> ## Documentation Index
> Fetch the complete documentation index at: https://docs.snowdoughnut.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Google pre-launch checklist

> The last pass before a Google campaign starts spending: brief complete, conversion goals set correctly, naming applied at all three levels, UTMs on every URL, budget and bid set, assets complete for the campaign type.

Run this with the campaign built and paused, before it goes live. Every row is something that costs money or breaks reporting if it's wrong at launch and is cheap to fix now.

<Info>
  This checklist assumes the [Google campaign process](/google-campaign-process) has been followed and the [Google campaign brief](/google-campaign-brief) is complete. It checks the build against the brief; it doesn't replace either.
</Info>

## Brief and inputs

* The [Google campaign brief](/google-campaign-brief) is complete and every linked document resolves.
* The parent [marketing campaign brief](/marketing-campaign-brief) lists Google in its channels table with a budget line.
* Campaign type matches the brief.
* Every [customer profile](/customer-profile-library-overview) targeted is linked from the library.
* Copy is approved and sits within the character limits in the [copy template](/google-search-copy-template) for this campaign type.

## Conversion tracking

* The conversion action is **importing and firing**, not just created.
* The action matches a row in the [event tracking plan](/event-tracking-plan) by name.
* **Primary and secondary conversion goals are set deliberately for this campaign**, not inherited from account defaults.
* Only the actions the campaign should optimize toward are marked primary.
* Conversion value is being sent, if the bid strategy needs it.
* Every final URL carries [UTMs](/utm-standards) built to the standard.
* Auto-tagging is set as the brief specifies.
* Clicking each ad's URL lands on a live page with no redirect chain.

<Warning>
  Check the primary and secondary split explicitly. Smart Bidding optimizes toward every primary conversion action available to the campaign, so an inherited account default will send budget after conversions this campaign was never meant to buy.
</Warning>

## Naming

* Campaign name matches the [campaign naming conventions](/campaign-naming-conventions).
* Every ad group or asset group name matches the [ad set / ad group / variant conventions](/ad-set-group-naming-conventions).
* Every ad name matches the [ad naming conventions](/ad-name-conventions).
* Any value not already in a naming dictionary has been added to the convention page.
* If the campaign carries a test, the [experiment ID](/experiment-ids) is appended at the level the hypothesis targets.

## Settings

* Daily budget matches the brief.
* Bid strategy and its target value match the brief.
* If a target strategy is set, the campaign has the conversion volume to support it.
* Networks and surfaces match the brief. Search Partners and Display Network are set deliberately, not left on by default.
* Locations, languages, and ad schedule match the brief.
* Location targeting is set to presence rather than interest, unless the brief says otherwise.
* Flight dates are set and the end date is correct.

## Keywords and targeting

* Match types match the brief.
* The standing negative keyword list is applied.
* Brand terms are negated where the brief says they should be.
* Audience signals on Performance Max and Demand Gen are attached, and understood as signals rather than restrictions.

## Assets and copy

* Every required asset ratio and logo size for this campaign type is uploaded. See the [creative specs](/image-and-video-specs).
* Headlines and descriptions come from the approved [copy brief](/ad-copy-standards), not written at the keyboard.
* Character limits are respected in every field.
* Ad strength has been reviewed, and any weak rating is a deliberate choice rather than an oversight.
* For Shopping and retail Performance Max, the [Merchant Center](/google-merchant-center-overview) feed is approved and free of disapprovals.

## Landing page

* The page is live and appears in the [landing page library](/landing-page-library).
* The page matches the query intent and the ad copy.
* The page's conversion action fires, confirmed with a test submission.
* The page loads correctly on mobile.

## Sign-off

* Approvals recorded, per the [approval process](/approval-process), including any [legal](/legal-review-process) or [brand](/brand-approval-process) review the work needed.
* The owner has confirmed the build against the brief.
* Launch date and mid-flight review date are recorded in the brief.

## Related resources

* [**Launching a Google campaign**](/google-campaign-process) The process this checklist closes out.
* [**Google campaign brief**](/google-campaign-brief) What the build is checked against.
* [**Campaign QA checklist**](/campaign-qa-checklist) The pass to run once the campaign is live.
* [**Image and video specs**](/image-and-video-specs)