Meta Ads Standards

• ✓Every asterisked campaign is ON and spending to budget
• ✓Nothing without an asterisk is ON
• ✓Budget figures in campaign names match actual spend

• —\* = active/ON — one asterisk per market per niche, no exceptions
• —No space between asterisk and code (CL not CL) — breaks alphabetical sort
• —No date suffix — niche + market + budget only
• —Paused client → remove asterisk immediately

• ✓One asterisk per market/niche · nothing else is ON
• ✓Budget in name matches actual spend
• ✓1 campaign per market per niche · 1 ad set per campaign · max 2 ads (B1 + B2)
• ✓Objective is Maximize Leads Through Messaging (or Conversation Starts if Leads not available yet)
• ✓Placements: Facebook only — manual, no automatic placements

• ✓Select all ads → Edit (bulk view) → primary text is not grayed out

If primary text is grayed → Advantage Plus is on somewhere. Fix:

• 1.Deselect half the ads, check again. Repeat until you find the offending ad.
• 2.Open the ad → Advantage Creative → disable every sub-toggle.
• 3.Look for trash-can icon in the media section → Related Media is on — remove it.

• ✕Advantage Plus Creative (every sub-toggle) — OFF on every ad
• ✕Related Media — Facebook re-enables this silently after duplication and edits
• ✕Multi-advertiser Ads — OFF
• ✕Text Improvements / Variations — OFF
• ✕Multiple primary texts or headlines in one ad — 1 each, no exceptions
• ✕Any Facebook recommendation prompt — always click Discard

• ✓Hook is correct for the niche — do not vary it market to market
• ✓Body references the city and specific services
• ✓City Served block is present at the end of every caption — missing it is a compliance failure
• ✓Messaging template / quick replies correct: Driveway · Sidewalk · Patio · Pool Deck

• ✓Every active ad has an offline event attached
• ✓Dataset name matches the Facebook page name / market name exactly
• ✓Offline Event and Page Name columns visible in Ads Manager for spot-checking

• ✓For any client still on Conversation Starts: duplicate their campaign → check if Maximize Leads Through Messaging is now available → if yes, switch

• ✓Preview destination on each ad — confirm it lands in the correct Messenger thread

• —Pause underperforming ads first (so you can still see their data)
• —Remove the asterisk from the old campaign name

• 1.Rename the new campaign: asterisk back, updated budget figures, no date suffix
• 2.Delete any ads not being carried forward
• 3.Assign correct offline events to every ad — one by one, manually
• 4.Turn OFF on every ad: Related Media · Advantage Plus Creative · Multi-advertiser Ads
• 5.Verify messaging template / quick replies are correct
• 6.Publish → run bulk spot-check (primary text must not be grayed)

• —Two creatives per campaign: B1 and B2
• —Weekly: remove the lowest performer, test a new creative against the winner
• —Ad naming: CL1 / CL2 for concrete leveling, CS1 / CS2 for crawlspace

• 1.Business Manager → Events Manager → Connect Data → Messaging → Next
• 2.Select the Facebook page → Next → Create New Dataset → Start Integration
• 3.Business Settings → Data Sources → Datasets → find it → Connect Asset → select iFly Clients 1
• 4.Ads Manager → open each ad → select the correct offline event from the dropdown