Paid Ads Launch Checklist
Set up paid acquisition channels that scale profitably
Paid advertising can accelerate growth dramatically, but a sloppy setup burns budget fast. The merchants who profit from ads are those who nail tracking, creative, and targeting before spending their first dollar.
This checklist ensures your paid media foundation is solid, from pixel configuration and conversion tracking to creative production and initial campaign structure.
Tracking and Measurement
Set up the Meta Pixel with Conversions API for server-side tracking. Verify ViewContent, AddToCart, and Purchase events fire correctly.
Configure Google Ads conversion tags for purchases, add-to-cart, and signup events. Enable enhanced conversions for better attribution.
Ensure GA4 ecommerce events are firing: view_item, add_to_cart, begin_checkout, and purchase with correct revenue values.
Define a consistent UTM naming structure for all campaigns. Document the convention so all team members follow it.
Build a dashboard tracking ROAS, CPA, CTR, and conversion rate by campaign. Daily visibility prevents budget waste.
Creative and Landing Pages
Create at least 5 static images and 3 video ads. Include product-focused, lifestyle, UGC-style, and testimonial formats.
Draft 3-5 headline and body copy combinations per campaign. Test different angles: benefits, urgency, social proof, and price.
Ensure landing pages match ad messaging, load in under 3 seconds, and have clear CTAs above the fold.
Display review counts, star ratings, and UGC on every landing page. Use Eevy AI widgets to show authenticated customer content.
Campaign Structure
Create 3-5 audience segments: lookalikes, interest-based, retargeting, and broad. Start with your highest-intent audiences.
Allocate daily budgets that allow each ad set 50+ impressions per day. Use automatic bidding initially to gather data.
Organize campaigns by objective (prospecting, retargeting, retention) with clear ad set and ad naming conventions.
Create retargeting audiences for site visitors, cart abandoners, and past purchasers with tailored messaging for each.
Define what you will test first (creative, copy, audience, or placement) and commit to testing one variable at a time.
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