Your 3+ Session Path to Smarter Google Ads

IThe Foundations Program is a structured, 1-on-1 coaching experience designed to give small business owners the clarity and confidence they need to succeed with Google Ads. Over three focused sessions, we’ll work together to review your business, implement proper tracking, and either audit or blueprint your campaign strategy.

You’ll walk away with a solid technical foundation, real data you can trust, and a clear next step — whether you’re managing campaigns yourself or planning to scale with expert support.

In addition to the three core sessions, you can customize your experience with optional advanced sessions tailored to your business needs. These à la carte add-ons dive deeper into high-impact areas like dynamic call tracking, campaign builds, Google Tag Manager training, and offline conversion tracking.

Each session is designed to provide hands-on implementation and real-world clarity — ideal for businesses that want to go beyond the basics and maximize their Google Ads investment.

🔹 Session 1: Business Deep Dive & Account Integration

🎯 Goal & Objective:

In this first session, we take a step back to truly understand your business, your customers, and what success looks like for you. Before we touch any campaigns, we’ll get aligned on your goals, evaluate how your website supports lead generation, and ensure all your key marketing tools are properly connected. This foundational clarity sets the stage for accurate tracking and strategic decision-making in the sessions ahead.

📘 What We’ll Cover:

1. Overview of your services, target market, and sales process
2. Website review: structure, messaging, mobile experience, and conversion flow
3. Define and prioritize lead goals (form fills, phone calls, bookings, etc.)
4. Connect or confirm access to:
   • Google Ads
   • Google Analytics 4 (GA4)
   • Google Tag Manager (GTM)
   • Google Search Console
   • Google Business Profile
   • Any call tracking or CRM systems in use

✅ Deliverables:

• All key platforms connected and verified
• Documentation of business goals and tracking plan
• Session recording + checklist for access and next steps

🔹 Session 2: Conversion Tracking Setup

🎯 Goal & Objective:

Now that your goals are clear and tools are connected, it’s time to ensure you can actually measure what matters. In this session, we’ll implement reliable conversion tracking using Google Tag Manager and Google Analytics 4. Whether it’s form submissions, phone calls, or button clicks, we’ll make sure these actions are properly tracked and show up as conversions in Google Ads. This is where we move from “hoping” things are working to confidently knowing what’s generating leads.

📘 What We’ll Cover:

• Identify and prioritize actions to track (form fills, calls, clicks, etc.)
• Set up form submission tracking (via thank-you pages or button events)
• Implement click-to-call tracking for mobile and desktop
• Create tags and triggers in Google Tag Manager (GTM)
• Define and import conversions into Google Ads
• Test and confirm events in GA4 and Google Ads

✅ Deliverables:

• Fully functioning conversion tracking for forms and phone calls
• Verified conversions imported into Google Ads
• Session recording + tracking documentation
• Custom tag setup inside GTM (if applicable)

🔹 Session 3: Google Ads Audit & Strategic Review

🎯 Goal & Objective:

With your tracking in place, it’s time to evaluate your Google Ads performance or prepare for a clean, strategic campaign launch. In this session, we’ll either audit your existing campaigns to identify areas of waste and opportunity — or, if you haven’t launched yet, build a clear roadmap for your first campaign. You’ll leave with specific next steps to improve your performance or launch confidently.

📘 What We’ll Cover:

• Review existing campaigns (if applicable):
  • Campaign types & structure
  • Keyword match types & search intent
  • Budget & bidding strategy
  • Geo-targeting and ad scheduling
  • Ad copy, headlines, and extensions
• If no campaign exists:
  • Outline your ideal campaign structure
  • Define targeting and keyword strategy
  • Draft core ad messaging and CTAs
• Discuss early optimization priorities and how to interpret campaign data

✅ Deliverables:

• Written audit report with recommended adjustments (or) campaign strategy document
• List of optimization priorities (for DIY or with our help)
• Session recording + worksheet
• Clear next steps whether you’re improving, launching, or scaling

---

🔹 Advanced Optional: New Campaign Build & Launch

🎯 Goal & Objective:

Ready to launch a campaign? This session is where we build or rebuild your Google Ads campaign based on the strategy we outlined. We’ll structure it correctly, apply your tracking, write high-performing ads, and ensure it’s ready to go live — the right way from the start.

📘 What We’ll Cover:

• Choose the right campaign type (Search, PMax, or Local)
• Keyword planning and intent mapping
• Ad group and campaign structure
• Budget and bidding setup
• Write ad copy and apply extensions
• Launch strategy and post-launch optimization checklist

✅ Deliverables:

• Campaign fully built (or ready to go live)
• Keywords, ads, and extensions implemented
• Campaign settings optimized for your goals
• Session recording + launch checklist

🔹 Advanced Optional: Call Tracking Setup (CallRail or CTM)

🎯 Goal & Objective:


If phone calls are a major source of leads for your business, you need to know exactly which sources are driving them. This session focuses on setting up dynamic call tracking using CallRail or CallTrackingMetrics, so you can attribute calls to specific campaigns, keywords, or channels — and measure lead quality over time.

📘 What We’ll Cover:

• Choose and set up your call tracking platform (CallRail or CTM)
• Install dynamic number insertion (DNI) on your website
• Create tracking numbers for different sources (Google Ads, organic, direct, etc.)
• Connect to Google Ads and GA4 for accurate conversion tracking
• Set up email notifications, call recording, and lead review tools
• Test everything for accuracy

✅ Deliverables:

• Fully configured call tracking platform
• Dynamic number insertion live on your site
• Source attribution working in GA4 and Google Ads
• Session recording + step-by-step documentation

🔹 Advanced Optional: Google Tag Manager (GTM) Training

🎯 Goal & Objective:

If you want to better understand how your website tracking works — or gain confidence editing and managing your own GTM setup — this session gives you a clear walkthrough of your GTM container and how it connects to GA4 and Google Ads.

📘 What We’ll Cover:

• Overview of GTM: containers, tags, triggers, variables
• Tour of your live GTM setup
• Clean-up tips for unnecessary or duplicate tags
• Creating custom tags (form submissions, clicks, scrolls, etc.)
• Connecting tags to GA4 events and Google Ads conversions
• Best practices for maintaining a clean GTM setup

✅ Deliverables:

• Clear understanding of how GTM works in your setup
• Tag audit with recommendations
• Session recording + GTM cheat sheet
• Confidence managing your own tracking

🔹 Advanced Optional: Google Analytics 4 (GA4)

🎯 Goal & Objective:


Google Analytics 4 can feel confusing at first — but once you know where to look, it becomes a powerful tool for understanding how people find and interact with your website. This session is designed to help you confidently navigate GA4, interpret the right metrics, and build reports that actually matter for your business and ad campaigns.

📘 What We’ll Cover:

• Overview of GA4 vs. Universal Analytics
• How to find your key traffic and conversion reports
• Using the real-time view, engagement reports, and event tracking
• Reviewing source/medium and campaign performance
• How to track user paths and identify drop-off points
• Setting up custom reports or explorations (if needed)

✅ Deliverables:

• Personalized GA4 tour with live examples from your account
• Recommended report views bookmarked for future use
• Session recording + quick reference sheet
• Confidence using GA4 to answer key performance questions

🔹 Advanced Optional: Offline Conversions Setup

🎯 Goal & Objective:

Many leads convert after the click — via phone follow-up, sales teams, or in CRMs. This session helps you track those delayed conversions by setting up offline conversion tracking using GCLIDs, ensuring your Google Ads campaigns get full credit for the leads they drive.

📘 What We’ll Cover:

• Explanation of how offline conversion tracking works
• Capture and store GCLIDs using hidden form fields or scripts
• Export and upload leads into Google Ads manually or via automation
• Formatting your upload file (Google Sheets or CRM export)
• Best practices for attribution timing and syncing conversions
• Option to use Zapier or CRM integrations (if applicable)

✅ Deliverables:

• GCLID capture set up on your site
• Upload template for offline conversions
• Session recording + workflow documentation
• Attribution strategy tailored to your business

🔹 Advanced Optional: Google Merchant Center (GMC) Setup & Feed Optimization

🎯 Goal & Objective:

If you’re running Shopping Ads or want to promote your products through Google, a properly configured Merchant Center is essential. This session will walk through your GMC setup, help you fix feed issues, and ensure your products are eligible to appear across Google surfaces — including Shopping and Performance Max campaigns.

📘 What We’ll Cover:

• Set up or review your Google Merchant Center account
• Link Merchant Center to Google Ads
• Review and optimize your product feed (manual, spreadsheet, or automated)
• Identify and fix disapprovals, policy violations, or feed errors
• Apply custom labels, pricing, or inventory rules (if needed)
• Prepare your account for Shopping campaigns or PMax

✅ Deliverables:

• Verified and connected GMC account
• Optimized product feed (or feed template)
• Issue resolution checklist + resources
• Session recording + feed optimization guide