§ 01

Account setup

• [ ] Conversion tracking installed and verified
• [ ] Enhanced conversions enabled (where compliant)
• [ ] GA4 + Google Ads linked
• [ ] Auto-tagging on
• [ ] Healthcare restricted-category certifications complete
• [ ] Negative keyword library loaded (1,000+ words)

§ 02

Compliance

• [ ] No PHI in ad copy or extensions
• [ ] No remarketing audiences with health-condition lists
• [ ] Sensitive-category exclusions configured
• [ ] BAA on file with Google (where applicable)
• [ ] Landing page disclaimers present

§ 03

Campaign structure

• [ ] Campaigns split by intent (brand, generic, competitor, conditions)
• [ ] Geographic targeting matched to service catchment
• [ ] Bid strategy aligned with campaign goal (Max Conversions / tCPA / tROAS)
• [ ] Daily budget cap aligned with monthly budget /30
• [ ] Schedule respects clinic hours

§ 04

Creative

• [ ] Headlines tested (3 variants minimum per ad group)
• [ ] Descriptions tested (2 variants)
• [ ] All extensions used (sitelinks, callouts, structured snippets, location, call)
• [ ] Landing page matches ad copy
• [ ] Mobile speed under 2s

§ 05

Quality control

• [ ] Pre-launch review by senior strategist
• [ ] Test conversions firing
• [ ] No disapprovals on launch
• [ ] Day-1 monitoring in place
• [ ] Week-1 daily review cadence