PPC Campaign Checklist

Goal: Ensure every paid campaign is built, tracked, and optimised for measurable ROI.

This simple PPC Campaign checklist helps you focus on NOT missing key points. Remembering the goal of a PPC Campaign:

• Agency Goal - Set the campaign up

• Fractional CMO Goal - Generate Leads Fast

Strategy & Planning

• Define commercial goals: leads, pipeline value, or sales.

• Identify target personas and pain points.

• Map campaigns to funnel stages (awareness → conversion).

• Set clear KPIs (CTR, CPC, CPA, ROAS, MQL→SQL).

• Determine total and daily budget by channel.

• Align messaging and offers to audience intent.

• Research high-intent keywords (commercial and transactional).

• Benchmark competitors’ ads and landing pages.

TIP we so many agencies run campaigns that generate no leads, Why?

Too many are focused on the task, not the result. This PPC Campaign Checklist helps you avoid that.

PPC Checklist - Campaign Setup

• Choose the right platforms (Google Ads, LinkedIn, Meta, Bing).

• Create campaign structure: account → campaign → ad group → ad.

• Segment by product/service, geography, or persona.

• Use exact, phrase, and broad match types strategically.

• Exclude negative keywords to avoid wasted spend.

• Write ad copy aligned to search intent and landing page offer.

• Add extensions (sitelinks, callouts, structured snippets).

• Ensure all URLs include correct UTM tracking parameters.

• Connect CRM or analytics tools for attribution (GA4, HubSpot, Pipedrive).

PPC Campaign Checklist - Landing Page Optimisation

• Match ad promise to landing page headline.

• Use a single, focused call-to-action (form, demo, download).

• Test page speed and mobile responsiveness.

• Include social proof (case studies, testimonials, stats).

• Implement tracking pixels (Google, LinkedIn, Meta).

• Set up conversion events in GA4 and Tag Manager.

• Add exit-intent or retargeting triggers if appropriate.

PPC Campaign Checklist - Tracking & Measurement

• Verify all UTM tags and conversions are firing.

• Link Google Ads → GA4 → Looker Studio dashboards.

• Confirm click-to-lead tracking works (form fills, calls, chats).

• Track CAC, conversion rate, ROAS, and cost per SQL.

• Monitor Quality Score and relevance metrics weekly.

• Check attribution paths — identify which channels drive last-click vs. assist conversions.

PPC Campaign Checklist - Optimisation & Iteration

• Review performance weekly: CTR, CPC, CPA, ROAS.

• Pause low-performing keywords or placements.

• Split-test ad copy, headlines, and CTAs.

• Adjust bids by device, time, and audience.

• Optimise landing page variants for conversion rate.

• Use data to reallocate spend to top-performing campaigns.

• Test remarketing lists and lookalike audiences.

• Refresh creative monthly to combat ad fatigue.

PPC Campaign Checklist - Reporting & ROI Review

• Build a PPC dashboard (Looker Studio / Databox).

• Report by channel, campaign, and keyword cluster.

• Compare monthly spend vs. pipeline contribution.

• Track ROI trend: Cost per MQL, SQL, and Closed-Won.

• Identify opportunities for automation or AI bidding.

• Present a board-ready summary: spend → results → next steps.

FAQs PPC Campaigns That Deliver Measurable Growth

What is PPC and how does it work?

PPC (Pay-Per-Click) is a digital advertising model where you pay only when someone clicks your ad. It’s designed to drive targeted traffic and measurable leads through platforms like Google Ads, LinkedIn, and Meta.

Why do SMEs often waste money on PPC campaigns?

Most SMEs lose ROI due to poor targeting, unclear tracking, or weak landing pages. Without data-led optimisation, spend gets absorbed by irrelevant clicks that never convert.

What does a Fractional CMO do differently in PPC?

A Fractional CMO ensures your PPC strategy is commercially aligned — focusing on ROI, not vanity metrics. They integrate campaign data with sales performance, so marketing spend directly maps to revenue outcomes.

How is success measured in PPC campaigns?

Success is measured through metrics like Cost Per Click (CPC), Click-Through Rate (CTR), Conversion Rate, Cost Per Lead (CPL), and ultimately Return on Ad Spend (ROAS).

How often should PPC campaigns be reviewed?

High-performing teams review performance daily at campaign level, weekly at channel level, and monthly at board level — ensuring issues are caught early and budgets are reallocated efficiently.

Why is keyword intent so critical?

Because not all clicks are equal. Targeting transactional and commercial-intent keywords drives higher-quality leads, while informational queries feed remarketing and nurture funnels.

How can SMEs lower their cost per lead in PPC?

By refining audience targeting, improving Quality Scores, optimising ad copy, and aligning landing page content with keyword intent to boost conversion efficiency.

What tools are best for PPC tracking and optimisation?

Essential tools include Google Ads, GA4, Looker Studio, SERanking, Hotjar, and Microsoft Clarity for behavioural insights. Automated dashboards help visualise ROI at a glance.

What’s the role of A/B testing in PPC?

A/B testing helps identify which ad creatives, CTAs, or landing pages perform best — ensuring continual improvement and reduced wasted spend.

Should SMEs manage PPC in-house or through an agency?

A Fractional CMO + Intern model offers agility and transparency. It costs 30–40% less than an agency while delivering faster execution and measurable accountability.

How does AI improve PPC campaigns?

AI assists with keyword clustering, predictive bidding, automated reporting, and ad copy generation — freeing humans to focus on strategy and creative optimisation.

What’s the biggest PPC mistake SMEs make?

Running campaigns without accurate conversion tracking. Without validated data, decisions are based on assumptions, not performance.

What is a landing page and why does it matter?

A landing page is the page users see after clicking your ad. It must load fast, match the ad promise, and have a single clear CTA. It’s often the difference between a click and a conversion.

How can PPC and SEO work together?

PPC delivers fast visibility, while SEO builds long-term organic authority. Used together, they create a powerful loop — SEO insights refine PPC targeting, and PPC data informs content priorities.

How does remarketing fit into a PPC strategy?

Remarketing re-engages visitors who didn’t convert the first time, nurturing them through the funnel. It’s a key driver of improved ROI in B2B and service-based campaigns.

How long before I see results from PPC?

You’ll typically see early traction in 2–4 weeks and measurable ROI improvement in 60–90 days, once optimisation cycles and A/B testing mature.

What are vanity metrics in PPC?

Metrics like impressions or reach look impressive but don’t prove commercial impact. Focus on cost per acquisition, conversion rates, and ROI by channel.

How do dashboards improve PPC accountability?

Dashboards (like Looker Studio or Databox) centralise all campaign data, giving leadership real-time visibility of performance, cost, and ROI — eliminating guesswork.

Can PPC campaigns scale effectively for SMEs?

Yes — once your funnel, conversion tracking, and ad testing are optimised, campaigns can scale profitably without exponentially increasing cost.

Why does transparency matter in PPC?

Transparency builds trust. Knowing where your budget goes and what’s driving results ensures every decision is data-backed and accountable — the foundation of Communications Edge’s philosophy.