Campaign launch checklist

Use this campaign launch checklist each time you start a new MVA or home improvement campaign. It covers your tracking link and sub IDs, account and campaign structure, budget and stop rules, targeting, creative, the checks to make on the first day, and the review to run at the end of the first week.

Print this page or copy the lists into your own launch document. Run the pre-launch compliance checklist first: this page covers setup and measurement, and that one covers consent, claims and platform policy.

Tracking link and sub ID checks

• Each ad uses the tracking link issued for the offer it promotes, not the lander URL and not a link from a different offer.
• The tracking link is unchanged apart from the sub ID parameters you added. It has not been shortened through an outside service.
• Your sub ID values follow your naming convention. See the sub ID naming template.
• Every new code is written in your mapping sheet with the campaign, ad set and ad it stands for.
• You opened each final ad URL from the ad platform preview and it reached the correct Summit lander.
• No sub ID arrived blank or as raw macro text, such as {keyword}.
• If you use your own tracker, it passes every sub ID through to the tracking link unchanged.
• You did not submit test leads with fake details. To confirm attribution end to end, email team@summitleads.ai and ask how to test.

For how tracking links and sub IDs work on each platform, see tracking links and sub IDs explained.

Account and campaign structure

• One offer per campaign, so spend and results for car accident, roofing or any other offer stay separate.
• The campaign name in the ad platform matches the campaign code in your sub IDs.
• Each thing you want to compare (audience, keyword group, site list or ad) has its own ad set, ad group or ad, and its own sub ID value.
• Only a few ads or keyword groups per campaign, so each one gets enough traffic to compare.
• Payment method, billing limits and account permissions are set, so the campaign does not stop on day one.

For how to scope a test, see how to plan a first test campaign.

Budget and stop rules

• You worked out your break-even cost per click with the rev share break-even calculator, using your own sale price, sold rate and return rate estimates.
• You set a total test budget you can afford to lose.
• You set a daily budget, so the test runs over several days and not all in one.
• You wrote down a stop rule for a whole campaign: the spend at which you pause it if it has no sold leads.
• You wrote down a stop rule for single ads or ad sets: when you pause one that spends with no leads while others in the campaign produce.

See when to cut a losing lead gen campaign for how to apply the rules once data comes in.

Targeting

• Geo-targeting includes only the states you were approved to run for the offer. See geo-targeting by state for lead offers.
• Location settings target people in those states, not people who have shown interest in them.
• The ad schedule matches the hours when people can be reached. See day-parting for lead gen campaigns.
• Search campaigns have a starting list of negative keywords for jobs, free services and other searches that do not fit the offer.
• Native campaigns have a plan for blocking sites that spend without producing leads.

Creative

• Every ad and pre-lander passed the pre-launch compliance checklist.
• The ad describes the offer the person will see on the lander, with no claims the lander does not support.
• You have at least two ads per ad set, each with its own sub ID value, so you have something to compare.
• You saved a copy of every ad and pre-lander with the date it went live.

For tests that compare one change at a time, see how to test ad creative for lead offers.

First-day checks

• Every ad is approved and delivering. Fix or replace any ad that was rejected or is stuck in review.
• Spend is pacing to your daily budget, not far above or below it.
• Clicks in the ad platform are close to visits in your tracker, if you use one. A large gap points to a broken link or slow page.
• Leads are showing up against your tracking link with the sub ID values you expect.
• Ads are showing only in your target states and hours.

First-week review

1. 1

   Export spend

   Export spend from the ad platform at the same level as your sub IDs, by campaign, ad set and ad.

2. 2

   Match leads

   Match your lead data to spend on the sub ID codes, using your mapping sheet. How reporting is delivered is agreed during onboarding.

3. 3

   Compare

   For each row, compare spend with leads, sold leads, returned leads and rev share earned. See how to read your publisher reports.

4. 4

   Apply your stop rules

   Pause what crossed a stop rule. Keep what is at or near break-even and still has room to improve.

5. 5

   Check returns

   If leads were returned, look for a pattern by source, state or ad. See why leads get returned and how to prevent it.

6. 6

   Write down the next change

   Pick one change for week two and give the new version its own sub ID value before it goes live.

Frequently asked questions

Related

• Pre-launch compliance checklist: Consent, claims and platform policy checks.
• Sub ID naming template: A naming convention with worked examples.
• Rev share break-even calculator: Find the cost per click where a campaign breaks even.
• How to scale a winning lead gen campaign: What to do after the first week works.
• Traffic guidelines: Approved sources, creative and consent rules.
• Pay-per-lead affiliate program: How the publisher program works.

Already generating leads on your own forms? Sell your leads instead.