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7FA SOP Example

Paid Acquisition

Paid — Agency Retargeting Funnel

What

Section titled “What”

TODO — the paid retargeting setup that turns agency-website visitors into booked discovery calls. Separate from any client-facing media work — this is marketing for the agency itself.

Who owns it

Section titled “Who owns it”

TODO — Marketing Lead with Head of Paid Media reviewing.

Steps

Section titled “Steps”
  1. TODO — install the pixel and CAPI on the agency site, build the retargeting audience (last 90 days of visitors, excluding existing clients and team).
  2. TODO — produce 3 to 5 short videos for the audience (founder talking to camera, client wins, niche-specific pain points). Refresh quarterly.
  3. TODO — run with a daily budget that produces a steady trickle of booked calls, monitor cost per booked call against the close-rate baseline.

Definition of done

Section titled “Definition of done”

TODO — retargeting live, cost per booked call known, deals from retargeted leads tracked separately so the channel is measurable.