How It Works: Ads, Landing Pages and Tracking

1. 01Foundation

   Tracking, verification and landing pages, before the first ad runs.

   What happens

   1. 01.1Server-side tracking installed under a signed BAA, with neutral event names. No names, emails, phone numbers, IP addresses or browser IDs go to ad platforms.
   2. 01.2Business and domain verification done. One ad account, one Page and one pixel per brand, owned by your business, with no personal profiles as admins.
   3. 01.3A landing page for each offer: one offer, one main button, written to the same policy as the ads.
   4. 01.4A real test booking or order run end to end, with every step tracked, before any spend.

   What you see

   • Every page, with its policy note, before it goes live
   • Which channels are open for your category, in writing
   • The test booking, step by step, as the tracking recorded it
2. 02Campaigns

   One offer first, on campaigns of 5 to 7 pre-checked ads.

   What happens

   1. 02.1Each campaign launches with a set of 5 to 7 ads, each taking a different angle on the same offer: stop the scroll, explain, answer the price, remove the doubt.
   2. 02.2Every ad is pre-checked against the health, personal-attributes and prescription-drug rules before it is submitted.
   3. 02.3Campaigns are split by regulation level, so a consultation ad never shares a budget with a drug ad. Targeting stays broad and the creative does the work.
   4. 02.4Until a campaign has enough results to learn from, it optimises on the step before the booking. Budget steps up gradually, and only while cost per result holds.

   What you see

   • Every ad, with its policy note, before it runs
   • The campaign plan and the budget behind it
   • Spend and results by campaign from the first week
3. 03Report

   A Monday report and a weekly call, against one agreed target.

   What happens

   1. 03.1At kickoff we agree what a new patient or order is worth to you after your costs. That sets the most we will pay for one.
   2. 03.2Every Monday: spend, results and cost per result by campaign, against that number, reconciled to your booking tool.
   3. 03.3Each week the weakest ads are switched off and budget moves to the ones bringing bookings.
   4. 03.4When something goes wrong, you hear it in the same day's message, with the fix.

   What you see

   • The Monday report
   • A weekly strategy call and a shared Slack channel
   • What we changed that week, and why
4. 04Refresh

   A new creative round every month.

   What happens

   1. 04.1Two new ideas per set, tested against the current winners.
   2. 04.2New versions of last month's winners: a winning static becomes a motion video, and the reverse.
   3. 04.3One or two founder, clinician or creator videos, briefed for paid use.
   4. 04.4Every new ad pre-checked, then approved by you in one pass.

   What you see

   • The month's round, for approval in one pass
   • Which ads were retired, and why
   • What the round is testing

Once campaigns run, search can produce bookings early because the intent already exists; Meta needs a steady flow of results before it stops learning.