Paid Social Advertising Playbook

Plan and specify paid social campaigns end to end: objective, audience temperature, budget split, campaign build, creative brief, tracking, testing, optimisation rules and monthly reporting. The engine plans, specifies, audits and reports; spending money, editing live ad accounts and publishing require explicit client authority and a named operator.

Use When

• A client needs a paid social plan or build specification for Meta (Facebook, Instagram, Messenger, WhatsApp destinations), TikTok or LinkedIn.
• An existing paid social account needs a read-only audit, a diagnosis of weak results or an optimisation plan.
• The client wants a monthly paid social report and a recommendation on what to scale, pause or refresh.
• Click-to-WhatsApp or lead-form campaigns need designing for an East African business, with audience temperature and budget split.
• Sponsored posts or Reels and Stories ads need ad sets, custom audiences, a budget in UGX or KES, pixel and Conversions API tracking, and a rule for switching off losing ads.

Do Not Use When

• paid-search-advertising for Google Ads search, Performance Max or Demand Gen.
• advertising-strategy-and-budget and media-planning for overall budget, media mix or channel choice across media.
• ad-copy-and-hook-lab for headlines, hooks and primary text.
• Stop before changing live campaigns, budgets or audiences without written authority; deliver an approval-ready specification.