Markentivo
Operating model
A fixed working rhythm from week one.
The calendar does not restart each month. Audit, launch, weekly notes and the monthly review sit on the same sequence for every retainer. Dates and deliverables are written down so both sides can see what is due.
Weeks 1–2
Access, audit, baseline
We ask for admin or standard access to Google Ads, Microsoft Ads, Meta, LinkedIn, GA4, the tag manager, the store or CRM, and call tracking if it exists. Billing profiles stay in the client’s name. If a login cannot be shared, we pause that channel rather than invent a parallel account.
The audit covers campaign structure, wasted queries, audience overlap, conversion events, and whether platform numbers can be tied to orders or booked enquiries. The deliverable is a written audit plus a baseline sheet: spend by channel, the current definition of a result, and the gaps that would distort week three.
Access list
- Paid media accounts
- GA4 and tag manager
- Store, CRM or booking tool
- Call tracking, if in use
- Existing Looker or sheet exports
Weeks 3–4
Build and launch
Campaigns are rebuilt or repaired against the 90-day plan: brand separated from non-brand, budgets set as daily rules, audiences named, and the first creative set loaded. Shopping feeds are corrected before they re-enter auction. Conversion actions used for bidding are the ones the baseline accepted.
The launch checklist covers tracking, billing, geo and language, brand safety exclusions, and who may raise budgets. We do not switch bidding strategies and creative in the same hour. The client signs the checklist in writing; spend then follows the rules on that page.
Before go-live
- Structure and naming signed off
- Budget rules by campaign group
- First creative set in place
- Conversion actions used for bidding
- Written launch checklist
Every week
Weekly cycle
Monday through Thursday the work is operational: spend against plan, bid and audience edits, search-term review, and the launch of one or two tests from the queue. We do not wait for the monthly call to move a negative keyword or pause an exhausted ad.
Friday is a short written summary. It lists spend, volume, cost of a result, tests started or stopped, and any decision that needs the client. If a question sits with the client, we note the date it was asked. Two business days is the expected reply window so the next week does not idle.
On the Friday note
- Spend versus the monthly plan
- Bid, budget and audience changes
- Search-term actions
- Tests started or stopped
- Open questions for the client
Each month
Monthly review
The monthly artefact is a PDF plus the live dashboard. It covers spend, enquiries or orders, cost of a result, share of spend in revenue where the client can share revenue, and the change journal for the period. Figures that cannot be reconciled are labelled as such.
The call is 45 minutes. We use it for decisions: keep, cut or raise a channel; move budget between locations; approve the next month’s test list. The notes from the call become the first page of the next cycle.
On the call
- Read of the month against the plan
- Budget decision for the next month
- Test list for the next four weeks
- Open tracking or access issues
Each quarter
Quarterly planning
Every 90 days we reopen the channel mix and the definition of a result. If a product line, a location or a sales process has changed, the weekly objects have to change with it. The output is a short plan: channels in, channels out, and the volume of work that still fits the retainer.
If the work has grown past the package, we say so and quote the next retainer or an add-on before the extra work starts. We do not absorb a third channel inside Core Performance by staying quiet.
The quarter document
- Channel mix for the next 90 days
- Result definition, restated
- Workload versus the current fee
Roles
Who does what
On the Markentivo side the work is media operations, analytics, and creative briefs. We write the weekly note, maintain the dashboard, and keep the test queue current. Creative files that need design production can come from the client or from a contractor the client already uses; we brief and score the variations.
On the client side the work is access, sales or order data, budget approval, and answers within two business days. Brand or legal review of ads is the client’s calendar, not ours. If a review sits longer than the test window, the test is postponed rather than launched on an unapproved asset.
Client side
- Account and data access
- Order or enquiry extracts
- Budget approval
- Replies within 2 business days
Stack
Tools we work in
Media is edited in Google Ads Editor and the native interfaces for Meta and Microsoft. Measurement lives in GA4 and a Looker Studio dashboard. The test queue is a shared document, not a slide deck. Shopify, WooCommerce or HubSpot stay on the client side; we request the exports or the user role needed to read orders and lists.
We will not move an account into a tool the client cannot open after the engagement ends. If a new connector is required, it is named in the quote and billed as an add-on when it sits outside the retainer.
In regular use
- Google Ads Editor
- GA4
- Looker Studio
- Meta Ads Manager
- Shopify, WooCommerce or HubSpot (client-owned)
- Shared test-queue document
Every material change is written down.
Bid rules, budget moves, paused campaigns and new tests go into the change journal the same week they happen. The monthly PDF reprints that list so a later reader can see why a number moved, without relying on a conversation that was never minuted.
See the retainer that funds this rhythm.
The weekly cycle is the same on Core Performance and Full Funnel. The difference is the number of channels and artifacts in motion.
View retainers