Pre-Launch Checklist
Before you touch any ad platform, complete every item below. Skipping these is the #1 reason campaigns fail — not bad ads, but missing foundations.
Business Assets Required
- A professional website or landing page (loads in under 3 seconds on mobile)
- Google Business Profile (Google My Business) — claimed and fully filled
- Business email (not @gmail.com — use your domain: info@yourdomain.in)
- Professional logo in PNG format (min 512×512px, transparent background)
- 5-10 high-quality images of your product/service/team
- Clear value proposition: What you do, for whom, and why they should care
- 3-5 client testimonials or case studies
- Pricing or package information ready
Technical Requirements
- SSL certificate installed (your site must load with https://)
- Mobile-responsive design (test on Chrome DevTools → Mobile view)
- Google Analytics 4 (GA4) property created
- Meta Pixel created (we'll set this up in Section 4)
- Phone number with WhatsApp Business installed
- Payment method ready (credit card / debit card for ad platforms)
Define Your Campaign Goals
Write down your answers to these before proceeding:
Goal: I want to generate _____ leads per month
Budget: I can spend Rs. _____ per month on ads
Target Location: ______________ (city, state, or entire India)
Ideal Customer: ______________ (job title, age, industry)
Top 3 Services: 1. _____ 2. _____ 3. _____
Differentiator: Why should someone choose me over competitors? _____
Start with ONE campaign on ONE platform. Master it, get results, then expand. Running Google + Meta + Email + WhatsApp simultaneously from day one is a recipe for confusion and wasted budget.
Recommended Starting Budget
Google Ads Account Setup
Google Ads puts you in front of people actively searching for your services. This is the highest-intent traffic you can buy. Here's how to set up your account properly from scratch.
Create Your Google Ads Account
Go to ads.google.com
Click "Start Now." Sign in with your business Google account. If you see "Smart Campaign" setup, look for "Switch to Expert Mode" at the bottom — click it immediately. Smart campaigns give you zero control.
Skip the First Campaign
Google tries to force you into creating a campaign instantly. Click "Create an account without a campaign" (it's a small link below). You need to configure settings first.
Configure Account Settings
- Country: India
- Time zone: (UTC+05:30) India Standard Time
- Currency: Indian Rupee (INR)
⚠️ You CANNOT change timezone or currency after this step.
Add Billing Information
Go to Billing → Settings. Add your credit/debit card. Google Ads in India uses prepaid billing — you load money, ads run until balance depletes. Start with Rs. 5,000.
Never use "Smart Campaigns" or "Performance Max" as your first campaign. These are blackboxes that eat budget. Start with Manual Search campaigns where you control keywords, bids, and placements.
Set Up Conversion Tracking
Without conversion tracking, Google can't optimize your campaigns. This is non-negotiable.
Create a Conversion Action
Go to Goals → Conversions → New Conversion Action → Website. Enter your website URL. Google will scan it.
Define the Conversion
- Category: Lead / Submit lead form
- Conversion name: "Contact Form Submit" or "Phone Call"
- Value: Use the same value for each (e.g., Rs. 500)
- Count: Every conversion
Install the Google Tag
Copy the Global Site Tag (gtag.js) snippet. Paste it in the <head> of every page on your website. If you're using Firebase hosting, add it before the closing </head> tag.
Install the Google Tag Assistant Chrome extension. Visit your website — it should show your Google Ads tag firing. Also check: Goals → Conversions in Google Ads, the status should say "Recording conversions" within 24-48 hours.
Your First Google Search Campaign
Google Search ads appear when someone types a query like "web developer near me" or "best digital agency in Chennai." You pay only when someone clicks. Here's the exact setup.
Campaign Settings
Create New Campaign
Campaigns → + (Blue button) → New Campaign → Leads → Search. Name it clearly: "[Service] - [Location] - Search" e.g., "Web Dev - Chennai - Search"
Configure Networks
- Search Network: ✅ ON
- Display Network: ❌ OFF (uncheck this — it wastes budget showing banner ads on random sites)
Set Location Targeting
- Enter your target city/state/country
- Under "Location options" → Select: "Presence: People IN or regularly IN your targeted locations"
- ❌ Do NOT select "Presence or interest" — this shows ads to people merely researching your area
Set Budget & Bidding
- Daily budget: Rs. 500 (= ~Rs. 15,000/month)
- Bidding strategy: "Maximize Clicks" with a max CPC bid limit of Rs. 50
- After you get 15-20 conversions, switch to "Maximize Conversions"
Ad Group & Keywords
Create One Tightly-Themed Ad Group
Name: "Web Development Services" (match your main service). Each ad group should target ONE theme/service — never mix different services in a single ad group.
Add Keywords (10-20 per ad group)
Use the Keyword Planner (Tools → Planning → Keyword Planner) to find keywords. Start with Phrase Match and Exact Match only.
[web development company chennai] — Exact match
"website design services" — Phrase match
"ecommerce website developer" — Phrase match
[hire web developer india] — Exact match
"custom website development" — Phrase match
[best web design agency] — Exact match
Broad match keywords (no brackets/quotes) match anything remotely related. "web development" in broad match will show your ads for "spider web," "web series," etc. Only use Phrase [brackets] and "Exact" match to start.
Add Negative Keywords
These PREVENT your ads from showing for irrelevant searches. Add these immediately:
Write Your Ads
Create 2-3 Responsive Search Ads per ad group.
| Element | Best Practice | Example |
|---|---|---|
| Headline 1 | Include your main keyword | Professional Web Development |
| Headline 2 | Unique benefit or offer | Get a Free Website Audit Today |
| Headline 3 | Social proof or urgency | Trusted by 200+ Businesses |
| Description 1 | Explain what you do + CTA | Custom websites that convert visitors into customers. Get a free consultation — call now. |
| Description 2 | Features + differentiator | Mobile-responsive, SEO-optimized, delivered in 2 weeks. 100% satisfaction guaranteed. |
Add Ad Extensions (now called Assets)
Extensions increase your ad's size and click-through rate by 15-30%.
- Sitelink extensions: Add 4 links (Services, Portfolio, Contact, About Us)
- Callout extensions: "Free Consultation" · "24/7 Support" · "10+ Years Experience"
- Call extension: Add your business phone number
- Location extension: Link your Google Business Profile
- Price extension: Show your starting prices
Meta Business Suite Setup
Meta (Facebook + Instagram) ads are powerful for awareness, retargeting, and lead generation — especially for B2C and local services. Here's the setup from scratch.
Create Business Assets
Create a Meta Business Suite Account
Go to business.facebook.com → Create Account. Use your business name and business email. This is your central hub for all Meta advertising.
Create/Claim Your Facebook Page
If you don't have one: Business Suite → Pages → Create Page. Fill in: Name, Category (your industry), Bio (2-3 sentences about your business), Profile pic (logo), Cover photo.
Connect Instagram Account
Business Suite → Settings → Accounts → Instagram Accounts → Connect. If you don't have an Instagram business account, create one first in the Instagram app (switch to Business Account in settings).
Create an Ad Account
Business Suite → Settings → Ad Accounts → Add → Create a new ad account. Set currency to INR, timezone to IST. Name it clearly: "[Business Name] - Ads"
Install Meta Pixel
The Meta Pixel tracks visitor behaviour on your website and enables retargeting + conversion optimization.
Create the Pixel
Go to Events Manager (business.facebook.com/events_manager) → Connect Data Sources → Web → Facebook Pixel → Name it "[Business] Pixel" → Create.
Install Pixel Code
Copy the base code and paste it in the <head> of every page on your site, just like the Google tag.
Verify Pixel is Working
Install the Meta Pixel Helper Chrome extension. Visit your website — the extension icon should show a green checkmark with "PageView" event. Also check Events Manager → Test Events tab.
Set Up Standard Events
Add event tracking for key actions on your website:
fbq('track', 'Lead');— on form submissionfbq('track', 'Contact');— on contact page visitfbq('track', 'ViewContent');— on service/product page
Go to Business Suite → Settings → Brand Safety → Domains → Add your domain. Verify via DNS TXT record or meta tag. This is required for iOS 14+ tracking to work properly with Aggregated Event Measurement.
Your First Meta Ad Campaign
Now that your Business Suite, Pixel, and pages are set up, let's create your first campaign. We'll use the Lead Generation objective which is the best for getting enquiries.
Campaign Structure
Meta ads follow a 3-level hierarchy: Campaign (objective + budget) → Ad Set (targeting + placement) → Ad (creative + copy).
Create Campaign
Ads Manager → Create → Choose "Leads" objective → Campaign name: "[Service] - Leads - [Month]" e.g., "Web Dev - Leads - March 2026"
- Campaign Budget: Turn ON "Campaign Budget Optimization" (CBO)
- Daily Budget: Rs. 500/day to start
Configure Ad Set — Audience Targeting
- Location: Your target city (e.g., Chennai, 25km radius)
- Age: 25-55 (adjust based on your ideal customer)
- Interests: Add 5-8 relevant interests
- Audience size: Aim for 500K-2M people (the green zone)
Location: Chennai +25km
Age: 28-50
Interests: Entrepreneurship, Small business owners, Digital marketing, E-commerce, Shopify, WordPress, Startup company
Behaviours: Small business owners, Facebook page admins
Estimated reach: ~800K people
Configure Placements
For beginners, select "Manual Placements" and check ONLY:
- ✅ Facebook Feed
- ✅ Instagram Feed
- ✅ Instagram Stories
- ✅ Facebook Stories
- ❌ Uncheck everything else (Audience Network, Messenger, etc.)
Create Your Ad
Choose Lead Form Type
Select "Instant Form" (leads stay on Facebook, lowest friction). Under form setup:
- Form type: "More Volume" (easier for users)
- Questions: Name, Email, Phone Number (keep it to 3 max)
- Add 1 custom question: "What service are you interested in?" (dropdown with your services)
- Privacy policy: Link to your privacy page
- Thank you screen: "We'll call you within 2 hours!"
Design Ad Creative
Upload a high-quality image (1080×1080px) or short video (15-30 seconds). Use a clear visual with minimal text.
Ad Copy Template
Primary Text:
🚀 Struggling to get customers online?
We build websites and run ads that actually bring results — not just "likes."
✅ Professional website in 2 weeks
✅ SEO that ranks on Google
✅ Ad campaigns that generate leads
200+ businesses trust us. Get a FREE consultation — fill out the form below 👇
Headline: Get More Customers Online — Free Consultation
Description: Website + Marketing solutions for growing businesses. Talk to an expert today.
CTA Button: Sign Up
Don't touch your campaign for the first 48 hours. Meta needs time to learn who to show your ad to. Any edits reset the learning phase. Check results after 3-5 days minimum.
Landing Page Setup
If you're sending ad traffic to your homepage, you're wasting 50%+ of your budget. You need dedicated landing pages that match each campaign's promise and have ONE clear call-to-action.
Landing Page Anatomy
Every high-converting landing page has these 7 elements, in this order:
| # | Element | What to Include | Why |
|---|---|---|---|
| 1 | Hero Section | Headline matching ad, subheadline, CTA button, hero image | Confirms they're in the right place |
| 2 | Problem Statement | 3 pain points your audience faces | Empathy builds trust |
| 3 | Solution | How your service solves those problems | Bridge from pain to solution |
| 4 | Features/Benefits | 3-5 bullet points with icons | Quick-scan value props |
| 5 | Social Proof | Testimonials, client logos, case study numbers | Removes doubt |
| 6 | Lead Form / CTA | Name, Email, Phone — max 3-4 fields | Capture the lead |
| 7 | FAQ | 3-5 common objections answered | Handles last-minute hesitation |
Landing Page Do's and Don'ts
| ✅ Do This | ❌ Don't Do This |
|---|---|
| One clear CTA per page | Multiple CTAs competing for attention |
| Match ad headline to landing page headline | Generic homepage with nav menu |
| Mobile-first design (70%+ traffic is mobile) | Desktop-only design that breaks on phones |
| Page loads in under 3 seconds | Heavy images, videos, animations |
| Short form: Name + Phone + Email | 10-field form asking for company size and revenue |
| Clear "What happens next" message | Submit button that says "Submit" |
| Trust signals (testimonials, logos, stats) | No proof that you've helped anyone before |
If you're using 69dynamics platform, you already have landing pages at /lp/google.html and /lp/meta.html. Customize these with your client's branding, copy, and form fields. For standalone pages, use tools like Carrd.co (free), Unbounce, or Google Sites.
Form Submission Handling
When a lead fills out your form, THREE things must happen simultaneously:
- Instant email notification to your sales team (set up in your CRM or via Zapier)
- Auto-response to the lead: "Thanks! We'll call you within 2 hours" (via email or WhatsApp)
- Lead saved to CRM with source tagged as "Google Ads" or "Meta Ads" (for ROI tracking)
If you don't respond within 5 minutes, your conversion rate drops by 80%. Within 1 hour is acceptable. Beyond 24 hours, the lead is essentially dead. Set up instant notifications on your phone.
Email Campaign Setup
Email marketing delivers the highest ROI of any channel — Rs. 36 for every Rs. 1 spent. It nurtures leads who aren't ready to buy yet and keeps existing clients engaged. Here's how to set it up.
Choose Your Platform
| Platform | Free Tier | Best For | Cost After Free |
|---|---|---|---|
| Brevo (Sendinblue) | 300 emails/day | Indian businesses, WhatsApp + Email | From Rs. 1,575/mo |
| Mailchimp | 500 contacts, 1000 emails/mo | Simple newsletters | From $13/mo |
| ConvertKit | 1000 subscribers | Content creators, bloggers | From $15/mo |
| 69dynamics Admin Panel | Built-in (Firebase) | Already using the platform | Included |
Set Up Your Email Account
Create Account & Verify Domain
Sign up on your chosen platform. Go to Settings → Sender Authentication → Add your domain. You'll need to add DNS records (SPF, DKIM, DMARC) to prevent emails landing in spam.
Add DNS Records
In your domain registrar (GoDaddy, Namecheap, Google Domains, etc.), add these records:
- SPF (TXT):
v=spf1 include:sendinblue.com ~all - DKIM (TXT): Provided by your email platform
- DMARC (TXT):
v=DMARC1; p=none; rua=mailto:dmarc@yourdomain.in
Create Your First Email List
Create a list called "Leads" and another called "Clients". Import any existing contacts. Never buy email lists — they destroy your sender reputation.
Essential Email Sequences
Set up these 3 automated sequences before sending any campaign:
Sequence 1: Welcome Series (for new leads)
| Email # | Timing | Subject Line | Content |
|---|---|---|---|
| 1 | Immediate | Welcome! Here's what to expect | Thank them, introduce yourself, set expectations |
| 2 | Day 2 | The #1 mistake businesses make online | Educational content that positions you as expert |
| 3 | Day 4 | How [Client Name] grew 3X in 6 months | Case study or success story |
| 4 | Day 7 | Ready to grow? Let's talk | Clear CTA to book a call or consultation |
Sequence 2: Follow-Up Series (for leads who didn't convert)
| Email # | Timing | Subject Line | Content |
|---|---|---|---|
| 1 | Day 3 after inquiry | Still thinking about it? | Address common objections, add testimonials |
| 2 | Day 7 | Quick question for you | Ask if they have concerns, offer to answer questions |
| 3 | Day 14 | Last chance: Special offer inside | Limited-time discount or bonus service |
Sequence 3: Monthly Newsletter
Send once per month to your entire list. Include: 1 useful tip, 1 client success story, 1 promotional offer, and 1 upcoming event or announcement.
• Send from a real name: "Rajkumar from 69Dynamics" not "noreply@69dynamics.in"
• Keep subject lines under 50 characters
• Include ONE clear CTA per email
• Always add an unsubscribe link (legally required)
• Best send times: Tuesday & Thursday, 10 AM or 2 PM IST
WhatsApp Business Setup
WhatsApp has 500M+ users in India. It has 98% open rates vs. 20% for email. Setting it up for business communication and marketing is essential.
WhatsApp Business App Setup
Download WhatsApp Business App
Download from Play Store/App Store (it's separate from regular WhatsApp). Use a dedicated business phone number — don't use your personal number.
Complete Your Business Profile
- Business name: Your official name (can't change later)
- Category: Select your industry
- Description: 2-3 sentences about what you do
- Address: Your office address
- Business hours: Set your working hours
- Email: Your business email
- Website: Your website URL
Set Up Quick Replies
Go to Business Tools → Quick Replies. Create templates for common queries:
- /thanks → "Thank you for reaching out! We'll get back to you shortly."
- /pricing → "Our packages start from Rs. X. I'll share detailed pricing via email. May I have your email?"
- /services → "We offer: 1) Web Development 2) Digital Marketing 3) SEO. Which interests you?"
Create a Product/Service Catalog
Business Tools → Catalog → Add Items. Add your top 5-10 services/products with images, descriptions, and prices. This acts like a mini website inside WhatsApp.
Set Up Auto-Greeting & Away Messages
- Greeting message: "Hi! 👋 Thanks for contacting [Business Name]. How can we help you today?"
- Away message: "We're currently away. Our business hours are Mon-Sat, 9 AM - 7 PM IST. We'll reply first thing!"
WhatsApp Marketing Strategies
Hi {name}! 👋
🎯 Quick update from [Business Name]:
We're offering a FREE website audit this week — checking speed, SEO, mobile performance, and security issues.
✅ What you'll get:
• Full performance report
• 5 actionable improvements
• Competitor comparison
Limited to 10 businesses this week. Reply "AUDIT" to claim your spot!
Best,
[Your Name]
• Only message contacts who have opted in (saved your number + messaged you first)
• Broadcast lists only work if the recipient has saved YOUR number
• Max 256 contacts per broadcast list
• Don't spam — 2-3 messages per month maximum
• Consider WhatsApp Business API (via providers like WATI, AiSensy) for larger scale
WhatsApp Click-to-Chat Link
Add this link on your website, ads, and social media to let people start a conversation instantly:
Replace 91XXXXXXXXXX with your country code + phone number (no spaces or dashes).
Tracking & Analytics Setup
If you can't measure it, you can't improve it. Proper tracking is the difference between "I think my ads are working" and "I know exactly which ad generated Rs. 2.5 lakh in revenue."
Google Analytics 4 (GA4) Setup
Create GA4 Property
Go to analytics.google.com → Admin → Create Property → Enter your website name, timezone (IST), currency (INR) → Create. Choose "Web" as platform, enter your URL.
Install GA4 Tag
Copy the Measurement ID (starts with G-XXXXXXX). Add the tag to your website's <head>:
Set Up Key Events
In GA4, go to Admin → Events → Create Event. Set up these custom events:
- form_submit → Triggered when contact form is submitted
- phone_click → Triggered when phone number link is clicked
- whatsapp_click → Triggered when WhatsApp button is clicked
Mark these as "Key Events" (conversions) in Admin → Key Events.
UTM Parameters
UTM parameters tag your URLs so GA4 knows exactly where traffic came from. Use them on EVERY link in ads, emails, and social media.
| Parameter | Purpose | Example Value |
|---|---|---|
| utm_source | Where the traffic comes from | google, facebook, whatsapp, email |
| utm_medium | Marketing medium | cpc, social, email, referral |
| utm_campaign | Campaign name | webdev-leads-mar26 |
| utm_content | Ad variation (A/B testing) | ad-v1, ad-v2 |
| utm_term | Keyword (Google Ads) | web+developer+chennai |
https://69dynamics.in/contact?utm_source=google&utm_medium=cpc&utm_campaign=webdev-leads-mar26&utm_content=ad-v1
Use Google's Campaign URL Builder to generate these easily.
Link Google Ads to GA4
Connect the Accounts
In GA4: Admin → Product Links → Google Ads Linking → Link. Select your Google Ads account. Enable auto-tagging in Google Ads (Settings → Account Settings → Auto-tagging → ON).
Create a Reporting Dashboard
In GA4, go to Reports → Library → Create new report. Track these metrics daily:
Every Monday morning, check:
1. Total leads this week (by source)
2. Cost per lead (by campaign)
3. Top performing keywords/audiences
4. Any ad disapprovals or budget depletion
5. Landing page conversion rate
Launch, Monitor & Optimize
You've set everything up. Here's the final launch checklist and a 30-60-90 day optimization plan to turn your campaigns into a reliable lead generation machine.
Pre-Launch Checklist
- Conversion tracking verified (Google Tag Assistant + Meta Pixel Helper both show green)
- Landing page loads fast on mobile (under 3 seconds — test at pagespeed.web.dev)
- Form submission works and sends notification to your phone/email
- UTM parameters added to all campaign URLs
- Negative keywords added to Google Ads campaigns
- Ad copy proofread — no typos, phone number correct, URLs working
- Daily budget set correctly (won't overspend)
- Ad extensions/assets filled out (sitelinks, callouts, call extension)
- CRM or lead tracking spreadsheet ready to receive leads
- Auto-response set up (email + WhatsApp)
30-60-90 Day Optimization Plan
| Phase | Timeline | Actions | Target KPIs |
|---|---|---|---|
| Foundation | Days 1-30 |
• Let campaigns run without changes for first 7 days • Review search terms weekly, add negative keywords • Test 2-3 ad variations per ad group • Monitor quality scores • Respond to leads within 1 hour • Track every lead in CRM with source |
CTR > 3% CPC < Rs. 30 10-15 leads |
| Optimization | Days 31-60 |
• Pause underperforming keywords (CTR < 1%) • Increase bids on high-converting keywords • Switch Google Ads to "Maximize Conversions" (if 15+ conversions) • Create lookalike audience on Meta from lead list • A/B test landing page headlines • Add retargeting campaign (website visitors who didn't convert) |
CPL < Rs. 500 Conv rate > 5% 20-30 leads |
| Scaling | Days 61-90 |
• Increase budget 20% on winning campaigns • Launch new campaigns for additional services • Add Performance Max campaign (now safe, with conversion data) • Build email nurture for non-converting leads • Create referral program for existing clients • Calculate true ROI (revenue generated ÷ ad spend) |
CPL < Rs. 300 ROAS > 5X 40-50 leads |
Common Problems & Fixes
| Problem | Likely Cause | Fix |
|---|---|---|
| Ads get impressions but no clicks | Bad ad copy or wrong keywords | Rewrite ads with clearer benefit + CTA. Check search terms report. |
| Clicks but no leads | Landing page isn't converting | Check mobile experience, simplify form, add social proof. Test page speed. |
| Leads but no sales | Lead quality or slow follow-up | Add qualifying questions to form. Call within 5 minutes. Review targeting. |
| High CPC (over Rs. 50) | Competitive keywords or low quality score | Add long-tail keywords, improve ad relevance, optimize landing page. |
| Ads disapproved | Policy violation | Read the disapproval reason. Common fixes: remove superlatives, add disclaimers, fix landing page. |
| Meta ads stuck in "Learning" | Too many edits or low budget | Don't edit for 48 hours. Increase budget or combine ad sets. Need 50 conversions/week. |
Essential Tools
| Tool | Purpose | Cost |
|---|---|---|
| Google Keyword Planner | Keyword research for Google Ads | Free |
| Google Tag Assistant | Verify tracking tags | Free (Chrome extension) |
| Meta Pixel Helper | Verify Meta Pixel | Free (Chrome extension) |
| Canva | Create ad creatives | Free / Pro Rs. 500/mo |
| Google PageSpeed Insights | Test landing page speed | Free |
| SpyFu / SEMrush | Competitor keyword research | Free trial / Paid |
| Bitly | Shorten and track URLs | Free |
| 69dynamics Admin Panel | CRM, lead tracking, campaign emails | Included |
Spend 20% of your time creating campaigns and 80% optimizing them. The best campaigns aren't the ones that launched perfectly — they're the ones that were improved relentlessly based on data.
If you'd rather have experts handle the setup and optimization, 69dynamics offers done-for-you campaign management. We set up your ads, landing pages, tracking, and optimize weekly. Book a free consultation →