How an engagement runs: the first 90 days and every month after

Foundations: economics, pages, account, tracking

The first month is construction. We translate your economics into targets for cost per lead or return on ad spend. We audit any existing accounts and decide what to keep, fix or rebuild. We write and build the landing pages that the first campaigns will use, with forms, calls or checkout tied to conversion goals.

• Week 1: discovery synthesis, target model, keyword and intent research from Bing data, landing page outlines approved.
• Week 2: landing pages in build, Microsoft Advertising account created in your name, billing and user roles set, UET tag deployed through tag manager.
• Week 3: conversion goals created and tested with live events, Microsoft Clarity connected, Merchant Center and feed where relevant, Google Ads import reviewed line by line if you have one.
• Week 4: campaign structure, responsive search ads, extensions and audience layers built in draft. You review everything before anything goes live. Launch decision in the weekly meeting.

Milestone: a documented account, tested tracking and approved pages. In most engagements the first campaigns go live at the end of this month.

Controlled launch and fast feedback

We launch the campaigns most likely to convert first: brand defense where it matters, high intent non-brand exact and phrase match, and Shopping if you sell products. Budgets are sized to learn, not to impress. We check the account every business day for the first two weeks.

• Daily: search term review, negative keywords, bid sanity checks, disapprovals and tracking anomalies.
• Week 6: first read of device, location, time of day and network performance. Search partner inclusion evaluated.
• Week 7: Dynamic Search Ads campaign added to mine long tail queries we did not predict. First landing page observations from Clarity recordings.
• Week 8: bid strategy review. If conversion volume is steady, we prepare the move from manual or enhanced CPC toward target CPA or target ROAS.

Milestone: a clean search term footprint, stable tracking and a first honest read on cost per result against the target model.

Shift bidding, add audiences, improve pages

With two months of data, the account can carry more weight. We move campaigns to conversion-based bidding where volume supports it, introduce LinkedIn profile targeting as a bid modifier on the campaigns where company, industry or job function matters, and open the Microsoft Audience Network with remarketing first and in-market audiences second.

• Week 9: bid strategy transitions, budget rebalancing toward campaigns beating target.
• Week 10: Audience Network remarketing live with native creative; LinkedIn profile targeting tested on the top campaigns.
• Week 11: first CRO changes shipped from Clarity findings, usually form, headline and mobile layout fixes.
• Week 12: quarterly review. We compare results with the target model, decide what to scale, what to cut and what to test next quarter, and agree on the content plan.

Milestone: a quarterly review document that states clearly what is working, what is not and what we will do about it.

The rhythm that compounds

After the first quarter, the engagement settles into a steady rhythm. Every week has the same backbone, and each week of the month carries one extra focus so nothing gets neglected.

• Every week: optimization pass (search terms, negatives, bids, budgets, audiences, placements), dashboard update with written commentary, thirty minute meeting with your strategist.
• Week 1 of the month: monthly report and roadmap. What happened, what we learned from tests, what we will do next and why.
• Week 2: testing focus. New tests designed and launched, finished tests concluded and documented.
• Week 3: creative and content. Ad copy refresh, Multimedia Ad assets, feed improvements, articles published and linked to landing pages.
• Week 4: tracking and planning. UET tag audit, conversion goal validation, offline import reconciliation, next month's seasonal plan.