# Event Google Search ads — editable intent and destination map

Event: [ ]  Version/date: [ ]  Campaign owner: [ ]  Ticketing pause contact: [ ]
Approved total spend envelope: [ ]  Start/end and timezone: [ ]  Review owner/time: [ ]
Outcome: [confirmed registration / ticket purchase / other]  Measurement limitation: [ ]

| Intent group | Candidate attendee query | Why this event answers it | Current match choice and review date | Candidate negative or exclusion, with reason | Ad promise | Destination URL | Real outcome | Owner/status |
|---|---|---|---|---|---|---|---|---|
| Named event | | | | | | | | |
| Event type + place/date | | | | | | | | |
| Program or speaker need | | | | | | | | |
| Informational / do not buy | | | | | | | | |

## Pre-spend review

- [ ] Search result intent inspected for candidate query.
- [ ] Ad, page and checkout agree on date, timezone, venue, price and availability.
- [ ] Registration completion and confirmation safely verified.
- [ ] Location option reviewed: presence or presence/interest, with reason.
- [ ] Keyword match and negative semantics checked against current Google Ads help.
- [ ] Budget option, approved cap, billing owner and pause authority confirmed.
- [ ] Tracking and privacy permission reviewed by qualified owner.

## Live query review and changes

| Date | Search term visible in report | Relevant? | Negative or keyword change | Why | Destination issue | Approved by | Result/retest |
|---|---|---|---|---|---|---|---|
| | | | | | | | |

Stop or pause when registration closes, facts change, checkout breaks or authorized spend is exhausted. Do not equate clicks with paid tickets.