First 30 days

Exactly what happens in the first month, in order. The sequence matters as much as the actions.

Days 1–5 Access & audit

Foundation audit

Focus: understand before acting

Get read-only access to Meta Business Manager, Hyros, and Sales Kick before touching anything
Hyros audit: document exactly which events are firing, identify the outbound data gap Julian flagged, confirm what the "BD call booked" event is actually tracking
Pixel event map: catalog every conversion event in the account and flag any orphans left by previous vendors. Nothing gets removed yet.
Document current campaign structure, ad sets, audiences, and overlap, Produce a written account assessment to share with Julian.
Review 30 backlogged creatives, categorize by persona, hook type, and format. Identify the top 8–10 candidates to activate immediately

→ Deliverable: written account audit + Hyros gap report

Days 6–10 Fix & rebuild

Fix the foundation before changing anything else

Focus: bad data produces bad decisions at any spend level

Hyros outbound fix: correct data settings, confirm the full funnel is being tracked from ad → lead → call → close
Phase pixel cleanup: disable orphan events carefully. Do it in phases over 3–5 days, monitor for any performance impact before proceeding
Consolidate 8 campaigns → 3–4 clean campaigns: prospecting (persona-based), creative testing, retargeting (non-conversion), retargeting (conversion)
Activate a partnership ad through Tim's personal account. No production needed. It's a quick test of an organic-feel angle.

→ Deliverable: clean account structure + first partnership ad live

Days 11–20 Test & learn

First structured creative test. Every one has a written hypothesis before it goes live.

Focus: the point of testing is learning, not just spending

Launch 6–8 creatives across 3 persona buckets using the pain × benefit × challenge testing matrix
Every creative goes live with a written hypothesis. No creative launches without a stated reason for why it should work.
Kill points are set before launch, not after. Any creative at 1.5× target CAC with 5+ calls gets cut, no exceptions, no extensions
Start building TOF video view audiences (2–3% of budget), so there's a warm audience ready when the Q2 event comes around
First Monday report delivered. Covers CAC, MER, show rate, creative performance table, priorities for the week ahead

→ Deliverable: first test cohort live + Week 2 report

Days 21–30 Scale winners

Iterate, diversify, and begin scaling what's working

Focus: build on what the data is telling you

Graduate winning creatives from testing campaign to main prospecting, increase budget 15–20% weekly on proven performers
Introduce female creator angle and UGC-style testimonial formats as creative diversification, and start reducing the reliance on Tim as the only face in the account
Launch non-conversion retargeting track: three content streams (educational, trust-building, direct offer) running in parallel to conversion campaigns
30-day review with Julian: attribution baseline confirmed, CAC trajectory mapped, Month 2 plan presented with revised budget allocation

→ Deliverable: 30-day performance review + Month 2 plan

→

What "success" looks like at Day 30

Attribution is verified. The account has a structure Julian can follow without needing to ask questions. At least one creative is hitting the $2K CAC target. The Monday report is on time every week without anyone having to ask. That's the baseline for Month 1. The goal is sub-$2K CAC by Day 90, and you only get there if Month 1 is done properly.