A setup checklist
| Area | Set it up so that |
|---|---|
| Ownership | Your business holds admin access to the account |
| Billing | Ad spend goes on your own payment method |
| Tracking | Calls, forms and bookings count as conversions |
| Locations | Presence targeting covers only your service area |
| Networks | Search campaigns run without Display expansion |
| Keywords | Each ad group covers one service with negatives |
Why ownership matters most
If an agency creates the account under its own name, you may lose years of data when you leave. Google's admin access level controls users, billing and linked accounts. Ask for admin access on day one, and keep at least two admins so the account never depends on one person.
Risks that cost the most
- Tracking page views as leads, which teaches bidding the wrong goal
- Broad match with no negatives on a small budget
- Ads that promise prices or offers the page does not show
- Forms or call numbers that do not work on phones
Check before launch
Submit a test form and place a test call, then confirm both appear as conversions. Search your main keywords to confirm the ads show the right text and page. Check that budgets and locations match the plan.
Good example. A dentist's account launches with admin access in the practice's name, tested call tracking and presence-only targeting.
Bad example. An account launches with page views as the goal. Smart Bidding finds visitors who browse and never call.
Our PPC management sets up every account in your name, with tracking tested before launch.