Paid Advertising Department System
A performance marketing team managing budgets across multiple platforms, measured by return on ad spend.
A weekly performance advertising cycle: setup, testing, optimization, and ROI reporting — then budget reallocation to the winner.
No credit card required — your project is set up with the full system in under a minute
This is the system board as you'll receive it: workflow columns and starter cards showing the first steps
How does work flow in this system?
Every campaign starts as a card in the “Setup” column with its objective, audience, budget, and ad creatives — it doesn't go live before the performance manager's approval. It then moves to “A/B Testing,” where multiple variants with different messages and audiences are launched and each variant's results are documented on the card, then to “Optimization” to shift spend to the winning variant and stop the losers. At the end of each week the card moves to “Report,” where the ROI report is prepared with acquisition cost and returns, then to “Budget Reallocation,” where platform budgets are rescheduled based on results and a new cycle begins.
Chat is for urgent alerts: daily overspend, an ad rejected by the platform, or a test result that calls for an immediate stop — these can't wait for the weekly meeting. Weekly decisions are documented on the campaign cards themselves so any member knows why the budget changed.
Dues manages platform and agency budgets privately: every platform top-up and agency invoice and what has been consumed of it is recorded, then reconciled with actual spend shown in platform dashboards at the end of each month. The performance manager knows their financial commitments without going back to company accounting every time.
Who does what?
The operational roles in this system and each role's responsibility in daily work — assign them to your team as-is or adapt them to your reality.
Performance Manager
Approves campaign setups and budgets before launch, reviews the weekly ROI report, and decides budget reallocation across platforms and campaigns.
Platform Specialists
Build campaigns on their platform, run A/B tests and document results on the card, and apply optimization and reallocation decisions as soon as they're approved.
Ad Data Analyst
Pulls performance figures from the platforms and prepares the weekly report: acquisition cost, return, and conversion rate for each campaign and variant.
Budget Coordinator
Records platform top-ups and agency invoices in Dues, reconciles them with actual spend, and flags any overrun.
What's prepared for you from day one?
System units
- Tasks — A kanban board with workflow columns and execution cards
- Chat — The team's fast daily coordination channel
- Dues — Internal money with strict privacy — dues, advances, and expenses
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