Google Ads SOP — Campaign Optimization
Fix structure, align targeting and creative, and reallocate budget with confidence. Updated Nov 4, 2025
What You're Doing
You're looking at the whole setup — structure, ads, targeting, and pages — to make sure everything lines up.
1) Audit your setup
- Check campaign budgets, locations, bidding, and ad groups.
- Spot high-spend, low-conversion groups.
2) Align ad → page → intent
- Ad promise = Landing page headline.
- Page loads fast and has one clear action (form or call).
3) Decide what to do
- Pause anything clearly losing money.
- Test small fixes for "maybe" ad groups.
- Scale what's working.
4) Target smarter
- Exclude bad zip codes or devices.
- Raise bids where conversion rates are high.
- Schedule ads to run only when someone can answer calls.
5) Refresh creative
- Keep at least one "Excellent" RSA per group.
- Rotate headlines, benefits, and CTAs monthly.
6) Watch pacing and bids
- Don't cap budget too early in the day.
- Check if automated bidding is hitting your goals.
7) QA your tracking
- Test form fills and call tracking weekly.
- Bad data = bad decisions.
Pro Tips
- Extensions = free real estate: Add sitelinks, callouts, and call buttons to stand out. Using all relevant extensions can boost CTR by ~15%.
- Landing page alignment: Your ad and landing page should sound like they were written by the same person — if not, fix that first. Many campaigns fail from this disconnect, not targeting.
- Geo/device bidding patterns: If mobile leads convert better, bump mobile bids +10%. Same logic for high-performing zip codes.
- Ad scheduling: Don't pay for leads at 2 a.m. if nobody's awake to answer them. Only run ads when someone can respond fast.
Deliverables
- Campaign/ad‑group status board (Continue / Reallocate / Pause / Test).
- Targeting adjustments diff (geo/device/audience/schedule).
- Creative changes log + RSA quality improvements.
- Budget/bid change log and pacing notes.
- Landing page QA checklist results.