✦ Social Platform Ads
Social Platform Ads Pre-Launch Checklist
Are you ready to run paid social?
A pre-flight checklist for Facebook, Instagram, TikTok, LinkedIn, and Snapchat campaigns. Creative quality is the single biggest factor in social ad performance — assess it honestly before spending.
MM
Maksym Miedvied
Head of Growth, Mulder Agency
| Priority | Requirement | Why it matters | How to check |
|---|---|---|---|
| Haute | You have high-quality photos or videos of your work, team, or product | On social platforms, the creative does the targeting — the algorithm finds who responds to your content. Weak creative fails regardless of targeting | Review your best 5 images or videos honestly — would you stop scrolling for them? |
| Haute | You have a minimum monthly ad budget of $1,000 per platform | Below this, campaigns do not exit learning phase before the budget runs out — you pay for data with no results | Confirm available ad spend per platform (separate from management fee) |
| Haute | You have a landing page or website where ad traffic can convert | Social ads drive traffic — without a destination that converts, clicks become cost with no return | Test your landing page on mobile — most social traffic is mobile-first |
| Haute | Your target audience is identifiable by demographics, interests, or job title | Social platforms target by who the person is, not what they are searching for — vague audiences produce vague results | Describe your ideal client in detail: age, location, income, interests, job, problem |
| Haute | You have platform pixels installed on your website (Meta Pixel, TikTok Pixel, etc.) | Pixels track which ad users saw before converting — without them, optimisation and retargeting are impossible | Check your website source code or Tag Manager for platform pixel code |
| Haute | You can produce new creative every 4–6 weeks | Social ads fatigue fast — the same images lose effectiveness within weeks. Campaigns that cannot refresh creative stall | Ask: do you have access to a photographer, videographer, or will you produce creative yourself? |
| Moyenne | Your business has an active social media profile on the target platform | Ad accounts need an active page to run from — a dormant profile also reduces credibility with cold audiences | Check that your business page has recent posts and a complete profile |
| Moyenne | You have an existing customer list or website audience for lookalike targeting | Lookalike audiences (built from your customers) consistently outperform cold interest targeting — especially early on | Export your client email list and check whether it has at least 300 contacts |
| Moyenne | Someone on your team can respond to ad comments and messages within a few hours | Ads attract engagement — unanswered comments or negative reviews under an ad hurt conversion rate directly | Confirm who will monitor ad comments and what the response time expectation is |
| Faible | You have run organic posts that received above-average engagement | High-engagement organic content is a reliable signal of what will work as a paid ad — start there instead of guessing | Review your last 20 posts — which 3 had the highest reach or engagement? Consider those for your first ads |
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