Standard PPC Policies

The client is responsible for providing the following before setup begins:

– Verified platform access to an active ad account (admin or standard access sufficient to build campaigns).

– Verified billing/payment method connected and approved inside the platform.

– Landing page URL(s) that are live, functional, and match the offer being advertised.

– Brand assets (logos, colors, fonts) and any required creative files (images/videos), or written confirmation that we may use assets from the landing page, and/or licensed stock images (where permitted).

If any requirement is missing, timelines pause until access/assets are received.

A) Campaign Setup (One-Time, Per New Campaign Build)

Included setup covers one (1) platform and up to the following limits stated in your package tier.

What “setup” includes:

– Account/campaign structure build

– Targeting setup (geo, language, devices, schedule)

– Bidding strategy selection and initial budget allocation

– Ad creation using provided assets/copy or landing-page-derived messaging

– Basic in-platform conversion event configuration (see tracking section)

B) Budget Management

– We manage delivery within the client’s stated monthly budget and platform spend settings.

– Google Ads – We run all campaign budgets with Manual CPC. We do not endorse Performance Max campaigns.

– Budget changes requested by the client are applied within 2 business days (assuming no platform restrictions).

– Daily budgets will be adjusted to keep up with the spend tracking for that cycle.

C) Optimization (Defined + Capped)

– Optimizations are performed during the cycle. Optimization does not include full rebuilds, new funnels, new landing pages, or unlimited creative testing.

– Optimizations are based on data that the team is seeing within the ad platform.

D) Reporting (Standard)

– 1 standard performance report per cycle, delivered as a summary (platform screenshots or a standard template).

– Metrics typically include: spend, clicks, CTR, CPC, conversions (if tracking is available), and top performers.

– Recommended optimizations will be provided upon delivery.

Included:

– Setup of conversion tracking inside the ad platform interface when possible (e.g., selecting an existing conversion action, configuring a standard pixel event, or enabling platform-native tracking options).

Not included (requires add-on or client/dev support):

– Installing or troubleshooting tracking on the client website (GTM, code installation, event mapping, server-side tracking, domain verification, CAPI, enhanced conversions).

– Offline conversion imports, CRM integration, call tracking systems, or advanced attribution modeling.

Important: If tracking is not properly installed on the site, optimization will be based on proxy metrics (CTR, CPC, engagement, landing page traffic) rather than conversion performance.

Ad Setup File + Approval:

– We provide an Ad Setup File summarizing: structure, targeting, bid strategy, locations, budgets, keywords/audiences, linked assets, and previews (where supported).

– Setup files are delivered in 3–5 business days after all requirements are met (access + billing + landing page + assets).

– Ads go live only after client approval.

Revision Limits

Included with the initial setup:

– Up to 2 revision rounds to the setup before launch (copy/targeting/structure edits within the included caps).

Communication Standards

– The client should submit instructions in one organized document (or consolidated message) if the onboarding form is not sufficient.

– Multiple scattered notes may be returned for consolidation.

– Multiple changes per campaign cycle will be capped based on hours available.

The following are not included unless purchased separately:

– Multi-platform expansion in one package (Google + Meta + LinkedIn). Each platform is separate.

– Landing page development, CRO, or copywriting for new pages

– Custom creative production (graphic design, video editing, motion ads, UGC production)

– Custom dashboards or reporting exports tailored to proprietary formats

– Call tracking, offline conversions, CRM integrations, or advanced analytics implementations

– Competitor audits, market research, or extensive keyword research beyond included caps

– Complex restructuring of existing accounts (unless specified as an account rebuild project)

– Performance results are influenced by market conditions, offer quality, landing page experience, and auction competition; therefore, no guarantees are provided for specific outcomes.

– The client is responsible for ensuring compliance with platform policies, trademarks, and industry regulations. We can recommend adjustments but cannot override platform enforcement decisions.

– Ad spend is reduced at the end of each cycle, pending the continuation of the next month.

– If the client pauses ads or delays approvals for 7+ calendar days, timelines reset and the cycle may be considered partially used depending on work already completed.

Reactivation after a long pause may require a mini-audit and updated setup (scope dependent).