Google Ads SOPs

Field-tested playbooks to fix wasted spend, improve tracking, and scale winners.

Use these exactly as written. Copy, paste, execute.

Campaign Optimization

Fix wasted spend at the keyword level. Pause losers, promote winners, add negatives.

Fix structure, align targeting and creative, reallocate budget to what works.

Grow volume while protecting unit economics. Vertical and horizontal expansion strategies.

Build pages that convert. Clear headlines, simple forms, fast load times, no distractions.

Set up Google + Meta tracking via GTM. Track leads, calls, and quality conversions.

Sort leads by quality. Focus sales on high-value prospects, nurture the rest.

Call + form extensions: Add them to every ad. They raise CTR by 10–15%.
Ad scheduling: Only run ads when someone can answer calls. Don't pay for 2 a.m. leads.
Fast follow-up: Call back within 5 minutes. Response speed doubles close rates.
Automate alerts: Use GTM, Zapier, or rules to pause losing keywords or alert you when CPL jumps.
Keep testing: There's always one ad, page, or keyword that beats the rest. Find it.