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Ad Operation’s Framework

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Updated on October 15, 2025
Objective:
  • Ad Operations is a key function that ensures smooth execution of digital campaigns across platforms and markets. It connects the strategic planning by sales and accounts with the technical execution that delivers results. At Adscholars, our Ad Operations SOP outlines the exact processes to follow for recruiting, training, onboarding, campaign management, quality assurance, and client satisfaction.

    This SOP ensures that everyone in the team, from a new joiner to a team lead, follows the same structured steps. This document will be updated quarterly, incorporating feedback from clients and internal teams.
Team Involved:
  • AD OPS, HR (Hiring best Talent, New-Hire Onboarding), IT (Tools, Permissions, Data Security)
Tools / Platforms Used:
  • Meta Business Suite
  • Google Ads
  • Campaign manager 360
  • Display & Video 360
  • Google Ads Manager
  • Snapchat Ads Manager
  • Linkedin Business Manager
  • Tiktok Ads Manager
  • Pinterest Ad Manager
  • Canva
  • Looker studio
  • Google Analytics
  • Bonzai
  • Photoshop
  • Adobe Trello
  • Responsive Ads
  • GAM 360
  • Google Tag Manager
Why This SOP Exists
  • Adscholars works with agencies, publishers, and ad tech companies globally. We support platforms like Google Ad Manager, DV360, and DOOH tools. With operations happening across time zones, errors or inconsistencies can lead to revenue loss, poor client experience, or compliance issues. Hence, this SOP: - Standardizes best practices across all accounts - Reduces dependency on individuals - Helps in faster onboarding of new hires - Ensures zero-error execution through repeatable processes
  • Our talent is the foundation of the quality service we deliver. Each new hire must be aligned with our platform requirements, client expectations, and culture. While below is a summary, here is the documentation for reference.
  • Workforce Planning: Team leads submit hiring need justification when utilization >85% across 3 weeks. - Justification includes: expected workload, platform skills required, market shift coverage.
  • Job Description: Each JD lists required years of experience, mandatory platforms (GAM, DV360), shift (US, MENA, ANZ), and preferred soft skills. - Roles include: Ad Ops Executive, Senior Trafficker, QA Analyst, Platform Specialist.
  • Recruitment Channels: LinkedIn job posts - Referrals through internal reward program - Campus hiring for junior roles
  • Interview Steps: 1. HR screening: Communication, background fit, compensation. 2. Online test: Platform knowledge, problem-solving. 3. Panel interview: Situational judgment questions. 4. Final round: Fit with Adscholars work culture.
  • Documentation: Offer letter, NDA, non-compete, background verification forms.
  • Onboarded within: 15 working days from offer release.
  • A strong onboarding process reduces ramp-up time and builds confidence.
  • Pre-Day 1 Setup: IT team sets up Gmail, Slack, Asana, Notion, GAM access (read-only). - HR sends Welcome Email with links to SOP, company culture deck. - Buddy assigned from the same shift team.
  • Day 1 Agenda: Introductions, login checks, tool walkthrough. - Team roles overview and workflow tour.
  • Week 1 Goals: Shadow 3 live campaigns. - Learn GAM hierarchy, naming conventions, documentation. - Take internal quizzes (passing score: 80%).
  • Weeks 2–4: Practice trafficking & QA with test IOs. - Review by buddy & senior QA. - Attend weekly onboarding sync with team lead.
  • 30-Day Milestone: Ready to support live campaigns under supervision.
  • 60–90 Day Milestones: Handle 2–3 campaigns independently. - Meet accuracy and turnaround SLAs. - Complete Google Ad Manager certification.
  • Our client onboarding process is designed to ensure a smooth, transparent, and efficient transition from prospect to active partnership. It focuses on clear communication, thorough understanding of client goals, and alignment with our operational workflows.
  • Key steps include:
  • Initial kick-off meeting to gather client requirements and expectations
  • Documentation of business objectives, campaign scope, and timelines
  • Platform and access setup with necessary permissions
  • Introduction of key stakeholders from both sides
  • Agreement on reporting cadence and communication channels
  • Early-stage campaign strategy planning and approval
  • This structured approach helps us build strong foundations for successful collaboration and timely delivery of campaign results.
  • This SOP defines a standardized process for campaign execution, QA, monitoring, and reporting across all platforms managed by the Ad Operations team at Adscholars. It ensures consistency, minimizes errors, and maintains high-quality service delivery.
  • 1. Feedback Management: Implement a structured, automated system to collect feedback at key touchpoints, followed by timely acknowledgement, follow-up, and resolution to ensure client voices are heard and acted upon.
    Sample Feedback form
  • 2. Insight-Driven Improvement: Analyze feedback regularly to identify trends and root causes, and translate those insights into actionable changes across processes, by adding checklists, and strategy for continuous enhancement.
    Checklist
  • 3. Strategic Level: Quarterly Business Reviews (MBRs) are conducted with key clients to: - Review account performance - Highlight optimizations - Share learnings and wins - Discuss potential improvements or service upgrades - Quarterly Business Reviews (QBRs) focus on long-term performance, strategic planning, and overall partnership health.
    QBR Deck
  • Escalations are handled in a structured manner to ensure quick resolution and senior-level intervention if needed:
  • Escalation Tiers: 1. Team Member → Team Lead → Account Owner
  • This comprehensive focus on customer satisfaction ensures that our services are reliable, client-centric, and continuously improving. Happy clients lead to long-term partnerships and business growth.
    Escalation Tracker
  • We invest in upskilling to help our team become platform experts and leaders. We have specific guidelines to follow the same.
  • Purpose
  • Identify specific areas where an employee is not meeting performance expectations.
  • Provide a clear and supportive framework for improvement.
  • Reinforce accountability and set transparent performance standards.
  • Approach
  • Define measurable goals linked to key KPIs (e.g., accuracy, timelines, communication).
  • Offer necessary tools, training, mentorship, and documentation to support progress.
  • Conduct regular check-ins and performance reviews throughout the PIP period.
  • Track progress through a documented evaluation process.
  • Outcome
  • Enable the employee to regain acceptable performance levels.
  • Promote continuous growth and alignment with team goals.
  • Clear action path when expectations are not met.
  • Performance Warning: Triggered if: - 2 critical QC errors/month - ≥3 missed SLAs - ≥2 escalations/month
  • PIP (Performance Improvement Plan): 30 days duration - Weekly checkpoints with lead - Specific tasks + support plan
  • Exit if: No improvement after PIP and retraining
  • PIP and Exit Process
  • We ensure zero disruption even when someone exits.
  • Resignation Policy: Minimum notice: 30–60 days - Submit handover doc within 3 days of notice - Includes: campaign status, platforms, passwords (secure file), open queries
  • KT Process: Assign backup within 48 hrs - Buddy shadows for 2-4 weeks - QA validates transfer
  • Exit Interview: HR + Director review to capture retention risks
  • Account Hygiene: Revoke access on LWD - Transfer email ownership to backup
  • Transition/Handover
  • At Adscholars, we follow a structured and secure approach to managing tools, communication platforms, and data access.
  • Internal Communication & Tools - We primarily use Google Hangouts for internal communication and coordination. For team management and task tracking, we utilize proprietary tools owned by the company. Managers are granted Admin-level access, enabling them to assign tool permissions to team members based on their roles, responsibilities, and project requirements. This ensures streamlined workflows and avoids unnecessary access or tool clutter.
  • Client-Provided Platforms Many tools - especially campaign management, analytics, or reporting platforms—are provided directly by the client. Access to these tools is typically granted based on the assigned resource and their scope of work. Each employee receives platform access after completing required NDA and compliance formalities.
  • Data Security & Compliance
  • We strictly adhere to client and internal data security protocols.
  • All users are granted least-privilege access, minimizing data exposure.
  • Shared credentials (if applicable) are securely stored and monitored.
  • Access reviews are conducted periodically to remove unused or outdated permissions.
  • Any tool-related access requests must be routed through the reporting manager and approved in line with our internal IT policy.
  • This role-based, need-to-know access model ensures confidentiality, compliance with client agreements, and operational efficiency.
  • At Adscholars, our team structure emphasizes functional expertise, mentorship, and streamlined escalation to maintain consistent quality and accountability.
  • Team Hierarchy & Roles
  • Directors are assigned by location and oversee business operations and client alignment.
  • Managers are categorized based on vertical expertise—primarily Programmatic and Social—and are responsible for ensuring delivery excellence and team performance.
  • Senior Resources serve as both execution leads and mentors. They guide junior team members, perform QA checks, and help maintain workflow consistency.
  • Junior Resources focus on execution and gain platform and process expertise through ongoing guidance from senior staff.
  • To ensure consistent performance and alignment with client expectations, we follow a structured review cadence at both internal and client levels.
  • Internal Reviews
  • Conducted monthly or quarterly depending on the project scale and platform.
  • Focused on individual performance, QA feedback, campaign delivery, and adherence to timelines.
  • Helps identify upskilling needs, process improvements, and recognize high performers.
  • Client Reviews
  • Scheduled at regular intervals typically link — to evaluate campaign performance, communication, and service quality.
  • Review outcomes are documented using standardized Client Review Forms, which help us track feedback, action items, and long-term alignment.
  • These reviews promote transparency, proactive issue resolution, and continuous growth for both the team and client relationships.
  • Campaign Brief Template
  • Onboarding Guide
  • Exit Checklist
  • Feedback Form
  • Root Cause Template
  • QC Log
  • RCA Archive
  • Quarterly Training Tracker
  • Weekly Scorecard
  • MBR Template
  • Let me know if you’d like this document exported into a formal PDF with cover page and branded formatting.
  • Srikanth Rayaprolu (10 July 2025)
  • Srikanth Rayaprolu (10 July 2025)
  • Neha Mehta (10 July 2025)
  • Neha Mehta (10 July 2025)
Add Your Heading Text Here (10 July 2025)

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Escalation Management, Feedback & Client Satisfaction, New Hire Onboarding, Performance Improvement, Tools & Data Security
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