Process

Four phases.
Audit. Strategy. Launch. Scale.

A structured engagement over the first 30 to 60 days — then a repeatable operating cadence for as long as the account is live. Nothing theatrical, no slide decks. Just the work, in order.

Phase 01

Audit

Before a dollar of spend, we run a two-week diagnostic on the business. Unit economics first — margin, CAC ceiling, payback period, average order value. Then position — who you actually sell to, what language they use, which adjacent brands they respect.

Last, a technical check: pixel health, conversion events, catalog integrity, backend attribution. If we find a leak in the funnel that paid spend will only amplify, we surface it before launching.

You leave this phase with a written document: our honest read on what's working, what's undercooked, and what we recommend fixing before media dollars hit the account.

Phase 02

Strategy

The strategy phase converts the audit into a plan. We define campaign architecture — how prospecting, retargeting, and retention stack on top of each other. We lock the creative brief — the three to five hook angles we believe in, the formats they'll run in, the proof points they need to carry.

We also set the testing protocol. Which hypotheses are worth spending on in week one, which are worth queuing for week three, which aren't worth running at all. Testing is not random — it's a cadence.

The output is a one-page operating plan for the next 30 days. You see it before we build anything in the ad account.

Phase 03

Launch

Creative production runs in parallel with account build. The first slate typically includes static concepts, carousel layouts, and short-form video — a controlled variety so the algorithm has something to learn from.

Campaigns go live in a structured architecture: a prospecting campaign learning on your core audience signals, a retargeting campaign on warm pools, and a brand campaign holding the floor for anyone ready to convert. Budgets start conservative.

You'll get a launch note the morning the first campaigns go out — what's live, what we're watching, and what the first signal-check looks like at 72 hours.

Phase 04

Scale

Scale is the long game. Every Monday you get a written report — what ran, what won, what lost, and what we're moving budget toward this week. Once a month we hold a strategy review — a 45-minute call to step out of the day-to-day and re-examine positioning, offer, and creative direction.

Creative refresh happens on a rolling basis. We monitor fatigue metrics quietly in the background and queue new concepts before performance dips — the rule is you never launch a week with a stale slate.

No surprises, no radio silence. If something looks wrong, you hear about it the day we see it.

Operating rhythm

What you can expect weekly.

Once the account is live, the cadence is deliberately boring — boring is what you want from a performance team.

Daily

Account watch

Spend, delivery, frequency, and any anomalies checked every morning. If something needs a correction the same day, it gets one the same day.

Monday

Written performance report

A plain-English summary of the prior week — what ran, what won, what lost, what we changed. In your inbox before your own week starts.

Mid-month

Creative refresh batch

New ad concepts delivered on a rolling cadence. You approve, we launch. The slate never goes stale because we queue before performance dips.

Monthly

Strategy review

45 minutes out of the daily weeds to look at positioning, offer, audience signals, and where the next creative bets should land.

The stack

Tools we actually use.

Small, intentional, and mostly invisible to the client. We believe in tools that reduce meetings, not tools that generate them.

  • Media buying Meta Ads Manager — prospecting, retargeting, catalog sales
  • Automation Zapier workflows + in-house AI scripts — reporting, creative ops, lead hand-off
  • Reporting Written notes first, dashboards second — you shouldn't need a login to see if it's working
  • Communication Direct line to both founders — email, text, Slack if your team runs it

Boring cadence,
serious results.

Ready to walk through it on your account?

The first discovery call is mostly listening — you describe the business, we translate it into what the first 30 days would look like.

Book a discovery call See current work