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Google Ads Campaign Progression Framework
A systematic approach to Google Ads optimization that starts with clicks, progresses to signups, then conversions as data accumulates
How It Works
Begins with broad data collection via click campaigns, uses that data to optimize for mid-funnel actions like signups, then transitions to conversion optimization once sufficient payment events exist
Components
Start with click-based campaigns to understand search behavior
Analyze actual search terms people use vs keyword research estimates
Build landing pages for high-performing keywords
Set up signup conversion tracking once click data exists
Transition to payment conversion optimization once signup volume is sufficient
Use conversion values to weight different actions (signup=$1, payment=$20)
When to Use
When launching new paid ad campaigns with limited budget and no existing conversion data
When Not to Use
When you have substantial budget ($100k+) and can afford to optimize directly for conversions from day one
Anti-Patterns to Avoid
Example
“A new SaaS tool starts by bidding on clicks for 'email extractor' keywords, discovers users actually search 'YouTube email finder' more, builds landing pages for that term, sets up signup tracking after getting 50+ clicks, then optimizes for payments after 20+ signups”