Paid Ads Launch Playbook

A sample outline for launching a new Google and Meta paid program from zero, structured to find profitable spend before scaling.

Approach

I'd launch with a tightly scoped test budget across Google Search and Meta, structured around two or three audience/offer hypotheses rather than one broad campaign. Landing pages would be built per hypothesis so results are attributable, not blended. After an initial learning window, spend would consolidate around what's actually converting, with bid and budget adjustments made weekly rather than left on autopilot.

Scope

• Account structure and audience hypothesis setup
• Landing page build per campaign hypothesis
• Two-week test-and-learn spend phase
• Weekly bid and budget optimization post-launch