Google Ads Checklist
Performance Max Checklist
A Performance Max checklist for campaign goals, asset groups, audience signals, search themes, product feeds, brand controls, measurement, and reporting.
Interactive Checklist
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Campaign Fit
Decide whether the campaign has a suitable goal and measurement plan.
Review the offer, conversion reliability, budget and ability to assess lead quality before launch. Distinguish readiness advice from a universal platform eligibility rule. Set a review window that allows learning while retaining a clear plan for unacceptable spend or poor-quality demand.
Conversion and Value Setup
Give automated bidding a meaningful business outcome.
Verify primary conversion actions, values and duplicate handling before adjusting targets. Where available and appropriate, connect qualified offline outcomes through an approved process. Cheap enquiries are not necessarily valuable if they fail the business's qualification criteria.
Asset Groups
Build coherent assets for a specific offer or theme.
Group creative around a clear proposition and check the combinations for truthful, readable messages. Use approved images, logos and video with current landing pages. Review asset feedback alongside business outcomes rather than treating one platform label as a complete creative evaluation.
Audience Signals and Search Themes
Use signals as guidance and inspect actual delivery.
Provide relevant first-party audiences and search themes where appropriate, then review the resulting traffic and leads. Signals are not strict audience or keyword boundaries. Verify available exclusion controls before assuming that removing a signal prevents delivery to a group.
Brand, Feed, and URL Controls
Control the destinations and products the campaign can promote.
Review brand settings, URL expansion and supported landing-page exclusions against the campaign's purpose. For ecommerce, inspect feed accuracy and product status. Test the final customer journey so automated asset or destination choices do not present an unavailable offer.
Reporting and Optimization
Evaluate performance with quality and attribution context.
Review available campaign and channel insights, query-related reports and qualified outcomes. Compare with other campaigns using compatible conversion definitions. Record creative or setting changes and avoid frequent unstructured edits that make it difficult to understand what produced the result.
Official References
Use the current documentation for platform-specific settings and requirements.
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