Our Advertising Process, Stage by Stage
Good ads are a process, not a boost button. These are the eight stages we run on every account, what you get at each one, and how long each takes, so you can judge any agency, including us.
Most wasted ad spend has the same three causes
When an ad account stops working, the cause is rarely the platform. In the audits we run, the same three problems come up again and again: the platform is optimizing toward the wrong conversion, the offer gives no reason to act now, and leads wait hours for a reply.
Our process fixes those in order. Tracking comes before budget, the offer comes before creative, and follow-up speed is measured alongside cost per lead. Everything else, from bids to audiences, matters less than these three.
From audit to reporting
Typical timing for a new account. An account that already tracks well moves faster.
- 1
Audit
We read your ad accounts, analytics, website and CRM before we touch a budget. We look at what each campaign really produced, which searches and audiences wasted money, how fast leads were answered, and what your best customers have in common.
You get: A plain-language audit with a ranked fix list and a first 60-day plan.
Week 1
- 2
Tracking: pixel and Conversions API
Platforms optimize toward whatever you tell them is a conversion. We install or repair the Meta Pixel and Conversions API, the Google tag with enhanced conversions, the TikTok Pixel and Events API and the LinkedIn Insight Tag as needed, then define real conversions: calls over 60 seconds, booked appointments, form leads and purchases, not page views.
You get: A tracking map, test conversions confirmed in each platform, and lead routing into your CRM.
Weeks 1 to 2
- 3
Offer
Ads amplify an offer; they rarely fix a weak one. We shape a clear reason to act now that fits how people buy in your industry: a free estimate with a real arrival window for home services, an intro class pack for a studio, a consult for a med spa, a quote in 24 hours for B2B.
You get: One primary offer and one backup offer per audience, with the landing page or lead form that matches.
Week 2
- 4
Creative
We write the ads and build the images and short videos, in English and Spanish when your customers speak both. For search that means responsive search ads and assets; for Meta, TikTok and YouTube it means a strong first 3 seconds, captions, vertical cuts and real photos of your work.
You get: A first batch of ads per platform, approved by you before anything goes live.
Weeks 2 to 3
- 5
Launch
Campaigns go live with tight targeting, sensible budgets per campaign, negative keywords and placement exclusions from day one. We watch delivery daily in the first week to catch disapprovals, tracking gaps or a budget that spends too fast.
You get: Live campaigns, a launch checklist and a first-week check-in.
Week 3
- 6
A/B tests
We test one variable at a time so the result means something: two hooks, two offers, a form against a landing page, or two audiences. Each test gets a pass mark and a minimum run time before we call it.
You get: A running test log with what we tried, what won and what we changed because of it.
From week 4, ongoing
- 7
Optimization
Every week we cut search terms, placements and ads that produce no leads, shift budget toward what produces booked jobs or sales, refresh tired creative and tune bids. Where your CRM allows it, we send closed sales back to the platforms so they learn which leads became customers.
You get: Weekly changes logged in plain language, so you can see why spend moved.
Weekly
- 8
Reporting
You get a short weekly report and a monthly review: spend, leads, cost per lead, booked, showed, sold and cost per customer, by platform and campaign. We judge the program on day 60 numbers, after tracking is fixed and the platforms have learned.
You get: Weekly report, monthly call, and a day 60 review with a keep, change or stop recommendation.
Weekly and monthly
First 60 days are the rebuild: tracking, offer, creative and tests. We judge the program, and ask you to judge us, on day 60 numbers.
What the first 90 days look like
| When | What happens | What you see |
|---|---|---|
| Week 1 | Audit, access, tracking review | Audit and fix list, first 60-day plan |
| Weeks 1 to 2 | Pixel, Conversions API, Google tag and CRM routing fixed and tested | Test leads and test purchases showing in each platform |
| Weeks 2 to 3 | Offer and first creative batch written and approved | Ads and forms to review before launch |
| Week 3 | Launch with daily delivery checks | Live campaigns and a first-week check-in |
| Weeks 4 to 8 | Learning period, A/B tests, weekly optimization | Weekly report: spend, leads, cost per lead, booked |
| Day 60 | Program review | Keep, change or stop recommendation per campaign |
| Day 90 onward | Scale what works, add a platform if it earns its place | Monthly review call and budget plan |
Pixel, Conversions API and why both matter
Browser tags (pixels)
The Meta Pixel, Google tag, TikTok Pixel and LinkedIn Insight Tag run in the visitor's browser and report page views, leads and purchases back to each platform.
- Fast to install
- Can miss events because of ad blockers, privacy settings and cookie limits
- Needed for retargeting audiences
Server-side (Conversions API)
Meta Conversions API, Google enhanced conversions and offline conversion import, TikTok Events API and LinkedIn Conversions API send the same events from your server or CRM.
- Recovers events the browser misses
- Can send what happened after the lead: booked, showed, sold
- Gives the platform better data to find buyers like your best customers
We use both, de-duplicated so each conversion is counted once.
What we need from you
Access
Admin or partner access to your ad accounts, analytics, website and CRM. You keep ownership; we can be removed in one click.
Answers
Your best customers, your margins, your busy and slow seasons, and an honest read on lead quality every week.
Speed
Someone who answers new leads within minutes during business hours. It changes results more than any ad setting.
Ask for an ad plan built on this process
Tell us your goal, your market and your current spend. We usually reply within an hour and send a written plan within 48 hours.
Prefer to talk? Call 1 (800) 858-1639 or email info@madmonkey.media.
Questions about our advertising process
How long does it take to launch ads?
Usually about three weeks for a new account: one week for audit and access, one to two for tracking, offer and creative, then launch. If your tracking already works and you have creative, it can be days.
What is the Conversions API?
A server-to-server connection that sends conversions from your website or CRM to Meta. It recovers events the browser pixel misses and can report later steps such as booked or sold. Google, TikTok and LinkedIn have their own versions, and we set them up where you advertise.
How many ads do you test at once?
Enough to learn, few enough to read the result. Usually 3 to 6 ads per campaign, with one variable tested at a time and a minimum run time before we call a winner.
What do your reports include?
Spend, leads, cost per lead, booked, showed, sold and cost per customer, by platform and campaign, plus what we changed and why. Weekly by email and monthly on a call.
Can you take over ads another agency set up?
Yes. We audit first, keep what works and rebuild the rest. Make sure the ad accounts, pixels, pages and lead forms are in your name before you give notice to the current agency.
Do you work in Spanish?
Yes. We are a Latino-owned Dallas team and write ads, forms and follow-up messages in English and Spanish when your customers use both.
Plan your ads with real numbers
Free guides from our paid advertising team, built on published 2025 and 2026 industry data.
Ad budgets and pricing
What $500, $1,500, $3,000 and $5,000+ a month buys, and how our fee works.
Read the guide →Cost per lead by industry 2026
Sortable Google and Facebook benchmarks for 20+ industries, with sources.
Read the guide →Facebook vs Instagram vs Google
Seven ad platforms compared on cost, intent and fit, including LSA, TikTok, LinkedIn and YouTube.
Read the guide →