A practical review checklist for Google Search campaign drafts

1. Confirm campaign intent and targeting

Verify that the campaign name, promoted product, objective, target countries and language match the approved brief. Check that excluded locations are not silently reintroduced and that the monthly budget is a conscious business decision.

• Product and customer type match the brief
• Location and language settings are intentional
• Campaign status is paused during review

2. Review keyword and ad-group structure

Group keywords by a coherent purchasing theme, not only by superficial word similarity. Match type should reflect intent and risk. Remove ambiguous informational terms when they do not support the campaign objective.

• One understandable intent per ad group
• Match types are visible and justified
• Negative keywords cover irrelevant meanings and unsuitable audiences

3. Verify ads and landing pages

Each responsive search ad should accurately describe what the linked page offers. Avoid unsupported certifications, rankings, performance claims, delivery promises or geographic claims. Make sure the user can find the promoted product and a relevant conversion action.

4. Complete an operational safety review

Check that account selection, currency, budget, ownership and approval authority are correct. Resolve validation errors, preserve an audit record and make the final publish action distinct from draft generation or AI assistance.