Google Ads Checklist for Campaign Launch & Diagnostics

Google Ads campaigns often underperform because of several small weaknesses working together rather than one obvious mistake. The targeting may be reasonable, but the conversion tracking is incomplete. The adverts may attract clicks, but the landing page does not convert. Automated bidding may be active, but it is optimising towards low-quality leads or secondary actions instead of customers and revenue.

This Google Ads checklist provides a structured framework for planning, building, launching, reviewing and improving campaigns. It covers Search, Performance Max, Shopping, lead generation and ecommerce, while recognising that not every setting or campaign type is appropriate for every advertiser.

Use it when:

• Creating a new Google Ads account.
• Launching a new campaign.
• Taking over an existing account.
• Checking work completed by an agency or freelancer.
• Investigating declining performance.
• Preparing an account for automated bidding.
• Conducting a more detailed Google Ads audit.

A checklist cannot replace commercial judgement. Its purpose is to make sure important controls are reviewed deliberately rather than left at Google’s defaults.

Define the Commercial Objective

A campaign should begin with the business outcome, not the campaign type, keyword list or bidding strategy.

Before opening Google Ads, confirm what the business is trying to generate and how much that outcome is worth.

Define the primary objective: leads, appointments, calls, purchases, subscriptions or store visits.
Identify which products, services and locations should be prioritised. Confirm gross margin, average order value or estimated customer value.
Establish an acceptable cost per lead, sale or customer.

Estimate the lead-to-customer conversion rate for lead generation. Define a target return on ad spend where revenue values are available.
Confirm whether the objective is immediate profitability, controlled testing, market entry or growth.
Record any capacity, stock, location or service-area limitations.

For example, if a business can afford to pay £400 for a new customer and 20% of qualified leads become customers, its maximum affordable cost per qualified lead may be approximately £80.

That does not mean every campaign should immediately receive an £80 target CPA. It provides a commercial reference point against which results can be judged.

Confirm Account Ownership and Access

The business should retain ownership and administrative control of its advertising and measurement assets.

• Confirm the correct legal business and billing details.
• Make sure the client owns the Google Ads account.
• Link the account to the appropriate Google Ads manager account.
• Give each user their own login rather than sharing credentials.
• Review administrator, standard, billing and read-only access.
• Remove former employees, agencies and suppliers who no longer need access.
• Confirm access to Google Tag Manager and Google Analytics.
• Confirm access to the website, ecommerce platform or content management system.
• Confirm access to the CRM for lead-generation campaigns.
• Link Merchant Center where Shopping adverts are required.
• Link the correct Google Business Profile where location assets are needed.
• Enable two-step verification for important account users.

Also review whether there are old accounts, duplicate conversion actions, unused Merchant Center accounts or disconnected tracking containers. These can create reporting confusion even when the active campaigns appear to be configured correctly.

Build the Measurement Plan Before the Campaign

Google Ads can only optimise towards the information it receives. If the account records the wrong actions as conversions, automation may become very effective at generating the wrong results.

Lead-Generation Conversion Checklist

• Track completed enquiry forms.
• Track genuine telephone calls.
• Track appointment or consultation bookings.
• Track relevant live-chat or messaging enquiries.
• Deduplicate repeated conversion events.
• Record GCLID, GBRAID and WBRAID where applicable.
• Store source and campaign data in the CRM.
• Distinguish new leads from duplicate or existing contacts.
• Define what constitutes a qualified lead.
• Import qualified leads, sales opportunities and customers where possible.
• Import revenue or customer value when reliable values are available.
• Exclude spam, tests and unsuitable enquiries from offline reporting.

A form submission is not necessarily a commercially valuable lead. For service businesses, the preferred measurement sequence is usually:

• New lead.
• Qualified lead.
• Sales opportunity.
• Closed customer.
• Revenue.

This allows Google Ads to be evaluated using cost per qualified lead and cost per customer rather than only cost per form submission. Our offline conversion tracking guide explains how CRM outcomes can be returned to Google Ads.

Ecommerce Conversion Checklist

• Track completed purchases.
• Pass the correct order value.
• Pass the correct currency.
• Use unique transaction IDs to prevent duplication.
• Check whether tax and delivery are included consistently.
• Record refunds, cancellations and returns where the reporting setup supports them.
• Validate product-level data.
• Compare Google Ads revenue with the ecommerce platform.
• Distinguish new and returning customers where commercially useful.
• Consider margin or profit data when revenue alone is misleading.

A campaign generating £10,000 of revenue from low-margin products may be less profitable than one generating £7,000 from higher-margin products. Target ROAS should therefore reflect commercial economics rather than an arbitrary platform target.

Conversion Action Settings

Google Ads distinguishes between primary and secondary conversion actions. Primary actions can be used for bidding, while secondary actions are primarily observational. Review the official explanation of primary and secondary conversions and then decide which distinction reflects the business—not merely Google’s suggested setup.

• Make genuine business outcomes primary.
• Keep page views, button clicks and other micro-conversions secondary.
• Remove duplicate Google Analytics and Google Ads conversions from bidding.
• Check which conversion goals are set as account defaults.
• Review campaign-specific goal overrides.
• Verify the counting method for every action.
• Confirm conversion values and currencies.
• Review conversion windows.
• Check the conversion diagnostics page for errors.
• Test conversions using real devices and completed journeys.

Where possible, use the Google Ads conversion tag as the primary website conversion source rather than relying solely on imported Google Analytics events. Analytics remains valuable for behaviour analysis, but the platforms can process and attribute conversions differently.

Enhanced Conversions and Consent

• Enable enhanced conversions where appropriate.
• Use enhanced conversions for leads when importing downstream CRM outcomes.
• Confirm that customer-data terms have been accepted.
• Validate email and telephone data formatting before upload.
• Check the enhanced-conversion diagnostics.
• Implement a suitable consent-management platform.
• Pass consent choices to Google correctly.
• Test consent behaviour in accepted and denied states.
• Update the privacy policy and data notices where required.

Enhanced conversions use hashed first-party customer data to improve conversion matching. They supplement existing conversion tracking; they do not replace a functioning conversion action or CRM process. Google’s enhanced conversions documentation and consent mode guidance provide the technical requirements, but advertisers remain responsible for their own legal and compliance decisions.

Select the Right Campaign Types

Do not launch every available campaign type simply because Google recommends broader coverage.

• Use Search for active demand expressed through search queries.
• Use Standard Shopping when direct retail control is important.
• Use retail Performance Max when the feed, conversion data and creative resources justify broader automated reach.
• Treat Performance Max for lead generation cautiously.
• Use Demand Gen when visual audience-led prospecting or remarketing has a defined role.
• Use Video when the creative, audience and measurement plan support it.
• Separate brand activity where its cost and results need to be measured independently.
• Define how each campaign contributes to the customer journey.
• Check for unnecessary overlap between campaign types.

Performance Max is not automatically the best starting point for every advertiser. A new service business with limited conversion data may gain more control and clearer learning from tightly targeted Search campaigns.

Read our guide to Performance Max for lead-generation companies before using it as the main source of enquiries.

Design a Practical Account Structure

Account structure should support budgeting, bidding, relevance and commercial reporting without creating unnecessary fragmentation.

• Separate campaigns when different budgets are required.
• Separate materially different locations where performance or capacity must be controlled independently.
• Separate services or products with different economics.
• Separate brand and non-brand Search traffic.
• Group closely related search intents into focused ad groups.
• Match each ad group with an appropriate landing page.
• Avoid putting unrelated services into the same ad group.
• Avoid excessive single-keyword ad groups.
• Avoid splitting campaigns so narrowly that each receives too little data.
• Use consistent naming conventions.
• Apply labels for reporting, experiments and management.
• Document the purpose of every campaign.

The objective is neither one enormous campaign nor hundreds of tiny campaigns. The correct structure creates enough separation for meaningful control while retaining sufficient data for reliable decisions.

See our full guide to Google Ads account structure for Search, Shopping, Performance Max and multi-location examples.

Check Every Campaign Setting

Google’s creation workflow can make important settings easy to overlook. Review them after the campaign has been saved, not only during setup.

Networks

• Confirm whether Search Partners should be enabled.
• Remove the Display Network from Search campaigns unless it has a deliberate role.
• Do not combine Search and Display traffic merely to increase reach.
• Assess Search Partner performance separately where reporting allows.
• Confirm the intended inventory for Performance Max, Video and Demand Gen.

Locations

• Include only locations the business can serve.
• Exclude locations that cannot be served.
• Review radius-targeting accuracy.
• Check the advanced location option.
• Use presence targeting when people must be physically located in the service area.
• Use presence or interest only when interest from outside the area is genuinely valuable.
• Review user-location reports after launch.
• Separate locations when budgets, offers or landing pages differ.

Google’s default can include people who have shown an interest in the target area, not only people physically located there. This can be useful for hotels, tourism and relocation services, but it frequently wastes spend for local service businesses. Google explains the difference in its advanced location options guidance.

Languages and Scheduling

• Select languages that the adverts and landing pages can properly support.
• Check whether the business can answer calls when adverts run.
• Align schedules with appointment availability where relevant.
• Do not restrict schedules solely because historical conversions are concentrated at certain times.
• Account for delayed conversions before excluding time periods.
• Review device and time-of-day performance after sufficient data accumulates.

Automatically Applied Changes

• Review automatically applied recommendations.
• Disable changes that could materially alter targeting, bidding or creative without review.
• Check whether broad match keywords can be added automatically.
• Check whether redundant keywords can be removed automatically.
• Review automatically created assets.
• Monitor the account’s change history.
• Use recommendations as ideas to evaluate, not instructions that must be accepted.
• Do not optimise solely to increase the optimisation score.

Google’s recommendations are designed around platform-defined opportunities. They do not know every margin, capacity restriction, lead-quality problem or commercial priority affecting the business.

Complete the Keyword Checklist

Keywords should represent commercially relevant search intent rather than every phrase loosely associated with the industry.

• Research how customers describe the product or service.
• Identify bottom-of-the-funnel commercial searches.
• Separate service, product, problem and informational intent.
• Check estimated demand without treating forecasts as guarantees.
• Review competitor, employment, training, support and research-led searches.
• Start with exact and phrase match where control is important.
• Use broad match only when measurement, budget and bidding are ready.
• Group keywords by shared intent.
• Map every keyword group to a relevant landing page.
• Check for duplicate or conflicting targeting.
• Create an initial negative-keyword list.
• Add location negatives where necessary.
• Review the Search terms report after launch.

Google promotes broad match alongside Smart Bidding because it supplies greater reach and more signals. That does not mean broad match is automatically appropriate for a new lead-generation campaign with limited data or weak CRM feedback.

Start with controlled coverage, learn which searches produce qualified business and expand when the evidence supports it. Our keyword research guide explains how to assess keywords using intent and commercial value.

Build a Negative-Keyword Framework

Negative keywords protect the account from known irrelevant demand, but overly broad exclusions can also block valuable searches.

• Exclude services and products the business does not provide.
• Exclude irrelevant meanings of ambiguous words.
• Review employment, salary, course, training and free-resource searches.
• Exclude unsuitable locations.
• Consider DIY, template, second-hand and wholesale searches where irrelevant.
• Separate account-wide and campaign-specific negatives.
• Use negative match types deliberately.
• Check negative-keyword conflicts before launch.
• Review misspellings, singulars and plurals where necessary.
• Maintain shared lists for common exclusions.
• Review new search terms regularly.

The Search terms report does not reveal every query, so negative-keyword management cannot provide perfect control. It should be combined with sensible keyword matching, landing-page alignment and conversion-quality feedback.

Use our negative keyword guide to plan exclusions without blocking legitimate demand.

Write Responsive Search Adverts

A Responsive Search Ad should contain meaningfully different messages—not the same sentence repeatedly rewritten to fill every available field.

• Include the core service or product.
• Reflect the searcher’s intent.
• Explain the main commercial benefit.
• Include a genuine differentiator.
• Add evidence such as reviews, experience or accreditation.
• Address an important objection.
• Include location where relevant.
• Explain pricing or eligibility where it helps qualify users.
• Use clear calls to action.
• Check every possible headline combination for meaning.
• Check every description combination.
• Avoid unsupported superlatives and unverifiable claims.
• Review spelling, grammar and capitalisation.
• Confirm the displayed path is relevant.
• Use pinning only where a message must appear in a particular position.
• Verify that adverts comply with applicable industry policies.

Ad Strength is a platform diagnostic, not a commercial performance metric. It can highlight insufficient variety, but an “Excellent” advert is not guaranteed to generate profitable customers.

Do not weaken a precise advert merely to improve the score. Test performance using qualified conversions, sales and revenue.

Use Advert Copy to Qualify the Click

The advert should attract appropriate prospects while helping unsuitable users recognise that the offer is not for them.

Useful qualifiers include:

• The precise service or product.
• Business or consumer eligibility.
• Location and coverage area.
• Starting prices or minimum project values.
• Delivery timescales.
• Finance or eligibility requirements.
• The type of consultation or next step.

For example:

• Generic: “Professional Website Design – Get a Quote”
• Qualified: “Bespoke B2B Websites from £5,000 – Book a Consultation”

The qualified version may receive fewer clicks, but it establishes clearer expectations before the advertiser pays for the visit.

Add Relevant Advert Assets

Advert assets can improve visibility and provide additional routes into the website. They should extend the message rather than merely repeat the same wording.

• Add sitelinks to useful, relevant pages.
• Write unique sitelink descriptions.
• Add concise callouts.
• Add structured snippets using the correct header.
• Link the correct Google Business Profile.
• Configure call assets and call reporting.
• Add price assets where pricing is suitable for public display.
• Use promotion assets for genuine time-limited offers.
• Add image assets that meet brand and policy requirements.
• Consider lead-form assets only when the follow-up process is ready.
• Schedule assets where the offer is time-sensitive.
• Remove expired promotions.
• Test every asset link.

Check how assets might combine with the main advert. Repeating the same price, service and call to action in several places can make the advert look cluttered rather than more persuasive.

Review AI Max and Search Expansion Controls

AI Max can expand search-term matching, generate or customise advert text and select alternative landing pages. These features can increase reach, but they also transfer more control to Google.

• Decide whether AI Max has a specific purpose.
• Review search-term matching at ad-group level.
• Check brand inclusions and exclusions.
• Review text customisation.
• Review Final URL expansion.
• Add URL inclusions or exclusions where appropriate.
• Check whether automatically generated copy remains accurate.
• Confirm that alternative landing pages are commercially suitable.
• Monitor search terms and landing-page reports.
• Compare lead quality, not only conversion volume.

Turning on AI Max can also enable text customisation and Final URL expansion, although these can be controlled individually. Google may then generate text and choose alternative pages from the website. Review the official AI Max controls carefully before enabling them.

This is particularly important for:

• Businesses with several locations.
• Regulated industries.
• Websites containing outdated pages.
• Companies with substantially different services.
• Advertisers making carefully controlled claims.
• Campaigns using tightly matched landing pages.

AI Max should be tested because it has a clear hypothesis—not activated simply because the interface recommends it.

Check the Landing Page

The landing page determines what happens after Google Ads wins the click. Better bidding cannot compensate indefinitely for an irrelevant or unconvincing page.

• Match the headline to the search intent and advert.
• Make the principal offer immediately clear.
• Use one obvious primary call to action.
• Ensure the page works properly on mobile devices.
• Check loading performance.
• Remove broken forms, buttons and telephone links.
• Keep forms proportionate to the value of the enquiry.
• Explain what happens after submission.
• Include relevant trust signals.
• Show real reviews where permitted.
• Explain pricing or likely costs where useful.
• Address common objections.
• Confirm availability and service areas.
• Avoid intrusive pop-ups that obstruct the main action.
• Check privacy and consent wording.
• Test confirmation pages and conversion tags.
• Preserve tracking parameters during navigation and form submission.

Do not automatically send every advert to the homepage. Use the page that best answers the particular search, provided it is accurate, persuasive and easy to use.

Select the Bidding Strategy Deliberately

The bidding strategy should reflect the quality of the tracking, quantity of data and commercial objective.

• Confirm which conversions the strategy will optimise towards.
• Check that low-value micro-conversions are not primary.
• Estimate how much data the campaign is likely to generate.
• Consider Manual CPC or controlled Maximise Clicks for early discovery where appropriate.
• Use Maximise Conversions only when conversion tracking is trustworthy.
• Introduce target CPA after a meaningful performance baseline exists.
• Use value-based bidding only when conversion values are reliable.
• Introduce target ROAS using commercially defensible targets.
• Avoid setting targets so aggressively that the campaign cannot enter enough auctions.
• Evaluate bid-strategy learning periods before making repeated changes.
• Keep brand bidding controlled and separately measured.
• Record the date and rationale for target changes.

There is no universal conversion threshold that guarantees Smart Bidding will work. As a practical starting point, approximately 15 meaningful conversions per campaign per month may be enough to begin evaluating target CPA, although 30–50 provides a stronger evidence base.

Target ROAS and Performance Max generally benefit from greater conversion volume. Around 50 monthly purchases may be a practical minimum for some accounts, while hundreds provide a much richer learning signal.

These are operating guidelines, not fixed platform requirements. Conversion consistency, sales cycle, value variation, budget and data quality all affect performance.

Set a Viable Budget

A campaign needs enough budget to generate useful evidence, but a larger budget does not repair weak targeting or measurement.

• Estimate expected cost per click.
• Estimate landing-page conversion rate conservatively.
• Calculate the approximate cost of generating a lead or sale.
• Set a budget capable of producing meaningful conversion volume.
• Prioritise the most commercially valuable campaigns.
• Avoid spreading a small budget across too many campaigns.
• Reserve capacity for controlled tests.
• Review whether campaigns are limited by budget.
• Check impression share lost to budget and rank.
• Confirm the business can handle the expected lead or order volume.
• Agree who can approve budget increases.

“Limited by budget” is not automatically a reason to increase spend. First establish whether the additional traffic is likely to be profitable.

Complete the Performance Max Checklist

Performance Max requires its own quality controls because it can serve across multiple Google channels.

• Confirm that the conversion goals are commercially meaningful.
• Supply high-quality headlines and descriptions.
• Add properly sized images and logos.
• Upload suitable video rather than relying blindly on generated assets.
• Organise asset groups around coherent products or messages.
• Use audience signals as useful starting information.
• Add relevant first-party audiences.
• Add carefully selected search themes.
• Review Final URL expansion.
• Add URL exclusions.
• Apply brand exclusions where brand traffic is managed separately.
• Add campaign-level negative keywords for clearly unsuitable queries.
• Check automatically generated text and images.
• Review channel and search-term reporting.
• Compare new-customer and returning-customer performance.
• Measure lead quality or product profitability outside Google Ads.

Negative keywords and brand exclusions serve different purposes. Google states that brand exclusions can provide broader protection against brand variants and misspellings, while campaign-level negatives can block specific unwanted queries. Review Google’s Performance Max negative-keyword guidance before choosing the control.

Complete the Shopping and Merchant Center Checklist

For Shopping campaigns, the product feed acts as targeting and advert content. Feed quality can have as much impact as campaign settings.

• Link the correct Merchant Center account.
• Verify and claim the website.
• Check shipping, tax and returns settings.
• Resolve product disapprovals.
• Review products marked as needing attention.
• Use accurate product titles.
• Include relevant product attributes.
• Supply GTIN, brand and MPN where applicable.
• Use high-quality product images.
• Keep price and availability synchronised.
• Check sale-price dates.
• Map Google product categories accurately.
• Use custom labels for margin, seasonality or priority.
• Exclude unsuitable or unprofitable products.
• Segment products using clear commercial rules.
• Check purchase value and transaction tracking.
• Compare revenue with gross profit and returns.

Our Google Shopping guide explains the differences between Standard Shopping, retail Performance Max and hybrid structures.

Run a Final Pre-Launch Test

Never assume that a saved campaign is ready to launch.

• Check campaign and ad-group status.
• Confirm the daily budget.
• Confirm start and end dates.
• Review the bidding strategy and target.
• Recheck conversion goals.
• Recheck networks.
• Recheck included and excluded locations.
• Recheck languages and schedules.
• Review keywords and match types.
• Check negative-keyword conflicts.
• Preview Responsive Search Ad combinations.
• Test every landing-page URL.
• Check tracking templates and UTM parameters.
• Submit every form.
• Call every tracked telephone number.
• Complete a test purchase where possible.
• Check conversion tags using diagnostic tools.
• Verify that leads reach the CRM.
• Confirm that notifications reach the correct people.
• Review all policy warnings and disapprovals.
• Ask a second person to review important campaigns.

A short pre-launch review can prevent days of wasted budget caused by an incorrect location, broken form, unsuitable conversion goal or missing negative list.

Monitor the First Days After Launch

New campaigns should be monitored closely without being changed after every click.

• Confirm that adverts are serving.
• Check spend against the expected pace.
• Verify that conversions are recording.
• Review early search terms.
• Add urgent negatives for clearly irrelevant traffic.
• Check locations and landing pages.
• Monitor disapprovals and broken URLs.
• Validate lead quality with the sales team.
• Check that enquiries receive timely follow-up.
• Avoid making repeated bid-strategy changes before enough evidence accumulates.
• Record material changes in an optimisation log.

The purpose of early monitoring is risk control. It is not to declare a campaign successful or unsuccessful after a handful of clicks.

Follow an Ongoing Optimisation Schedule

Google Ads management should operate as a structured cycle of measurement, diagnosis, change and evaluation.

Daily or High-Frequency Checks

• Check abnormal spend or traffic changes.
• Check conversion tracking.
• Check disapprovals.
• Check budget exhaustion.
• Check broken URLs.
• Check urgent promotions, stock or capacity changes.

Weekly Checks

• Review search terms.
• Add and refine negative keywords.
• Review qualified-lead or sales outcomes.
• Compare performance by campaign, service and product.
• Check location and device performance.
• Review advert and landing-page tests.
• Check bid-strategy status.
• Review actual spend against budget.
• Investigate material changes rather than reacting to normal variation.

Monthly Checks

• Reconcile Google Ads results with the CRM or ecommerce platform.
• Compare cost per lead, qualified lead, customer and revenue.
• Review profitability by campaign.
• Reallocate budget towards stronger commercial opportunities.
• Review search impression share and auction competition.
• Assess conversion lag and seasonality.
• Review campaign structure.
• Check account access and linked assets.
• Review automatically applied recommendations.
• Plan the next controlled experiment.
• Document decisions and expected outcomes.

Our full Google Ads optimisation checklist provides a deeper routine for managing active accounts.

Report Commercial Performance

A useful Google Ads report should explain what happened, why it matters and what action should follow.

• Report spend.
• Report conversions and conversion value.
• Separate leads from qualified leads.
• Report customers and revenue where available.
• Calculate cost per lead, qualified lead and customer.
• Report ROAS or profit-based return where appropriate.
• Separate brand and non-brand performance.
• Explain material changes in demand or competition.
• Include landing-page performance.
• Identify tracking or data-quality limitations.
• Record actions completed.
• State the next priorities.
• Avoid presenting CTR, CPC or optimisation score as the final business result.

Google Ads metrics are essential diagnostic signals, but the objective is not to generate the highest CTR or lowest CPC. The objective is to acquire commercially valuable customers at an acceptable cost.

Common Google Ads Checklist Failures

The most frequent account problems include:

• Launching campaigns before conversion tracking has been tested.
• Optimising towards every conversion action in the account.
• Treating unqualified form submissions as successful outcomes.
• Importing the same conversion through Google Ads and Google Analytics.
• Leaving the Display Network enabled in a Search campaign unintentionally.
• Using broad location targeting for a tightly defined local service.
• Sending all traffic to the homepage.
• Adding broad match before the account has reliable conversion-quality data.
• Using Performance Max as a substitute for campaign strategy.
• Allowing generated assets to make inaccurate claims.
• Letting Final URL expansion select unsuitable pages.
• Running brand and non-brand traffic together without clear reporting.
• Spreading a limited budget across too many campaigns.
• Increasing budgets because Google identifies a campaign as limited.
• Chasing Ad Strength or optimisation score instead of profit.
• Changing bidding targets too frequently.
• Ignoring the Search terms report.
• Reporting leads without checking whether they became customers.
• Treating Google’s recommendations as independent strategic advice.

Final Google Ads Checklist Summary

A well-built Google Ads account connects five essential components:

• Commercial objectives.
• Accurate conversion and revenue measurement.
• Controlled targeting.
• Relevant adverts and landing pages.
• Disciplined optimisation.

Automation can evaluate auctions, adjust bids and test creative combinations at a scale no person could manage manually. However, it still depends on the goals, data, restrictions and assets supplied by the advertiser.

The strongest accounts do not reject automation or accept it uncritically. They give it accurate business data, clear commercial boundaries and sufficient evidence, while retaining human control over strategy, positioning, lead quality, profitability and customer experience.

If you would like an independent review, One PPC provides a free Google Ads audit covering conversion tracking, campaign structure, search terms, bidding, adverts, landing pages and commercial performance.