Campaign Launch Playbook

A step-by-step playbook for launching a paid campaign with landing pages, email sequences, checkout, ads, and organic posts. Built from lessons learned during The Build: Find, Prove, Close launch (April 2026).

Goal: Complete, QC'd campaign in one day instead of a week.

Retro reference: campaigns/the-build/wip/retro-the-build-launch.md

Phase 0: Inputs (30 min)

Before building anything, read everything.

Reference material — read these first:

• [ ] business-aos/reference/core/voice.md — brand voice
• [ ] business-aos/reference/core/audience.md — who we're talking to
• [ ] business-aos/reference/brand/copy-qc.md — 11 AI pattern checks
• [ ] Inspiration emails in business-aos/inspiration/ — Taki Moore's workshop emails, Steve Cunningham's patterns
• [ ] Golden examples for each asset type in advisory-os-vault/content/frameworks/
• [ ] Relevant kits: kit-opt-in-page, kit-thank-you-page, kit-delivery-page, kit-homepage, kit-email-sequence

Offer brief — confirm before building:

• [ ] What's being sold (product name, format, dates)
• [ ] Price (and any discount/coupon pricing)
• [ ] Funnel flow: Ad → Opt-in → Thank-you → Nurture → Sales page → Checkout → Post-purchase
• [ ] All URLs and slugs confirmed with Convertri
• [ ] External accounts ready: MailerLite, ThriveCart, Meta Ads Manager, Convertri

Terminology rules:

• Paid traffic: NO LLM brand names (no Claude, ChatGPT, Gemini). Use "AI skill" or "AI tool of choice"
• Organic: LLM brand names OK
• Never use "AI assistant" — use "AI tool of choice" and list options
• Customer-facing pages: brand-neutral
• Product delivery files (skill files, quick-start): Claude-specific OK

Phase 1: Pages (2-3 hours)

Build from kits. Not from scratch. Every page follows its kit's golden example.

Pages to build:

Per-page checklist (every page, no exceptions):

• [ ] Built from kit golden example
• [ ] Meta Pixel embedded in (pixel ID: confirm before building)
• [ ] Correct pixel events: PageView on all, Lead on opt-in thank-you, Purchase on post-purchase thank-you
• [ ] Footer: Meta compliance disclaimers, correct entity name, Terms link to /terms, no Substack
• [ ] All links correct — every product/asset mention is a clickable link
• [ ] URLs match Convertri slugs exactly
• [ ] Mobile responsive — use CLASS selectors for grid stacking, NOT attribute selectors (Facebook in-app browser breaks on div[style*="..."])
• [ ] Mobile form placement — on any page with a form, the form must be visible within ONE scroll on mobile. Use CSS order: -1 to move the form above content on mobile. Hide supporting details (bullets, credentials) on mobile if they push the form below the fold.
• [ ] Header stacks centered on mobile (968px breakpoint)
• [ ] CYP brand: Fraunces + Montserrat, deep teal/cream/gold, inline styles
• [ ] No var() CSS
• [ ] noindex/nofollow set where indicated
• [ ] Run website-eval-skill before committing
• [ ] Visual check: desktop AND mobile (test in Facebook in-app browser)
• [ ] Terminology sweep: grep for "AI assistant", "Claude" (in paid context), old pricing, old URLs

Phase 2: Email Sequences (1-2 hours)

Before writing: read reference emails. Taki Moore's sell sequence, Steve Cunningham's patterns. Read them. Then write.

Email types needed:

Per-email checklist (every email, no exceptions):

• [ ] Subject line
• [ ] Preview text / preheader (REQUIRED — no exceptions)
• [ ] Body copy
• [ ] Every mention of the lead magnet links to the delivery page
• [ ] Every mention of the product links to the sales page
• [ ] No price in nurture emails — drive to sales page, let the page handle pricing
• [ ] No URL in email body if there's a button/link for it
• [ ] Terminology: "AI tool of choice (Claude, ChatGPT, Gemini)" not "AI assistant"
• [ ] Run copy-qc.md (11 pattern checks) on every email
• [ ] Run email sequence kit QC checklist

Structural rules:

• Delivery emails are SEPARATE from sequences — delivery fires immediately, sequence starts after
• No duplicate content between delivery email and first sequence email
• Nurture emails for time-bound events: emails 1-3 as automation (relative timing), emails 4-5 as scheduled campaigns (fixed dates) — prevents urgency emails landing after event starts
• Buyer emails for time-bound events: ALL scheduled campaigns on fixed dates (only delivery email is automation)
• Exclude buyers from nurture campaigns
• Story-driven, not feature-driven (Taki pattern: story → proof → Q&A → personal story → last call)
• Short. If it reads like a brochure, rewrite it.

Phase 3: ThriveCart + MailerLite (1 hour)

ThriveCart setup:

• [ ] Product created with correct name, price
• [ ] Coupon code for discount offer (if applicable)
• [ ] Success URL: post-purchase thank-you page
• [ ] URL expiration: Never
• [ ] Support email
• [ ] Terms link on checkout page
• [ ] FB Pixel ID entered in Tracking section
• [ ] Checkout page content: description, bullets, FAQs, guarantee
• [ ] Hex codes applied to checkout design
• [ ] MailerLite integration: on purchase → add to buyer group

MailerLite setup:

• [ ] Double opt-in OFF at account level (Settings → Subscriber settings)
• [ ] Double opt-in OFF at form level (edit the form → settings → double opt-in toggle)
• [ ] Verify both — these are independent settings. One does not override the other.
• [ ] Groups created: lead magnet subscribers, product buyers

• [ ] Groups created: lead magnet subscribers, product buyers
• [ ] Lead magnet automation: form submission → delivery email → nurture sequence
• [ ] Buyer group: ThriveCart webhook → delivery email → buyer sequence
• [ ] Scheduled campaigns created for fixed-date emails
• [ ] Exclusion rules: buyer group excluded from nurture campaigns
• [ ] Calendar add links in delivery email (Google Calendar + Outlook, recurring for multi-day events)

Phase 4: Ad Creative (1-2 hours)

Ad copy:

• [ ] Run copy-qc.md on every ad
• [ ] No LLM brand names in paid ads
• [ ] No URL in primary text body (URL is in Destination field)
• [ ] No "AI assistant" — use "AI skill" or "AI tool"
• [ ] 6-lens VIP compliance: FTC, Meta Policy, Substantiation, Copy Quality, Visual Standards, Voice Authenticity

Ad images — file creation:

Every ad needs THREE images:

1. Square (1080x1080) — adX-name.html
2. Vertical (1080x1920) — adX-name-vertical.html
3. IG version (1080x1350) — adX-name-ig.html (for organic cross-posting)

All images are standalone HTML files at native resolution. One file = one image = one screenshot.

Screenshot process:

1. Open HTML file in Chrome
2. Ctrl+Shift+I → Ctrl+Shift+P → type "screenshot" → "Capture full size screenshot"
3. On 2x display, output will be 2160x2160 / 2160x3840 / 2160x2700 — all exceed Meta minimums

Organic post images:

Same process. FB gets 1080x1080. IG gets 1080x1350 (4:5). Every post gets both sizes created upfront.

Phase 5: Meta Ads Manager (1 hour)

Reference: campaigns/the-build/wip/meta-campaign-setup-guide.md has the full step-by-step with exact field values.

Campaign level:

• Objective: Leads
• Budget: $20/day (adjust per campaign)
• Campaign name: descriptive

Ad set level:

• Conversion: Website → Lead event
• Schedule: start date through event date
• Audience Controls: location, minimum age
• Audience Suggestions: age range, interests (select as INTERESTS, not job titles)
• Placements: leave Advantage+ on. DO NOT touch account-level placement controls.

Ad level — per-ad cleanup (EVERY ad):

• [ ] Multi-advertiser ads: UNCHECK
• [ ] Crop and expand AI: UNCHECK
• [ ] Advantage+ creative text generation: OFF (both primary text and headline sections)
• [ ] Translate text: OFF
• [ ] Media enhancements: OFF
• [ ] Essential enhancements: OFF (optional but recommended)
• [ ] AI image generation: can't uncheck but won't generate if no source images
• [ ] CTA: Learn More
• [ ] Destination URL correct
• [ ] Display link correct

Ignore all Meta "recommendations" to:

• Increase budget
• Turn on Advantage+ placements
• Turn on Advantage+ creative
• Include all placements for "+X points"

After publishing:

• Verify date range in Ads Manager matches campaign dates
• Check in 4-6 hours for initial impressions
• Don't change anything during learning phase (48-72 hours)
• Pause ads with high spend and zero clicks after 24 hours

Phase 6: Organic Posts + Profile (30 min)

Facebook page refresh:

• [ ] Cover photo uploaded (820x312, screenshot from HTML)
• [ ] Short description updated
• [ ] Website URL updated
• [ ] Action button: Learn More → opt-in page URL
• [ ] Category set

Instagram profile:

• [ ] Bio updated (150 chars)
• [ ] Link in bio → opt-in page URL
• [ ] Profile photo current

Organic posts:

• [ ] FB images: 1080x1080
• [ ] IG images: 1080x1350 (4:5)
• [ ] Post copy QC'd against copy-qc.md and voice.md
• [ ] No AI-generated closing lines
• [ ] Claude/brand names OK in organic
• [ ] At least 1 post live before ads launch (page needs fresh content)
• [ ] Remaining posts scheduled

Phase 7: Pre-Launch Test (30 min)

Pre-test checks:

• [ ] MailerLite double opt-in OFF at account level AND form level (both must be off)
• [ ] Test with a NEW email address (not one already in MailerLite) — existing subscribers skip double opt-in so you won't catch the problem

Full funnel test — click every step:

Pixel verification (Meta Pixel Helper extension):

Mobile test:

• [ ] Opt-in page in Facebook in-app browser (this is where ad traffic lands)
• [ ] Form visible within one scroll on mobile — if you have to scroll more than once to see the form, it's buried and won't convert
• [ ] Homepage on mobile
• [ ] Sales page on mobile

Phase 8: Launch + Monitor

Launch day:

• [ ] Publish ads (they go into review, can take up to 24 hours)
• [ ] Verify date range in Ads Manager shows today's date
• [ ] First organic post is live
• [ ] Profile is refreshed

First 24 hours:

48-72 hours:

• One ad will get most budget — that's Meta picking the winner
• Pause ads with high spend and zero/low clicks
• Don't edit winning ads — edits restart learning
• If ALL ads are above $15 CPL — the problem is the landing page, not the ads

Dormant account note: Accounts that haven't run ads in years behave like new accounts. Expect high CPMs and slow delivery for the first 48-72 hours. This is the pixel warming up. Don't panic. Don't change targeting. Let it learn.

QC Gates

These run automatically before every commit of a customer-facing file:

1. Terminology sweep: grep for "AI assistant", LLM brand names in paid context, old pricing, old URLs
2. Link check: every product/asset mention is a clickable link, all URLs match Convertri slugs
3. Pixel check: every page has pixel in , correct events on thank-you pages
4. Footer check: Meta compliance, Terms link, no Substack, correct entity name
5. Mobile check: no CSS attribute selectors on inline styles, class selectors only for responsive grids
6. Email check: every email has preview text, no price in nurture, delivery email separate from sequence
7. Copy QC: run copy-qc.md 11-pattern check on all customer-facing copy
8. Visual check: render page, check desktop + mobile before committing

File Locations

Built from the retro of The Build: Find, Prove, Close launch — April 2026 This playbook is a living document. Update it after every campaign.