# Templates and Tools

Course: [Google Ads for B2B Teams](https://www.devtutorials.ai/learn/google-ads) · Section: Toolkit
Source: https://www.devtutorials.ai/learn/google-ads/toolkit/templates-and-tools

> The UTM builder, a starter negative keyword list for B2B software, a weekly review sheet and an offline conversion template.

<p className="gads-lede">Everything here is bundled with the site and works offline. Download the files, or use the UTM builder right on this page.</p>

<aside className="gads-glance" aria-label="At a glance">
<p className="gads-glance-title">At a glance</p>
<ul>
<li>Everything here is bundled with the site: download the CSVs and use the UTM builder on this page.</li>
<li>Put UTMs in the campaign's Final URL suffix and leave auto-tagging on.</li>
<li>Load the negative keyword list as a shared list and apply it to every Search campaign.</li>
</ul>
</aside>

## Downloads

<div className="gads-table-wrap">
<table>
<thead>
<tr>
<th>File</th>
<th>What it's for</th>
<th>Used in</th>
</tr>
</thead>
<tbody>
<tr>
<td id="negatives"><a href="/google-ads-kit/negative-keywords-b2b-software.csv" download="">Negative keywords for B2B software (CSV)</a></td>
<td>About 100 starter negatives grouped by theme: job seekers, piracy, students and research, existing users, investors. Rows marked “Review” depend on your product. <span className="gads-var" data-goal="trial"> <strong>Don't add the “free” row:</strong> your goal is a free trial.</span></td>
<td><a href="/learn/google-ads/measure-and-protect/wasted-spend">6. Wasted spend</a></td>
</tr>
<tr>
<td><a href="/google-ads-kit/weekly-review-sheet.csv" download="">Weekly review sheet (CSV)</a></td>
<td>One row per campaign per week, covering the numbers, CRM outcomes, wasted terms, changes and the decision. Two example rows show how to fill it in.</td>
<td><a href="/learn/google-ads/run-and-grow/monitoring-with-an-llm">11. Monitoring</a>, <a href="/learn/google-ads/measure-and-protect/budget-decisions">9. Budget</a></td>
</tr>
<tr>
<td><a href="/google-ads-kit/offline-conversions-template.csv" download="">Offline conversions upload (CSV)</a></td>
<td>Template for sending CRM outcomes (SQL, closed won) back to Google Ads, keyed by GCLID and/or email.</td>
<td><a href="/learn/google-ads/measure-and-protect/tracking#stage-two-send-crm-outcomes-back-to-google-ads">7. Tracking, stage two</a></td>
</tr>
<tr>
<td><a href="/google-ads-kit/README.txt" download="">README for the downloads</a></td>
<td>How to load each file into Google Ads or your spreadsheet tool.</td>
<td>–</td>
</tr>
</tbody>
</table>
</div>

<p>The <a href="/learn/google-ads/measure-and-protect/geo-targeting#7-geo-bid-calculator">geo bid calculator</a> is in the Geographic targeting lesson. It can export its results as CSV.</p>

<div className="gads-callout gads-callout-region">
<p className="gads-callout-title">Templates in your currency</p>
<p>The files above use USD example amounts. If your region uses another currency, download a copy with the money columns converted at the course's illustrative exchange rate.</p>
<p>Replace the example rows with your own figures either way.</p>
<p><GadsTemplateDownload file="weekly-review-sheet.csv" label="Weekly review sheet" /> <GadsTemplateDownload file="offline-conversions-template.csv" label="Offline conversion template" /></p>
</div>

## UTM builder

<p>Google Ads auto-tagging (the GCLID) already tells Google Ads and GA4 which click a visit came from. UTMs are still worth adding because your CRM, other analytics tools and anyone reading a raw URL can understand them.</p>
<p>Pick one naming convention and never deviate: lower case, hyphens instead of spaces, and the same order of parts in every campaign name.</p>

<p>A convention that works:</p>
<ul>
<li><code>region-network-theme</code> for the campaign (for example <code>us-search-invoice-approval</code>).</li>
<li>The ad group or creative ID in <code>utm&#95;content</code>.</li>
<li>Google's <code>&#123;keyword&#125;</code> placeholder in <code>utm&#95;term</code>.</li>
</ul>

### Where to put UTMs in Google Ads

<p>Don't add UTMs to every final URL by hand. Put them in the <strong>Final URL suffix</strong> field at campaign level (Campaign settings, then Additional settings, then Campaign URL options). Google appends it to every ad's landing page. Keep the final URLs themselves clean.</p>

<p>Placeholders in braces, such as <code>&#123;keyword&#125;</code>, <code>&#123;adgroupid&#125;</code>, <code>&#123;campaignid&#125;</code> and <code>&#123;creative&#125;</code>, are Google's ValueTrack parameters. Google fills them in on each click.</p>
<p>There is no ValueTrack placeholder for the campaign name, so type the campaign name into the suffix of each campaign.</p>

<div className="gads-callout gads-callout-warn">
<p className="gads-callout-title">Watch out</p>
<p>Leave auto-tagging on (Account settings, then Auto-tagging). UTMs are in addition to the GCLID, not instead of it. Turning auto-tagging off breaks the GA4 link and offline conversion imports.</p>
</div>

<section className="gads-donow" aria-labelledby="donow-templates">
<h2 id="donow-templates">Do this now</h2>
<ul className="gads-checklist" data-module="templates">
<li data-id="negatives">Starter negative keyword list reviewed and added as a shared list.</li>
<li data-id="suffix">Final URL suffix built with the UTM builder and pasted into each campaign.</li>
<li data-id="weekly">Weekly review sheet copied and the first week's row filled in.</li>
</ul>
</section>

Next: **Glossary**