Advertising Campaign Policy

Purpose

This policy explains how advertising campaigns are planned, launched, managed, and reported. It also sets clear expectations around performance, timelines, and what is — and is not — included.

Platforms covered

• Social media ads: Typically Meta (Facebook & Instagram)
• Google Ads: Search and, where appropriate, Display/Performance Max

How ads work

Advertising platforms show your ads to people most likely to take action based on:

• Your targeting (location, interests, demographics, search intent)
• Your offer and messaging (what you are promoting and why it matters)
• Your creative (images, video, copy)
• Your landing page (speed, clarity, trust signals, conversion rate)
• Your budget and competition (what others are bidding/spending)

Results improve over time as campaigns gather data and are optimised.

What is included (management scope)

• Initial discovery: goals, audience, geography, budget, and success metrics
• Campaign strategy and structure (ad sets, audiences, keywords)
• Ad setup and configuration (tracking, conversions where available)
• Creative and copy guidance (or creation if included in your agreement)
• Ongoing optimisation (budget allocation, targeting adjustments, testing)
• Performance reporting and recommendations

What we need from you

To run effective campaigns, the client is responsible for providing:

• Offer details (pricing, promotions, key services/products)
• Any required approvals (brand, claims, compliance)
• Access to relevant accounts (Meta Business Suite, Google Ads, website/analytics)
• Landing page content or approval for landing page changes (if required)

Expectations and limitations

Advertising is not a guaranteed results product. Performance depends on many factors outside our control. We cannot guarantee:

• A specific number of leads or sales
• A specific cost per lead (CPL) or return on ad spend (ROAS)
• Immediate results from day one
• Approval of every ad (platform policies can reject ads)

Common reasons campaigns underperform:

• Weak offer or unclear messaging
• Low-converting landing pages
• Limited budget relative to competition
• Seasonality or reduced demand
• Tracking limitations (cookie consent, iOS privacy, ad blockers)

Learning period and optimisation timeline

Budget and fees

Ad spend (paid to the platform): Your ad budget is paid directly to Meta or Google and is separate from management fees.

Management fee (paid to Dalton Digital): Our management fee is 20% of your advertising budget:

• Monthly plan: 20% of the monthly ad budget
• Annual plan: 20% of the annual ad budget, with an annual discount option if agreed

A minimum management fee may apply for small budgets to ensure campaigns can be managed properly.

Billing

• Monthly: management fee billed monthly in advance (or as agreed)
• Annual: management fee billed upfront (or split quarterly if agreed)
• Ad spend is billed separately by Meta/Google to the payment method on the ad account

Reporting

Reporting frequency is agreed per client — typically a monthly summary covering spend, results, key learnings, and next steps.

Account ownership

Ad accounts remain the client's property where possible. Access is granted to Dalton Digital for management and can be removed at any time.

Cancellation

If management is cancelled, campaigns can be paused or handed over with access removed. Any outstanding management fees remain payable.

This policy is designed to protect both sides — setting realistic expectations, ensuring budgets are used responsibly, and keeping decision-making transparent. Questions? Get in touch at contact@daltondigital.co.uk.