Google Ads: What to Prepare Before You Spend

Define one primary objective

Choose whether the campaign should generate calls, enquiry emails, bookings, applications, purchases or another measurable action.

Align keywords with intent

Separate research searches from high-intent searches and avoid paying for terms that do not match the service or location.

Improve the landing page

The page should confirm relevance quickly, explain the offer, build trust and make the next action obvious.

Set realistic measurement

Configure conversion tracking and agree how leads will be qualified before judging performance.

Review continuously

Search terms, ads, locations, devices, audiences and landing pages all require ongoing optimisation.