ads budget calculator works it out from your own numbers.

Should I use Performance Max for my first campaign?

Usually not. A Search campaign shows you exactly which searches trigger your ads, which is what you need to learn first. Performance Max can come later.

How soon will I get enquiries?

Ads can show as soon as they're approved. When the first enquiries come depends on your budget, market and landing page. Many accounts see some in the first week.

Do I need conversion tracking before I launch?

Yes. Without it you can't tell which keywords bring enquiries, and Google's automated bidding has nothing to learn from.

Can you check my setup before I launch?

Yes. Send us access and we'll go through this list with you. We'll reply within the hour (working hours).

Free checklist

Google Ads launch checklist

Every box ticked before you spend a penny.

This Google Ads launch checklist covers everything to set up before a campaign goes live: the account, conversion tracking, campaign settings, keywords, ads and assets, landing pages and the checks for the first week. Most wasted spend comes from a few default settings and missing tracking, not from bad ads.

Tick every box here and you'll know from day one which searches bring in enquiries.

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At a glance

What: A plain-text Google Ads launch checklist in seven sections, free to copy.
For: Businesses launching their first Search campaign, or restarting one.
Speed: Our Google Ads setup takes 3 hours on average.
Next: Want it set up for you? Book a call and get a written plan. We'll reply within the hour (working hours).

Ready when you are.

Get moving

We'll reply within the hour (working hours).

What should you set up before Google Ads goes live?

Work in this order. Tracking comes before keywords, because without it Google's bidding and your own decisions are guesswork.

1
Account
Billing, owner access, auto-apply recommendations off, and Google Analytics 4 linked with auto-tagging on.
2
Conversion tracking
Track every real enquiry: forms, calls, bookings and sales. Set only those as primary goals, turn on enhanced conversions and test each one.
3
Campaign settings
Turn off search partners and the Display Network to start. Target people in your area, not people interested in it. Set a daily budget you're happy to spend for a month.
4
Keywords
Tight ad groups, one service each, with keywords written the way buyers search and a negative list from day one.
5
Ads and assets
Responsive search ads with distinct headlines naming the service, the place and a reason to choose you. Add sitelinks, callouts, call and location assets.
6
Landing pages
Send each ad group to the page that matches it, fast on mobile, with a tappable phone number and a short form.
7
First week
Check the search terms report on day one and day three, add negatives, and compare tracked conversions with your own records.

Which Google Ads defaults should you change?

A few default settings send budget to places that rarely bring enquiries for a local or B2B business. Check each one before launch.

Display Network on Search campaigns.Switch it off. Run display as its own campaign if you want it.
Search partners.Off to start. Test it later once you have conversion data.
Presence or interest.Change the location option to Presence, so ads show to people in your area.
Auto-apply recommendations.Turn them off, then review recommendations by hand.
Every conversion as a primary goal.Page views and clicks shouldn't count as conversions. Only real enquiries and sales.

Copy the Google Ads launch checklist

The full checklist in plain text, with tick boxes. Paste it into a doc or task list and work through it before you launch.

google-ads-launch-checklist.txt

GOOGLE ADS LAUNCH CHECKLIST
Account: [name]    Campaign: [name]    Launch date: [date]

ACCOUNT
[ ] Billing set up and payment method confirmed
[ ] Admin access for the business owner, not just the agency
[ ] Advertiser verification started if Google has asked for it
[ ] Auto-apply recommendations turned off
[ ] Google Analytics 4 linked, auto-tagging on
[ ] Merchant Center linked (online shops only)

CONVERSION TRACKING
[ ] Conversion actions for every real enquiry: forms, calls, bookings, purchases
[ ] Only real enquiries and sales set as primary goals
[ ] Enhanced conversions turned on
[ ] Cookie banner and consent mode set up
[ ] Each conversion tested and showing in the account

CAMPAIGN SETTINGS
[ ] Search campaign, with a clear goal
[ ] Search partners and Display Network off to start
[ ] Locations set to people in your area (Presence), not just interested in it
[ ] Language, ad schedule and devices checked
[ ] Daily budget set, and what a month at that budget costs agreed
[ ] Bid strategy chosen to match the conversion data you have

KEYWORDS
[ ] Ad groups built around tight themes, one service each
[ ] Keywords written the way buyers search
[ ] Match types chosen on purpose
[ ] Negative keyword list added (jobs, free, DIY, training, competitors' names if needed)

ADS AND ASSETS
[ ] Responsive search ads with plenty of distinct headlines and descriptions
[ ] Headlines include the service, the place and a reason to choose you
[ ] Pinning used sparingly
[ ] Sitelinks, callouts, structured snippets, call and location assets added
[ ] Final URLs go to the most relevant page, not the homepage

LANDING PAGES
[ ] Page matches the search and the ad
[ ] Fast on mobile
[ ] Phone number tappable, form short and tested
[ ] Price, turnaround and proof on the page

LAUNCH
[ ] Ads approved, any policy issues fixed
[ ] Search terms report checked on day one and day three
[ ] Negatives added from real search terms in week one
[ ] First conversions checked against your own records

How does Foundry launch a Google Ads account?

We start with tracking, then build tight Search campaigns around the services that earn you the most, with a negative list from day one. Setup takes 3 hours on average.

After launch we check search terms daily in the first week, then send PPC updates twice a month and a full report on the 1st. When we rebuilt Backpedal's account, the conversion rate was 7x higher in the first full month.

Our averages. Not our best days.

Our averages

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