View Categories

Custom Social: Advertising Focused Strategy

5 min read

This shareable document allows you and your clients to gain a better understanding of our Custom Social strategies with an example of what a plan could look like focusing more on advertising.

Create a link to share with your contacts here

Networks: Facebook & Instagram

Objective: Business Inquiries

  • Generate more phone calls
  • Increase form completions
  • Drive foot traffic

Month 1 #

  • Account Setup
    • Profile creation and optimization
      • Profile and cover photo
      • Business information
      • Branding amongst platforms
  • Ad Manager setup
  • Business Manager setup (if applicable)
    • Install Meta Pixel
  • Competitive research
  • Kickoff call
  • Create Ad Campaign #1
    • Create lookalike audience based off customer list
    • Set up Facebook lead generation forms
    • New ad sets
      • Ad #1
      • Ad #2 (if applicable)

Month 2 #

  • Ad Campaign #1 optimization
    • Update ad copy
    • Adjust budget (if applicable)
    • Create and update visual for ads (if applicable)
  • Create Ad Campaign #2 – Video
    • Test new ad objective
    • New ad sets
      • Ad #1
      • Ad #2 (if applicable)
  • Post on applicable platforms:
    • Meet the team post
    • Testimonial post
    • Post latest blog article
    • Company happy hour photo post
  • Monitor engagement, analytics, and responses
  • Monthly report

Month 3 #

  • Ad Campaign #1 optimization
    • Update ad copy
    • Adjust budget (if applicable)
    • Create and update visual for ads (if applicable)
  • Ad Campaign #2 optimization
    • Update ad copy
    • Adjust budget (if applicable)
    • Create and update visual for ads (if applicable)
  • Review analytics in depth
    • Turn off underperforming ad (if applicable)
  • Post on applicable platforms:
    • Event promo post (Pin this post to top of Facebook page)
    • Event promo post (boost this one)
    • Post latest blog article
    • Stories post #1
    • Stories post #2
  • Monitor engagement, analytics, and responses
  • Monthly report

Month 4 #

  • Profile updates & maintenance
  • Ad Campaign #1 optimization
    • Update ad copy
    • Adjust budget (if applicable)
    • Create and update visual for ads (if applicable)
  • Ad Campaign #2 optimization
    • Update ad copy
    • Adjust budget (if applicable)
    • Create and update visual for ads (if applicable)
  • Posts on applicable platforms:
    • Before and After project post
    • Post latest blog article
    • Monthly special promotion post
    • Stories post #1
    • Stories post #2
  • Monitor engagement, analytics, and responses
  • Monthly report

Month 5 #

  • Turn off Ad Campaign #1
  • Ad Campaign #2 optimization
    • Update ad copy
    • Adjust budget (if applicable)
    • Create and update visual for ads (if applicable)
  • Create Ad Campaign #3 – Carousel ad to promote new service
    • Showing different aspects/ benefits of service
    • Send to landing page focused on new service
    • New ad sets
      • Ad #1
      • Ad #2 (if applicable)
  • Add new service to Facebook page services tab
  • Posts on applicable platforms:
    • Post about new service
    • Post latest blog article
    • Holiday post
  • Monitor engagement, analytics, and responses
  • Monthly report

Month 6 #

  • Ad Campaign #2 optimization
    • Update ad copy
    • Adjust budget (if applicable)
    • Create and update visual for ads (if applicable)
  • Ad Campaign #3 optimization
    • Update ad copy
    • Adjust budget (if applicable)
    • Create and update visual for ads (if applicable)
  • Update Facebook cover photo
  • Post on applicable platforms:
    • Featured service
    • Testimonial post
    • Post latest blog article
    • Employee spotlight post
  • Monitor engagement, analytics, and responses
  • Monthly report

Month 7 #

  • Create Ad Campaign #4
    • Target local audience
    • Test new ad objective
    • New ad sets
      • Ad #1
      • Ad #2 (if applicable)
  • Ad Campaign #2 optimization
    • Update ad copy
    • Adjust budget (if applicable)
    • Create and update visual for ads (if applicable)
  • Ad Campaign #3 optimization
    • Update ad copy
    • Adjust budget (if applicable)
    • Create and update visual for ads (if applicable)
  • Posts on applicable platforms:
    • Post about new service
    • Post latest blog article
    • Share article about industry
    • Photos of company trip to industry convention post #1
    • Photos of company trip to industry convention post #2
  • Monitor engagement, analytics, and responses
  • Monthly report

Month 8 #

  • Turn off Ad Campaign #2
  • Ad Campaign #3 optimization
    • Update ad copy
    • Adjust budget (if applicable)
    • Create and update visual for ads (if applicable)
  • Ad Campaign #4 optimization
    • Update ad copy
    • Adjust budget (if applicable)
    • Create and update visual for ads (if applicable)
  • Post on applicable platforms:
    • Post about new website launch
    • Post latest blog article
    • Share user-generated content
  • Create Ad Campaign #5 – New Website Launch
    • Traffic Ad to push people to newly build website
    • New ad sets
      • Ad #1
      • Ad #2 (if applicable)
  • Monitor engagement, analytics, and responses
  • Monthly report

Month 9 #

  • Profile updates & maintenance
    • Edit services copy on Facebook
    • Create new cover photo for Facebook
    • Organize Instagram Stories profile highlights
  • Turn off Ad Campaign #3
  • Ad Campaign #4 optimization
    • Update ad copy
    • Adjust budget (if applicable)
    • Create and update visual for ads (if applicable)
  • Ad Campaign #5 optimization
    • Update ad copy
    • Adjust budget (if applicable)
    • Create and update visual for ads (if applicable)
  • Posts on applicable platforms:
    • Post about upcoming specials
    • Post latest blog article
    • Share user-generated content
    • Behind-the-scenes photos from company training post #1
    • Behind-the-scenes photos from company training post #2
  • Monitor engagement, analytics, and responses
  • Monthly report

Month 10 #

  • Ad Campaign #4 optimization
    • Update ad copy
    • Adjust budget (if applicable)
    • Create and update visual for ads (if applicable)
  • Ad Campaign #5 optimization
    • Update ad copy
    • Adjust budget (if applicable)
    • Create and update visual for ads (if applicable)
  • Create Ad Campaign #6 on New Platform
    • Capture local attention for upcoming holiday discount promotion
    • New ad sets
      • Ad #1
      • Ad #2 (if applicable)
  • Posts on applicable platforms:
    • Post about services
    • Post latest blog article
  • Monitor engagement, analytics, and responses
  • Monthly report

Month 11 #

  • Turn off Ad Campaign #4
  • Ad Campaign #5 optimization
    • Update ad copy
    • Adjust budget (if applicable)
    • Create and update visual for ads (if applicable)
  • Ad Campaign #6 optimization
    • Update ad copy
    • Adjust budget (if applicable)
    • Create and update visual for ads (if applicable)
  • Create posts around holiday promo on applicable platforms:
    • Holiday promotional sale announcement post (Pin this post to top of Facebook page)
    • Holiday sale reminder post
    • Holiday sale featured services post
    • Holiday sale final reminder post
  • Monitor engagement, analytics, and responses
  • Monthly report

Month 12 #

  • Create new cover photo for Facebook
  • Optimize all Ad Campaigns in the very start of the month:
    • Update ad copy
    • Adjust budget (if applicable)
    • Create and update visual for ads (if applicable)
  • Post on applicable platforms:
    • New Year Special post
    • Post latest blog article
    • Share user-generated content
  • Monitor engagement, analytics, and responses
  • Final report
Updated on June 17, 2025

What are your Feelings

  • Happy
  • Normal
  • Sad

WordPress database error: [You have an error in your SQL syntax; check the manual that corresponds to your MariaDB server version for the right syntax to use near ')) AND p.post_type = 'docs' AND tt.taxonomy = 'doc_category' AND tt.term_id I...' at line 1]
SELECT p.ID FROM msh_wp_posts AS p INNER JOIN msh_wp_term_relationships AS tr ON p.ID = tr.object_id INNER JOIN msh_wp_term_taxonomy AS tt ON tr.term_taxonomy_id = tt.term_taxonomy_id WHERE p.ID = '175' AND p.ID < 171)) AND p.post_type = 'docs' AND tt.taxonomy = 'doc_category' AND tt.term_id IN (14) AND p.ID NOT IN ( SELECT tr.object_id FROM msh_wp_term_relationships tr LEFT JOIN msh_wp_term_taxonomy tt ON (tr.term_taxonomy_id = tt.term_taxonomy_id) WHERE tt.term_id IN (0) ) AND p.post_status = 'publish' ORDER BY p.post_date DESC, p.ID DESC LIMIT 1

WordPress database error: [You have an error in your SQL syntax; check the manual that corresponds to your MariaDB server version for the right syntax to use near ')) AND p.post_type = 'docs' AND tt.taxonomy = 'doc_category' AND tt.term_id I...' at line 1]
SELECT p.ID FROM msh_wp_posts AS p INNER JOIN msh_wp_term_relationships AS tr ON p.ID = tr.object_id INNER JOIN msh_wp_term_taxonomy AS tt ON tr.term_taxonomy_id = tt.term_taxonomy_id WHERE p.ID = '81' AND p.ID > 171)) AND p.post_type = 'docs' AND tt.taxonomy = 'doc_category' AND tt.term_id IN (14) AND p.ID NOT IN ( SELECT tr.object_id FROM msh_wp_term_relationships tr LEFT JOIN msh_wp_term_taxonomy tt ON (tr.term_taxonomy_id = tt.term_taxonomy_id) WHERE tt.term_id IN (0) ) AND p.post_status = 'publish' ORDER BY p.post_date ASC, p.ID ASC LIMIT 1