The ads playbook

Four phases.
One profitable system.

Audit to scale. Every creative test, every budget decision, every ROAS milestone, in order. Scroll through to see exactly how we build a paid acquisition engine for your brand.

01
Audit & Setup
Week 1
02
Creative & Launch
Week 2 – 4
03
Optimise
Month 2
04
Scale
Month 3+
Paid Acquisition Roadmap
Week 1 of 12
01 Audit
02 Launch
03 Optimise
04 Scale
01
Week 1 · Audit
We learn the account. You don't pay for guesses.
Before a single rupee goes live, we audit your ad account, fix the tracking, and identify the 20% of products that will drive 80% of revenue.
3–5
hero products
100%
tracking accuracy
0
wasted spend day one
By Week 1
Account ready to scale
Pixel clean · Heroes found · Competitors mapped
02
Week 2 – 4
Creative diversity finds your winners.
8–12 ad concepts go live across UGC, static and motion formats. Real data picks the winners, not gut feel.
8–12
creatives tested
4
audience layers
ROAS
positive early
By Week 4
Winners identified
Budget moves to what converts
03
Month 2
Budget shifts. CPA drops.
Winning creatives get more budget, losing ones get cut. Funnels tightened, offers refined, cost-per-acquisition driven down.
20%
CPA reduction avg
3–4×
ROAS target
Weekly
reporting
By Month 2
CPA falling
Funnels tight · Budget efficient
04
Month 3+
Proven campaigns. Compounding revenue.
Horizontal and vertical scaling on proven winners. New creative pipeline running so campaigns stay profitable past the 30-day mark.
200%
revenue lift avg
3–4×
ROAS sustained
LTV
growing
Month 3+
Revenue compounding
Scale on · ROAS honest
01Audit
Account & Pixel Audit
  • Ad account history reviewed for wasted spend
  • Pixel and conversion events verified working
  • Attribution model confirmed correct from day one
Result
Zero data loss. Accurate ROAS tracking from the first ad.
02Research
Hero Product Identification
  • Catalogue mapped to find the top revenue drivers
  • Margins and AOV analysed for scalability
  • Low-performers flagged before budget touches them
Result
Budget targets the 20% of products that drive 80% of revenue.
03Intel
Competitor Intelligence
  • Top competitor ads and offers reviewed
  • Landing pages and angles mapped for gaps
  • Positioning opportunity identified before creative brief
Result
A creative angle competitors aren't already using.
04Setup
Tech Stack Confirmed
  • Pixels, product feeds and analytics all connected
  • CRM integration verified
  • Campaign structure planned before spend begins
Result
Clean infrastructure before a single rupee is spent.
01Creative
8–12 Ad Concepts Live
  • UGC, static, motion and offer-led formats tested
  • Different hooks and angles across each format
  • Budget spread equally until data speaks
Result
Real conversion data instead of gut-feel creative choices.
02Offers
Offer Architecture Tested
  • Price anchoring, bundles and urgency levers designed
  • Different price points A/B tested
  • Winning offer structure identified by week 3
Result
An offer that sells, not just ads that get clicks.
03Pages
Landing Page Alignment
  • Ad creative and page message matched
  • Page speed checked and fixed if needed
  • CTA hierarchy confirmed clear on mobile
Result
Higher conversion rate from the same traffic.
04Audiences
Audience Layers Live
  • Broad, interest, lookalike and retargeting running
  • Each audience learning independently
  • Data accumulates across all layers simultaneously
Result
The algorithm knows exactly who to find.
01Budget
Winners Scale, Losers Cut
  • Spend consolidated into top 20% of creatives
  • Poor performers paused before they drain budget
  • Budget reallocation done weekly on data
Result
CPA drops as spend grows.
02Funnel
Funnel Leaks Fixed
  • Drop-off points in checkout or landing page fixed
  • Cart abandonment email sequence live
  • Upsell tested on the thank-you page
Result
More revenue from the traffic already coming.
03Testing
Continuous Offer Testing
  • Pricing, bundle and hook variations tested each week
  • Winning angles scaled, losing ones retired
  • New creative concepts briefed from winning patterns
Result
ROAS climbs without increasing total spend.
04Reports
Weekly Reporting
  • ROAS, CPA, CTR and revenue tracked every 7 days
  • Decisions explained in plain language
  • You always know where budget went and why
Result
Decisions made on data, not gut feel.
01Horizontal
Scaling Across Audiences
  • Winning creatives pushed to new audiences
  • New geographies and demographics tested
  • Lookalike expansion from best-performing buyers
Result
Revenue compounds without burning ROAS.
02Vertical
Scaling Ad Spend
  • Daily budgets increased in controlled 20% steps
  • Scaling only when CPA stays within target
  • Overspend risk managed daily
Result
Growth without the volatility.
03Creative
Fresh Creative Pipeline
  • New angles briefed from winning patterns every 3 weeks
  • Ad fatigue monitored before it hurts performance
  • Seasonal and trend-based concepts added proactively
Result
Campaigns stay profitable past the 30-day mark.
04Retention
LTV Built Alongside Acquisition
  • Email and SMS retargeting sequences live
  • Repeat purchase campaigns for past buyers
  • LTV tracked alongside acquisition cost monthly
Result
Every new customer is worth more than the last.
Paid Acquisition Roadmap
4 phases · 105 days · built for you
01
We get you ready. On us.
Day 0 – 15 · Free
The first 15 days are onboarding. We don't charge for this phase. We set up everything before a single post goes live so the next 90 days actually work.
70+
questions about you
4wk
content planned
01Free
70+ Questions About You
  • Deep questionnaire: career, clients, voice, goals
  • Your answers drive every post we write
  • We learn to sound like you before writing anything
Result
We know exactly who you are and how you sound
02Profile
Profile Built for 2025
  • Banner, headshot, headline, About, Services rewritten
  • Optimised for how LinkedIn ranks profiles today
  • Reads like a landing page, not a resume
Result
Your profile works like a landing page from Day 1
03Content
First Month of Content, Planned
  • 4 weeks of posts mapped before going live
  • Topics, formats, and hooks all decided upfront
  • No blank-page delays when Day 16 arrives
Result
Day 16 we post. No delays, no blank pages.
04No charge
This Phase Costs You Nothing
  • First 15 days are onboarding only
  • We don't invoice until the work actually starts
  • You pay when posting begins, not before
Result
You start paying only when the real work begins
By Day 15
Ready to go live
Profile done · Content ready · No charge
02
Build the brand. Get people here.
Day 16 – 45
We're not pitching anyone yet. This month is about posting great content and showing up every day so your profile starts getting real traffic on it.
2–4
posts per week
30
comments daily
2–3K
followers by Day 45
Pull
strategy, not push
01Content
2–4 Posts a Week, in Your Voice
  • Every post written by our team, approved by you
  • Formats rotate based on what's working that week
  • You stay consistent without writing a word
Result
You show up consistently without writing a single word
02Daily
20–30 Comments Every Single Day
  • A team member on your account every day
  • Real, thoughtful comments in your niche
  • Your name starts appearing everywhere
Result
Visibility grows before your follower count does
03Strategy
Brand First. Leads Later.
  • Month 1 is not for pushing services
  • We build authority so people come to you
  • Pull strategy, not push
Result
Profile becomes a landing page with warm traffic
04Inbound
If a Lead Comes, We Convert Them
  • Heavy outbound hasn't started yet
  • If someone reaches out, we guide them to a call
  • Natural growth, no cold pitching
Result
Natural growth with no cold pitching
By Day 45
Profile working
Real traffic · Brand established · Inbound starting
03
Read the data. Switch to leads.
Day 46 – 75
We look at what worked in month one, cut what didn't, and shift every connection and message toward potential clients. Brand building is done. Lead generation starts.
40+
DMs/week inbound
5K
followers by Day 75
Only
buyers in network now
A/B
outreach testing live
01Data
We Look at What Worked
  • Around Day 45, we read all the numbers
  • Best posts, times, and hooks identified
  • We double down on winners, cut the rest
Result
Every action in month 3 is smarter than month 2
02Pivot
Network Shifts to Buyers Only
  • We stop connecting with peers and creators
  • Every new connection is a potential client
  • Your network fills with decision-makers
Result
Your network fills with decision-makers, not bystanders
03Outreach
DM Testing Begins
  • Personalised outreach to qualified prospects
  • Different hooks and angles tested weekly
  • Track reply rates, keep what converts
Result
A tested outreach system built from real data
04Transition
Brand Done. Pipeline Starts.
  • Month 2 built the audience and established trust
  • Month 3 runs that engine for real results
  • Calls, pipeline, and revenue now in focus
Result
Month 3 starts with real momentum behind it
By Day 75
Pipeline forming
Leads in DMs · Outreach tested · Calls coming
04
One goal: meetings on your calendar.
Day 76 – 105
Every message, every post, every action is now pointed at getting qualified people on a call with you. We track every number and report it every week.
12–15
meetings/month
8.7K
followers (case study)
01Focus
Pure Lead Generation
  • Every post, comment, and message points at one goal
  • Getting the right people to book a call
  • Nothing that doesn't move the pipeline
Result
Your calendar starts filling with qualified meetings
02Outreach
Personalised DMs at Scale
  • Structured outreach to ideal clients every week
  • Tracked, refined, and reported
  • 12–15 qualified meetings per month on average
Result
12–15 qualified meetings booked per month, on average
03Reporting
Weekly Reports. Every Number.
  • Follower growth, DM reply rates, calls booked
  • Top posts and what drove them
  • Sent every week in plain, readable format
Result
You always know what's working and why
04Yours
The System Is Yours to Keep
  • Outreach scripts, content templates, tone guide
  • Warm pipeline that keeps working after Day 105
  • You own the machine, not just the results
Result
A LinkedIn system that keeps working after we're done
Case study
1.2K → 8.7K
Ritesh Mishra · 90 days

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the right way

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connect@yellowocto.com