Naming Conventions — Paid Media

The 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.

Client Identification — How We Handle Multi-Client

Most clients have their own ad accounts — so the account itself identifies the client. Campaign names do NOT need a client prefix.

If running multiple clients in one ad account (e.g. Adfinity's MCC or shared account), prefix everything with a client code:

[CLIENT] | [rest of name]

Client Codes

Short uppercase identifier, 3–8 characters. Agree on the code at onboarding and document it in the client folder.

Examples:

Client	Code
Shein	`SHEIN`
Sony	`SONY`
FedEx	`FEDEX`
Timberland	`TIMB`
Bourjois	`BOURJ`
Adfinity	`ADFINITY`

Master Campaign Format — All Platforms, All Clients

[Type] | [Objective/Service] | [Lang] | [Country] | [Detail]

Type Codes

Use the campaign/objective type provided by the platform:

Platform	Type Codes
Google	`Search` `PMax` `Display` `Video` `Shopping`
Meta	`Traffic` `Leads` `Conversions` `Awareness` `Engagement`
TikTok	`Spark` `InFeed` `Traffic` `Conversions` `Awareness`
LinkedIn	`Sponsored` `Message` `Document` `InMail`

Objective / Service

Use the client's product, service, or goal. E.g.: Brand Awareness, Product Launch, Summer Sale, Lead Gen, Retargeting.

Language & Country

Language:

EN TH ZH etc.

Country:

TH SG MY VN etc.

Campaign Name Examples

Client's own account

Search | Brand Keywords | EN | TH
Conversions | Summer Sale | EN | TH
Spark | UGC Campaign | TH | TH

Adfinity's account

Search | Influencer Mktg | EN | TH
Conversions | Social Ads | EN | TH

Shared / MCC

SHEIN | Conversions | Summer Sale | EN | TH
SONY | Search | Product Launch | EN | TH

Ad Groups / Ad Sets / Campaign Groups

Platform	Examples
Google	`AG1 \| Agency Intent` `AG2 \| Campaign Services` `AG3 \| Find & Hire`
Meta	`AS1 \| Lookalike 1%` `25-54 · AS2 \| Interest Stack` `Mktg Managers`
TikTok	`AS1 \| Broad` `25-54 \| BKK · AS2 \| Interest` `Business Owners`
LinkedIn	`AG1 \| Decision Makers` `CMO+VP \| BKK · AG2 \| Industry` `Marketing Agency`

Ads / Creatives

Platform	Examples
Google RSA	`RSA \| Agency Focus \| V1 · RSA \| Services Focus \| V2`
Meta	`Static \| Testimonial \| V1 · Video \| UGC \| Case Study \| V1 · Carousel \| Services \| V2`
TikTok	`UGC \| Hook A \| CTA-Proposal \| V1 · Spark \| @creator_handle \| V1`
LinkedIn	`Sponsored \| Single Image \| Thought Leadership \| V1 · Document \| Whitepaper \| V1`

Supporting Objects

Conversions

CVN | Purchase | EN · CVN | Lead Form | EN
TH · CVN | Proposal Form | Influencer Mktg | EN

Audiences

AUD | Lookalike 1% | Purchasers 90d · AUD | Retargeting | 30d Visitors

Negative Lists

NEG | Master | All Campaigns · NEG | Brand | EN | TH

Rule: Every client gets a master negative keyword list on day one.

GTM Tags

GAds | Conversion Linker · Meta | Pixel | Base
TikTok | Pixel | Base · LinkedIn | Insight Tag | Base

New Client Account Setup Checklist

Agree on a client code (3–8 chars) and document it in the client folder
Set up GTM container (or get access to existing) with proper tag naming
Create NEG | Master | All Campaigns negative keyword list in Google Ads
Set up and verify all conversion actions before launching any campaign
Build initial audiences (website visitors, lookalikes) as warm-up
Install all relevant pixels (Google, Meta, TikTok, LinkedIn Insight Tag) and verify
Apply this naming convention to every object from day one — no exceptions

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