Account structure. Campaigns, ad groups, keywords and ads, kept simple.
Keywords and match types. Plus a negative keyword list from day one.
Writing ads. Responsive search ads, and assets like call buttons and sitelinks.
Bidding and budget. Start on clicks, move to conversions once there’s enough data.
Weekly upkeep. The search terms report, pausing what doesn’t work, and the settings to double-check (location, networks, auto-applied recommendations).