Meta Ads Rebuild
+ Advisory
A complete Meta account rebuild, followed by three months of advisory, optimization, and enablement with RTA's internal team.
The initial rebuild is expected to take approximately six weeks. From there, we stay involved as the new structure begins producing data — helping the team evaluate performance, make adjustments, establish creative and design best practices, and transition the account into internal ownership.
01 · Scope at a Glance
A complete Meta rebuild, then three months of advisory through to internal ownership.
Engagement shape
One engagement covering the complete Meta rebuild plus three months of advisory, optimization, and enablement with RTA's internal team. Ongoing active management transitions in-house at the end of the advisory period.
Channel in this build
Meta Ads only. The Google and Microsoft work is scoped separately and is not part of this plan.
Conversion data
Reviewed and verified first. The Free Kitchen Design event already runs on Pixel and CAPI with good dedupe and event match; the Purchase reporting behind the 15.3 ROAS needs to be confirmed before budget decisions rest on it.
Tracking coverage
Pixel tracking implemented on the design software, broken URL parameters corrected, and MOF ad redirects repaired so the mid-funnel ads land somewhere measurable.
Build approach
High performers are preserved, not scrapped. Recycled structures get rebuilt on current Meta systems, retargeting is separated from prospecting, and redundant ad sets are consolidated rather than duplicated.
Not prioritized
Net-new creative production beyond consolidating and re-cutting what already runs is out of this build.
Measurement
- Conversion event logging needs review for data accuracy
- Purchase ROAS of 15.3 is unconfirmed
- No pixel on the design software destination
- Broken website URL parameters and landing page destinations
Campaign Structure
- Legacy 2023 structure that predates Advantage+
- RET and PROSP ad sets sharing one CBO campaign
- B2B and DTC audiences in the same campaign
- Lifetime budgets across all campaigns
Audiences
- Inconsistent exclusions causing odd overlaps
- Targeting and excluding "people who liked your page" in the same ad set
- Lookalikes built on customer lists two years out of date
- No audience segments, labels, or value rules defined
Creative
- 22 active ad sets, mostly repeating the same imagery
- Over-reliance on dynamic creative with minimal input testing
- Ad copy repeats across most ad sets
Labeling
- Campaign and ad set names reference Q3 2023 and Q1 2022
- Stale time stamps defeat the purpose of labels and confuse the data
Landing Page
- Chat with a designer button doesn't work
- Comparison table and spacing break on mobile
- Overscroll issues and a builder that doesn't work well on mobile
- Overlapping professional-discounts and free-kitchen-room-design pages
02 · Critical Path & Dependencies
The build overlaps where it safely can — three hard dependencies set the order.
Conversion data verification
Nothing gets scaled on numbers we can't stand behind. Event logging is reviewed and the Purchase reporting is reconciled before budget or value rules are touched.
Pixel coverage and working destinations
The design software has no pixel and the MOF ads redirect to broken pages. Tracking and destinations are repaired before retargeting or value-based audiences are built on that traffic.
Naming and audience taxonomy
Labels referencing 2022 and 2023 quarters, undefined audience segments, and unset audience labels have to be resolved before the restructure, or the new build inherits the same confusion.
03 · Indicative Timeline
Eight stages: six weeks of rebuild, then advisory through internal ownership.
The initial rebuild runs approximately six weeks, with stages overlapping where they safely can. Advisory begins as the rebuilt account launches and continues through the three-month engagement. Weeks are relative, not calendar dates.
- ContinuousBrand campaign stays live throughout
- Stage 0 · Week 1Discovery, Access & Stabilization
Access to the ad account and pixel, plus a short triage of contradictory exclusions.
- Stage 1 · Weeks 1-2GateTracking & Data Verification
The gate. Pixel coverage, destinations, and conversion accuracy before anything scales.
- Stage 2 · Weeks 2-3Naming & Audience Taxonomy
A naming convention, defined audience segments, labels, and value rules.
- Stage 3 · Weeks 2-4Long poleCampaign Restructure
Rebuild the recycled campaigns on current Meta systems without losing performers.
- Stage 4 · Weeks 3-4Audience & Exclusion Rebuild
Resolve overlaps and refresh lookalikes on current customer lists.
- Stage 5 · Weeks 3-5Creative Consolidation & Retargeting
A dedicated retargeting campaign with creative that isn't a copy of prospecting.
- Stage 6 · Weeks 5-6Landing Page Fixes & Launch
Mobile repairs on the FRD page, then a sequenced launch with validation.
- Stage 7 · Months 2–4Advisory, Optimization & Handoff
Advisory alongside the internal team, then documentation, training, and final handoff.
Launch Sequence
- 1Tracking verified
- 2Landing page fixed
- 3Restructured campaigns live
- 4Retargeting enabled
Existing performers stay live throughout the transition.
04 · Engagement Timeline
From rebuild to internal ownership.
The rebuild and advisory periods overlap. This is an approximately three-month minimum engagement, with the initial rebuild concentrated in the first six weeks and advisory continuing through the remainder.
Weeks 1–6
Rebuild
Audit validation → Tracking → Structure → Audiences → Creative → Launch
Months 2–4
Advisory & Optimization
Review → Adjust → Test → Guide → Train
End of Engagement
Internal Ownership
Documented system → Trained team → Clean handoff
05 · Stage 0
Discovery, Access & Stabilization
Foundational access plus a short triage to stop active waste while the real build proceeds.
Access
Systems & Data
- Meta Business Manager, ad accounts, and asset ownership
- Pixel, CAPI configuration, and events manager
- Customer list sources used for lookalikes
- Access to the design software (app.kv.addovisuals.com) and the FRD landing page
Discovery
Investigation work
- Inventory every active campaign, ad set, and ad against its label
- Map which ad sets are prospecting, retargeting, B2B, and DTC today
- Trace the MOF ad destinations and document each broken redirect
- Document current exclusions and where they contradict targeting
Parallel
Stabilization quick-wins
- Remove contradictions such as targeting and excluding "people who liked your page"
- Flag ad sets pointing at broken destinations
- Note which of the 42 ads in the LEAD campaign are actually active
Deliverable
A single account map: campaigns, ad sets, audiences, destinations, and tracking status, with the contradictions marked for immediate correction.
06 · Stage 1
Tracking & Data Verification
Built in: Meta Events Manager, the pixel implementation, and the ad destinations.
Objectives
Tracking & Data Accuracy
- Review conversion event logging to confirm data accuracy
- Confirm the Purchase numbers behind the reported 15.3 ROAS ($200/purchase against a $3K average purchase amount)
- Implement Pixel tracking on the design software so MOF traffic is measurable
- Fix broken website URL parameters and landing page destinations
- Repair the MOF ad redirects so those ads can stay live for social proof and performance
- Preserve the working Free Kitchen Design setup — Pixel and CAPI, good dedupe and event match
Exit Criteria
Every active ad points to a working, tracked destination, and the Purchase reporting has been verified as accurate.
07 · Stage 2
Naming & Audience Taxonomy
Built in: Meta Business Manager: advertiser settings, audience labels, and value rules.
Naming
A convention that holds up
- A naming convention that doesn't rely on stale quarters
- Rename campaigns, ad sets, and ads still referencing Q3 2023 and Q1 2022
- Names that describe funnel stage, audience, and offer rather than a date
Segments
Defined and labeled
- Define audience segments in the advertiser settings
- Set audience labels in the audiences section
- Make prospecting, retargeting, B2B, and DTC identifiable at a glance
Values
Value rules & documentation
- Assign values and create value rules to better inform the algorithm
- Align value rules to the Purchase and Free Kitchen Design events
- Document the convention so it survives the handoff
08 · Stage 3
Campaign Restructure
Built in: The live account, with new structures built alongside the existing ones before anything is switched over.
Legacy rebuild
Modernize the 2023 structure
- Rebuild the Q3 2023 FRD Web Leads campaign on current Meta systems instead of a republished 2023 structure
- Pull RET ad sets out of the prospecting CBO
- Reduce the 22 near-identical dynamic creative ad sets to a tested set
- Introduce real input testing rather than leaning entirely on dynamic creative
Segmentation
Split what shares a campaign
- Split B2B and DTC audiences out of the Purchase PROMO campaign
- Review the legacy Q1 2022 contractor/builder ad set still running a 50% promo
- Revisit lifetime budgets on every campaign against how each is actually managed
- Keep what performs — the healthy Purchase campaign is a scaling candidate once verified
09 · Stage 4
Audience & Exclusion Rebuild
Built in: The audiences section of the ad account, alongside refreshed customer list uploads.
Objectives
Consistent audiences
- Rebuild exclusions so they are consistent across every ad set that uses them
- Eliminate overlaps that currently make ad sets compete with each other
- Remove contradictions such as targeting and excluding "people who liked your page"
- Refresh customer lists and rebuild the lookalikes currently two years out of date
- Separate true retargeting audiences from AWV suggestion audiences that aren't retargeting
Today
- Inconsistent exclusions with odd overlaps
- Lookalikes on two-year-old lists
- No audience segments or labels
After the rebuild
- Consistent exclusion logic account-wide
- Lookalikes rebuilt on current customer data
- Segments, labels, and value rules in place
10 · Stage 5
Creative Consolidation & Retargeting
Built in: The live account, built alongside the existing prospecting campaigns.
Build
Consolidated creative and true retargeting
- Stand up a dedicated retargeting campaign instead of layering RET ad sets into prospecting CBOs
- Give retargeting its own creative and copy rather than reusing prospecting imagery
- Consolidate ad sets that repeat the same imagery and copy
- Keep the influencer partnership ads and social-proof creative that performs
- Ensure the top-of-funnel form fill volume has a remarketing path, since half the budget produces those leads
11 · Stage 6
Landing Page Fixes & Launch
Landing page
What gets fixed
- Chat with a designer button working
- Comparison table formatting correctly on mobile
- Padding and spacing corrected on mobile
- Custom builder either usable on mobile, disclaimed, or hidden there
- Overscroll behavior fixed
- Non-www requests auto-redirecting
Launch
How we get there
- Clarify the overlap between the professional-discounts and free-kitchen-room-design pages, including the differing Platinum price
- Make it immediately obvious which page is for which audience, not just through a form selector
- Validate events fire correctly from the repaired page before scaling spend
- Move budget over in a controlled sequence rather than all at once
12 · Stage 7
Advisory, Optimization & Handoff
Months 2–4 · Work alongside the internal team before final handoff
Following launch, Craft Digital and its paid media team will remain engaged for three months to help RTA operate within the new structure, review performance, make appropriate structural adjustments, and establish the processes the internal team will use going forward.
During this period
Advisory & optimization
- Review post-launch performance
- Validate the rebuilt structure against actual results
- Recommend appropriate adjustments
- Advise on budget allocation and scaling
- Review audience performance
- Guide creative testing
- Provide creative and design feedback
- Monitor conversion health
- Work directly with RTA's internal marketing team
- Refine documentation based on real-world use
Documentation
What gets documented and taught
- The naming convention and audience taxonomy, so it stays intact
- Exclusion logic and how to add audiences without recreating overlaps
- Customer list refresh cadence for lookalikes
- Creative testing routine — building new ads instead of editing live ones
- Conversion health checks across Pixel, CAPI, and destinations
- Budget adjustment guidance against performance and seasonality
Final Handoff
At the end of the advisory period, RTA's internal team assumes ongoing active management with the rebuilt structure, documentation, and operating framework in place. Craft Digital does not remain the ongoing active media manager unless separately agreed.
13 · Communication & Reporting
Rep engaged early, standing touchpoints, weekly reporting.
Meta rep
- Engage the dedicated Meta rep early
- Brief them on the plan before the build locks
Standing touchpoints
- Weekly build check-in
- Async updates as stages complete
Reporting
- Weekly reporting through the build
- Performance read once launch validation is complete
Sign-off
- Client sign-off before launch sequencing
- Documented handoff at the end
14 · Expected Outcomes
What the build produces.
Data you can act on
Verified conversion logging, a pixel on the design software, and working destinations, so reported performance reflects reality.
Less redundancy
Consolidated ad sets and real input testing instead of 22 near-identical dynamic creative ad sets running the same imagery.
Retargeting that exists
A dedicated retargeting campaign with its own budget and creative, separate from prospecting.
Clean audience logic
Consistent exclusions, refreshed lookalikes, defined segments and labels, and value rules informing the algorithm.
Readable account
Names that describe what a campaign does instead of pointing at a quarter three years ago.
A landing page that works
Mobile repairs on the page taking ~90% of this traffic, and a clear split between the professional and consumer offers.
15 · Scope Boundaries, Assumptions & Risks
What this build assumes — and what it does not include.
Assumptions & Risks
- Timely access to Business Manager, the pixel, the design software, and the landing pages
- The reported campaign data is accurate — if it is, the account is in a good spot, and the Purchase numbers are confirmed in Stage 1
- Landing page and redirect fixes require client-side development support
- Refreshed customer lists are available for rebuilding lookalikes
- Performing campaigns are preserved through the restructure rather than rebuilt from zero
Not Included
- Ongoing active Meta management after the three-month advisory period
- Day-to-day media buying by Craft after handoff
- Net-new creative production
- Large-scale landing-page or website development
- Rebuilding the design software
- New systems or integrations not identified within the agreed scope
- Google Ads or Microsoft Ads work, which is scoped separately
Any material work outside the agreed engagement may be separately scoped.
16 · The Investment
Meta Ads Rebuild + Advisory.
One engagement. From rebuild through handoff.
Total investment
Rebuild + 3 Months Advisory + Creative/Design Guidance + Handoff
Phase 1 · Rebuild
Approximately 6 Weeks- Conversion data verification
- Pixel and tracking coverage
- Naming and audience taxonomy
- Campaign restructure
- Audience and exclusion rebuild
- Retargeting structure
- Creative consolidation
- Landing-page recommendations and applicable fixes
- Controlled launch
- Documentation
Phase 2 · Advisory + Handoff
3 Months- Post-launch performance review
- Structural optimization
- Campaign and audience guidance
- Creative and design advisory
- Best-practice recommendations
- Testing guidance
- Budget and scaling guidance
- Recurring performance review as appropriate
- Internal-team collaboration
- Training and handoff
01
Account Rebuild
Complete restructuring of the Meta advertising account based on the findings and recommendations contained in this proposal.
02
Three Months of Advisory
Following the initial rebuild, Craft Digital and its paid media team remain actively involved for three months.
This is not full-service ongoing media management. RTA's internal team remains responsible for day-to-day account operation.
03
Creative & Design Advisory
Strategic creative and design guidance throughout the engagement.
Net-new creative production is not included. Craft provides the strategy, direction, review, and best-practice guidance; RTA's internal team remains responsible for producing net-new creative unless separately scoped.
04
Documentation & Handoff
At the conclusion of the advisory period, the internal team receives the documentation and operating guidance needed to maintain the rebuilt account.
Two engagements, side by side
View the Google & Microsoft audit →This proposal
Meta Ads
$35,000- Scope
- Complete Meta account rebuild
- Rebuild
- Approximately 6 weeks
- Advisory
- 3 months included
- End of term
- Full handoff to the internal team
Scoped separately
Google & Microsoft Ads
$35,000- Scope
- Complete Google and Microsoft rebuild
- Rebuild
- Approximately 6 weeks
- Advisory
- 3 months included
- End of term
- Full handoff to the internal team
The Google and Microsoft engagement is documented in its own audit and proposal. It is priced, scoped, and approved independently of this Meta engagement. Approving one does not require approving the other, and either can proceed on its own timeline.
After the three months
At the end of the three-month advisory period, each engagement ends in a full handoff. If RTA would like Craft to stay involved beyond that point, ongoing advisory or active management can be discussed at a reduced rate once we understand what the internal team needs. That is scoped and quoted separately, and it is never assumed.
The goal is to leave RTA with more than a rebuilt account. The goal is to leave the internal team with a structure they understand, can operate, and can continue improving.