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

Google Ads Setup

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 (<3 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