Five-minute checklist

Before anyone changes your Google Ads.

Public pages can provide context. They cannot prove what is happening inside an account. Use this checklist to separate useful preparation from real account evidence.

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Preparation first. Evidence next.

Both sides should agree on decision, ownership, measurement, and permission before work begins.

Before account access

  1. Choose one decision

    Name service, location, and business question review must help settle.

  2. Define useful inquiry

    Agree whether calls, forms, or confirmed bookings count - and who checks quality.

  3. Confirm ownership

    Know who owns account, billing profile, and final approval authority.

  4. Keep claims honest

    Treat website observations as public context, never proof of spend, leads, or waste.

  5. Protect credentials

    Use client-owned access. Never send passwords, two-factor codes, or patient data.

After explicit permission

  1. Invite read-only

    Authorize named user in client-owned account. Share no login credentials.

  2. Verify measurement

    Check which calls and forms are counted, where they come from, and whether tracking is testable.

  3. Inspect search relevance

    Review search terms, exclusions, locations, and ad-to-page fit using account evidence.

  4. Separate facts from actions

    Record observations first. Put recommendations, owners, and expected evidence in plan.

  5. Approve every change

    Grant higher access only for specific approved change. Log and verify what happens next.

A useful review leaves you with.

  • ObservedEvidence and source
  • RecommendedReason and priority
  • ApprovedOwner and verification plan

Hard stops.

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