For / agencies running client campaigns
Advertising for agencies running client campaigns
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Your problem is not making the ads. It is proving to a client, months later, why a claim was made and who approved it.
Cleanest reporting wins the handover
Google. Whatever the client sells, search is where the reporting is least ambiguous and the account handover is cleanest.
That's a starting point rather than a rule. AdPlaybook scores all eight platforms against the strategy you pick and opens on the best fit, so you're changing a recommendation rather than choosing cold.
The argument is the deliverable
Whichever strategy fits the client, chosen explicitly and written down. The value you add is the argument, not the asset.
Every strategy in AdPlaybook states how it usually fails before you choose it, because the expensive mistakes here are strategic rather than typographical.
No special ad category applies
Nothing about this kind of business puts you in a restricted category, so you keep the full targeting set. That's worth knowing rather than assuming, because the businesses that do get caught by one usually don't find out until an ad is rejected. We don't invent a warning to fill this section.
The ordinary rules still apply: every claim in the ad needs to be something you can point at on your own site. See what an unsubstantiated claim costs you.
You are spending someone else's money, and that changes the job
Every other business on this site answers to itself. An agency answers for a decision it made months ago, to a client who was not in the room, often after the person who approved it has left. That is the real constraint, and it shapes the work more than any platform difference does.
So the reasoning is the deliverable. A client who cannot follow why the budget moved will leave over a good quarter, and a client who can follow it will stay through a bad one. The campaign is what you produce; the account is kept or lost on whether the argument behind it survives being repeated back by someone who does not do this for a living.
The specific failure to watch is carrying a winner across accounts. A structure that worked for one client is evidence about that client, not a template — the audience, the offer and the season all moved. Reusing it wholesale is the most common way an agency turns one good result into two mediocre ones, and it is hard to see from inside because the structure looks proven.
Plan for the handover from the start. Whether a client takes it in-house or moves on, what is written down at that point decides whether they come back — and an account nobody but you can explain is not defensible, it is just opaque.
What it does when a client asks why
It reads your site, works out what you sell and to whom, recommends the approach that fits, and writes the campaign. Then it checks the copy against Google's published character limits, traces every factual claim back to a line on your own site, runs the compliance obligations above, and tells you what it could not check.