Paid Ads and PPC · Narqix Academy

For Narqix ads and PPC managers running search, social, video and native campaigns. Use this page as your working checklist to launch and manage spend to the Narqix standard.

Track: Specialist · Role: Ads Manager, PPC Manager · Time to complete: 10 min

The Narqix view of paid ads

At Narqix, ads are the front of the engine: ad, lead, qualification, CRM, setter, appointment, deal. Your job is not cheap clicks or cheap leads. Your job is qualified pipeline at a cost the client can scale. Always report as far down that chain as the data allows.

Definition of done

A campaign launch is done when:

Campaign structure, budgets, audiences, keywords and creative match the approved plan
Conversion tracking is verified end to end: ad click, landing page, form or call, CRM record with source and campaign
Daily budget caps and account spending limits are set
The right special ad category is set where required (housing, credit, employment and others the platform defines)
Every ad and landing page is approved by the client and passes platform policy
The launch is logged in the change log with date, time and settings
The first 48-hour check is scheduled

Quality checklist

Tracking

Primary conversion is the action that matters (qualified form, booked call, purchase), not a page view
Secondary actions tracked but not used for bidding unless agreed
Campaign tracking tags on every destination URL
Call tracking in place where calls are a key action
Server-side or offline conversion import set up where the CRM allows, so the platform learns from qualified leads, not just form fills
Test conversion fired and seen in both the ad platform and the CRM

Structure and targeting

Clear naming convention: Client_Channel_Objective_Audience_Geo_Date
No two campaigns bidding against each other for the same search terms or audiences
Negative keywords and exclusion lists applied from day one
Location targeting set to people in the area, not only people interested in it
Ad schedule matches when the client can actually answer leads

Creative and copy

At least 3 ad variations per ad group or ad set for testing
Every claim is true and can be proven. No guaranteed results, approvals or income
Required disclaimers present (lending, financial, health and similar categories)
Message on the ad matches the message on the landing page
Creative sized correctly for each placement

Landing page

Loads fast on mobile
One clear action
Form asks only for what qualification needs
Thank-you page or message confirms what happens next and when

Pre-launch checklist

Ad account owned by the client, with the client's payment method
Budget, daily caps and account spending limit confirmed in writing
Tracking tested with a live test lead that reached the CRM
Lead routing confirmed: who gets notified, how fast they call back
Special ad category applied where the platform requires it
All ads and landing pages approved by the client in writing
Platform policy check done on copy, images and landing page
Monitoring alerts set for spend spikes and zero-conversion days
Launch timed so you can check spend within the first 4 hours

Coach's note: before you spend a single unit of budget, ask the client "When a lead comes in at 9 PM on a Saturday, who calls them, and how fast?" If the answer is "Monday", fix the follow-up first or schedule ads to match. The best campaign in the world fails if leads wait two days. Flag it in your monthly review; it is often the biggest win you can hand the client.

Reporting KPIs

KPI	Notes
Spend against budget (pacing)	Within 10 percent of plan for the period
Cost per lead	Track by campaign and by channel
Cost per qualified lead	Qualified as defined by the client's CRM stage, not the platform
Lead to appointment rate	Pull from the CRM weekly
Cost per appointment or acquisition	The number that tells the client if ads are worth scaling
Return on ad spend	Where revenue data is available
Click-through rate and conversion rate	Diagnostic, not the headline
Search impression share	For search campaigns, shows room to grow
Creative fatigue	Frequency and falling click-through rate on social placements

Report weekly with the trend. Report monthly with what you changed, why, and what happened.

Access and security rules

The client owns every ad account, business profile, pixel, audience list and payment method. You work through a named user with the lowest role that lets you manage campaigns.
Never put your own card or Narqix's card on a client's ad account.
Customer lists for audience matching are uploaded only through the platform's secure upload, with the client's approval, and deleted from your device right after.
Never export lead data to personal files or personal email.
Keep a change log of every budget, bid and targeting change: date, what, why, who approved.

Common mistakes

Open the list

Optimizing for the cheapest leads, which are often the worst leads.
Counting form views, button clicks or duplicate submissions as conversions.
Changing too many things at once, so no one knows what worked.
Making big changes during the platform's learning period without a reason.
Broad targeting with no negative keywords or exclusions.
Running housing, lending or job ads without the required special category, which can get the account restricted.
Reporting platform numbers that do not match the CRM, without explaining the gap.
Letting creative run until it is exhausted instead of refreshing on a schedule.

Red flags to escalate

Red flag	Level	What to do
Spend running more than 20 percent over the daily plan	P1	Pause or cap, alert Delivery Lead and client
Account suspended, restricted or under policy review	P1	Do not create new accounts to get around it. Alert Delivery Lead
Conversion tracking stops recording	P2	Pause bidding changes, fix, inform client
Client asks for claims you cannot prove (guaranteed approval, guaranteed savings, guaranteed income)	P2	Decline, offer compliant wording, inform Delivery Lead
Leads not being followed up in the CRM	P3	Show the numbers in the weekly report
Payment method failing	P2	Inform client the same day
Cost per qualified lead up 30 percent or more over two weeks	P3	Explain cause and plan in the weekly report

Never do this: never open a new ad account, use a different business profile or change details to get around a platform restriction or ban. It risks the client's whole business presence on that platform. Escalate instead.