Facebook Ads SOP Templates for Teams (Daily, Weekly, Monthly)

Quick Answer

SOPs are how junior media buyers stop losing money and senior strategists stop being bottlenecks. Below: 4 SOPs you can copy directly into Notion or your team wiki today.

SOP 1: Daily Check (15 minutes, every morning)

Owner: Media Buyer
Time: 9:00am
Tool: Ads Manager

STEP 1: Open Ads Manager → set date range "Yesterday"
STEP 2: Sort campaigns by spend, descending
STEP 3: For each active campaign, check:
  - [ ] Spend on track for daily budget
  - [ ] CPA within 120% of target
  - [ ] Frequency under 4
  - [ ] No "Limited delivery" warnings

STEP 4: Pause if any ad meets ALL these:
  - 5,000+ impressions
  - 0 conversions
  - CTR below 0.5%

STEP 5: Increase budget +20% if any ad set meets ALL:
  - CPA below target for 7 days
  - Frequency under 3
  - Daily budget consistently spent

STEP 6: Log changes in #ads-decisions Slack
  Format: [Account] [Campaign] [Action] [Reason]

SOP 2: Weekly Optimization (Mondays, 60 min)

Owner: Senior Media Buyer
Time: Monday 9:00-10:00
Tool: Ads Manager + Reporting Sheet

PART A: REPORTING (15 min)
[ ] Update weekly tracker sheet
[ ] Calculate week-over-week deltas
[ ] Identify top 3 winners + bottom 3 losers
[ ] Note any unexpected patterns

PART B: AUDIENCE (10 min)
[ ] Check audience overlap (Audiences > Show Overlap)
[ ] Refresh CAs that are >180 days old
[ ] Check LLA size — refresh if seed grew 25%+

PART C: CREATIVE (15 min)
[ ] Identify top 5 ads by conversions
[ ] Identify bottom 5 ads (turn off)
[ ] Brief 3 new creative variations
[ ] Schedule creative refresh for Wednesday launch

PART D: STRUCTURE (10 min)
[ ] Archive paused campaigns >30 days old
[ ] Confirm naming convention
[ ] Verify CBO/ABO settings match playbook

PART E: REPORT (10 min)
[ ] Send weekly snapshot to client/manager
[ ] Update Notion strategy doc
[ ] Flag any issues for senior review

SOP 3: Monthly Review (1st business day, 90 min)

Owner: Strategist + Media Buyer
Tool: Reporting Sheet + Ads Manager

1. PERFORMANCE REVIEW (30 min)
   [ ] Pull last month vs prior month numbers
   [ ] Calculate ROAS, CAC, conversion volume changes
   [ ] Identify trend: growing, plateau, declining
   [ ] Note seasonality factors

2. CAMPAIGN AUDIT (20 min)
   [ ] Spend % by funnel stage (target: 60/30/10)
   [ ] Spend % by campaign (no campaign should be >40%)
   [ ] Audience health check (LLA seeds, CA freshness)

3. CREATIVE AUDIT (15 min)
   [ ] Top 10 ads by revenue
   [ ] Common patterns in winners
   [ ] Refresh % (% of new creative this month)
   [ ] Brief next month's creative plan

4. STRATEGY ADJUSTMENT (15 min)
   [ ] Update strategy doc
   [ ] Document new tests for next month
   [ ] Set next month's KPIs

5. MONTHLY REPORT (10 min)
   [ ] Send executive summary to client
   [ ] Schedule strategy review call

SOP 4: Creative Brief Workflow

Owner: Account Manager
Trigger: New month or top creative fatigue

DAY 1: Brief written using creative brief template
DAY 1: Brief sent to designer/UGC creator
DAY 2: Brief reviewed in 15-min sync
DAY 3-5: Creative produced
DAY 5: First draft reviewed
DAY 6: Revisions requested (max 2 rounds)
DAY 8: Final files delivered
DAY 9: Loaded into Ads Manager (paused)
DAY 10: Launch in test ad set
DAY 17: First performance check (after 5K impressions)
DAY 21: Decision: scale, iterate, or kill

SOP 5: Crisis Response (When ROAS Tanks)

STEP 1 (Hour 1):
  [ ] Confirm it's not a tracking issue (check pixel)
  [ ] Check Events Manager for downtime
  [ ] Verify currency, attribution window unchanged

STEP 2 (Hour 2):
  [ ] Compare last 7 days vs previous 7 days
  [ ] Identify which campaign drove the drop
  [ ] Identify which ad set within that campaign
  [ ] Identify which ad

STEP 3 (Hour 3):
  [ ] Pause underperformers
  [ ] Reduce budget on volatile campaigns by 30%
  [ ] Activate backup creative
  [ ] Notify client/team with TL;DR + action plan

STEP 4 (Day 2-3):
  [ ] Monitor recovery
  [ ] Adjust based on data
  [ ] Document the incident in incident log

SOP Rules

One person owns each SOP. Not "the team."
Document in Notion or shared doc. Not in someone's head.
Update quarterly. SOPs go stale.
Train new hires on these. Day 1 reading.
Track adherence. SOPs that aren't followed are useless.

Replace Half These SOPs With Pix-Vu

Pix-Vu auto-runs the daily checks, weekly optimizations, and creative refresh — based on the same rules in these SOPs. Your media buyer focuses on strategy, not checking dashboards.

Automate your team SOPs →