Below is a practical, end-to-end guide to setting up and managing a high-performing PPC (pay‑per‑click) campaign for the Malaysian market. It covers strategy, targeting, ad platforms, campaign setup, optimization, measurement, and a simple checklist you can use immediately.

1. Objectives & KPIs

• Define primary objective(s): sales (ROAS), leads (CPL), traffic, app installs, brand awareness.
• Select KPIs tied to objective: conversion rate, cost per acquisition (CPA/CPL), return on ad spend (ROAS), click‑through rate (CTR), impression share.
• Set measurable targets (example): CPL RM30, ROAS 4x, CTR 3%.

2. Audience & Market Insights (Malaysia-specific)

• Languages: Malay (Bahasa Malaysia) and English are primary; consider Chinese (Simplified/Traditional) for certain segments (Mandarin/Hokkien/Cantonese communities) and Tamil for specific audiences.
• Geo: Target by state/city (Kuala Lumpur, Selangor, Penang, Johor, etc.) if relevant. Exclude rural areas if conversion rates are low.
• Device mix: Mobile-first—expect majority mobile traffic; tailor mobile landing pages and call extensions.
• Cultural notes: Use local currency (MYR), local references, correct date formats, and festival seasons (e.g., Ramadan, Hari Raya, Chinese New Year, Merdeka) for promotional timing.

3. Channel & Platform Recommendations

• Google Ads (Search, Display, Shopping, Performance Max) — essential for intent capture.
• Meta Ads (Facebook & Instagram) — great for awareness, retargeting, social commerce.
• TikTok Ads — strong for younger demographics and e‑commerce.
• Microsoft Advertising — useful for supplemental search volume.
• Local marketplaces & platforms (if e‑commerce): Shopee & Lazada advertising options for marketplace presence.
• YouTube — for video awareness and retargeting.

4. Account & Campaign Structure (best practice)

• Organize by objective → product/service line → geography → match type/audience.
• Example: Account > Campaign (Search — Brand / Search — Non‑Brand / Shopping / Remarketing) > Ad Group (product categories) > Ads (3–4 per ad group) > Keywords & Audiences.
• Use single keyword ad groups (SKAGs) for tight control on high-value search terms (optional).

5. Keyword & Audience Strategy

• Keywords: mix branded, high-intent commercial, mid-funnel informational (for content/lead gen). Use phrase and exact match primarily; monitor broad match with smart bidding.
• Negative keywords: build aggressively to prevent irrelevant clicks.
• Audiences: remarketing lists, in‑market segments, custom intent (Google), lookalikes (Meta), customer match (upload lists).
• Localize keywords: Malay variants, English variants, common local spellings and slang terms.

6. Ad Creative & Messaging

• Localize language and currency; include local trust signals (phone numbers, GST/VAT notes if relevant, local returns policy).
• Use clear CTA aligned with objective (Buy now, Get a quote, Book a demo).
• Include promotions tied to local events/holidays for better engagement.
• A/B test headlines, descriptions, CTAs, and images/video—aim for structured experiments.

7. Landing Page & Conversion Rate Optimization

• Match ad messaging to landing page headline and offer (message match).
• Fast mobile page speed (<3s ideally), clear UX, visible CTA above the fold.
• Use local contact options: WhatsApp Business links, local phone numbers, live chat in local language.
• Use trust elements: local testimonials, payment options popular in Malaysia (credit cards, e-wallets like Touch ‘n Go eWallet, GrabPay, etc.), clear shipping info.

8. Bidding & Budgeting

• Start with manual or enhanced CPC if you need control; move to automated bidding (Maximize Conversions, Target CPA, Target ROAS) after you have stable conversion data.
• Budget ranges (examples, adapt to business size and margins):
  • Small test: RM2,000–RM5,000/month (~USD 430–1,075)
  • Growth: RM5,000–RM20,000/month (~USD 1,075–4,300)
  • Scale: RM20,000+/month (~USD 4,300+)
• Allocate 60% to top-performing channels/campaigns and 40% to testing/new channels.

9. Tracking & Measurement (must-haves)

• Implement conversion tracking: Google Ads conversion tags, Google Analytics 4 (GA4), Meta Pixel, TikTok Pixel.
• Set up server-side tracking or Google Tag Manager where possible to mitigate attribution loss.
• Use UTM parameters for cross-channel reporting.
• Define attribution model (last click, data-driven) and be consistent.

10. Reporting Cadence & Metrics to Monitor

• Daily: spend vs. budget, obvious drops, campaigns with zero conversions, search lost IS.
• Weekly: CTR, CPC, conversion rate, CPA, impression share, top search queries.
• Monthly: ROAS, LTV:CAC (if applicable), trends, creative/performance tests.
• Use automated alerts for spend spikes or tracking failures.

11. Optimization Playbook (ongoing)

• Pause low-performing keywords/ads; increase bids on profitable ones.
• Expand negative keyword list weekly.
• Move high-performing search queries into phrase/exact or new campaigns/ad groups.
• Scale winners via budget reallocation, creative variations, and audience expansion.
• Use remarketing sequences: site visitor → engaged → cart abandon → purchase.
• Test landing pages and checkout flow to reduce friction.

12. Compliance & Local Considerations

• Ad policies: follow Google and Meta policies—no prohibited content, accurate claims.
• Promotions and consumer protection: clearly display full T&Cs, cooling-off periods for certain services.
• Payment & tax: mention taxes or duties if applicable; for cross-border sellers, indicate shipping timeframes.

13. Tools & Integrations

• Google Ads + Google Analytics 4 + Google Tag Manager
• Meta Business Manager + Meta Pixel
• Data Studio / Looker Studio for consolidated dashboards
• Bid management tools optionally (Smart Bidding, third‑party tools if scale demands)
• CRM integration for lead follow‑up (HubSpot, Salesforce)

14. Example 90‑day Launch Plan (concise)

• Days 1–7: Research, keyword list, audience definitions, setup tracking & GTM.
• Days 8–21: Build campaigns (Search, Display/remarketing, Social), create landing pages, QA.
• Days 22–45: Launch, daily monitoring, add negatives, early optimisation.
• Days 46–90: Move to automated bidding for scaled campaigns, run A/B tests, expand winning creatives/channels.

15. Typical Pricing Models (if hiring an agency or freelancer)

• Percentage of ad spend (10–20% common, decreasing at scale).
• Fixed monthly fee (RM3k–RM15k+ depending on scope).
• Performance-based (bonuses/commissions on CPA/ROAS targets).
• Project-based for setup (one-time fee).

16. Quick Checklist (immediately actionable)

• Define primary objective and CPA/CPL target.
• Implement GA4, GTM, Google Ads conversion tag, Meta Pixel.
• Create 3 core campaigns: Brand Search, Non‑Brand Search, Remarketing.
• Build 3–4 ads per ad group; include local language variants.
• Add negative keyword list and location exclusions.
• Ensure mobile landing page speed and WhatsApp/contact method live.
• Set initial daily budgets and monitoring alerts.

If you’d like, I can:

• Build a sample keyword list for a specific product/service in Malaysia.
• Draft localized ad copy variations in English and Bahasa Malaysia.
• Create a 30/60/90‑day budget & KPI plan with target CPAs in MYR.

Tell me which of those you want and I’ll prepare it.