Marketing SOP

No Needle Needed (NNN) is a medical spa digital agency. We run Meta Ads for 60+ medical spa locations across the US and Canada, with monthly ad spend exceeding $300k.

Departments

• Management — client relations, caller team, sales (sales = closing the lead into a spa visit, since the spa is the client)
• Marketing — Media Buyers + Video Editors. No CMO — the CEO covers that role. Generates leads → hands off to callers
• IT — IT infrastructure, landing pages, campaign backend, messaging integrations
• Accounting — billing

Leadership crossover

• CEO — also Chief of Management + Chief of Marketing (de facto CMO)
• Partner / COO — also Chief of IT
• CEO + COO — jointly cover Accounting

Marketing team

• Media Buyers: Rodrigo Andrade, Gustavo, Sofia
• Editors: Janeil, Jean, Thomaz, Tony

What this SOP covers

Everything Marketing does end-to-end: from promo setup → campaign build → publishing → testing → monitoring → optimization → reporting. This is the operational source of truth for the Marketing department.

Every campaign moves through this sequence:

1. Promo defined → every promo MUST come with a marketing research doc (see §7 for the template)
2. Marketing creates the campaign → choose campaign type: Native, LTB, or DTB (see §3)
3. Editors produce creatives → video (with or without voiceover) or image; videos can start MOFU or BOFU (see §8)
4. IT delivers the landing page → hosted on GoHighLevel
5. Budget logic applied → see §4 budget calculator. >$300/day = multiple treatments; >$500/day = multiple campaigns / promos
6. 5–7 ads per campaign with at least 2 proven lead generators (see §8)
7. Pre-publish checklist run → Native (§15) or LTB/DTB (§16)
8. Publish + announce on WhatsApp group with the right tags (see §23)
9. 24h observation window — do not tweak before 24h unless something is catastrophically broken
10. Monitor the funnel in Ads Manager — columns ordered Lead → Booked Online → Booked by Phone → Verbally Confirmed → Arrival (see §5)
11. Diagnose & act when metrics drift out of KPI (see §6)

Three campaign types exist. The core difference is lead quality vs lead volume:

Type	What it is	Volume	Quality
Native	Meta instant form (lives inside Facebook/Instagram, never leaves the platform)	High	Lower
LTB (Lead to Book)	Click → landing page with form → booking flow	Lower	Higher
DTB (Direct to Book)	Click → direct to the booking page (no lead form step)	Lower	Higher

How to choose

For a spa with $150/day in ad budget, the default split is $100 LTB + $50 Native. Same treatment, two parallel campaigns. Native catches volume early while LTB ramps up its learning. Once enough data accumulates, one of them usually wins clearly.

DTB is the second option after LTB — used for testing whether bypassing the form helps a specific spa. Don't use DTB as the default. Test it only when LTB has been the validated landing-page path for a while.

Budget split between Native and LTB depends on the daily spend tier. The rules below are the starting point, not a hard rule — if data shows one channel is clearly outperforming on a specific account, push more budget there.

The funnel

Every campaign is monitored in Ads Manager using the columns in this exact order:

1. Lead generation
2. Booked Online (purchase event)
3. Booked by Phone (complete_registration event)
4. Verbally Confirmed (schedule event)
5. Arrival (subscribe event)

Arrival is the highest-truth metric — but we cannot wait for arrivals to make decisions. We check the prior KPIs first, in order, to catch problems earlier.

KPI thresholds — same across Native, LTB, and DTB

Diagnostic window

Always check across multiple time ranges: today / yesterday / 3d / 7d / any custom window you need. A single window can lie; the combination tells the truth.

Conversion windows to remember: click → arrival can take 5 to 10 days. Today's arrivals are often last week's clicks.

Decision tree

Read the funnel top to bottom. The first KPI that breaks tells you where the problem lives.

Pattern	What it means	Action
All metrics inside KPI	Healthy	Keep running. Watch for drift.
Lead inside KPI / rest outside	Bad quality leads	Refresh ad creative. The creative is pulling the wrong audience.
Lead + Booking inside / Verbal + Arrival outside	Callers can't close them on the phone	Talk to the spa manager. Phone team issue, not creative issue.
Verbal inside / Arrival outside (others may be off too)	Funnel timing — they confirmed, arrivals coming	Keep running. Don't panic — arrivals follow verbal confirmations.
Only Arrival inside / everything else outside	Old data converting. No fresh leads.	Refresh ads immediately. The campaign has stalled.
Lead high cost / Booking OK / Verbal + Arrival high cost	High-intent audience books but doesn't close	Refresh audience: ±1mi radius, ±1yr age. Duplicate ad set (allowed). Keep the same ads.

Every promo MUST have a marketing research doc attached before campaign creation. The doc forces clarity on what the treatment does, who it's for, what competitors charge, and what we legally cannot say.

Required sections (in order)

1. Header card — Intro price / Regular price / Session length / Target CPL
2. §01 What the treatment does — primary wellness outcomes + how a session feels
3. §02 Technology & device — specs table + ad-copy-safe language column
4. §03 USPs — core selling points
5. §04 Competitive landscape — local competitors, prices, differentiators + what their ads are doing
6. §05 Market pricing benchmark — where our offer sits in the market
7. §06 Ad types working for competitors — split by TOFU / MOFU / BOFU
8. §07 Results we want to deliver to leads — funnel goal + target show rates
9. §08 Target audience pain points — by emotional cluster (energy/burnout, mental, recovery, stress/aging) + hook examples by funnel stage
10. §09 Regulatory & compliance — banned words vs safe equivalents + A/B test naming strategy. Rewritten per treatment — never reused

Working example — Hyperbaric Oxygen Chamber

§01 What the treatment does

60-minute private oxygen wellness session inside a pressurized hyperbaric chamber. Soft-shell mild HBOT at 1.3–1.5 ATA. Wellness outcomes: energy & vitality, post-workout recovery, mental clarity, stress relief, skin vitality, sleep quality, healthy aging, post-procedure wellness. Zero downtime.

§02 Technology & device

Spec	Detail	Ad copy language
Chamber type	Soft-shell inflatable	State-of-the-art pressurized chamber
Pressure	1.3–1.4 ATA (mild HBOT)	Oxygen-rich pressurized environment
Oxygen level	90–95% enriched	Advanced oxygen wellness session
Duration	60 min	60-minute private session
Pain	None	Zero discomfort, fully relaxing
Downtime	None	Walk out and go on with your day

§03 USPs

• Private one-person chamber, not a shared facility
• Non-invasive, zero downtime
• Cellular-level wellness (plasma, lymph, cerebrospinal fluid)
• Biohacking edge — what high performers use for recovery and longevity
• Intro offer eliminates financial barrier ($99 for a $279 session)
• Luxury setting — premium positioning vs clinical HBOT centers
• Comprehensive benefits in one session: energy + recovery + clarity + skin + sleep + anti-aging

§04 Competitive landscape (Atlanta example)

Competitor	Type	Price	Differentiator
Restore Hyper Wellness	Franchise wellness studio	$54–95 (Groupon-driven)	High volume, membership model, less private
Synergy Release Sports	Chiropractic + HBOT	$100–150	Medical-adjacent, less luxury
Balanced Aesthetics Medspa	Med spa with hard-shell chamber	$150–250	Hard-shell, more clinical
Medical HBOT centers	Clinical	$200+	Medical focus, not wellness-positioned

§05 Market pricing benchmark

Provider type	Price range
Restore Hyper Wellness franchise	$54–$95
Independent wellness studio (soft-shell)	$75–$150
Independent wellness studio (hard-shell)	$150–$250
Medical HBOT center	$200–$650
Our intro	$99 — below market for intro, strong conversion hook
Our regular	$279 — above boutique wellness average, premium tier

§06 Ad types working for competitors

TOFU:

• Empowerment montage — quick cuts of high performers, executives, athletes in recovery
• Science hook video — person in lab coat explains cellular oxygenation in 15 seconds
• Pain point scroll-stopper — "You sleep 8 hours and still wake up exhausted"
• FAQ / myth busting — "Is this the same thing hospitals use?"

MOFU:

• Before/after experience testimonial (UGC, unscripted)
• Treatment walk-through — 30-second tour of the chamber, the process, the exit
• Comparison ad — HBOT vs IV Drip vs Infrared Sauna
• Timeline / results expectation — what to expect after 1, 5, 10 sessions

BOFU:

• Offer + scarcity static — clean chamber image, bold pricing, urgency line
• Testimonial + offer combo — short quote overlaid on premium image
• Short-form reaction video — 10–15s exit shot, "First session at $99. Only X spots left this week"

§07 Results we want to deliver to leads

1. Lead form submitted — name + phone, no deposit, friction-free
2. Phone call within 2 hours — speed-to-call is critical, lead stays warm 4–6 hours
3. Appointment booked — confirm date/time, remind 24h before and same-day morning
4. Arrival — primary KPI, measured as subscribe pixel event
5. Post-session upsell — session package or membership

Target show rates: phone-to-booking 40–55% · booking-to-arrival 65–75% · overall lead-to-arrival 30–40%.

§08 Target audience pain points

High-income professionals and active adults, 30–60. Top 10–25% household income. Pain clusters:

• Energy & burnout — sleeping 8h and waking drained, mid-afternoon crash, pushing through on empty
• Mental performance — brain fog as the new baseline, can't concentrate like before
• Recovery & performance — workouts take longer to bounce back from, body not recovering like it used to
• Stress & aging anxiety — chronic stress, mirror moments where vitality looks gone

§09 Regulatory & compliance

Never use	Always use instead
Therapy / Medical treatment	Wellness-focused session / Lifestyle optimization
Heals / Cure / Cures	Supports natural recovery / May assist with…
PTSD / Autism / Brain injury / Stroke / Diabetes	(never name a medical condition)
FDA approved for…	Designed to help / Supports cellular renewal
Treats [condition] / Medically proven	Enhances natural processes / Promotes wellness

A/B test naming strategy: "Hyperbaric" may flag the algorithm. Test A: "Private Oxygen Wellness Experience" vs B: "High Performance Recovery Session". Scale whichever delivers lower CPL without triggering review.

Volume

21 ads per week — 7 per media buyer × 3 buyers. Editors produce; media buyers test.

Ads per campaign

5–7 ads per campaign, mixing images and video. At least 2 must be proven lead generators — creatives we know already produce volume. The rest can be new tests.

Video vs image mix

Aim for at least 5 videos and 2 images per buyer's batch. 73% of winner ads are video — bias the production toward video.

Funnel stage of creatives — MOFU vs BOFU vs TOFU

BOFU and MOFU outperform TOFU for our offers. Prioritize:

• BOFU: offer + scarcity static, testimonial + offer combos, reaction videos at the chamber/treatment exit, short scarcity + price drops
• MOFU: treatment walk-throughs, before/after experience testimonials, comparison ads, timeline/results expectations
• TOFU: use sparingly. Best when launching a brand-new treatment with low awareness, or when a spa is saturated with retargeting and needs cold reach.

When a video should start MOFU vs BOFU

Default to BOFU openings when the offer is the centerpiece (clear pricing, scarcity, deadline). Switch to MOFU when the audience needs to understand the treatment before the offer makes sense (newer modalities, unfamiliar tech, or higher-ticket regular price). Every ad — regardless of where it opens — should close on BOFU (price + CTA + scarcity).

Compliance check

Every creative passes through the §9 compliance gate of the treatment research doc before going live. Banned words are blockers, not suggestions.

Every media buyer and every editor commits to a daily research block, ideally at the end of the day. Minimum 10 minutes, target 15–30 minutes.

What to look for

• Meta Ad Library — country-wide and locally
• Other treatments people are running across the spa industry
• New formats, new hooks, new visual treatments
• Patterns that repeat across multiple competitors

What to capture

Drop the findings into a shared space — links, screenshots, short notes. Everyone in marketing should be able to scan what their teammates found this week and pull from it when briefing creatives.

Every Monday, 9:30 AM.

What to bring

Each media buyer comes with a report. Reports must be ready to show in a maximum of 2 minutes. No padding, no preamble — what worked, what broke, what needs attention.

Standing agenda

1. Test dashboard review — which ads passed, which failed, which moved to Winner Spreadsheet
2. Per-buyer 2-min update — top wins, top losses, accounts on fire
3. New creative requests — discussed if needed (requests no longer require the meeting; they can be made any time during the week)
4. Cross-account learnings — anything from one spa that should travel to others

One Trello board for marketing. Two distinct column groups on it: creative production and test pipeline.

Creative production columns

1. Request Creative — anyone in marketing drops a request here
2. Working On — editor moves the card here when they pick it up
3. Finished — editor moves the card here when delivered
4. Approved — media buyer approves and the creative is ready to test
5. Review Requested — media buyer sends back for changes

Test pipeline columns

1. Published (Stage 1) — live in a test spa, 4 days, dedicated ABO budget
2. Distribution (Stage 2) — passed Stage 1, being validated in 2 additional spas, 7 days, no dedicated budget
3. Passing both → moved to the Winner Spreadsheet

Request timing

Creative requests can be made any time during the week — they're no longer batched into the Monday meeting.

Overview

Every week, our creative team produces new ads (for example 21 ads, so 7 per media buyer). These ads are tested across our spa accounts in a structured 2-stage process to identify true winners before scaling them across all locations.

The key principle: BOOKINGS predict arrivals, not CPL. An ad with a high CPL that generates bookings is a better winner than a cheap-lead ad with zero bookings. Only ads that prove themselves in 2+ spa accounts make it to the Winner Spreadsheet.

KPI Targets

• Target: $80 per Arrival
• Ideal CPL: $15 or less (less important than bookings)
• Ideal Cost per Booking: $60 or less
• Funnel: Lead > Booked Online (purchase) > Booked by Phone (complete_registration) > Verbally Confirmed (schedule) > Arrival (subscribe)

Team Structure

Divide the ads between the media buyers. If 3 Media Buyers and 21 ads total, each is responsible for 7 ads per week (21 total).

• Each media buyer selects a spa account with available budget and the matching treatment to run their test batch.
• Editors produce 7 creatives per media buyer per week. Ads can be for different treatments.
• Media buyers must test in DIFFERENT spa accounts from each other to maximize cross-account data.

Trello Pipeline

The Trello board has 2 active columns for ad testing:

1. Published (Stage 1) — Ad is live in a test spa account, collecting data for 5 days
2. Distribution (Stage 2) — Ad passed Stage 1 and is being validated in 2 additional spa accounts

Ads that pass both stages are moved to the Winner Spreadsheet.

Stage 1: Published (Testing)

Setup

Each media buyer:

1. Picks a spa account with available budget that runs the treatment matching the ad
2. Creates an ABO (Ad Set Budget Optimization) test campaign — NOT CBO
3. Sets $20/day budget per ad set (one ad per ad set)
4. All 7 ads run with equal budget so every ad gets a fair chance
5. Choose spas where the test amount doesn't represent more than 20% of the daily budget

Campaign Naming Convention

TEST - [Treatment] | [Spa Name] | Week [XX]

Example: TEST - Natural Facelift | Chantel

Campaign Structure

ABO Campaign: TEST -LTB - Natural Facelift | Chantel
  Ad Set 1: Ad A — $20/day
  Ad Set 2: Ad B — $20/day
  Ad Set 3: Ad C — $20/day
  Ad Set 4: Ad D — $20/day

Total test budget per buyer: ~$80/day

Campaign: TEST - Triple Lift | Ben's Beauty
  Ad Set 5: Ad E — $20/day
  Ad Set 6: Ad F — $20/day
  Ad Set 7: Ad G — $20/day

Total test budget per buyer: ~$60/day

Why ABO and NOT CBO?

With CBO, Meta dumps 80% of the budget into 2–3 ads and starves the rest. You need an EQUAL budget across all ads so every creative gets a fair test with enough data to make a real decision.

Targeting

Use the same targeting as the spa's existing campaigns:

• Same geo radius
• Same age/gender settings
• Same exclusion audiences
• Optimization: Purchase (booking) event

Day 5 Decision — KILL or ADVANCE

After 5 days (~$100 spent per ad), review each ad and decide:

ADVANCE to Stage 2:

• 1+ bookings at $80/booking or less — MOVE TO STAGE 2

KEEP IN STAGE 1 (3 more days):

• 0 bookings BUT CPL is $15 or less — give it 3 more days. If no bookings after 8 total days, KILL it.

KILL (archive the Trello card):

• 0 bookings AND CPL above $15 — KILL
• 0 leads at $175+ spend — KILL immediately

Expected Results (Stage 1)

Out of 7 ads tested per media buyer, expect approximately:

• 4–5 killed (0 bookings, bad CPL)
• 1–2 extended (cheap leads, waiting for bookings)
• 1–2 advanced to Stage 2 (have bookings)

Across all 3 media buyers: approximately 3–6 ads advance to Stage 2 per week.

Stage 2: Distribution (Validation)

Purpose

Stage 1 only proves an ad works in ONE spa account. Stage 2 validates that the ad works ACROSS different accounts and audiences. This eliminates false positives — ads that got lucky in one account but do not actually perform well universally.

Setup

For each ad that passed Stage 1:

1. Publish the ad into 2 DIFFERENT spa accounts that run the same treatment
2. Add the ad to the spa's existing active campaign (not a separate test campaign)
3. Run at the spa's normal budget, no special test budget needed
4. Track for 5 days in each new spa

Day 5 Decision → PASS or FAIL

PASS → Move to Winner Spreadsheet:

• Ad got bookings in 2+ spa accounts (including the original Stage 1 test spa). Confirmed winner creative that works across audiences.

CONDITIONAL → Try 1 more spa:

• Ad got bookings in only 1 account (the original test spa) but not in the distribution spas. Try 1 more spa account before making final decision. If still no bookings in the 3rd spa → KILL it.

FAIL → Kill:

• 0 bookings in the distribution spas → false positive from Stage 1. Archive the Trello card.

What to Record on the Trello Card (Stage 2)

• Spa A (original Stage 1 test): Bookings Y/N, $/Booking, spend
• Spa B (distribution 1): Bookings Y/N, $/Booking, spend
• Spa C (distribution 2): Bookings Y/N, $/Booking, spend

Expected Results (Stage 2)

Out of 3–6 ads entering Stage 2 per week, expect approximately:

• 2–3 fail (false positives from Stage 1)
• 1–2 conditional (need one more validation)
• 2–4 pass and enter the Winner Spreadsheet

Weekly Calendar

• Monday: Launch new test batch → each media buyer publishes 7 ads in their selected spa (Stage 1 begins)
• Wednesday: Mid-week check → review early signals, note any ads with zero impressions or delivery issues
• Friday (end of day): Stage 1 Decision Day → kill losers, advance winners to Stage 2, extend borderline ads
• Friday (end of day): Distribute Stage 2 ads to 2 additional spas
• Following Friday: Stage 2 Decision Day → pass or fail, update Winner Spreadsheet
• Next Monday: New batch of 21 ads enters Stage 1 (cycle repeats every week)

At any given time you will have:

• This week's batch in Stage 1 (testing)
• Last week's batch in Stage 2 (validating)
• Winners from 2+ weeks ago being distributed across all spas (scaling)

Key Rules

1. Bookings Over CPL

Data shows that CPL does NOT reliably predict arrivals. Ads with cheap leads (low CPL) but zero bookings only produce arrivals 1% of the time. Ads with bookings produce arrivals 37% of the time — regardless of CPL. Always prioritize booking data over lead cost when making decisions.

2. Video Creatives Win

73% of winner ads are videos. When producing 7 ads per media buyer, aim for at least 5 videos and 2 images.

3. BOFU/MOFU Creative Outperforms TOFU

Bottom-of-funnel and middle-of-funnel messaging (results, testimonials, before/after, treatment process) converts better than awareness-style content. Prioritize these in creative production.

4. $100 is the Decision Budget

Most ads reveal their true potential at around $175–200 total spend. Do not kill ads too early (under $100) and do not let losers bleed past $200 without bookings.

5. Test in Different Accounts

Each media buyer must test in a different spa account. This ensures cross-account diversity and avoids over-testing on a single pixel. The more accounts you validate across, the stronger the winner signal.

6. Do Not Mix Test Ads with Active Winners

Test campaigns should be separate ABO campaigns, not added into existing CBO campaigns. This prevents new test ads from disrupting proven campaigns.

Flow Summary

Creative Team produces 21 ads per week
↓
Media Buyer 1 (7 ads) + Media Buyer 2 (7 ads) + Media Buyer 3 (7 ads)
↓
STAGE 1: Published → 5 days in test spa (ABO, $20/day per ad)
↓
Kill ~60% (no bookings) → Advance ~40% that have bookings
↓
STAGE 2: Distribution — 5 days in 2 additional spas
↓
Kill ~40% (false positives) → Pass ~60% with bookings in 2+ accounts
↓
WINNER SPREADSHEET → Distribute to all matching spa accounts

Campaign name format

$[price] (valued $[value]) [Treatment Name] | [Spa Name] | [City, State] | tag[XX] [M/D]

Example:

$79 (valued $377) Rejuvenecimiento Facial | Equanimity | Dallas, TX | tag93 5/15

Ad set rule

Exclude any airport in the targeting radius — airport traffic produces junk leads.

Form name format

[Spa Name] | [City, State] | $[price] ($[value]) [Treatment Name] | [Month D, YYYY]

Example:

Well Era | Dallas TX | $79 ($329) Non Surgical Skin Tightening | May 7, 2026

Defaults for any new campaign unless the spa requests something specific.

Parameter	Default	Notes
Age	30+	Spa can request older. Default starting point is 30.
Gender	Campaign-dependent	Men's treatment = men only. Women's = women only. Mixed = both.
Geo radius	15 miles	Around the spa location. Adjust per spa if requested.
Exclusions	Prior arrivals at THIS spa	Do NOT exclude arrivals from other NNN spas — those clients may switch.
Audience expansion	OFF	Remove the Advantage+ Audience suggestion and uncheck "expand to people likely to engage."

Run through this top to bottom before clicking publish on any Native campaign.

1. Objective: Lead campaign
2. Conversion location: Instant Form
3. Performance goal: Maximize number of leads
4. Geo radius: 15 miles around the spa
5. Age: 30+ (older only if the spa requests)
6. Advantage+ Audience suggestion: remove it
7. "Expand to people likely to engage": unchecked
8. Page: select the spa's correct Facebook page
9. Form: create the form using the standard form copy template (see §19)
10. UTM on the form: add per the UTM SOP (see §18)
11. Primary text: use the dynamic copy template (see §17)
12. Headline + description: use the dynamic copy template
13. CTA: default "Book Now". Can A/B test "Get Offer" or "Learn More"
14. Tracking — all ON: CRM tracking + web page tracking + offline tracking, correct pixel selected
15. URL parameters box: paste the standard Native UTM block (see §18)
16. Naming: per the convention in §13

Identical to the Native checklist (§15) with these specific changes:

Step	Native	LTB / DTB
Objective	Lead	Sales
Conversion location	Instant Form	Website
Performance goal	Maximize leads	Maximize number of conversions
Dataset	Pixel selected for the page	Pixel selected for the LP (e.g. NNN Pixel)
Conversion event	(form)	Purchase

Everything else — geo, age, gender, exclusions, audience expansion, tracking switches, naming — is the same as Native.

UTMs follow the LTB/DTB pattern in §18.

Primary text (ad copy) — template

❤ 𝐍𝐎𝐖 𝐀𝐕𝐀𝐈𝐋𝐀𝐁𝐋𝐄 𝐈𝐍 {CITY, STATE}!❤
Try it for ${PRICE} ONLY! (valued ${VALUE})

Location: {ADDRESS}
({UNIT_OR_SUITE})

Try Your First {TREATMENT NAME} Treatment!

✔ {Benefit 1}
✔ {Benefit 2}
✔ {Benefit 3}
✔ {Benefit 4}
✔ {Benefit 5}

Hurry, limited slots only!

Headline — template

{DISCOUNT}% Off This Month✨
${PRICE} Only This Week

Short description — template

Try It Here 👉

Form copy — template

Secure Your Promo Price TODAY! (Press Continue)
Get Our Most-Popular {TREATMENT NAME} Treatment for only ${PRICE} instead of ${VALUE}!

LIMITED SPOTS ONLY

1 — Landing Page Campaigns UTMs (LTB & DTB)

Full URL (form-promo UTMs in querystring + tracking dynamic tags). Replace the bolded values for the specific promo:

https://medlaser-scot.firstouchbeauty.com/natural-facelift-69-95-form?utm_treatname=natural%20facelift&utm_promoprice=69.95&utm_valueprice=377&utm_source={{site_source_name}}&utm_medium={{placement}}&utm_campaign_name={{campaign.name}}&utm_campaign_id={{campaign.id}}&utm_adset_name={{adset.name}}&utm_adset_id={{adset.id}}&utm_ad_name={{ad.name}}&utm_ad_id={{ad.id}}&utm_site_name={{site_source_name}}&utm_placement={{placement}}&funnel_type=ltb

2 — Native Campaigns UTMs

UTMs for the form (URL on the form's destination)

https://chantelbeauty.firstouchbeauty.com/natural-skin-tight-59-95-book-page?utm_treatname=natural%20Skin%20Tightening&utm_promoprice=59.95&utm_valueprice=377&funnel_type=native

UTMs for the tracking box (URL parameters section in Meta)

utm_source={{site_source_name}}&utm_medium={{placement}}&utm_campaign_name={{campaign.name}}&utm_campaign_id={{campaign.id}}&utm_adset_name={{adset.name}}&utm_adset_id={{adset.id}}&utm_ad_name={{ad.name}}&utm_ad_id={{ad.id}}&utm_site_name={{site_source_name}}&utm_placement={{placement}}

Per-promo dynamic UTMs

Always update these three per promo before publishing:

• utm_treatname — the treatment name (URL-encoded, e.g. natural%20facelift)
• utm_promoprice — the promo price (e.g. 69.95)
• utm_valueprice — the regular value (e.g. 377)

Plus funnel_type — set to native, ltb, or dtb.

Form intro copy

Secure Your Promo Price TODAY! (Press Continue)
Get Our Most-Popular {TREATMENT NAME} Treatment for only ${PRICE} instead of ${VALUE}!

LIMITED SPOTS ONLY

Promo name must match the promo being advertised.

Question 1 — Preferred contact method

• Phone call
• I'll book online / SMS

Question 2 — Qualification

Do you live in {CITY}?

• Yes, I live in {CITY}
• No, I live in another State

City updates per spa location.

UTMs

See §18.

For live (non-test) ads inside an active winner campaign:

• Any ad outside KPI 24–48 hours after launch → kill it.
• The strictest gate is Verbally Confirmed. If verbal cost is bad, the ad is bleeding spend on people who don't convert.
• Do not keep any creative above KPI "just to give it more time" — by 48h, the verdict is in.

When the diagnostic (§6) says refresh the audience, follow this order — least disruptive first:

1. Adjust radius ±1 mile — smallest change, no learning reset
2. Adjust age ±1 year — small change, may slightly reset learning
3. Duplicate the ad set — restarts the learning phase. Use when the ad set is fatigued.
4. Duplicate the entire campaign — heaviest option. Allowed once per campaign. If the first duplicate doesn't work, the second won't either — that means it's time to fully revamp the campaign (new ads, new copy, new offer angle).

Run in GoHighLevel. Owner: Thomaz. 3–4 day test cycles per variable.

Sequential, one variable at a time

1. Start with the control page
2. Duplicate the control. Change one element only (start with the headline)
3. Run both. After 3–4 days, identify the winner headline
4. Take the winning headline forward. Now add a new element the control didn't have
5. Run both versions (winner headline + new element) against each other
6. Identify the new winner
7. Repeat — one element per round, always testing the current winner against a new variation

All testing starts in the hero section — headline, subheadline, hero image, CTA — before moving down the page.

Every time a campaign goes live, post in the WhatsApp group. Tag the following so everyone who needs to verify the funnel is awake:

• Specific Client Manager for that spa
• Entire IT department
• Entire Accounting department
• CEO
• COO

Suggested message format (proposal — confirm before adopting)

🚀 NEW CAMPAIGN LIVE

Spa: {Spa Name} ({City, State})
Campaign: {Campaign full name}
Type: Native / LTB / DTB
Budget: ${daily}/day
Promo: {Treatment} @ ${price} (valued ${value})

@ClientManager @IT @Accounting @CEO @COO

Please verify:
- Pixel firing
- Form/LP routing
- CRM receiving leads

Media Buyer

• Keep all assigned clients updated — funnel health, what's running, what changed
• Stay on top of competition — know what competitors are doing in each spa's local market so we can move faster when needed
• Know at least 2 local competitors per spa and their current promo prices
• Look at every assigned account and its ads every single day
• Run the daily research routine (§9)
• Bring the 2-min report to the Monday meeting (§10)

Video Editor

• Produce ~7 creatives per assigned media buyer per week
• Move Trello cards through Request → Working On → Finished as work progresses
• Implement Review Requested changes promptly
• Daily research routine (§9)

CEO (de facto CMO)

• Final approval on creative direction at the strategic level
• Escalation point for any non-routine decision (budget jumps, account-level pivots, new promo categories)

1. Watch the ticket manager for the new-spa ticket and follow the instructions there
2. Get the tag number from Accounting (every spa has a unique tag — e.g. tag93)
3. Use that tag in every campaign name and reference going forward (see §13)

NNN does not run a fixed client-facing reporting cadence. Reports are generated on request — either when a client asks, or when Marketing decides one is warranted (e.g., a campaign just turned around, a new spa just hit a milestone).

Internal monitoring is daily (§24). External reporting is on-demand.

Scaling a winner

When an ad enters the Winner Spreadsheet (passed Stage 1 + Stage 2):

1. Distribute it to every spa that runs the matching treatment
2. Add it into the spa's existing active campaign (not a new test campaign)
3. Use the spa's normal budget — no special test budget
4. Monitor against KPIs (§5) over the next 7 days
5. If it underperforms in a specific spa, that's a spa-level signal — not a kill signal for the ad. Investigate the spa's funnel before pulling the ad.

Refresh cadence for live winners

Even winning creatives fatigue. Suggested cadence:

• Watch every winner weekly. The diagnostic (§6) is the source of truth.
• When verbal/arrival cost starts trending upward over consecutive weeks, prepare a refresh.
• Refresh options in order: audience refresh (§21) → new creative inserted into the same campaign → full campaign revamp (only after one duplicate attempt failed).