The month-to-month playbook for actually running the account — product reference, the recurring build/optimize loop, and the decision rules — so delivery holds together the same way regardless of tier. This is Bryant's working reference, not client-facing.
Every category gets tested every month (SOW Section 06) — but they don't all sell the same way. This is what's different about each one.
| Category | Buyer | Channel angle | Current state | Testing angle |
|---|---|---|---|---|
| DTF (flagship) | Self-directed small-business owner, browses Facebook for equipment | Meta is a native fit | Only category tested in 2 years | Offer-led — trade-in, starter bundle — split broad vs. narrow audience |
| UV Printers | Similar SMB buyer, adjacent use cases (signage, promo goods) | Untested on Meta | Zero ad history | Mirror DTF's early angles; use DTF's CPL as the benchmark to beat |
| Dye Sublimation | Bigger financial commitment — buyer deliberates longer | Meta for awareness, email for nurture | Zero ad history despite having product | Education-led creative — what it does, ROI framing — not a direct offer first |
| Accessories & Supplies | Existing customers restocking — lower ticket, high frequency | Retargeting / email, not cold prospecting | Never advertised standalone | Feed into retargeting + email flow content, not top-of-funnel spend |
| High-ticket flatbed (~$45k) | Production/enterprise buyer, not the typical $20k mom-and-pop | Needs account-based targeting — by company/industry, not demo alone | Broad demo targeting underperforms — reps report ~49/50 pass | Test company/employer targeting and adjacent verticals (e.g. varsity athletics, signage) instead of "textile high income" only |
| Trade-In Offer | Owner of an aging or competitor machine | Works inside any category's page/creative, not a standalone channel | Exists as policy, never used as ad messaging | Dedicated trade-in lander — the clearest concrete offer to test first |
The Build-Out Timeline (SOW Section 08) describes month one. This is the same loop, repeating every month at whatever volume the tier calls for.
Pulled from the tier's shared monthly pool (SOW Section 05) — not split evenly across pages by default.
Rules of thumb, not rigid triggers — judgment still applies, especially on small samples.
A creative crossing roughly 3x average frequency without a CPL improvement gets refreshed or retired — this is the same threshold the account diagnostics (SOW Section 02) flagged as the sign Pulse's ads had gone stale.
CPL trending up two weeks running on a specific page or category — pause that page's spend, redirect budget to the current best performer, and revisit the angle before relaunching.
Don't kill a new page in its first 3–5 days at low spend just because it hasn't proven out yet — let it reach a minimum sample before judging it.
Once an angle proves out in one category, test it in the adjacent categories before assuming it's category-specific — this is exactly the "why gate it to one machine" gap Pulse left on the table.
Spend, leads, and cost-per-lead, broken out by machine category — sent regardless of tier.
Review the past week's (or two weeks', at Starter) leads with the sales team — which closed, which are progressing, which were junk. Feed this back directly into the next optimization cycle, not just into the report.
Review the report, set next month's category priorities, and revisit whether the current tier still fits the spend level.
The one that actually matters for renewal: baseline vs. current Meta-attributed closed revenue (not just CPL), ranked cost-per-lead by category, and a recommended next-quarter allocation.
↑ Back to contentsThe SOP above doesn't change by tier — only the dials do.
| Starter | Growth | Scale | |
|---|---|---|---|
| Landing pages / mo | 5 | 18 | 30 |
| Creative pool / mo | 15 | 20 | 32 |
| Email marketing | Add-on | Included | Included, full mgmt |
| Founder content session | Add-on | Quarterly | Quarterly |
| Sales-quality sync | Bi-weekly | Weekly | Weekly |
| Strategy call | Monthly | Monthly | Bi-weekly + Slack |