Facebook Ad Strategy Document Template (Steal This Format)

Quick Answer

Most ad managers skip the strategy doc and lose. A 2-page strategy doc saves you 50 hours of confused decisions. Use the template below.

Page 1: Strategy

COMPANY: [Name]
DATE: [MM/YYYY]
OWNER: [Strategist name]

1. THE BUSINESS (2 sentences)
What they sell, who they sell to, why customers buy.

2. THE GOAL (1 sentence + numbers)
[e.g., Generate 200 new customers per month at $40 CAC by [Date]]

3. THE OFFER
- Product: [What]
- Price: [$X]
- Promo: [If any]
- Hook: [The angle]

4. THE AUDIENCE (3 segments)
Cold:        [Who]
Warm:        [Who]
Customer:    [Who]

5. THE FUNNEL
TOFU: [Top of funnel angle + content type]
MOFU: [Middle of funnel angle + content type]
BOFU: [Bottom of funnel angle + content type]

6. THE BUDGET
Monthly: $X,XXX
Daily:   $XXX
Split:
  60% Prospecting
  30% Retargeting
  10% Reactivation

7. KPIs (3 max)
- Primary:   [e.g., CAC $40]
- Secondary: [e.g., ROAS 3.0x]
- Tertiary:  [e.g., 200 customers/mo]

8. SUCCESS THRESHOLDS
Month 1: [What needs to happen]
Month 2: [What needs to happen]
Month 3: [What needs to happen]

Page 2: Execution

9. ACCOUNT STRUCTURE
01_Prospecting_Sales_Broad
02_Prospecting_Sales_LLA
03_Retargeting_Sales_HotCart
04_Retargeting_Sales_Warm
05_Reactivation_Sales_CRM

10. AUDIENCE BUILD LIST
- WEB_Visitors_180d
- WEB_ATC_30d
- WEB_IC_14d
- VID_75pct_90d
- IG_Engagers_365d
- CRM_Customers_AllTime
- LLA_1pct_Purchasers
- LLA_3pct_Purchasers
- LLA_1pct_LTV

11. CREATIVE PLAN (Month 1)
Week 1: 5 hero creatives (1 video, 2 images, 1 carousel, 1 UGC)
Week 2: 5 hook variations of top 2 from Week 1
Week 3: 3 new offers / angles
Week 4: 3 retargeting-specific creatives

12. TESTING ROADMAP (Days 1-30)
- Days 1-7: Foundation launch, no changes
- Days 8-14: First creative iteration
- Days 15-21: Audience expansion
- Days 22-30: Scale winners

13. RISKS & MITIGATIONS
Risk 1: [e.g., iOS attribution gap] → Mitigation: [CAPI + UTMs]
Risk 2: [Creative fatigue] → Mitigation: [Weekly refresh cadence]
Risk 3: [Budget cap] → Mitigation: [Stair-step scaling]

14. DEPENDENCIES (We need from client)
- Pixel access
- 10 product photos
- 3 customer testimonials
- Approved brand colors
- Final landing page URL

15. REPORTING CADENCE
- Daily check (15 min)
- Weekly report (Monday)
- Monthly review (1st of month)
- Quarterly strategy refresh

Optional Page 3: Creative Themes

THEME 1: Pain Point
Hook: "If you've ever struggled with X..."
Visual: Real-world frustration scene
Copy: 3 pain points → 1 solution
CTA: "Try [Product] free"

THEME 2: Social Proof
Hook: "Why 12,000 [audience] use [product]"
Visual: Customer face + testimonial
Copy: Stats + 1 quote
CTA: "Join them"

THEME 3: Founder Story
Hook: "I built this because..."
Visual: Founder talking head
Copy: Origin story → benefit
CTA: "See why"

THEME 4: Demo / Walkthrough
Hook: "Here's how it works in 30 seconds"
Visual: Screen recording or product close-up
Copy: 3 features
CTA: "Watch demo"

THEME 5: Offer / Discount
Hook: "20% off this week only"
Visual: Bold price + product
Copy: Urgency + value
CTA: "Shop now"

Strategy Doc Rules

Max 2 pages. If it's longer, you're hiding behind detail.
One owner. Their name is at the top.
Update monthly. Strategy isn't static.
Share with the client. They sign off.
Reference it weekly. Compare reality to plan.

Auto-Generate Strategy Docs

Pix-Vu builds the entire strategy doc from your business inputs (offer, audience, budget) — including the campaign structure, audience list, creative themes, and testing roadmap. Sign off and ship.

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