Content revised 21 October 2026.
A PPC campaign needs a clear offer, budget and measurement plan before it needs a long keyword list. Keep the setup tied to an action the business can fulfil.
Research the intent
Group relevant search terms around the actual offer and review unsuitable meanings. Keyword estimates inform the brief; they do not guarantee affordable clicks or customers. Check the proposed landing page for each group.
Set the commercial controls
Agree media spend, management responsibilities and approvals. Keep costs and account ownership visible. Check the current platform workflow rather than following a 2018 menu screenshot.
Verify and review
Test the destination and successful-action measurement safely. Inspect delivery, relevance and lead quality before scaling. A campaign should be judged across the customer path, not by clicks alone.
Official guidance: Google Ads CPC guidance.