Campaign Strategy & Objectives Document Clearly defined goals (e.g. lead generation, conversions, brand awareness) Target audience personas Channel selection (Facebook, Instagram, LinkedIn, etc.) Custom Ad Creatives Professionally designed static or video ads Variations for A/B testing - budget depending Platform-specific formatting (feed, story, carousel, etc.) Ad Copywriting Scroll-stopping headlines Engaging ad copy with strong calls to action (CTAs) Optional localisation or industry-specific tone Campaign Setup & Launch Full ad account configuration Pixel or tracking setup (Meta Pixel, LinkedIn Insight Tag, etc.) Budget allocation and bidding strategy Audience Targeting & Retargeting Setup Custom and lookalike audiences Retargeting for website visitors or social engagement Geo-targeting and demographic filters Performance Monitoring & Optimisation Weekly adjustments based on performance data Split-testing (A/B testing) of ad variations - budget depending Budget and bid refinements Reporting & Insights End-of-campaign performance report Key metrics: impressions, clicks, conversions, CTR, CPC, ROAS Insights and recommendations for future campaigns Ownership & Handover All creative assets (ads, copy, graphics) Access to ad account and campaign data Final strategy and performance documents

Campaign Strategy & Planning Document Defined objectives (e.g. leads, sales, traffic, brand awareness) Audience targeting (location, demographics, interests) Ad formats and campaign types (Search, Display, YouTube, etc.) Keyword Research & Planning Comprehensive keyword list (short- and long-tail) Negative keyword list to avoid wasted spend Match type strategy (broad, phrase, exact) Ad Copywriting & Creative Setup Compelling headlines and descriptions for each ad group Multiple ad variations for A/B testing Extensions setup (sitelinks, callouts, structured snippets, etc.) Campaign Setup in Google Ads Full account and campaign structure setup Ad groups, keyword targeting, bids, and budgets Geo-targeting and device targeting configuration Conversion Tracking Setup Google Tag Manager / Google Ads conversion tracking Integration with Google Analytics (GA4) Lead/form tracking, call tracking, or purchase tracking Landing Page Review & Recommendations Audit of existing landing pages for optimisation Recommendations or mockups for improved performance Launch & Initial Optimisation Final testing and quality checks before going live Bidding strategy implementation (manual CPC, max conversions, etc.) Performance Monitoring & Adjustments Campaign optimisation during the first 2–4 weeks A/B testing of ad creatives, keywords, and bids Detailed Performance Report End-of-campaign report with key metrics (CTR, CPC, CPA, ROAS, etc.) Clear insights and next-step recommendations Account Access & Handover Full access to Google Ads account Documentation of campaign structure and performance insights