Overview
You’ll have a Meta Ads plan that tells you what to optimise for, what to watch daily and weekly, and what we change first if costs rise or volume drops.
You reached out because the budget is fixed and the risk is not: the wrong objective, shaky events, and a week later nobody can explain why results got expensive. We start with the pixel and event checks, then map campaigns, audiences, and a creative test that matches what you can actually produce. Once it’s done, you’ll have one plan that says what we’re optimising for, how we’ll measure it, and what we change when the first data lands. If you’d like to go ahead, you’ll sign, we’ll book the kickoff, and we’ll get access to the account.
We’ll sanity-check pixel, events, and attribution first so the plan is built on what Meta can truly measure. Then we’ll define the one primary conversion and the guardrails around it, map campaigns and budgets into a structure your team can run, and lay out the first month of creative tests with clear pass or kill rules.
Who you are working with
We’re a paid social team that spends most of our time inside Meta accounts that have a real budget and a real reporting chain. We started Portico Media to do the part most teams skip when they are in a hurry: make tracking, objectives, and structure line up before spend turns into noise.
Clients come to us when they need a plan that survives the first two weeks of data. We write down assumptions, we mark what we will verify in the account, and we flag the decisions that change outcomes, like conversion choice, attribution windows, and when to separate prospecting from retargeting. That is how a marketing manager keeps control of the story in front of a founder or board.
The team
You’ll have a small working group on the plan, with specialists on structure, tracking, creative testing, and day to day coordination.
Team
Luca Rinaldi, Paid Social Lead. Luca leads the account plan and builds the campaign and ad set map you will run, including budgets, naming, and what gets consolidated versus separated.
Giulia Conti, Tracking & Analytics. Giulia handles pixel, events, and CAPI checks, then writes the tracking plan so reporting matches what Meta records and what your site logs.
Marco Venturi, Creative Strategist. Marco turns your product and offer into a test matrix, picks formats for each test, and sets clear rules for what counts as a winner.
Elena Galli, Account Manager. Elena keeps inputs moving, runs the working sessions, and makes sure you get a single pack you can share internally without rewriting it.
Recent projects
Here are three recent Meta planning and rebuild projects where the work was about decisions, tracking, and structure that a team could run.
Portfolio
D2C food brand rebuild. We rebuilt the account around one purchase event, consolidated overlapping ad sets, and set a creative test calendar tied to weekly production. CPA stabilised within 10 days and reporting stopped changing day to day due to event mismatches.
Parts distributor lead funnel. We switched optimisation away from low intent form starts to qualified lead submits, tightened UTMs, and added a weekly lead quality check with sales. Cost per qualified lead dropped while volume stayed flat over the first month.
Second location launch plan. We mapped a local launch into phases, built a store visit and call tracking setup, and planned creative around directions, offers, and social proof. The owner had a single dashboard to watch bookings and calls daily.
“We finally knew what we were optimising for and what to change next.”
Marketing manager, a growing D2C brand
Account and pixel audit
A written check of pixel, events, domains, attribution settings, and account setup, with a short fix list ranked by what can break reporting fastest.
OBJECTIVE AND CONVERSION DEFINITION
A one page decision on the optimisation event, the conversion window, and what counts as success in week one versus after learning stabilises.
CAMPAIGN AND BUDGET MAP
A campaign and ad set structure you can build as written, including naming, budgets by bucket, and where we use Advantage+ versus manual structure.
Creative test matrix
A test plan that lists the angles, formats, and variants to run first, plus the rules for when a creative is a winner, a learner, or a stop.
AUDIENCE AND PLACEMENT PLAN
A clear audience plan covering prospecting and retargeting, exclusions, and placements, including what we keep broad and what we deliberately constrain.
TRACKING AND REPORTING PACK
A conversion tracking plan for CAPI, events, and UTMs, plus a KPI sheet that shows what you will read daily, weekly, and at month end.
What it costs
Choose based on how much detail you need to share internally and how many funnels and product lines you want mapped up front.
Priced items
Next steps
If you want this locked in this week, the cleanest next move is to sign and get access in place for the audit.
1. Sign this proposal to book the work. 2. Pay the 40% booking invoice within 14 days. 3. Send Meta Business access so we can start the checks.
WHAT EXACTLY ARE WE OPTIMISING FOR, AND HOW WILL WE KNOW IT’S WORKING?
We’ll pick one primary conversion event and write down the supporting numbers that should move with it, like CVR, CPA, and volume. The KPI sheet shows what we check each day, what we review weekly, and what threshold triggers a change.
HOW MUCH BUDGET DO YOU NEED TO LEARN BEFORE YOU START SCALING?
We’ll estimate a learning budget from your expected CPA and the event you optimise for, then set a minimum run time for each test so we do not react to noise. The plan will also say what we scale first and what we leave alone.
Signature
Fee summary
Do we need new creative every week, and who’s making it?
You do not need brand new concepts every week, but you do need a steady stream of variants once winners emerge. We’ll map tests to what you can produce and we’ll be explicit about what you create in house versus what you want us to brief.
WHAT NEEDS TO BE FIXED ON TRACKING BEFORE WE SPEND?
We’ll check that the pixel is firing the right events on the right pages, that domains and AEM are set correctly, and that CAPI is not double counting. If something is broken, we’ll put it on the fix list with the impact and the owner.
Payment
40% is due to book the work when the proposal is signed. The remaining 60% is due when we hand over the finished meta ads account plan. Invoices are payable within 14 days.
What we need from you. Before we start, we need access to Meta Business Manager, the ad account, the pixel, and current analytics. We also need your current budget, core offers, and any CPA or lead targets you have to hit.
Changes to scope. If you want us to cover additional accounts, funnels, or product lines beyond the selected package, we will confirm the added scope and fee in writing before we continue, so the plan and invoice match.
Hand over and ownership. Once the final payment is made, you own the meta ads account plan and can run it in house or with another team. We keep working files and notes so we can support updates later if needed.
Assumptions and unknowns
Our recommendations are based on what we can verify in the account, pixel, and analytics during the audit. If tracking, product feeds, or landing pages behave differently than they appear, we will flag it and adjust the plan.
Timeline and feedback. We will set working dates when you book. To keep those dates, we need feedback on drafts and access requests within the timelines we agree in email, because delays there push the handover date.
Confidentiality. We treat your account data, performance numbers, and customer information as confidential. We use them to produce the plan and reporting pack, and we do not share them outside our team without your written approval.
