Campaign planning
What are you getting when someone manages your advertising?
Understand the work around a campaign, how it differs from platform spend and what to agree before launch.
The useful bit
Advertising management covers planning, setup, checks and improvement. The media spend that pays a platform to distribute adverts is a separate part of the plan.
The campaign needs a business brief
Before adverts are built, agree the services to promote, locations, customer types and available capacity. Decide what a suitable lead looks like and how quickly it can be followed up. This brief stops the platform's activity becoming the only definition of success. It also helps avoid attracting work that your team cannot or does not want to take on.
Setup is more than turning an advert on
Campaign work can include account access, service structure, targeting, exclusions, creative, landing-page recommendations and enquiry measurement. The exact scope depends on the channel and the starting point. Clarify which website or creative tasks are included and which need separate agreement. Existing tracking also needs checking so a campaign is not optimised around duplicate or misleading conversion signals.
Keep platform spend visible
The money a platform uses to distribute adverts is distinct from the work of managing the campaign. Agree how each is handled, who controls the account and which changes need approval. Owt discusses commercial terms privately around the proposed scope. There is no universal published package, fixed lead allowance or promised return that applies to every business.
Ongoing decisions need useful feedback
Management includes reviewing available campaign data and adjusting the plan where evidence supports it. That may mean changing a message, excluding irrelevant demand or improving the destination page. Your view of the enquiries matters. A form submission that became a good project is different from an unreachable contact, even if both initially appeared as conversions in a report.
Agree the boundaries before starting
Confirm access and ownership, spending controls, reporting arrangements, approval responsibilities and what happens if you need to pause or change the work. Contract duration, notice and deliverable quantities belong in the individual agreement. We do not infer them from a website guide. A clear plan lets you understand what is being done and the evidence that will inform the next decision.
Put it to work
A useful next step for your business.
Focused campaigns on Google, Facebook, Instagram and Bing. Built around your services, your area and your capacity.