Start with one measurable business outcome
A Google Ads launch checklist should connect the ad, landing page, conversion measurement and account responsibilities. Before enabling a campaign, write down the action you want a visitor to complete and how you will know it happened.
For an online store, that might be a completed order. For a service business, it might be a qualified enquiry rather than every form submission. Record the target market, offer, landing page URL, initial media allowance and person responsible for reviewing results. These decisions make the technical checks easier to interpret.
Test the destination as a customer
Google requires ad destinations to be functional, useful and navigable. A page also needs to be reachable where you target ads. Review the official destination requirements rather than assuming that a page which works on your laptop is ready for every visitor.
- Open the final URL in a private browser window on a phone and a desktop.
- Check that the product, offer and pricing agree with the ad copy.
- Complete the intended journey: submit the form or place an authorised test order.
- Check the success state and any confirmation email your business sends.
- Test navigation, contact links and the return path from checkout.
- Remove development-only password gates before sending paid traffic to a public landing page.
Save the test date, device and result. If a form looks successful but the enquiry never reaches the team, the launch has a business problem even when the page has no visible error. Assign the fix before increasing traffic.
Verify a real conversion, not just a tag installation
Google Ads supports different conversion sources, including website actions and calls. Choose the action that matches the business outcome, then configure and test the relevant measurement. Google’s conversion tracking overview explains the available approaches.
For a website purchase, inspect whether the event fires on a successful purchase and carries the intended value and currency. For lead generation, check that a completed form is distinguished from a button click. Where consent is required, include the consent experience in your tests and use an implementation appropriate to your market.
Keep a test record with the event name, timestamp and expected outcome. Check for duplicate events when a confirmation page is refreshed. Also check that an abandoned checkout or invalid form submission does not look like a successful customer action. Tracking installation and useful business measurement are different acceptance criteria.
Confirm access and funding before launch day
Document which customer ID you are using and who has access. Confirm the billing arrangement, account currency, campaign budget and support contact. If an agency is involved, distinguish account access from administrative ownership; our guide to agency Google Ads accounts explains the questions to ask.
Use named account invitations instead of sharing a login. Give the person responsible for the launch a clear escalation path for payment, access or measurement issues. Complete any tasks the platform requests before assuming the campaign can serve.
Use a launch sign-off sheet
| Check | Evidence to keep | Suggested owner |
|---|---|---|
| Offer and destination | Final URL and completed mobile journey | Website owner |
| Measurement | Test event, timestamp, value and currency where relevant | Analytics owner |
| Account access | Customer ID and confirmed user access | Account administrator |
| Budget and funding | Approved media plan and billing contact | Budget owner |
| Review process | First review date and escalation contact | Campaign owner |
A sign-off is not a guarantee that Google will approve an ad or that a campaign will perform. It records what your team has checked and who can act when something changes. Keep unanswered items visible instead of marking them complete because launch day has arrived.
Review delivery and measurement together
After launch, inspect campaign status, spend, destination behaviour and recorded conversions. Investigate anomalies before interpreting them as marketing performance. No conversions could mean weak demand, a broken form, missing measurement or simply too little data; those explanations need different actions.
Use the budget pacing worksheet to compare delivery with your plan. Keep notes on changes so the next review can distinguish a tracking fix from a campaign change. For questions about Spendr’s onboarding, send your account requirements to the team.