# 24-Week Ad Plan

> The 24-week ad plan is the roadmap we use to take a new campaign from setup to scale. It moves through nine phases: goals, research, structure, ad creation, tracking, launch, optimization and scaling. You always know which phase you are in, what we are testing and what comes next.

Canonical: https://jabstract.net/24-week-ad-plan/

- **Nine clear phases**: Every campaign moves through the same tested sequence.
- **Tracking before launch**: Conversion tracking and UTMs are live before a dollar is spent.
- **Weekly optimization**: Negative keywords, ad tests and bid changes happen on a schedule.
- **Reports you can read**: Dashboards and monthly insights show what worked and what is next.

## Phase 1 sets the goal and what success looks like

- Set one clear campaign goal (leads, traffic, sales or awareness) with a measurable target
- Define KPIs such as CTR, CPC, CPA and conversions, with a baseline and targets
- Define your audience by demographics, location and intent
- Set a budget and split it across campaigns by priority

## Phase 2 researches keywords, competitors and landing pages

- Research and group high-intent keywords so you target the right searches
- Study competitors' ads, copy and landing pages to see what works
- Make sure landing pages match your ads with clear messaging, strong calls to action and tracking
- Tune landing pages for speed, mobile use and conversions

## Phase 3 builds the campaign structure cleanly

We pick the campaign type, build the campaign shell and set bidding that fits your goal.

- Campaign types: Search, Display, Video (YouTube), Performance Max or Remarketing
- Objective, clear naming, location, language, bidding strategy and daily budget
- Bidding: manual CPC for control, Maximize Conversions for automation, or Target CPA / ROAS once there is data

## Phase 4 organizes ad groups and writes the ads

- Group keywords by theme in tight ad groups of 5 to 15 keywords
- Write ad copy with clear benefits, keywords and strong calls to action
- Add extensions such as sitelinks, callouts and call buttons
- Create banners, videos and several ad variations for display and video

## Phase 5 makes every click and conversion measurable

- Conversion tracking set up with Google Tag Manager, GA4 and Google Ads
- UTM parameters on every link so you know where each lead came from
- Google Ads linked with GA4, Search Console and Tag Manager

## Phase 6 checks everything, then launches

Before launch we review ad copy, test final URLs, confirm tracking, check budgets, bids and targeting, verify extensions and rule out campaign conflicts.

- Schedule for peak hours
- Watch the first 48 hours closely
- Check CTR and conversions
- Pause weak ads and optimize from data

## Phases 7 and 8 monitor, optimize and report

- **Daily in week one**: Check impressions, CTR, CPC and conversion tracking, and pause poor keywords or ads.
- **Weekly**: Add negative keywords, A/B test headlines and descriptions, and adjust bids by device, location and time.
- **Landing pages**: Test buttons, forms and offers, and keep a log of every change and its result.
- **Reports and dashboards**: Weekly or monthly reports on spend, clicks, conversions, CPA and ROAS, with Looker Studio dashboards and recommendations.

## Phase 9 scales what works

- Raise budgets on the best-performing campaigns
- Expand keywords or locations where the return is positive
- Build remarketing and lookalike campaigns from your best audience data
- Refresh creative every 4 to 6 weeks to avoid ad fatigue

## The plan runs under flat monthly management

Google search ads and Local Services Ads management is $500 a month. Other platforms such as Reddit, TikTok or ChatGPT ads are $500 a month each, and Meta video ads are $750 a month. Ad spend is always billed separately by the platform.

## Prices

| Service | Price | Terms |
|---|---|---|
| Google search ads / Local Services Ads management | $500 | per month |
| Meta video ads management | $750 | per month |
| Other ad platforms | $500 | per month each |

## Ready to start your 24-week ad plan?

Tell us your goals and budget and we will map out the first 24 weeks.

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JABstract, 129 Quailwood Dr, Winter Haven, FL 33880. Phone (863) 602-6911. Email info@jabstract.net.
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