Google Ads
Account structure
- MCC account: G-Starlink
- Sub-accounts: per major market (AU, US, EU, UK, etc.)
- Billing: [TBD — document current billing setup]
Campaign taxonomy
Document current campaigns here. Suggested naming convention:
[Market]-[Campaign type]-[Product line]-[Audience]Example:
AU-Search-JapanESIM-Travelers
| Campaign name | Market | Type | Budget | Status |
|---|---|---|---|---|
| Fill in |
Conversion tracking
- GA4 + GTM installed on gstarlink.com
- Purchase events firing correctly (as of [date])
- Enhanced conversions: [status]
- Server-side tagging: [status]
Known issues
- MCC/MCA restructure caused temporary performance dip; trending back to baseline
- Currency bug on AU checkout may have suppressed conversion attribution for some orders
Optimization checklist
Weekly:
- Check search term reports for each campaign — add negative keywords
- Pause ads with CTR < 2% (unless strategic)
- Review quality scores
Monthly:
- Compare cost-per-acquisition vs customer lifetime value
- Audit ad copy freshness (refresh anything running >90 days)
- Reallocate budget to winners
Quarterly:
- Full account audit
- Competitor research (who’s bidding on our brand terms?)
Who has access
Only people with a legitimate need. Removal when they leave (see credentials policy).