Purpose
To standardize the process of setting up, QA’ing, and launching paid campaigns across channels.
This ensures campaigns are aligned with ICP, messaging pillars, and funnel objectives while minimizing setup errors.
Scope
- Applies to all paid campaigns (Google, Meta, LinkedIn, YouTube, TikTok, Display).
- Used by Performance Marketing Managers, Paid Ads Specialists, and Analysts.
- Covers campaign creation, targeting, creatives, QA, and launch protocol.
Objectives
- Ensure campaigns are launched error-free and persona-aligned.
- Maintain consistency across platforms with a defined setup checklist.
- Enable smooth handoff from planning → launch → tracking.
Step-by-Step Process
Step 1 – Pre-Setup Preparation
- Gather inputs:
- Campaign Planning Matrix (Doc 2).
- Creative & Copy (Doc 3).
- Ad Brief (Doc 5).
- Confirm:
- ICP Persona, Funnel Stage, Messaging Pillar.
- Campaign objective (awareness, engagement, conversions).
- Approved budget split (Doc 1).
Step 2 – Account & Tracking Setup
- Ensure client ad accounts are active and verified (Google Ads, Meta, LinkedIn).
- Install tracking:
- Pixel/Tag Manager on all funnel pages.
- Conversion tracking for form fills, purchases, and demo requests.
- CRM integration (HubSpot, Salesforce, Zoho, etc.) if applicable.
- Verify UTM parameters are aligned with the reporting template.
Step 3 – Campaign Build
| Element | Action | Example |
| Campaign Objective | Match to funnel stage | Awareness → Brand reach / BOFU → Conversions |
| Audience Targeting | Set geo, demographic, interest, lookalike, custom lists | LinkedIn: Job titles (CTO, PM) / FB: Moms 28–45 in metro areas |
| Ad Groups / Ad Sets | Segment by persona, funnel stage, or creative angle | SaaS demo ads vs SaaS case study ads |
| Budget & Bidding | Allocate per Doc 1 rules | TOFU 40% / MOFU 30% / BOFU 30% |
| Creatives & Copy | Upload per Doc 3 guidelines | Carousel, video, static |
| Landing Page | Ensure page is live, optimized, fast | SaaS demo page / Cleaning service booking form |
Step 4 – QA Checklist (Pre-Launch)
- Campaign objectives match funnel stage.
- Audience targeting aligned with ICP.
- Creatives + copy uploaded correctly.
- Tracking pixels installed & firing.
- UTMs applied to all links.
- Landing page loads <3s, mobile-friendly, CTA visible.
- Ad policies compliance check (Google, Meta, LinkedIn).
Step 5 – Test Launch
- Run soft launch with small budget (5–10% of total).
- Monitor for 24–48 hours:
- Impressions, CTR, CPC/CPM.
- Conversion tracking accuracy.
- Creative delivery (no disapprovals).
- Fix issues before scaling.
Step 6 – Full Launch & Monitoring
- Switch campaigns to full budget allocation.
- Monitor daily for:
- Budget pacing.
- CTR, CPC, CPM.
- Early conversions/leads.
- Flag anomalies to Marketing Manager immediately.
Roles & Responsibilities
| Role | Responsibility |
| Performance Marketing Manager | Owns campaign structure, targeting, budget governance |
| Paid Ads Specialist | Builds campaigns, sets up audiences, uploads creatives |
| SEO/Analytics Lead | Ensures tracking, UTMs, reporting dashboards |
| Designer/Copywriter | Provides creatives and copy per Ad Brief |
| Client POC | Approves final campaign setup before launch |
Governance
- Pre-Launch QA: Mandatory before every launch (signed off by 2 roles).
- Soft Launch Rule: No campaign goes to full budget without test run.
- Daily Monitoring: Paid Ads Specialist checks performance every morning.
- Weekly Review: Report sent internally + to client.
- Escalation: Any tracking issue or overspend >10% → flagged same day.