Free Checklist Templates for Paid Media

Paid Media

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OR

Google Ads Campaign Launch Checklist

Account & Tracking Setup

Confirm Google Ads account access and MCC link

Link GA4, Search Console, and Merchant Center

Deploy the Google Ads tag via GTM

Configure conversion actions

Verify conversion firing in Tag Assistant

Debug and refire conversion tracking

Campaign Strategy & Build

Document the campaign objective and KPI

Build the keyword list and negatives

Set budget, bidding strategy, and pacing

Configure geo, language, and audience targeting

Apply the UTM tagging convention

Ad Creative & Landing Pages

Draft Responsive Search Ad assets

Confirm landing page intent match and load speed

Add sitelink, callout, and structured snippet assets

Submit creative for legal and brand review

Verify ad policy compliance in the editor

Launch & Early Monitoring

Run the pre-launch QA checklist

Enable campaigns and monitor first 48 hours

Run the search terms report and add negatives

Ongoing Optimization

Review weekly performance against KPI

Run an A/B test on RSA assets

Audit Quality Score and landing page experience

Compile the monthly performance report

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Paid Advertising Campaign Checklist

Strategy & Budget

Define campaign objective and primary KPI

Confirm total budget and per-platform split

Define ICP and audience segments

Audit competitor ad placements

Creative & Messaging

Write the creative brief

Produce ad copy variants for testing

Design ad creative for each placement

Run brand and legal review on all assets

Revise rejected creative and resubmit for approval

Platform & Tracking Setup

Select ad platforms for the media mix

Build UTM parameters using the convention doc

Verify conversion pixels and GA4 events fire correctly

Fix tracking issues before launch

Configure brand safety on programmatic buys

Verify consent banner gates marketing pixels

Launch & Scheduling

Set campaign flight dates and dayparting

Set frequency caps per audience

Run pre-launch QA on every ad

Launch campaign and confirm delivery

Optimization & Reporting

Review week-one performance against KPI

Shift budget to top-performing ad sets

Refresh creative on fatigued ad sets

Compile end-of-flight performance report

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PPC Campaign Checklist

Campaign Setup

Define the campaign objective and target CPA

Select the ad platform and channel

Build the campaign and ad-group structure

Conduct keyword research with Ahrefs or Semrush

Set bidding strategy and pacing

Tracking & Instrumentation

Verify GA4 and pixel firing in GTM Preview

Configure conversion events and import to Google Ads

Apply the UTM tagging convention to all destination URLs

Define the KPI dashboard in Looker Studio

Creative & Landing Page

Write ad copy variants for each ad group

Produce creative assets per platform spec

Set ad extensions and assets

Confirm landing page matches ad message

Compliance & Pre-Launch Review

Run policy check against platform ad policies

Verify regulated-industry disclosures

Route to legal and brand for approval sign-off

Launch & Optimization

Launch the campaign at low daily budget

Run 48-hour post-launch QA review

Investigate and fix broken conversion tracking

Run weekly negative-keyword and search-term review

Launch A/B test on top ad group

Pause underperforming ads and keywords

Reporting & Wrap-Up

Deliver 30-day performance report to stakeholders

Document learnings in the optimization log

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PPC Campaign Checklist

Campaign Planning

Define the campaign objective and target ROAS

Select the ad platform

Conduct keyword and audience research

Build the negative keyword list

Allocate the daily and lifetime budget

Creative and Ad Build

Write ad copy and headlines

Source product imagery and video assets

Create at least three ad variations per ad group

Verify FTC and platform compliance on all claims

Confirm ad copy matches landing page content

Tracking and Campaign Setup

Verify conversion tracking and pixel firing

Configure geo-targeting and language settings

Set ad scheduling and dayparting

Define the bid strategy

Submit ads for platform review

Launch and Performance Monitoring

Launch the campaign and confirm delivery

Review CTR, CPC, and impression share daily

Monitor conversion rate and ROAS against target

Review search-term reports and add negatives

Pause underperforming ads and ad groups

Optimization and Reporting

Diagnose underperformance and reset bid strategy

Run A/B tests on ad creative

Refine the keyword and audience list

Optimize the landing page based on session data

Generate the campaign performance report

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Social Media Ad Campaign Checklist

Campaign Strategy

Define the campaign objective and primary KPI

Confirm the ICP and target audience

Audit competitor ads in Meta and LinkedIn ad libraries

Select platforms and ad formats

Write the campaign brief and offer

Creative Development

Design visuals to platform spec

Write ad copy variants for testing

Build A/B test variants

Route creative through brand and legal review

Add CTAs and FTC disclosure where required

Tracking and Pre-Launch QA

Build UTM parameters per the convention doc

Verify Meta Pixel and Conversions API events

Confirm GA4 conversion events and consent gating

Test landing page on mobile and desktop

Budget and Launch

Allocate budget across ad sets and platforms

Set schedule, dayparting, and frequency caps

Launch the campaign and verify delivery

Troubleshoot non-delivering or rejected ads

In-Flight Optimization

Run the 72-hour learning-phase check

Pause underperforming ads and shift budget

Refresh creative when frequency exceeds threshold

Monitor comments and brand-safety incidents

Post-Campaign Analysis

Pull final performance against KPI targets

Identify winning creative and audiences

Write the post-campaign retro

Plan the follow-up nurture and retargeting

View Workflow Use Workflow

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