Document 8 of 8 Phase 2 only — not the launch channel

Google Ads — Phase 2 SOP

When and how to use Google Ads later. This is a phase-2 document. Google Ads is not the first paid channel — Meta is. Read this only after Meta and WhatsApp are already running stably.

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Final Decision for Barkat Right Now

Do NOT activate Google Ads during the first launch phase. Right now, Barkat's approved launch system is: Meta ads first, WhatsApp-first lead handling, Google Business Profile for trust, one-man handling, limited budget, and no launch-ready website yet. Google Ads should wait until the core Meta + WhatsApp system is already running properly.

2. Exact Trigger — When Barkat May Activate Google Ads

Barkat may add Google Ads only after ALL of the following are true:

If even one of these is missing, Barkat should not start Google Ads.

4. Final Google Ads Role in Barkat's System

Google Ads is NOT the launch engine.

Google Ads is a support channel only. Its role is to:

5. Exact Trigger Situations

Situation 1

Meta is already working and Barkat has extra budget available for a support channel.

Situation 2

Meta is working but Barkat wants to capture people already actively searching for cattle/qurbani terms.

If neither of these situations is true, do not start Google Ads.

6–7. Final Recommendation — Search Campaign Only

Exact Campaign Type

Search Campaign

One campaign only. Two ad groups only.

Do NOT start with:

Display, YouTube, Performance Max, Demand Gen / Discovery-style campaigns, or multiple campaign types.

8. Requirements Before Creating the Search Campaign

Do not create the Search campaign without a landing page or simple website. Google Ads Search requires a final URL.

9. Exact Landing Page Rule

The landing page does not need to be large. It only needs to be real, mobile-friendly, trust-building, relevant to the ad, and easy to understand. It must show:

✓ Barkat Cattle Farm + Multan
✓ Direct farm sale + transparent weighted pricing
✓ Free delivery across Pakistan
✓ Hosting till Eid available
✓ Phone number + WhatsApp CTA
✓ Real visuals + basic trust information

10. Starting Budget for Google Ads Phase 2

Correct Barkat Starting Range

Rs 800–1,200 / day

Controlled testing · High-intent capture · Low waste · Simple support layer

11. Exact Campaign Structure

Campaign: BCF | Search | Phase 2

Ad Group 1

Core Qurbani Terms

  • qurbani cow
  • qurbani buffalo
  • buy qurbani cow
  • buy qurbani buffalo
  • cattle for qurbani
  • weighted cattle for qurbani

Ad Group 2

City + Farm Terms

  • qurbani cattle multan
  • cattle farm multan
  • qurbani cow multan
  • qurbani buffalo multan
  • qurbani cattle lahore delivery
  • qurbani cattle islamabad delivery

Keyword Matching Rule

Use Phrase match and Exact match only. Do not start with very broad matching on a small budget.

14. Exact Campaign Creation Sequence

  1. Open Google Ads and click New campaign
  2. Choose the goal closest to Leads
  3. Choose Search as the campaign type
  4. Enter the final URL of the landing page
  5. Name the campaign: BCF | Search | Phase 2
  6. Set the approved city targeting: Multan, Lahore, Islamabad, Rawalpindi
  7. Set the approved daily budget (Rs 800–1,200)
  8. Create the two ad groups only
  9. Add Responsive Search Ads
  10. Add call assets, location assets, and callout assets
  11. Publish only after final review

16–18. Ad Format, Call Rule & Assets

Ad Format

Use Responsive Search Ads — the standard text-ad format for Search. Do not build around old call-only ad logic. From February 2026, all options to create new call ads are removed. From February 2027, existing call ads stop receiving impressions.

Required Assets

Call

Add the main Barkat phone number as a call asset.

Location

Link the verified Google Business Profile to Google Ads as a location asset.

Callout

Add callouts: Direct farm sale · Weighted pricing · Free delivery · Hosting till Eid

Do not start Google Ads without call asset, location asset, and callout assets. Do not use lead form assets in the first Google Ads version.

21. Exact "Do Not Do This" List for Google Ads

22–23. Review & Decision Rules After Google Ads Starts

If Google Ads is activated later, review only:

Keep Google Ads running only if it is clearly adding value:

Better-quality calls, stronger serious intent, useful local trust support, extra visits, or extra reservations. If Google only adds weak or low-value traffic — reduce it or stop it.

Final Note

Under the currently approved Barkat plan — Google Ads is not the next step. Google Ads is the later support step.

The correct focus remains:

✓ Meta
✓ WhatsApp
✓ Google Business Profile
✓ Simple operating discipline

Only after that is stable should Google Ads be added.

Completion Checklist — All 8 Documents Complete

All 8 Documents Complete

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