| # | Task / Service | Platform | Frequency | Included |
|---|---|---|---|---|
| 01 |
Keyword Research
150–500 keywords, high-intent, long-tail, branded + 50 negatives
|
Month 1 | ✔ Yes | |
| 02 |
Campaign Structure Build
tightly grouped ad groups with match-type targeting strategy
|
Month 1 | ✔ Yes | |
| 03 |
Responsive Search Ads (RSA)
3 RSAs per ad group, A/B headline testing — 2+ ads total
|
Monthly | ✔ Yes | |
| 04 |
Ad Extensions Setup
Sitelinks, callouts, ad extension, location extension
|
Month 1 | ✔ Yes | |
| 05 |
Conversion Tracking
Track calls, form submissions — focus on call or purchase intent
|
Month 1 | ✔ Yes | |
| 06 |
Bid Strategy Management
Maximize Clicks (No.1) → Target CPA via Smart Bidding (Mo.2+)
|
Ongoing | ✔ Yes | |
| 07 |
Negative Keyword Sweeps
Bi-weekly review to eliminate wasted spend
|
Bi-weekly | ✔ Yes | |
| 08 |
Geo & Schedule Targeting
1–2 city radius, business hours only (Mon–Fri 8am–7pm)
|
Month 1 | ✔ Yes | |
| 09 |
Landing Page Recommendations
CRO tips to improve Quality Score and conversion rate
|
Monthly | ✔ Yes | |
| 10 |
Monthly Performance Report
Clicks, CTR, CPC, conversions, CPL + next month recommendations
|
Monthly | ✔ Yes | |
| 11 |
Meta / Facebook Ads
Social advertising campaigns on Facebook & Instagram
|
Meta | — | ✘ Upgrade |
| 12 |
Retargeting / Display Ads
Re-engage previous visitors across the web
|
Display | — | ✘ Upgrade |
| # | Task / Service | Platform | Frequency | Included |
|---|---|---|---|---|
| 01 |
Keyword Research — Branded + Non-Branded
150–200 keywords, 2 campaigns, 100+ negative keywords
|
Month 1 | ✔ Yes | |
| 02 |
Branded Search Campaign
Protect brand terms, low CPC, maximum intent capture
|
Ongoing | ✔ Yes | |
| 03 |
Non-Branded Search Campaign
Service + location keywords for high-intent buyers
|
Ongoing | ✔ Yes | |
| 04 |
Full Google Ad Extensions Suite
Sitelinks, callouts, structured snippets, call, location, price
|
Month 1 | ✔ Yes | |
| 05 |
Meta Interest-Based Targeting
Demographics + interests on Facebook & Instagram feeds/stories
|
Meta | Ongoing | ✔ Yes |
| 06 |
Meta Pixel Installation
Pixel on website for audience building and event tracking
|
Meta | Month 1 | ✔ Yes |
| 07 |
Custom Audience Setup
Website visitors (30-day), email list upload, engagement audiences
|
Meta | Month 1 | ✔ Yes |
| 08 |
Meta Ad Creatives
Single image ads + 1 carousel set — mobile optimised
|
Meta | Monthly | ✔ Yes |
| 09 |
A/B Creative Testing
4–6 ad variants; winners scaled, losers paused
|
GoogleMeta | Ongoing | ✔ Yes |
| 10 |
2 Dedicated Landing Pages
One per platform, optimised for search vs social intent
|
GoogleMeta | Month 1 | ✔ Yes |
| 11 |
Bi-Weekly Performance Report
Spend pacing, CTR, CPC, CPL broken down by platform
|
GoogleMeta | Bi-weekly | ✔ Yes |
| 12 |
Google Display Retargeting
Multi-window display retargeting funnel for site visitors
|
Display | — | ✘ Upgrade |
| # | Task / Service | Platform | Frequency | Included |
|---|---|---|---|---|
| 01 |
Full Keyword Research + Competitor Analysis
200–300 keywords, competitor conquesting, branded + non-branded + long-tail
|
Month 1 | ✔ Yes | |
| 02 |
Branded + Non-Branded Campaigns
Separate campaigns, full negative list (150+), competitor bidding
|
Ongoing | ✔ Yes | |
| 03 |
Dynamic Search Ads (DSA)
Auto-target site content for incremental keyword coverage
|
Ongoing | ✔ Yes | |
| 04 |
Full Ad Extensions Suite
Sitelinks, callouts, snippets, call, price, promotion, location
|
Month 1 | ✔ Yes | |
| 05 |
Meta Lookalike Audiences (1%, 2%, 5%)
Built from best converters for scalable prospecting
|
Meta | Ongoing | ✔ Yes |
| 06 |
Meta Video + Carousel + Story Ads
Full creative formats across Facebook, Instagram, Stories, Reels
|
Meta | Monthly | ✔ Yes |
| 07 |
Google Display Retargeting Campaigns
Banner ads shown to site visitors across Google Display Network
|
Display | Ongoing | ✔ Yes |
| 08 |
Full Retargeting Funnel (7 / 30 / 90 Days)
Three recency windows with tailored messaging per segment
|
DisplayMeta | Ongoing | ✔ Yes |
| 09 |
Google Tag Manager + Full Conversion Setup
GTM container, all conversion events, Meta Pixel with custom events
|
GoogleMeta | Month 1 | ✔ Yes |
| 10 |
3 Custom Landing Pages + A/B Testing
Platform-specific pages, split tested for CTA, headline, layout
|
GoogleMeta | Ongoing | ✔ Yes |
| 11 |
Target ROAS Bidding + Smart Campaigns
Google: Target ROAS | Meta: Cost Cap | Display: vCPM optimisation
|
GoogleMeta | Ongoing | ✔ Yes |
| 12 |
Weekly Report + Live Analytics Dashboard
Real-time spend, ROAS, CPL by channel + monthly strategy review call
|
GoogleMetaDisplay | Weekly | ✔ Yes |
| Phase | Timeline | Key Activities |
|---|---|---|
| Setup | Week 1–2 | Account audit, keyword research, building a campaign, writing ad copy, and installing tracking. |
| Launch | Week 3 | Campaigns go live, first bid changes, and a negative keyword sweep. |
| Optimise | Week 4 | Pause underperformers, boost winners, and review quality scores. |
| Scale | Month 2 | New ad variants, refined targeting, and a shift bid strategy toward CPA/ROAS goal. |
| Sustain | Month 3+ | Monthly audits, budget reallocation, and expansion opportunities identified. |