Lucidya Paid Media · Reactiiv Internal SOP

Campaign Launch · Per-Market Flow

Strategy → Build → Enable → Optimize · Same flow every market (US · KSA · UAE)

Cycle Time
~10 days
Kickoff to enable
Phases
10
Linear · gated
New Deliverables
3 Docs
Structure · Keywords · Ad Copy
Anchor Artifacts
5
Reused every cycle
Phase Sequence
Reactiiv owns
Lucidya owns
Joint review
01Days 1-2

Campaign Architecture & Naming Convention

Reactiiv · Tyler / Daniel
New Google Doc
[Market] Campaign Structure Proposal
  • Campaign name(s) with actual launch date suffix
  • Ad group structure (recommend 2 ad groups per campaign)
  • Bid strategy default: MAXIMIZE_CONVERSION_VALUE
  • Geo + language locks · schedule · naming convention
Source Data
Per-Market Locked Targets Sheet · matching market tab
Open Sheet
Gate Tyler review → Nesma sign-off
02Days 3-4

Keyword List with Match Types & Negatives

Reactiiv · Daniel
New Google Doc
[Market] Keyword Spec
  • 30-60 keywords for Phase 1
  • Match types per keyword (exact / phrase / broad)
  • Negative keyword list
  • Aligned to product focus + segment from Sheet
Sent To
Nesma for keyword review
Gate Lucidya keyword approval
03Days 4-6

Ad Copy: RSAs · Sitelinks · Callouts · Snippets

Reactiiv · Daniel
New Google Doc + Sheet Update
[Market] Ad Copy Drafts
  • 2-3 RSAs · 12-15 headlines + 4 descriptions per RSA
  • Sitelinks (4-6 with descriptions)
  • Display URL = lucidya.com (NOT global.lucidya)
  • Add EN/AR market versions to Bilingual Extensions Library
Update Existing
Bilingual Ad Extensions Library — add Callouts (5+) and Structured Snippets for this market
Open Sheet
Gate Lucidya brand approval
04Days 6-7 · 24h SLA

UTM Parameters & HubSpot Conversion Triggers

Lucidya · Marketing-Ops
Update Existing Sheet + HubSpot
Per-Campaign UTM Parameters
  • Add per-campaign source / medium / campaign / content rows
  • Verify HubSpot conversion event triggers fire on correct URLs (Demo · Expert · MQL · SQL)
  • Confirm lifecycle stage routing maps to Custom Goal categories on Google Ads side
Update Existing
Per-Campaign UTM Parameters Sheet
Open Sheet
Gate UTMs published · HubSpot triggers verified
05Days 7-8

Google Ads Build & Asset Loading

Reactiiv · Daniel
Lucidya MCC · CID 3855562238
Build Phase 1 campaigns in Google Ads
  • Naming uses actual launch date suffix (NOT templated)
  • Sitelinks + Callouts at campaign level (NOT account level)
  • Display URL = lucidya.com
  • Conversion stack: 3 Primary only ($5 · $50 · $500), all others Secondary
System
Google Ads · Lucidya MCC
CID 3855562238
Gate Daniel marks "ready for QA"
06Days 8-9

Pre-Launch API Verification

Reactiiv · Tyler
Verification Method
Live Google Ads API call vs Sheet · read-only
  • Bid strategy = MAXIMIZE_CONVERSION_VALUE
  • 3 Primary conversion actions only ($5 · $50 · $500)
  • Daily budget = monthly ÷ 30
  • Geo + language locks match Sheet
  • Final URL HTTP 200 · Display URL = lucidya.com
  • RSA strength "Good" minimum on every ad
  • Sitelinks + Callouts at campaign level
Verify Against
Per-Market Locked Targets Sheet (numbers must match exactly)
Open Sheet
Gate Tyler signs off in Discord launch thread → Daniel cleared to enable
07Days 9-10

Campaign Enable

Reactiiv · Daniel
Action
Flip status PAUSED → ENABLED
  • Post launch confirmation to Discord analytics channel
  • Tag Nesma + Ahmed
Notify
Discord analytics channel
Tag Nesma + Ahmed
Gate Live in Google Ads
08Days 0-21

Smart Bidding Learning Phase · Hands-Off

No edits · period
Monitor Only
Watch delivery, do not touch
  • Days 0-7: monitor delivery · validate spend pacing
  • Days 7-14: MQL/SQL ramp expected
  • Day 21+: exit learning phase (B2B value-weighted)
Status Logged In
Smart Bidding Health Log
Open Doc
Gate 21 days elapsed → Phase 9
09Day 22+

Optimization · Post-Learning

Reactiiv · Daniel
Apply Only After Exit
Tactical refinements with conversion data
  • Top-15 metros geo refinement (separate ClickUp task)
  • Negative keywords from search terms report
  • Bid adjustments based on conversion data
  • Ad copy iteration based on RSA asset performance
Trigger
Campaign exits learning phase (Day 21+)
Cadence Continuous · weekly review
10Recurring · Sundays

Weekly Cadence Reporting

Reactiiv · Tyler
Recurring Output
Sunday Weekly Cadence Report
  • Format matches Week 1 analytics post
  • Pulled from live Google Ads API + HubSpot snapshot
  • Posted to Discord analytics channel
Posted To
Discord analytics channel
Lucidya client thread
Cadence Every Sunday
Anchor Documents · Referenced Every Cycle

Per-Market Locked Targets

Budget · bid strategy · KPIs · Q2 commitments per market (US · KSA · UAE tabs). Source-of-truth for all campaign builds.

Open Sheet

Q2 KPI Commitment Narrative

SVP-facing narrative around the Sheet numbers. Companion doc to source-of-truth Sheet.

Open Doc

Smart Bidding Health Log

Bid strategy health · learning phase status · recovery plans. Updated when Phase 8 status changes.

Open Doc

Per-Campaign UTM Parameters

Lucidya marketing-ops owns. Per-campaign source / medium / campaign / content rows added during Phase 4.

Open Sheet

Bilingual Ad Extensions Library

EN/AR Callouts and Structured Snippets. Updated Phase 3 with each new market launch.

Open Sheet

Campaign Launch SOP · Master Doc

This SOP in long-form Google Doc format. Source for all phase descriptions and gate definitions.

Open Doc
Lucidya Paid Media · Confidential
Prepared by: Ty Leleux × Paid Media · v1.0 · 2026-05-04