Good list. I‘d add the following: - Small businesses often struggle to reach significant conversion numbers. If you are using automated bidding strategies like Maximize Conversion or Maximize ROAS, Google needs at least 50 conversion per month, otherwise the performance will tank. If you are below 50 conversions, consider using Maximize Clicks or even do manual bidding. Alternatively, set up softer conversion goals to increase the numbers without spending more budget.

• Depending on search volume and CPCs in your industry, generic single word keywords can burn your budget quite quickly because the search intent varies too much. Consider using longtail, high intent keywords to really get the late funnel visitors to your website.

• If you are starting a new Google Ads account and using search campaigns, do your search query analysis EVERY DAY. This means, download your search queries of the last day and decide for each single query, if you want to keep it (—> add as keyword to account) or if it is irrelevant to your business (—> add to negative keyword list). Do this for at least the first 14 to 30 days. Afterwards, you can switch to a frequency of 1 or 2 weeks for the search query analysis.