1. Strategy Development

• Audience research & targeting strategy

• Platform selection (Meta, TikTok, Google, Pinterest, etc.)

• Funnel mapping (TOF/MOF/BOF approach)

• Budget allocation across campaigns & channels

  
  

2. Ad Account Setup & Structure

• Campaign, ad set, and ad-level structure design

• Pixel and event tracking configuration (Meta Pixel, Google Tag Manager, etc.)

• Conversion API (CAPI) setup if applicable

• Naming conventions & tagging systems for scale

  
  

3. Creative Collaboration

• Briefing for ad creatives (copy, UGC, videos, static)

• Split-testing ad angles, hooks, formats

• Working with internal/external content teams to optimize performance creatives

  
  

4. Campaign Launch

• Building campaigns in the ad platform

• Custom audiences (lookalikes, retargeting, warm audiences)

• Geo, demographic, and behavior targeting setup

• Initial bids and budget pacing

  
  

5. Performance Monitoring & Optimization

• Daily performance analysis (ROAS, CPA, CTR, CPM, etc.)

• Scaling winners and killing underperformers

• Creative refresh cycles

• A/B testing audiences, placements, CTAs, and landing pages

  
  

6. Retargeting Strategy

• Dynamic product ads (DPA)

• Sequential retargeting flows

• Funnel retargeting: engage visitors based on their behavior (video views, add to cart, etc.)

  
  

7. Reporting & Insights

• Weekly and monthly reports

• Clear KPIs (ROAS, CAC, CVR, etc.)

• Strategic insights & optimization roadmap

• Communication loops with clients for transparency and alignment