Everything we do for clients, from the moment sales closes to the moment they renew or leave. Six components, in the order they run, with every step and every SOP. Red means nothing is written.
13SOPs written and usable
5Exist but unfinished or unenforced
6Nothing written
01
Onboarding
signed → we can work
Done when: we hold every credential, the card is on the ad account, the offer and geo are locked, and the client has a written plan. Target: same day as the call.
Steps
Sales hands over the dealRecording, price, what was promised, who the contact is. Nothing defines this today.
Client created — Notion record, Slack channel, GHL sub-account
Intake form sent (onboarding.adscaling.co)
Onboarding call booked within 48h of signing
Call run live — access granted on screen-share, card on the ad account before hangup
The expensive gap. Headway took 6 weeks signed→live and churned. Frontline took 5 and churned. Both died in this component, not in the work.
Access has no owner. Three partial SOPs, no single runbook. This is what's blocking Arafatul from shipping a finished VSL right now.
02
Client research
runs before anything gets built
Done when: we can write in the customer's own words, we know which competitor ads are winning and why, and the messaging brief is signed off. Nothing downstream starts without this.
Steps
Pull our own call recordings and transcripts
Mine reviews — 1★ and 5★ first, then 2–4★
Mine Reddit, comments, forums
Code into buckets — day-in-life and the 3am monologue
Strongest documented component we have. The risk here isn't missing SOPs — it's that research gets skipped under time pressure and the build starts on guesses.
03
Build
research → a working machine
Done when: a real lead can travel the whole path — ad → page → form → CRM → follow-up → booked call — and every step is verified in-platform, not assumed.
Steps
Funnel copy from the messaging brief
Funnel built on the proven skeleton, deployed to a live URL
Creative produced — statics, talking-head, UGC
GHL backend — pipeline, calendar, forms, custom fields
Automations in n8n — lead router, follow-up chain, booking → stage
AI setter configured, if the client needs one
Phone number + A2P registration, if SMS is in play
Tracking setup — no single SOP; scattered across client notes
Tracking is the silent killer. A conversion cliff is a tracking fault until proven otherwise — and we've hit it more than once. It deserves its own written SOP, not tribal knowledge.
04
Launch
built → spending
Done when: campaigns are live, spend is confirmed, and a test lead has travelled the full path end to end after launch — not before.
Steps
QA against the definition-of-done scorecard
End-to-end test — submit the real form, confirm the lead lands, the SMS fires, the booking works
Campaign built and left paused
Card on the ad account verified, spend cap checked
Moi's messaging gate — one skim before a client's audience sees it
Activate
Day-1 check — is it spending, are leads arriving, is tracking firing
SOPs
client-delivery-DEFINITION-OF-DONE — written, never enforced as a gate
meta-launch-EXACT-runbook
GOOGLE-ads-campaign-build
FACEBOOK-ads-upload · META-existing-post-as-ad
The QA gate isn't a gate. The scorecard exists but nothing stops a build advancing without it. Until it blocks, it's a document, not a control.
05
Manage
the standard week, every week
Done when: every client gets the same rhythm regardless of who's working — numbers reviewed, creative refreshed on schedule, one substantive update sent, and nothing sitting broken for more than a day.
Steps
Daily — check spend and leads against the CPL benchmark
Monday — full numbers pass, kill or scale
Tuesday — creative refresh batchNo SOP and no refresh-date tracker. Ads fatigue on nobody's calendar.
Wednesday — one substantive client update: did, results, next
Thursday — funnel and CRM end-to-end re-check
Friday — health scorecard, green / yellow / red
Monthly — performance report
Anything broken → escalation laneNo SOP. No rule for what's urgent, who decides, or when Moi gets pulled in.
SOPs
FB-ads-daily · GOOGLE-ads-daily
CLIENT-cpl-benchmarks
client-performance-analysis-sop
CLIENT-weekly-report-checkin-sop — built, n8n never wired
Creative refresh — does not exist
Escalation lane — does not exist
Two holes in the week we actually run. Creative refresh and escalation are the difference between a client account that's managed and one that's just monitored.
06
Retain
keep them, save them, or exit cleanly
Done when: no client is ever surprised. They renew because the value is visible, they get saved before they decide to leave, and if they go, they go clean with the door open.
Steps
Day-7 post-launch check-in
Client aliveness — proactive touch on a cadence, silence is never permission
Weekly health scorecard maintained
Renewal conversation before the term endsNothing written. Renewal currently just happens or doesn't.
Referral ask at the high pointNothing written. The cheapest lead source we have, unowned.
Save play — triggers on two red weeks or any cancel signal
The whole end of the business is undocumented. Every dollar here is the cheapest we can earn — no ad spend, no sales call — and none of it has a process.