Review your Search campaign in order: the business goal, account settings, ads, measurement and publication choice. Google Ads checks and the Adstrateo workflow are identified separately.
Use the table below to find each setting and decide what to do when it differs from the campaign brief.
1. Write down the business result and the destination
Identify the offer, audience, landing-page URL and meaningful outcome: a qualified enquiry, booking or purchase, for example. Decide which conversion action represents that outcome. A page view or button click is not automatically equivalent to a sale.
Read the ad promise and landing page together. Check that the destination shows the advertised offer and that the main action works on a phone. Have the website owner verify forms and confirmation where needed, using an appropriate test process.
Google’s campaign preparation guide explains how the goal, campaign type, targeting and ads fit together. The checklist here focuses on Search. Performance Max and Shopping need their own type-specific review; do not treat Search keywords and ads as a complete checklist for those campaigns.
2. Confirm the account, budget, dates and launch status
Write down the destination account and check its currency and time zone. Review the budget as an advertising commitment, separately from the software subscription. Ask the account owner to confirm the intended amount and any business limit; there is no starter budget that fits every advertiser.
Check start and end dates, locations, language, networks and any ad schedule. Confirm the intended setting rather than choosing it from a generic checklist. For network decisions, use the Search Partners and Display guide. Google’s ad schedule documentation explains the account time-zone dependency.
Choose deliberately whether the campaign should be published paused or active. A paused campaign is a different decision from an active campaign awaiting Google review. An active status does not guarantee immediate impressions or approval.
3. Read keywords, exclusions, ads and assets together
For each Search ad group, ask which search intent it serves. Review keywords and match types against that intent. Read negative keywords separately: their match types and application scope determine which searches they can exclude.
Read every proposed headline and description for factual accuracy. Confirm the business name, offers, conditions and final URL; remove claims the business cannot support. Review the assets required for the chosen campaign type and any missing-item warning. A generated draft still needs a human review.
Use the existing campaign structure and optimization checks when a keyword or exclusion needs deeper review. Do not add an unsupported statistic, discount or testimonial simply to make an ad sound stronger.
4. Verify measurement before interpreting performance
Identify the conversion action and goal the campaign will actually use. A secondary action can still affect bidding when it belongs to a custom goal. Check the setup against Google’s primary and secondary action documentation.
Ask the person responsible for tracking to provide evidence that the intended event is measured, with a suitable test and the relevant status. A configured conversion action is not itself proof of a working tag. Keep unresolved tracking questions visible rather than promising that publication will fix them.
5. Separate an Adstrateo draft from publication
Adstrateo’s Free plan includes one campaign generation per month without a credit card or Google Ads connection. The campaign creation page describes the draft and editing workflow. Publishing to Google Ads requires a paid plan and a Google Ads connection; it is not included merely because a draft was generated.
Before confirming, inspect the preview, destination account and chosen campaign settings. The user chooses publication paused or active. Do not assume a default status, or treat the availability of a field as proof that every campaign type supports the same edits. Confirm only the version you have actually reviewed.
6. Make the final checks
Run through these checks before confirming publication.
| What to check | Where to look | What to do next |
|---|---|---|
| Business goal and conversion | The campaign brief and the conversion goal selected in Google Ads. | If the selected action is only a page view or click but the goal is leads or sales, review the goal and its actual bidding use before confirming. |
| Account, currency, time zone and budget | Destination account, its settings, campaign budget and approved brief. | If the account or amount differs from the brief, correct the selection or get the intended amount confirmed. Keep software fees separate from ad spend. |
| Dates, locations, networks and schedule | Campaign settings and the planned audience and launch dates. | If a setting differs from the plan, resolve that difference before publishing. For network choices, use the linked Search Partners and Display guide. |
| Keywords, ads, assets and final URL | Each Search ad group, its exclusions, the ad preview and the landing page on a phone. | Correct inaccurate claims, unwanted exclusions, missing required assets or the wrong destination. Have the website owner check a broken form or confirmation. |
| Measurement | Conversion-action status, tag diagnostics and a suitable test by the tracking owner. | If measurement is not verified, have the owner resolve the tracking question before using reported conversions to judge results. |
| Publication access and chosen status | Adstrateo preview, destination account, plan/connection and paused-or-active choice. | Free covers draft generation. To publish, use a paid plan and a Google Ads connection; review the preview and explicitly confirm the chosen status. Then check the publication result in the intended account. |
7. After launch, verify before optimizing
Check the actual publication result and campaign state in the intended account. If the campaign does not spend, use the delivery diagnosis.
Keep a copy of the reviewed settings and follow the optimization guide once interpretable data exists. Choose the review period from your conversion delay and the amount of useful data available.