DIGITAL ADS EXECUTION SOP
Platforms Covered:
- Meta Ads
- Google Ads
- LinkedIn Ads
- WhatsApp Marketing
- Email Campaign
SECTION 1: META ADS EXECUTION SOP
Platform: Meta Ads Manager
PHASE 1: CLIENT SETUP (Day 1)
Step 1: Verify Access
Employee must check:
✔ Business Manager access
✔ Ad Account access
✔ Facebook Page connected
✔ Instagram connected
✔ Payment method active
If not → inform Manager immediately.
Step 2: Install Pixel
- Go to Events Manager
- Copy Pixel Code
- Install in website header
OR via Google Tag Manager - Test using Meta Test Events
Pixel must fire before launching ads.
PHASE 2: CAMPAIGN CREATION
Step 3: Create Campaign
- Click “Create”
- Select objective:
- Leads (Service)
- Sales (E-commerce)
- Traffic (Landing page)
- Name format:
ClientName_Objective_Month
Example:
ABC_Leads_Feb2026
Step 4: Ad Set Creation
- Select conversion event
- Set Daily Budget
- Set Start Date
- Select location
- Select age
- Select interests
- Choose Automatic Placements
Do not narrow too much initially.
Step 5: Create Ad
- Select Page
- Upload creative
- Add Primary Text
- Add Headline
- Add CTA
- Add final URL
- Check preview
- Publish
PHASE 3: DAILY MONITORING
Employee must check daily:
- Spend
- CTR
- CPC
- CPL
- Frequency
Rules:
If CTR < 1% → Change creative
If Frequency > 3 → Change creative
If CPL high → Test new audience
SECTION 2: GOOGLE ADS SOP
PHASE 1: TRACKING SETUP
Step 1: Install Conversion Tracking
Use:
Google Tag Manager
- Create conversion in Google Ads
- Add tag in GTM
- Publish
- Test conversion
No campaign without tested conversion.
PHASE 2: CAMPAIGN CREATION
Step 2: Keyword Research
- Use Keyword Planner
- Select high intent keywords
- Avoid generic keywords
Step 3: Create Campaign
- Click New Campaign
- Choose Leads
- Select Search Network
- Set location
- Set budget
Step 4: Add Keywords
Use:
- Phrase match
- Exact match
Add minimum 20 keywords.
Step 5: Create Ads
- 3 Headlines
- 2 Descriptions
- Add extensions:
- Call extension
- Sitelink
- Location
PHASE 3: WEEKLY OPTIMIZATION
Every week:
- Check search terms
- Add negative keywords
- Pause low performing keywords
- Improve Quality Score
SECTION 3: LINKEDIN ADS SOP
Platform: LinkedIn Ads
PHASE 1: INSIGHT TAG SETUP
- Go to Campaign Manager
- Copy Insight Tag
- Install in website
- Verify tag status
PHASE 2: CAMPAIGN SETUP
- Select Lead Generation
- Choose audience:
- Location
- Industry
- Job Title
- Company Size
- Seniority
LinkedIn targeting must be precise.
PHASE 3: AD CREATION
- Upload professional creative
- Add strong B2B headline
- Use Lead Gen Form
- Add custom questions
PHASE 4: MONITOR
Check:
- Cost per lead
- Form fill rate
- CTR
If CPL high → narrow audience
If CTR low → improve headline
SECTION 4: WHATSAPP SOP
Platform: WhatsApp Business
Step 1: Clean Database
- Remove duplicates
- Remove invalid numbers
Step 2: Segment Audience
- Old customers
- New leads
- Interested prospects
Step 3: Create Message
Structure:
Greeting → Offer → Urgency → CTA
Step 4: Send in Batches
Max 256 per list.
Do not spam.
Step 5: Track
Update Excel:
- Sent
- Delivered
- Replies
- Leads
- Sales
SECTION 5: EMAIL CAMPAIGN SOP
Step 1: Clean Email List
Remove:
- Invalid emails
- Unsubscribed contacts
Step 2: Create Campaign
- Add subject line
- Add header image
- Add body content
- Add CTA
Step 3: Test Email
Check:
- Mobile
- Desktop
- Links
Step 4: Launch
Step 5: Monitor
Track:
- Open Rate
- Click Rate
- Leads
- Sales
FINAL EMPLOYEE CHECKLIST BEFORE ANY CAMPAIGN
✔ Objective confirmed
✔ Budget confirmed
✔ Tracking installed
✔ Landing page tested
✔ Sales team ready
✔ Reporting sheet ready
DAILY WORK ROUTINE FOR EMPLOYEE
Morning:
- Check all platforms
- Update Excel sheet
- Highlight issues
Afternoon:
- Optimize campaigns
- Test creatives
Evening:
- Send daily summary to Manager