THE GOOGLE ADS SANDWICH

BUSINESS GOAL

• Clear objective (leads / sales)

• Defined ICP & intent

• Break-even CPA / ROAS

• Funnel stage clarity

• Ads can't fix unclear economics

ACCOUNT STRUCTURE

• Brand vs Non-Brand split

• One intent per campaign

• Search, PMax separated

• Clean naming & hierarchy

KEYWORDS & INTENT

• Intent over volume

• Tight keyword themes

• Broad only with data

• Weekly search term review

AD COPY

• Headlines mirror queries

• Clear value proposition

• Real differentiation

• RSAs built by intent

LANDING PAGE

• Keyword → ad → page match

• Clear CTA fold

• Fast mobile load

• Low friction forms

CONVERSION TRACKING

• Primary conversion = value

• No duplicate actions

• Enhanced conversions on

• Conversion lag understood

BIDDING & BUDGET

• Bidding fits data maturity

• Learning phase respected

• Stable budgets

• No frequent resets

AUTOMATION & AI

• Automation with guardrails

• Broad + PMax intentional

• Asset groups audited

• Human strategy first

MEASUREMENT

• Trend-based decisions

• Waste reviewed weekly

• Changes documented

• Systematic optimization