Safety Settings & Non-Negotiable Rules
Things that must always be set correctly — on every platform, every campaign
Last updated: March 2026
Always Do
- Follow the naming convention — every object, every time, no exceptions
- Verify conversion tracking before enabling any campaign
- Install LinkedIn Insight Tag on all client websites alongside other pixels
- Use "Presence only" for Google Ads location targeting
- Set up negative keyword lists before launch on Google
- Create campaigns in Paused state — only enable after full QA
- Check ad previews before going live on all platforms
- Document changes — note what you changed and why in a shared log
- Review search terms weekly on Google Ads without exception
Never Do
- Never enable auto-apply recommendations on Google Ads
- Never enable LinkedIn Audience Network for lead gen — low-quality traffic
- Never mix Search + Display in one Google campaign
- Never enable Search Partners unless specifically testing
- Never use "Presence or interest" for location targeting
- Never launch without conversion tracking verified and firing
- Never change bidding strategy mid-week — 7 days to stabilize
- Never delete campaigns — pause them. Data is lost if you delete
- Never make big changes during learning phase (first 7 days)
- Never ignore creative fatigue on TikTok — refresh every 2–3 weeks
Platform-Specific Safety Settings
Google Ads
- Auto-apply: OFF on everything
- Search Partners: OFF
- Display Network: OFF (in Search)
- URL expansion: OFF (single LP)
- Ad rotation: Optimize (default)
- Location: Presence only
TikTok Ads
- Pangle: OFF for lead gen
- Auto Creative: OFF until manual learnings
- Smart Creative: Test cautiously
- Comments: Monitor and reply
- Dayparting: 7AM–11PM for B2B
LinkedIn Ads
- LAN: OFF for lead gen
- Audience expansion: OFF — defeats B2B precision
- Bid strategy: Max Delivery > Manual
- Frequency: Monitor — small audiences fatigue fast
- Lead Gen Forms: Add hidden UTM fields