Paid Media Campaign Launch Checklist

Campaign Strategy

Define the campaign objective The objective should reflect a meaningful business outcome. Define target audiences Geography, intent and audience criteria should be documented. Clarify the offer or message The audience should understand why the campaign is relevant. Set primary KPIs Choose metrics aligned with the actual campaign objective.

Account & Campaign Structure

Verify advertising account access Required users and billing access should be ready. Design campaign structure Separate campaigns where objective, geography or audience genuinely differs. Use consistent naming conventions Campaigns, ad groups and creatives should be easy to identify. Set budget and pacing rules Know how spend should be distributed over the campaign period.

Creative & Messaging

Prepare multiple creatives Do not launch with only one untested concept. Prepare placement-specific formats Creative should suit feed, Stories, video and search placements. Review advertising copy Messaging should be clear, accurate and consistent with the destination page. Verify claims and policies Creative should comply with applicable platform rules and advertising requirements.

Landing Page

Use a relevant landing page The destination should continue the message from the advertisement. Test mobile usability Forms and CTAs should work properly on common mobile devices. Review loading performance Avoid unnecessary delays from large assets or scripts. Test conversion forms Submission, validation and confirmation behavior should work correctly.

Tracking & Attribution

Verify advertising tags Required platform tags and pixels should fire correctly. Verify analytics events Important actions should appear in analytics. Add campaign parameters Traffic sources should remain identifiable outside the ad platform. Preserve lead-source information Campaign data should reach CRM or sales systems where relevant.

Optimization Readiness

Prepare exclusions or negative keywords Reduce obvious irrelevant traffic where applicable. Build remarketing audiences Use previous engagement appropriately where consent permits. Monitor frequency and fatigue Repeated exposure should be reviewed for appropriate channels. Schedule campaign reviews Budget, creative, conversion quality and audience performance should be reviewed together.

PERFORMANCE MARKETING

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