02

Daily SOP — 3× Monitoring Cadence

Every Brand, Every Day
Rule: Each brand gets checked 3 times per day. Morning sets the direction. Afternoon is the correction window. Evening is the close and documentation. Missing any check requires PM to log reason in the brand's Slack thread.
CHECK 1 · 9:00–10:30 AM Morning Pulse — Set the Day ~15 min per brand
Yesterday's Final Numbers: Check yesterday's actual spend, revenue, ROAS, orders, and CPP. Compare against weekly average and last 7-day trend.
Today's Pacing: Check if today's campaigns are delivering. If delivery is below 70% of daily budget by 10 AM, something is wrong. Flag immediately.Urgent Flag
ROAS Check: Is yesterday's ROAS above, at, or below the brand's target? If below — is it a one-day dip or 3+ day trend? Log status.
Creative Fatigue Scan: Check CTR on all active creatives. Any creative with CTR declining >20% week-on-week needs to be flagged for replacement within 48 hours.
Log Morning Status: Post a one-line status in the brand's internal Slack thread: [Brand] | ROAS: X | Spend: ₹X | Revenue: ₹X | Status: Green/Amber/Red
CHECK 2 · 2:00–3:30 PM Afternoon Correction Window ~10 min per brand
Mid-day ROAS: Check real-time ROAS. If significantly below target, assess whether to reduce budget for the day or shift spend to better-performing ad sets.
Budget Pacing: Is today's budget on track to be fully utilized? Under-delivery or over-delivery needs immediate attention.Action Now
New Creative Performance: If any new ads were launched today, check early signals — CTR, CPM, and initial ROAS. Kill anything with <0.5% CTR by 3 PM if spend has crossed ₹500.
Audience Overlap / Fatigue: Quick check on frequency. If frequency on any ad set is >3 within 7 days, rotate creative immediately.
Competitor Activity Check: Once weekly on Tuesdays — spend 10 minutes in Meta Ad Library for each brand. Note any new competitor offers or creatives.
CHECK 3 · 7:00–8:30 PM Evening Close & Documentation ~12 min per brand
End-of-Day Numbers: Pull today's final spend, revenue, ROAS, CPP, and orders. Compare against the daily target.
Daily Log Entry: Update the brand's performance log (Google Sheet) with today's numbers. This feeds the weekly report and monthly review.Non-negotiable
Tomorrow's Setup: If any budget changes, new creatives, or bid strategy shifts are needed for tomorrow — set them now. Never do it in the morning rush.
Status Update: If brand is Red (ROAS significantly below target for 2nd consecutive day), draft a note for Head of Performance. Don't wait for the weekly sync.
Creative Pipeline Check: Do you have fresh creatives ready for the next 7 days? If not, raise a brief to creative team tonight — not tomorrow.
02b

Weekly Rhythm

Every Week
Day Activity Owner Output
Monday Pod sync with Head of Performance (30 min). Review last week's ROAS across all brands. Set week's priority list. PM + HoP Week plan in Notion / Slack thread
Tuesday Creative review. Audit all active creatives. Raise briefs for anything fatigued. Competitor ad library scan. PM Creative brief sent to creative team
Wednesday Mid-week ROAS review. Any brand sitting red for 3+ days triggers a strategy reassessment session (PM + HoP, 20 min). PM Action plan for underperforming brands
Thursday Client check-in messages sent (WhatsApp / email). Quick update with any notable wins or flags — no full report, just a pulse message. PM → Client WhatsApp update per brand
Friday Weekly report dispatched to all clients (by 5 PM). ROAS summary submitted to Head of Performance. PM + Ops Report sent, summary filed
Saturday Weekend monitoring: Morning check only (9–10 AM). Flag any anomalies via WhatsApp. No strategy changes on weekends. PM (on rotation) Status log updated
03

Escalation Protocol

Decision Tree
Golden Rule: ROAS cannot be down AND revenue cannot be down simultaneously for more than 48 hours without an escalation. One can be sacrificed temporarily. Both cannot be red at the same time.
ROAS ↑ Revenue ↑
IDEAL
Scale budget. Expand audiences. Test new creatives to maintain momentum.
ROAS ↑ Revenue ↓
WATCH
Efficiency is high but volume is low. Increase budget or broaden audiences. Check if campaigns are under-delivering.
ROAS ↓ Revenue ↑
ACCEPTABLE
Growth phase — acceptable if ROAS is within 20% of target. Monitor closely. Do not scale further until ROAS recovers.
ROAS ↓ Revenue ↓
ESCALATE
Immediate action required. Pause poor performers. Notify Head of Performance. Client communication within 24 hours.
Trigger Threshold Action Escalate To Timeline
ROAS Drop Below target by >25% for 2 consecutive days Pause bottom ad sets, refresh creative, review audience Head of Performance Within 4 hours of detection
Revenue Drop Below monthly target by >30% Full funnel audit, budget reallocation, offer review Head of Performance + Founder Same day
Spend Anomaly Over-spend or under-spend >20% of daily budget Check campaign settings, delivery, billing PM self-resolves, flag to HoP if unresolved Within 2 hours
Creative Fatigue CTR dropping >25% WoW on active ads Brief new creative immediately, pause fatigued ad Creative team (48h SLA) Within 24 hours
Account Flags / Bans Any policy flag or ad rejection Do not appeal blindly. Review policy, fix creative, re-submit PM + Ops + HoP immediately Immediate
Client Complaint Any negative message from client about results Do not respond with defensive data. Acknowledge, investigate, respond with plan PM → HoP before replying to client Response within 2 hours
04

Client Communication Framework

Retention Driver
Philosophy: Clients don't leave because ROAS dipped. They leave because they felt out of the loop. Proactive communication beats reactive defense every single time.

Thursday Pulse Message

Every Thursday · WhatsApp
  • Week-to-date ROAS and revenue (2 numbers, no fluff)
  • One highlight: what's working and why
  • One flag: what we're watching and what we're doing about it
  • One action: what we're testing or changing this week
  • Keep it to 5–7 lines. No PDF attachments.

Friday Weekly Report

Every Friday by 5 PM · Email
  • Week summary: spend, revenue, ROAS, orders, CPP
  • Top 3 performing ads with screenshots
  • What was tested this week and what we learned
  • Next week's plan: budget allocation and creative direction
  • 1-page PDF. No decks. No fluff.

Monthly Deep-Dive

1st of Every Month · Video Call
  • Full month: revenue vs target, ROAS trend, CPP trend
  • Best creatives of the month (winner analysis)
  • Audience insights and what's shifting
  • 30-day plan for the new month
  • Budget recommendation for next month with rationale

Reactive Communication

When Triggered · Within 2 Hours
  • Never go silent when things are down
  • Acknowledge the dip before they ask about it
  • Always lead with what you're doing, not what happened
  • No data dumps. Give the client 3 sentences max per issue
  • End every reactive message with a clear next step and timeline
04b

Message Templates

Copy & Adapt
Thursday Pulse WhatsApp Template — Green Week
Hey [Name] 👋

Quick update for the week:
📊 ROAS this week: [X] (Target: [Y])
💰 Revenue so far: ₹[X] (on track for ₹[monthly target])

✅ What's working: [Ad set / Creative / Offer] is performing well — [brief reason].
🔍 What we're watching: [CPC / CPP / Frequency] is slightly up. We're [specific action] to keep it in check.
🧪 This week's test: [Creative angle / Audience / Offer]. Results by [date].

Full report on Friday. Let me know if you have any questions.
Reactive WhatsApp Template — ROAS Dip Alert
Hey [Name],

Wanted to flag this proactively — ROAS has dipped to [X] over the last [2–3] days (vs our target of [Y]).

Here's what we've identified: [1-line reason — audience fatigue / creative fatigue / platform algo shift].
What we've already done: [Paused X / Launched fresh creative Y / Shifted budget to Z].
What to expect: Recovery typically takes [24–48 hours] once the new setup is live.

We're on top of this. Will update you by [time/date] with progress.
05

ROAS & Revenue Improvement Playbook

Growth Engine
The two milestones: ROAS going down is a problem. Revenue going down is a problem. ROAS high but revenue low means you're being too conservative — open the funnel. Revenue high but ROAS low means you're scaling too fast — tighten efficiency first.
🎯

Win: Creative First

80% of ROAS problems are creative problems. Before touching audiences or budgets, test a new angle. Allocate 20% of each brand's weekly budget to creative testing.

📦

Win: Offer Audit

If ROAS is declining despite good CTR, the landing page or offer is failing. Pull the CVR. If it's below 2%, the problem is post-click. Escalate to the client for an offer improvement conversation.

🔄

Win: Funnel Balance

BOF retargeting should always be funded. If retargeting budget is zero or near-zero, ROAS will suffer. Minimum 20–30% of budget on retargeting for D2C brands.

📈

Scale: Incrementally

Never scale a budget by more than 20% in a 24-hour period. Algo needs time to re-learn. Scale on days when ROAS is at or above target — never to "fix" a bad day.

✂️

Cut: Kill Rules

Any ad set spending ₹500+ with ROAS below 0.5× target gets paused within 24 hours. No exceptions. Weak ad sets drain budget from winners.

📊

Measure: Right Window

Always judge ROAS on 7-day click attribution minimum. Single-day ROAS is noisy. Weekly trends tell you what's actually working. Don't panic on a bad Thursday.

05b

Revenue Levers — What to Pull & When

Tactical
Situation Likely Root Cause Immediate Action Client Conversation
ROAS ↓, CVR ↓ Offer or landing page is weak Pull CVR data, A/B test offer, flag to client Show CVR vs. industry benchmark. Push for offer change or CTA tweak.
ROAS ↓, CTR ↓ Creative fatigue or wrong audience Refresh creative, test new hooks, broaden audience Show CTR decline chart. Request UGC or new creative assets from client.
ROAS ↑, Revenue ↓ Under-spending, conservative setup Increase daily budget by 20%, check delivery rate Explain efficiency vs volume tradeoff. Pitch budget increase with projected revenue upside.
Revenue ↑, ROAS ↓ Over-scaling or broad audience waste Pause weak ad sets, tighten audiences, shift to proven winners Show cost-per-order trend. Explain that scaling quality > scaling volume.
High CPM, Low Delivery Audience too narrow or high competition period Expand audience, check auction overlap, test new placement Context on seasonal CPM spikes if applicable (festive, sale periods).
Low AOV, Low Revenue Wrong SKU being promoted, poor product mix Shift budget to high-AOV hero SKUs Share AOV breakdown by product. Recommend promoting bundles or high-ticket SKUs.
05c

Non-Negotiable Rules for Every PM

Standing Rules
Always The 10 Standing Rules — No Exceptions
Every brand gets logged in the daily performance sheet — no exceptions. If it's not logged, it didn't happen.Daily
Never make a budget change >20% without telling the Head of Performance. Small changes are yours to call. Big changes need a second pair of eyes.
Client communication goes through the designated channel only. No personal WhatsApps. No Gmail from personal accounts.
If ROAS is red for 48 hours, the PM sends a proactive client update before the client asks. Non-negotiable.Urgent
Creative briefs must be submitted with full context — brand voice, target audience, hook, format, and reference. Incomplete briefs are returned, not worked on.
Never judge an ad on less than ₹300–500 spend. Don't kill early, don't scale early. Let the data breathe.
Every ad account must have at least one retargeting campaign active at all times. Zero retargeting = zero ROAS defense.
Weekly reports go out Friday by 5 PM. If data isn't ready, Ops is told by Thursday 3 PM. No client gets a report on Monday for the previous week.
Before any strategy shift, document the hypothesis. What are you changing, why, and what result do you expect? 2 lines is enough.
If you're unsure, ask. Assumptions that go wrong cost clients money and cost us trust. A 2-minute Slack message to HoP saves days of recovery.