EyeFly Ops › SOP 05 — Meta Ads Creative Production Pipeline

SOP 05 — Meta Ads Creative Production Pipeline

⚡ Creative brief assigned — a new ad variation is needed for an active client camp👤 **Creative Strategist:** Brief assignment, direction, and fi📊 **Creative throughput** — number of approved ad variants uploaded per
1
Not Started
  • Hook concept and script / visual direction
  • Target audience and pain point
  • CTA and offer
  • Ad format (video, static, carousel)
  • Client brand guidelines reference
  • SLA: Assign within 48 hours of brief creation
Editor assigned, deadline confirmed, brief delivered
2
In Progress
  • Share rough cut / layout draft
  • Confirm hook, pacing, and visual direction before finishing
  • SLA: First cut submitted within 120 hours (5 business days) of assignment
First cut complete and submitted to Creative Strategist for review
3
Ready for Review
  • Hook lands within the first 3 seconds — clear, pattern-interrupt, tied to pain point
  • CTA is explicit, actionable, and appears before the end card
  • No brand violations — logo, colors, and messaging match client brand guidelines
  • Format, aspect ratio, and length are correct for placement
  • Audio levels are consistent and subtitles are accurate (if applicable)
  • Approved: advance to Stage 5 (Uploaded)
Approved (advance to Stage 5) or revision notes sent to editor (move to Stage 4)
4
Need Revisions
  • SLA: Revised cut resubmitted within 48 hours of receiving revision notes
All revision notes addressed, resubmitted for review (returns to Stage 3)
5
Uploaded
  • Client ad account: correct account selected in Ads Manager
  • Naming convention: file name and ad name follow EyeFly standard format (see Gap Flags — document pending)
  • Page assignment: correct Facebook Page and Instagram account linked
  • CAPI dataset: correct Conversions API dataset assigned to the ad set
  • Advantage+ creative: confirm this is OFF — do not allow Meta to modify creative automatically
  • SLA: Upload within 24 hours of approval
Ad live in Ads Manager, all checks passed, CSM notified
↓ Hands off to **Receiving workflow:** CSM / Media Buyer optimization pipeline **Handoff trigger:** Ad live in Ads Manager, CSM notified **Handoff package:** Ad name, Ads Manager link, brief reference, go-live date