Standard PPC Policies

Client Requirements | Must Be Provided Before Work Begins

The client is responsible for providing the following before setup begins:

• Verified platform access to an active ad account (admin or standard access sufficient to build campaigns).
• Verified billing/payment method connected and approved inside the platform.
• Landing page URL(s) that are live, functional, and match the offer being advertised.
• Brand assets (logos, colors, fonts) and any required creative files (images/videos), or written confirmation that we may use assets from the landing page, and/or licensed stock images (where permitted).

If any requirement is missing, timelines pause until access/assets are received.

3) Included Scope (Per Platform, Per 30-Day Cycle)

A) Campaign Setup (One-Time, Per New Campaign Build)

Included setup covers one (1) platform and up to the following limits stated in your package tier.

What “setup” includes:

• Account/campaign structure build
• Targeting setup (geo, language, devices, schedule)
• Bidding strategy selection and initial budget allocation
• Ad creation using provided assets/copy or landing-page-derived messaging
• Basic in-platform conversion event configuration (see tracking section)

B) Budget Management

• We manage delivery within the client’s stated monthly budget and platform spend settings.
• Google Ads – We run all campaign budgets with Manual CPC. We do not endorse Performance Max campaigns.
• Budget changes requested by the client are applied within 2 business days (assuming no platform restrictions).
• Daily budgets will be adjusted to keep up with the spend tracking for that cycle.

C) Optimization (Defined + Capped)

• Optimizations are performed during the cycle. Optimization does not include full rebuilds, new funnels, new landing pages, or unlimited creative testing.
• Optimizations are based on data that the team is seeing within the ad platform.

D) Reporting (Standard)

• 1 standard performance report per cycle, delivered as a summary (platform screenshots or a standard template).
• Metrics typically include: spend, clicks, CTR, CPC, conversions (if tracking is available), and top performers.
• Recommended optimizations will be provided upon delivery.

4) Conversion Tracking (What We Will and Will Not Do)

Included:

• Setup of conversion tracking inside the ad platform interface when possible (e.g., selecting an existing conversion action, configuring a standard pixel event, or enabling platform-native tracking options).

Not included (requires add-on or client/dev support):

• Installing or troubleshooting tracking on the client website (GTM, code installation, event mapping, server-side tracking, domain verification, CAPI, enhanced conversions).
• Offline conversion imports, CRM integration, call tracking systems, or advanced attribution modeling.

Important: If tracking is not properly installed on the site, optimization will be based on proxy metrics (CTR, CPC, engagement, landing page traffic) rather than conversion performance.

5) Client Review, Approvals, and Turnaround Times

Ad Setup File + Approval

• We provide an Ad Setup File summarizing: structure, targeting, bid strategy, locations, budgets, keywords/audiences, linked assets, and previews (where supported).
• Setup files are delivered in 3–5 business days after all requirements are met (access + billing + landing page + assets).
• Ads go live only after client approval.

Revision Limits

Included with the initial setup:

• Up to 2 revision rounds to the setup before launch (copy/targeting/structure edits within the included caps).

Communication Standards

• The client should submit instructions in one organized document (or consolidated message) if the onboarding form is not sufficient.
• Multiple scattered notes may be returned for consolidation.
• Multiple changes per campaign cycle will be capped based on hours available.

6) Out of Scope (Explicit)

The following are not included unless purchased separately:

• Multi-platform expansion in one package (Google + Meta + LinkedIn). Each platform is separate.
• Landing page development, CRO, or copywriting for new pages
• Custom creative production (graphic design, video editing, motion ads, UGC production)
• Custom dashboards or reporting exports tailored to proprietary formats
• Call tracking, offline conversions, CRM integrations, or advanced analytics implementations
• Competitor audits, market research, or extensive keyword research beyond included caps
• Complex restructuring of existing accounts (unless specified as an account rebuild project)

7) Policy on Results and Platform Compliance

• Performance results are influenced by market conditions, offer quality, landing page experience, and auction competition; therefore, no guarantees are provided for specific outcomes.
• The client is responsible for ensuring compliance with platform policies, trademarks, and industry regulations. We can recommend adjustments but cannot override platform enforcement decisions.

8) Pauses, Delays, and Reactivation

• Ad spend is reduced at the end of each cycle, pending the continuation of the next month.
• If the client pauses ads or delays approvals for 7+ calendar days, timelines reset and the cycle may be considered partially used depending on work already completed.

Reactivation after a long pause may require a mini-audit and updated setup (scope dependent).