PPC Campaign Templates
Complete PPC campaigns toolkit with Google Ads....
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How This Template Works
The PPC Campaign Templates give paid search managers a structured Excel toolkit for planning, managing, and optimizing Google Ads campaigns. The campaign planning worksheet covers campaign structure: account hierarchy, ad group organization, keyword targeting approach, match type strategy, and budget allocation across campaigns. A keyword tracking tab logs target keywords with match types, quality scores, average CPC, and performance metrics.
Budget optimization worksheets help you allocate spend across campaigns based on ROAS and conversion data, making the case for budget reallocation to leadership with data-backed analysis. For marketers also managing organic and other channels, complement with our [digital marketing resources](/templates/digital-marketing) and [landing page optimization templates](/templates/landing-page-optimization) for improving the destination pages your ads send traffic to.
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Frequently Asked Questions
Does this cover Microsoft Ads (Bing) in addition to Google Ads?
The templates are primarily structured around Google Ads terminology and campaign structure. The keyword tracking and budget optimization worksheets apply equally to Microsoft Ads — just adjust the column labels to match the platform's terminology.
How do I calculate ROAS in the budget optimization worksheet?
ROAS (Return on Ad Spend) is calculated as revenue generated divided by ad spend. Enter your conversion value and spend data for each campaign, and the worksheet calculates ROAS and flags underperforming campaigns for budget review.
Is this suitable for a beginner PPC manager or more experienced practitioners?
The templates are structured to help beginners follow best practice campaign architecture while being flexible enough for experienced practitioners to adapt for advanced account structures. The implementation guide provides beginner-friendly explanations of each section.
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