Paid Media Operating Framework
Standards, structure & optimization cadence — Google Ads, Meta Ads, TikTok Ads, LinkedIn Ads
v1.0 — Last updated: March 2026
Scope
This framework governs how the Adfinity Paid Media team operates across all client accounts and Adfinity's own campaigns. Every specialist must follow these standards regardless of client, platform, or budget. When onboarding a new client, start here.
The Naming Test
Can someone who has never seen the account understand what a campaign does from its name alone? If you need to click into it to figure out what it is, the naming is wrong.
This principle drives everything below — from how we name campaigns to how we structure accounts.
Naming Conventions
Universal standard across all platforms. Campaign, ad group, ad, and supporting object naming rules with examples.
Account Structure Principles
How we organize campaigns. 1 client = 1 account, language separation, funnel alignment.
Platform Playbooks
Standards, campaign types, and audit workflows for each ad platform. Each playbook links through to detailed per-campaign-type management guides.
Google Ads
Search, Performance Max, Display, YouTube, Shopping. Campaign types, structure, keyword research, audit workflows.
Meta Ads
Facebook, Instagram, Catalog, CPAS. Objectives, campaign structure, creative specs, audit workflows.
TikTok Ads
In-Feed, Spark, Shopping, CPAS. Creative best practices, refresh cycles.
LinkedIn Ads
Sponsored Content, InMail, Document Ads. B2B targeting, audience building, ABM.
Standards & Operations
Optimization Cadence
Daily, weekly, monthly, quarterly tasks across all platforms.
Safety & Non-Negotiable Rules
Always do / never do. Platform-specific safety settings.
KPIs & Reporting Standards
Primary and secondary KPIs, benchmarks, report templates.
Changelog System
Per-client change logging for session continuity.
Current Clients (Paid Media)
| Client | Platforms | Status |
|---|---|---|
| Cocoparadise | Meta, Shopee Ads | Active |
| Teka | Meta | Active |
| Berlin Doner Kebab | Meta, Google | Active |
| The Ripple Club BKK | Meta | Active |
| The Ripple Club SG | Meta | Active |
| RT Acoustic | Meta | Active |
| Carpet Inter | Active | |
| Lab Pharmacy | Meta | Active |
| Royal Thai | Active | |
| Santas Home | Meta, Google | Active |
| Bangkok Elephant Park | Active | |
| Naomi Jenna Wellness | Meta | Active |
| Paradise Ex | Active | |
| CC Double O | Meta, TikTok, Google | Active |
| FedEx | Meta | Status unclear |
This list is interim. Active client tracking will move to ClickUp once rolled out.