PAID MEDIA
Paid media account hygiene checklist before scaling spend
Scaling a poorly structured account compounds waste. Hygiene first, then expansion.
Pre-scale checklist
- Clear campaign naming and objective alignment
- Audience overlap review and exclusions
- Creative variant coverage per ad set
- Landing page message match validation
- Conversion tracking accuracy verification
Governance cadence
- Daily spend pacing check
- Twice-weekly performance adjustments
- Weekly creative and funnel diagnostics
Structured governance protects efficiency as budgets grow.