Google Ads Launch Kit

Build a Google Search campaign that brings enquiries, not just clicks.

Search ads can be the fastest lead source a service business has, and the easiest place to waste money. Broad keywords, no negatives, no conversion tracking and a bidding strategy chosen before there's any data: that's where most budgets go. This kit gives you the build sheet, the routine and the reasons behind each step.

What's inside

• The Playbook (PDF, 34 pages). How Search lead campaigns work, unit economics, account structure for small budgets, keyword research and match types, negative keywords, responsive search ads and assets, conversion tracking in plain terms, how to move through bidding strategies, budget logic, the weekly search-terms routine, when Performance Max and AI Max do and don't make sense for a small service business, policy basics, a 30-day timeline and a worked example.
• Campaign Planner (XLSX, 10 tabs). Maximum cost per lead and per click, a budget calculator, an account build sheet, a keyword planner, negative keyword starter lists for six industries, an ad copy builder with live character counts, a search terms review log, weekly KPIs with charts and a launch checklist. Filled example plus a blank copy.
• RSA Copy Swipe File (DOCX). 40 headline and description frameworks across 8 angles, with examples that already fit Google's character limits, plus sitelink and callout starters.
• Conversion Tracking Checklist (DOCX). Step by step, with a conversion map and a troubleshooting table. Covers the 2026 changes to offline conversion imports.
• Launch Checklist (PDF, 1 page).

What makes it different

• Up to date for 2026: AI Max being on by default for new Search campaigns, call ads being retired, and offline conversion uploads moving to the Data Manager API. All sourced from Google's help pages and dated.
• Every example ad line is checked against the character limits.
• No click-price promises. Your numbers go in, the planner does the maths.

Good fit if you sell a service people search for when they need it: plumbers, accountants, physios, lawyers, cleaners, consultants.

Not a fit if you need Shopping or e-commerce campaigns.

Digital download. Because files are delivered instantly, all sales are final. If a file is broken or missing, email [email protected] and we'll fix it the same week.

Licensed for one business. Use it for your own business and your own clients as often as you like. Please don't resell, share or republish the files.