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Launching an ad campaign

Checklist · Checklists Free Checked: October 2026

From the maximum cost per lead to a stop rule, so your ad budget doesn't go to waste.

What it is

What to check before you launch ads and how to run the first few days: one goal, the most you can afford to pay for a customer, the platform's pixel and UTM tags, one variable changed per test, a daily tracking sheet and a stop rule written down in advance.

  • Advertising
  • Budget
  • Analytics

Text to copy

Checklist
BEFORE LAUNCH
- [ ] The campaign has one goal: a lead, a purchase or a subscription
- [ ] The maximum acceptable cost per lead and per customer is calculated from order value and margin
- [ ] The landing page is reviewed and matches the promise in the ad
- [ ] The platform's pixel or tag is installed and the goal event fires (confirmed with a test lead)
- [ ] UTM tags are on every link
- [ ] Ad copy and creative are checked against the platform's ad policies

SETUP
- [ ] The audience is defined, and current customers are excluded (unless the campaign is for them)
- [ ] Location, language and ad schedule match the audience
- [ ] A daily limit is set; total test budget: [amount]
- [ ] The test changes one variable at a time: creative, audience or offer
- [ ] At least 3 ad variations

FIRST 3 DAYS
- [ ] Every day, add to a spreadsheet: impressions, clicks, cost per click, leads
- [ ] Leads are handled fast, ideally within an hour
- [ ] Settings aren't changed more often than the platform's learning period allows

DECISION
- [ ] A stop rule is written down in advance: for example, [amount] spent with no leads
- [ ] The winner is chosen by cost per lead or per customer, not by clicks
- [ ] A takeaway is written down: what worked and what you're testing next

Professions it helps

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Checked: October 2026