What does ad campaign management actually include?
Strategy, build, tracking, weekly optimization, reporting, and the parts people skip.
Ad campaign management is six things: strategy, account build, conversion tracking, weekly optimization, creative and copy refresh, and reporting. The part that separates good management from expensive management is the weekly work nobody puts in the proposal.
The build, which is month one
Month one of an engagement with us is the build: strategy, account structure, conversion tracking, audiences, ad copy and creative, and landing page review. Campaigns launch in month two. An agency that launches on day three either had an unusually clean handoff or skipped the tracking.
The weekly work
- Search term review. Reading what people actually typed, against your real service pages and service area, and acting on it. This is the least glamorous hour of the week and the highest return.
- Conversion validation. Spot checking that recorded conversions are real, reachable humans. Tracking breaks silently after site changes.
- Budget pacing. Making sure the month spends evenly instead of burning out on the 19th.
- Bid strategy and target review. Adjusting targets slowly enough that automation is not thrashing.
- Creative and copy rotation. New assets in, tired assets out, one variable at a time.
- Landing page checks. Forms still submitting, phone numbers still correct, page still fast.
What it does not include by default
Management is not unlimited production. Video beyond the included creative counts is quoted separately, and shooting a commercial is a separate project. Management also does not include paying your ad platforms: you keep the accounts on your own card, and we never front or mark up media.
Reporting you can argue with
Reporting should show cost per qualified lead by campaign, not a wall of impressions. If a report cannot answer "which campaign produced revenue," it is decoration.
Related: How does LevelUp Digital approach paid media strategy?, Do you charge a management fee on top of ad spend?, Do you provide monthly reporting for paid campaigns?, and our PPC services page.