AFFAANhandClaude Opus 5
19e1e84fb7
Independent FastAPI backend for the MaskanX agentic growth platform. Includes the agent runtime, MCP client integrations (Meta Ads, LinkedIn, HubSpot, Tavily, Exa, xAI, Citedy, image generation), PostgreSQL storage for chats and cron jobs, provider and secret management, and the CLI. Co-Authored-By: Claude Opus 5 <noreply@anthropic.com>
7.2 KiB
7.2 KiB
Marketing Agency Paid Advertising Template
Industry Characteristics
- Multi-client management; each client has different goals, budgets, and industries
- White-label reporting and branding requirements
- Standardized processes needed for scalable delivery
- Client retention depends on measurable results (ROAS, CPA, pipeline)
- Platform expertise across Google, Meta, LinkedIn, TikTok, Microsoft required
- Agency margin pressure; efficiency and automation are critical
- Client onboarding is a make-or-break phase (first 90 days)
- Continuous education required (platform updates happen weekly)
Client Onboarding Checklist
Discovery Phase (Week 1)
- Business type identified (map to industry template)
- Goals defined: brand awareness, leads, sales, app installs
- Current advertising status: platforms, spend, performance history
- Target audience: demographics, interests, behaviors, company size (B2B)
- Competitive landscape: top 3-5 competitors identified
- Budget confirmed: monthly, quarterly, and annual
- Creative assets inventory: existing images, videos, copy
- Brand guidelines provided: colors, fonts, tone, do/don't list
- Access granted: ad accounts, Google Analytics, CRM, product feed
Technical Setup (Week 2)
- Tracking audit: pixels, tags, conversions events verified
- CAPI / server-side tracking configured (Meta, TikTok)
- Enhanced Conversions enabled (Google, Microsoft)
- UTM parameter structure defined
- Google Tag Manager setup verified
- CRM integration tested (offline conversion import)
- Attribution model selected and documented
- Reporting dashboard configured
Campaign Launch (Weeks 3-4)
- Campaign architecture built (from industry template)
- Ad copy written and client-approved
- Creative assets produced or received
- Landing pages reviewed (message match, speed, mobile)
- Audiences built (custom, lookalike, keyword lists)
- Bid strategy set (conservative for learning phase)
- Budget pacing configured
- Conversion tracking verified (test conversion fired)
Client Industry Template Selection
Map each client to the appropriate industry template:
| Client Type | Template | Key Considerations |
|---|---|---|
| SaaS | saas.md |
Long sales cycle, demo/trial conversions |
| E-commerce | ecommerce.md |
Product feed, ROAS focus, seasonal |
| Local Service | local-service.md |
Call tracking, LSA, geo targeting |
| B2B Enterprise | b2b-enterprise.md |
ABM, LinkedIn, long attribution |
| Info Products | info-products.md |
Funnel-based, Meta/YouTube primary |
| Mobile App | mobile-app.md |
MMP required, LTV optimization |
| Real Estate | real-estate.md |
Special Ad Category, dual audience |
| Healthcare | healthcare.md |
HIPAA, LegitScript, compliance |
| Finance | finance.md |
Special Ad Category, disclosures |
| Other | generic.md |
Adapt based on specifics |
Agency Platform Selection Matrix
Client Budget → Platform Recommendations
| Monthly Budget | Recommended Platforms | Reasoning |
|---|---|---|
| $1,000-$3,000 | Google Search only | Focus on highest-intent channel |
| $3,000-$5,000 | Google + Meta | Add prospecting/retargeting |
| $5,000-$10,000 | Google + Meta + 1 secondary | Based on industry fit |
| $10,000-$25,000 | 3-4 platforms | Full funnel coverage |
| $25,000+ | Full platform mix | Platform-specific optimization |
Reporting Framework
Weekly Report (Internal)
- Spend pacing (budget vs actual)
- Key metric trends (CPA, ROAS, CTR, CVR)
- Anomaly alerts (sudden performance drops)
- Action items for the week
Monthly Client Report
- Executive summary (3-5 key takeaways)
- KPI dashboard (target vs actual)
- Platform-by-platform performance
- Top-performing campaigns, ad groups, creatives
- Recommendations and next steps
- Budget allocation review
Quarterly Business Review (QBR)
- Goal progress (are we on track?)
- MER analysis (blended efficiency)
- Competitive landscape changes
- Platform updates and new opportunities
- Budget reallocation recommendations
- Next quarter strategy and goals
Key Metrics by Client Type
| Client Type | Primary KPI | Secondary KPIs |
|---|---|---|
| E-commerce | ROAS, MER | AOV, New Customer %, CVR |
| SaaS | Pipeline, CPA | MQL→SQL rate, Demo bookings |
| Lead Gen | CPL, Lead Quality | Show rate, Close rate |
| Local Service | Cost/Booked Job | Call volume, Map actions |
| Brand Awareness | Reach, Frequency | Brand lift, Search volume |
Agency Operations
Campaign Naming Convention (Standardized)
[Client]_[Platform]_[Objective]_[Audience]_[Geo]_[Date]
Example: ACME_META_CONV_Lookalike1pct_US_2026Q1
QA Checklist (Before Launch)
- Naming convention followed
- Budget set correctly (daily/lifetime)
- Targeting verified (geo, audience, exclusions)
- Ad copy proofread (no typos, brand-compliant)
- Landing page URL correct and loads <3s
- Conversion tracking verified (test event)
- UTM parameters attached
- Negative keywords added (Search)
- Ad schedule set (if applicable)
- Client approval documented
Optimization Cadence
| Frequency | Action |
|---|---|
| Daily | Spend pacing check, anomaly detection |
| 2x/week | Bid adjustments, creative performance review |
| Weekly | Search term review, negative keyword updates |
| Bi-weekly | Creative refresh assessment, audience review |
| Monthly | Full performance analysis, budget reallocation |
| Quarterly | Strategy review, platform mix evaluation, QBR |
LinkedIn Accelerate (for B2B Clients)
- Auto-optimized campaigns with 42% lower CPA and 21% lower CPL (LinkedIn benchmarks)
- Recommend for SaaS, B2B Enterprise, Finance, and Agency clients
- Combine with Thought Leader Ads for best results
3x Kill Rule (Agency Standard)
Apply across all clients:
- CPA >3x target for 7+ days → pause ad group/campaign
- No conversions after $100 spend or 50 clicks → pause and diagnose
- CTR >50% below benchmark after 1,000 impressions → kill creative
- Creative running >2x refresh cadence → flag for replacement
Scaling Client Accounts
When to Scale (Green Light)
- CPA consistently below target for 2+ weeks
- Client satisfied with lead/sale quality
- Creative pipeline can support increased volume
- Landing pages can handle increased traffic
- Budget approved for increase
20% Rule (Applied Per Client)
- Never increase budget >20% per week
- Monitor 3-5 days after each increase
- Document performance at each scale step
- Roll back if CPA exceeds target by 30%+
Common Pitfalls
- No standardized onboarding; every client setup is different (causes errors)
- Not using industry templates; reinventing strategy for every client
- Reporting vanity metrics (impressions, clicks) instead of business outcomes
- Not having a creative production pipeline (creative dies → performance dies)
- Over-promising in sales process (unrealistic ROAS/CPA targets)
- Not tracking MER; per-platform ROAS masks true efficiency
- Skipping the QA checklist; one wrong decimal in budget = client trust destroyed
- Not documenting what works; tribal knowledge leaves with departing team members