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Platform Setup Checklists ​

Complete setup checklists for major ad platforms.

Contents ​

  • Google Ads Setup (Account Foundation, Conversion Tracking, Analytics Integration, Audience Setup, Campaign Readiness, Ad Extensions, Brand Protection)
  • Meta Ads Setup (Business Manager Foundation, Pixel & Tracking, Domain & Aggregated Events, Audience Setup, Catalog, Creative Assets, Compliance)
  • LinkedIn Ads Setup (Campaign Manager Foundation, Insight Tag & Tracking, Audience Setup, Lead Gen Forms, Document Ads, Creative Assets, Budget Considerations)
  • Twitter/X Ads Setup (Account Foundation, Tracking, Audience Setup, Creative)
  • TikTok Ads Setup (Account Foundation, Pixel & Tracking, Audience Setup, Creative)
  • Universal Pre-Launch Checklist

Account Foundation ​

  • [ ] Google Ads account created and verified
  • [ ] Billing information added
  • [ ] Time zone and currency set correctly
  • [ ] Account access granted to team members

Conversion Tracking ​

  • [ ] Google tag installed on all pages
  • [ ] Conversion actions created (purchase, lead, signup)
  • [ ] Conversion values assigned (if applicable)
  • [ ] Enhanced conversions enabled
  • [ ] Test conversions firing correctly
  • [ ] Import conversions from GA4 (optional)

Analytics Integration ​

  • [ ] Google Analytics 4 linked
  • [ ] Auto-tagging enabled
  • [ ] GA4 audiences available in Google Ads
  • [ ] Cross-domain tracking set up (if multiple domains)

Audience Setup ​

  • [ ] Remarketing tag verified
  • [ ] Website visitor audiences created:
    • All visitors (180 days)
    • Key page visitors (pricing, demo, features)
    • Converters (for exclusion)
  • [ ] Customer match lists uploaded
  • [ ] Similar audiences enabled

Campaign Readiness ​

  • [ ] Negative keyword lists created:
    • Universal negatives (free, jobs, careers, reviews, complaints)
    • Competitor negatives (if needed)
    • Irrelevant industry terms
  • [ ] Location targeting set (include/exclude)
  • [ ] Language targeting set
  • [ ] Ad schedule configured (if B2B, business hours)
  • [ ] Device bid adjustments considered

Ad Extensions ​

  • [ ] Sitelinks (4-6 relevant pages)
  • [ ] Callouts (key benefits, offers)
  • [ ] Structured snippets (features, types, services)
  • [ ] Call extension (if phone leads valuable)
  • [ ] Lead form extension (if using)
  • [ ] Price extensions (if applicable)
  • [ ] Image extensions (where available)

Brand Protection ​

  • [ ] Brand campaign running (protect branded terms)
  • [ ] Competitor campaigns considered
  • [ ] Brand terms in negative lists for non-brand campaigns

Meta Ads Setup ​

Business Manager Foundation ​

  • [ ] Business Manager created
  • [ ] Business verified (if running certain ad types)
  • [ ] Ad account created within Business Manager
  • [ ] Payment method added
  • [ ] Team access configured with proper roles

Pixel & Tracking ​

  • [ ] Meta Pixel installed on all pages
  • [ ] Standard events configured:
    • PageView (automatic)
    • ViewContent (product/feature pages)
    • Lead (form submissions)
    • Purchase (conversions)
    • AddToCart (if e-commerce)
    • InitiateCheckout (if e-commerce)
  • [ ] Conversions API (CAPI) set up for server-side tracking
  • [ ] Event Match Quality score > 6
  • [ ] Test events in Events Manager

Domain & Aggregated Events ​

  • [ ] Domain verified in Business Manager
  • [ ] Aggregated Event Measurement configured
  • [ ] Top 8 events prioritized in order of importance
  • [ ] Web events prioritized for iOS 14+ tracking

Audience Setup ​

  • [ ] Custom audiences created:
    • Website visitors (all, 30/60/90/180 days)
    • Key page visitors
    • Video viewers (25%, 50%, 75%, 95%)
    • Page/Instagram engagers
    • Customer list uploaded
  • [ ] Lookalike audiences created (1%, 1-3%)
  • [ ] Saved audiences for common targeting

Catalog (E-commerce) ​

  • [ ] Product catalog connected
  • [ ] Product feed updating correctly
  • [ ] Catalog sales campaigns enabled
  • [ ] Dynamic product ads configured

Creative Assets ​

  • [ ] Images in correct sizes:
    • Feed: 1080x1080 (1:1)
    • Stories/Reels: 1080x1920 (9:16)
    • Landscape: 1200x628 (1.91:1)
  • [ ] Videos in correct formats
  • [ ] Ad copy variations ready
  • [ ] UTM parameters in all destination URLs

Compliance ​

  • [ ] Special Ad Categories declared (if housing, credit, employment, politics)
  • [ ] Landing page complies with Meta policies
  • [ ] No prohibited content in ads

LinkedIn Ads Setup ​

Campaign Manager Foundation ​

  • [ ] Campaign Manager account created
  • [ ] Company Page connected
  • [ ] Billing information added
  • [ ] Team access configured

Insight Tag & Tracking ​

  • [ ] LinkedIn Insight Tag installed on all pages
  • [ ] Tag verified and firing
  • [ ] Conversion tracking configured:
    • URL-based conversions
    • Event-specific conversions
  • [ ] Conversion values set (if applicable)

Audience Setup ​

  • [ ] Matched Audiences created:
    • Website retargeting audiences
    • Company list uploaded (for ABM)
    • Contact list uploaded
  • [ ] Lookalike audiences created
  • [ ] Saved audiences for common targeting

Lead Gen Forms (if using) ​

  • [ ] Lead gen form templates created
  • [ ] Form fields selected (minimize for conversion)
  • [ ] Privacy policy URL added
  • [ ] Thank you message configured
  • [ ] CRM integration set up (or CSV export process)

Document Ads (if using) ​

  • [ ] Documents uploaded (PDF, PowerPoint)
  • [ ] Gating configured (full gate or preview)
  • [ ] Lead gen form connected

Creative Assets ​

  • [ ] Single image ads: 1200x627 (1.91:1) or 1080x1080 (1:1)
  • [ ] Carousel images ready
  • [ ] Video specs met (if using)
  • [ ] Ad copy within character limits:
    • Intro text: 600 max, 150 recommended
    • Headline: 200 max, 70 recommended

Budget Considerations ​

  • [ ] Budget realistic for LinkedIn CPCs ($8-15+ typical)
  • [ ] Audience size validated (50K+ recommended)
  • [ ] Daily vs. lifetime budget decided
  • [ ] Bid strategy selected

Twitter/X Ads Setup ​

Account Foundation ​

  • [ ] Ads account created
  • [ ] Payment method added
  • [ ] Account verified (if required)

Tracking ​

  • [ ] Twitter Pixel installed
  • [ ] Conversion events created
  • [ ] Website tag verified

Audience Setup ​

  • [ ] Tailored audiences created:
    • Website visitors
    • Customer lists
  • [ ] Follower lookalikes identified
  • [ ] Interest and keyword targets researched

Creative ​

  • [ ] Tweet copy within 280 characters
  • [ ] Images: 1200x675 (1.91:1) or 1200x1200 (1:1)
  • [ ] Video specs met (if using)
  • [ ] Cards configured (website, app, etc.)

TikTok Ads Setup ​

Account Foundation ​

  • [ ] TikTok Ads Manager account created
  • [ ] Business verification completed
  • [ ] Payment method added

Pixel & Tracking ​

  • [ ] TikTok Pixel installed
  • [ ] Events configured (ViewContent, Purchase, etc.)
  • [ ] Events API set up (recommended)

Audience Setup ​

  • [ ] Custom audiences created
  • [ ] Lookalike audiences created
  • [ ] Interest categories identified

Creative ​

  • [ ] Vertical video (9:16) ready
  • [ ] Native-feeling content (not too polished)
  • [ ] First 3 seconds are compelling hooks
  • [ ] Captions added (most watch without sound)
  • [ ] Music/sounds selected (licensed if needed)

Universal Pre-Launch Checklist ​

Before launching any campaign:

  • [ ] Conversion tracking tested with real conversion
  • [ ] Landing page loads fast (❤️ sec)
  • [ ] Landing page mobile-friendly
  • [ ] UTM parameters working
  • [ ] Budget set correctly (daily vs. lifetime)
  • [ ] Start/end dates correct
  • [ ] Targeting matches intended audience
  • [ ] Ad creative approved
  • [ ] Team notified of launch
  • [ ] Reporting dashboard ready

Released under the MIT License.

Built by Corey Haines