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MAKE SURE AD KONG IS INTEGRATED FOR PERFORMANCE TRACKING. LINK TO AD KONG SOP HERE

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Below is the detailed SOP for managing Meta ads using the strategy outlined in the transcript from “The BEST Meta Ads Campaign Structure For High ROAS (2025)”. This document is meant for the new hire at Conversion Marketing Pros and explains, step by step, how to set up, test, and scale our Meta ad campaigns. It provides clear instructions on campaign structure, budget optimization, creative and audience testing, and conversion tracking. Read through this document carefully and refer back to it as needed during your daily work.

Standard Operating Procedure (SOP) for Managing Meta Ads

Document Reference: Based on the transcript from “The BEST Meta Ads Campaign Structure For High ROAS (2025)” citeturn0file0

1. Purpose

This SOP details how to structure and manage Meta ad campaigns to maximize return on ad spend (ROAS). We use a three-phase campaign model—creative testing, audience testing, and scaling—to optimize budget allocation, messaging, and targeting through Meta’s AI and conversion tracking systems.

2. Scope

This document applies to all Meta ad campaigns managed by Conversion Marketing Pros for our clients. It is designed for new hires responsible for campaign setup, ongoing testing, optimization, and reporting.

3. Responsibilities

• Campaign Manager (New Hire):
  • Set up ad accounts and campaigns per this SOP.
  • Oversee creative and audience testing.
  • Monitor performance metrics and report on the key KPIs (lead cost, cost per appointment, cancellation rates, show-up rates, qualified lead metrics).
  • Ensure offline conversion data is accurately integrated to train Meta’s AI.
• Team Lead/Strategist:
  • Provide periodic reviews of ad performance.
  • Approve budget adjustments.
  • Ensure compliance with overall marketing objectives.

4. Campaign Structure Overview

Our approach is based on a three-tier system that leverages both manual and automated budget optimization:

1. Direct Response Phase One – Creative Testing
   • Objective: Test multiple ad creatives to identify which messaging resonates best with our core audience.
   • Budget Strategy: Ad Set Budget Optimization (ASBO). Budget is controlled at the ad set level to force equal spend across creatives.
   • Setup: Create a manual leads campaign named “Direct Response Phase One: Creative Testing.”
2. Direct Response Phase Two – Audience Testing
   • Objective: Once winning creatives are identified, test variations of audience targeting to find new potential markets.
   • Budget Strategy: Also use ad set budget optimization.
   • Setup: Create another manual leads campaign labeled “Direct Response Phase Two: Audience Testing.”
3. Direct Response Phase Three – Scaling
   • Objective: Scale winning creative and audience combinations to generate the highest volume of qualified leads with the cheapest cost per result.
   • Budget Strategy: Campaign Budget Optimization (CBO). Turn on the campaign-level budget control so Meta’s algorithm can automatically allocate funds across ad sets.
   • Setup: Create a campaign titled “Direct Response Phase Three: Scaling” and toggle on CBO.

5. Step-by-Step Campaign Setup Procedure

Step 1. Campaign Creation

• Creative Testing Campaign:
  1. Log into the Meta Ads Manager.
  2. Create a new campaign with the objective set for lead generation.
  3. Name the campaign “Direct Response Phase One: Creative Testing.”
  4. Ensure that campaign budget optimization is turned off so that each ad set has its own manual budget.
  5. Create multiple ad sets that test different creative messaging variations (e.g., Ad 2001 vs. Ad 2002).