📖 About This Step
A focused checklist for D2C brands and Indian SMEs to set up profitable Google Ads campaigns. Search, Performance Max, Shopping — covers the structure, bidding strategy, and conversion tracking that actually drives ROAS.
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Tasks (6)
6 tasks total
1
Set up conversion tracking + GA4
Install GTM, fire purchase + add-to-cart events. Verify in GA4. Without this, every other step is guesswork.
2
Build a campaign hierarchy
Brand search (defensive). Generic search (acquisition). Performance Max (conversion). Shopping (catalog). Separate campaigns by intent, not product.
3
Write 30 ad variants
Per ad group, write 15 headlines + 4 descriptions. Use ASIN-style benefit headlines. Let Google optimize the combinations.
4
Set tROAS bidding after 30 conversions
Manual CPC until you have 30 conversions, then switch to Target ROAS. Set realistic ROAS — start at 3x and tighten as you learn.
5
Run weekly search term reviews
Spend 30 minutes weekly reviewing search terms. Add negatives aggressively. Promote high-performers to exact match.
6
Build retargeting + cross-sell campaigns
Set up display retargeting for cart abandoners. Cross-sell to past purchasers via Customer Match.
📅 Daily Plan View
2 days
Task 1
Set up conversion tracking + GA4
1 week
Task 2
Build a campaign hierarchy
1 week
Task 3
Write 30 ad variants
1 month
Task 4
Set tROAS bidding after 30 conversions
Weekly
Task 5
Run weekly search term reviews
2 weeks
Task 6
Build retargeting + cross-sell campaigns
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