ads · platform-setup-checklists

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

Source: https://github.com/coreyhaines31/marketingskills/skills/ads/references/platform-setup-checklists.md · v2.3.2 · MIT License (c) 2025 Corey Haines.