Capability template for advertising and lead generation
Campaign build sheet
When an approved campaign brief is ready to become a setup specification, the campaign operator gets one build sheet: names, audiences, exclusions, destinations, budgets and measurement fields, with every unresolved setting and missing asset marked as a gap. Nothing is built or spent.
Listed under
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The outcome
The person setting up a paid campaign works from one sheet instead of a brief, three spreadsheets and a chat thread. Every campaign, audience and ad has a name built from your own naming convention. Every audience shows who is included and who is left out. Every ad points to a destination, a budget with its dates and the conversion it is meant to produce.
Where something is not settled, the sheet says so in the place it belongs and again in a numbered list of gaps: a destination that is not live, an image that has not arrived, a conversion nobody has confirmed, a plan that adds up to more than the spending limit. Nothing is guessed, defaulted or rounded off to make a line look finished.
The operator checks every value and the authorized owner decides what is created or changed in the account. The AI assistant connects to no ad account, launches nothing and spends nothing.
Who starts the work, and when
The campaign operator, or whoever sets up paid campaigns for your company or for a client, starts it once the brief is approved and before anyone opens the ad account to build. It can be run again whenever a gap is closed or the brief changes, so the sheet always shows what is still open.
The person who approved the brief answers questions about audiences, budgets and dates. The authorized owner of the account approves any account creation or change.
What they supply
- Build settings: the campaign name, the dates, the currency, the total spending limit, who approved the brief, the exclusions that apply to every line, the naming patterns and any further settings your account needs on each line.
- The approved brief, line by line, as a file: channel, audience, exclusions, destination, budget, dates, creative and conversion for each ad group or ad set.
- The destinations, with each address, whether it is live and its tracking parameters.
- The asset list: each image, video or text set and whether it is approved, in progress or missing.
- The measurement list: each conversion, what it means and where it is recorded.
No connection to an ad account or website is needed, and the capability never asks for a password, a login code or a key.
What comes out
One build sheet in a fixed order. It opens with the campaign's totals and names, shows a block for each line in the order of the brief, and ends with the numbered gap register, a count of lines with no gaps open and the approval step. Each gap says where it is, what is wrong, what would resolve it and who in your own inputs can supply it.
A good sheet lets the operator build straight from it for every line without a gap, and shows the owner exactly what is still open on the rest.
An invented example
Illustrative example with invented data. The business, its web addresses (on the reserved example domain), the roles, the platforms, the dates and every figure below are invented. Client M is an invented chain of garden centres planning a spring bulb sale. The paid media operator at the agency ran the capability once the client's marketing manager had approved the brief. First come the inputs the operator supplied, in full, then the build sheet the capability returned.
The inputs
1. Build settings
Business: Client M (an invented garden centre chain)
Campaign: Spring bulb sale
Brief approved by: Marketing manager, 2026-11-02
Operator: Paid media operator
Authorized owner: Marketing manager
As-of date: 2026-11-10
Currency: USD
Start date: 2027-03-01
End date: 2027-03-28
Total spending limit: 6000
Daily limit per line: 150
Maximum name length: 40
Campaign-wide exclusions: existing customers list; staff
Required other settings: bid strategy; location
Campaign name pattern: {brand_code}-{campaign_code}-{start_yyyymm}
Audience name pattern: {campaign_code}-{channel_code}-{audience_code}
Ad name pattern: {audience_code}-{creative_ref}
brand_code: CM
campaign_code: BULB
2. Brief lines (brief_lines.csv)
line_id,channel,channel_code,audience_code,audience_description,include_rules,exclusions,destination_ref,budget_type,budget_amount,line_start,line_end,creative_refs,conversion_event,other_settings
L1,Platform A search,PA,KWBULB,People searching for spring bulbs,"Keyword themes: tulip bulbs; daffodil bulbs; buy spring bulbs",existing customers list; staff,D1,daily,120,2027-03-01,2027-03-28,C1; C2,E1,bid strategy: maximise clicks; location: within 40 miles of the store
L2,Platform B social,PB,LOCALGARD,Gardeners near the store,Interest in gardening; age 30 and over,existing customers list,D2,daily,90,2027-03-01,2027-03-21,C3; C4,E1,bid strategy: lowest cost
L3,Platform B social retargeting,PB,SITEVISIT,Visitors to the bulbs page in the past 30 days,Site visitors in the past 30 days,existing customers list; staff; purchasers,D3,lifetime,900,2027-03-08,2027-03-28,C3; C5,E2,bid strategy: lowest cost; location: within 40 miles of the store
3. Destinations (destinations.csv)
destination_ref,url,status,tracking_parameters,owner
D1,https://clientm.example/bulbs,live,utm_source=platform-a&utm_medium=search&utm_campaign=bulb-spring,Web developer
D2,https://clientm.example/bulbs/spring-sale,staging,,Web developer
D3,https://clientm.example/bulbs,live,utm_source=platform-b&utm_medium=retargeting&utm_campaign=bulb-spring,Web developer
4. Assets (assets.csv)
asset_ref,asset_type,description,status,approved_by
C1,text ad,Search headline set A,approved,Marketing manager
C2,text ad,Search headline set B,approved,Marketing manager
C3,image,Tulip field photo 1080 by 1080,approved,Marketing manager
C4,image,Daffodil photo 1080 by 1080,missing,
C5,image,Retargeting offer banner,in progress,
5. Measurement (measurement.csv)
conversion_event,definition,where_recorded,status,owner
E1,Completed online order,Shop checkout confirmation page,confirmed,Web developer
E2,Click on the Reserve in store button,,unconfirmed,Web developer
The build sheet
CAMPAIGN BUILD SHEET: Spring bulb sale, Client M (an invented garden centre chain)
For: Paid media operator. Brief approved by Marketing manager, 2026-11-02. As of 2026-11-10. Authorized owner: Marketing manager.
CAMPAIGN
Name: CM-BULB-202703
Dates: 2027-03-01 to 2027-03-28 (28 days)
Currency: USD
Spending limit: 6,000. Planned total: 6,150 (complete). Over the limit by 150.
Campaign-wide exclusions: existing customers list; staff
Names: 10 built, longest 17 characters of 40, none duplicated. 0 not built.
LINES
L1: Platform A search
Names: audience BULB-PA-KWBULB. Ads KWBULB-C1, KWBULB-C2.
Audience: People searching for spring bulbs. Includes: Keyword themes: tulip bulbs; daffodil bulbs; buy spring bulbs
Exclusions: existing customers list; staff. Campaign-wide missing: none. Line-specific: none
Destination: D1, https://clientm.example/bulbs, status live, tracking utm_source=platform-a&utm_medium=search&utm_campaign=bulb-spring
Budget: daily 120, 2027-03-01 to 2027-03-28 (28 days) = 3,360
Creative: C1 (text ad, approved), C2 (text ad, approved)
Measurement: E1, Completed online order, recorded at Shop checkout confirmation page, status confirmed
Other settings: bid strategy: maximise clicks; location: within 40 miles of the store
Gaps: none
L2: Platform B social
Names: audience BULB-PB-LOCALGARD. Ads LOCALGARD-C3, LOCALGARD-C4.
Audience: Gardeners near the store. Includes: Interest in gardening; age 30 and over
Exclusions: existing customers list. Campaign-wide missing: staff. Line-specific: none
Destination: D2, https://clientm.example/bulbs/spring-sale, status staging, tracking none supplied
Budget: daily 90, 2027-03-01 to 2027-03-21 (21 days) = 1,890
Creative: C3 (image, approved), C4 (image, missing)
Measurement: E1, Completed online order, recorded at Shop checkout confirmation page, status confirmed
Other settings: bid strategy: lowest cost; location: not supplied
Gaps: 2, 3, 4, 5, 6
L3: Platform B social retargeting
Names: audience BULB-PB-SITEVISIT. Ads SITEVISIT-C3, SITEVISIT-C5.
Audience: Visitors to the bulbs page in the past 30 days. Includes: Site visitors in the past 30 days
Exclusions: existing customers list; staff; purchasers. Campaign-wide missing: none. Line-specific: purchasers
Destination: D3, https://clientm.example/bulbs, status live, tracking utm_source=platform-b&utm_medium=retargeting&utm_campaign=bulb-spring
Budget: lifetime 900, 2027-03-08 to 2027-03-28 (21 days) = 900
Creative: C3 (image, approved), C5 (image, in progress)
Measurement: E2, Click on the Reserve in store button, recorded at not stated, status unconfirmed
Other settings: bid strategy: lowest cost; location: within 40 miles of the store
Gaps: 7, 8
GAP REGISTER
1. Campaign, budget: planned total 6,150 is over the spending limit of 6,000 by 150 (L1 3,360; L2 1,890; L3 900). To resolve: a decision on which line's budget or dates change, or a higher limit. Who can supply: Marketing manager (brief approver).
2. L2, exclusions: the campaign-wide exclusion "staff" is not on the line. To resolve: confirm that "staff" applies to L2. Who can supply: Marketing manager (brief approver).
3. L2, destination D2: status is staging, not live. To resolve: the page made live, or another destination named. Who can supply: Web developer.
4. L2, destination D2: no tracking parameters supplied. To resolve: the tracking parameters for D2. Who can supply: Web developer.
5. L2, creative C4: status is missing. To resolve: the approved image delivered. Who can supply: not stated.
6. L2, other settings: required setting "location" has no value. To resolve: the location for L2. Who can supply: Marketing manager (brief approver).
7. L3, creative C5: status is in progress. To resolve: the banner finished and approved. Who can supply: not stated.
8. L3, measurement E2: status is unconfirmed, and where it is recorded is not stated. To resolve: confirmation that the event records, and where. Who can supply: Web developer.
Lines with no gaps: 1 of 3 (L1). Gaps in all: 8.
Next step: Paid media operator checks every value against the brief approved on 2026-11-02. Marketing manager approves any account creation or change. No account has been created, changed or connected.
Every figure and value traces to the build settings for Spring bulb sale and the brief lines, destinations, assets and measurement list supplied. The sheet changes nothing, launches nothing and spends nothing.
Where it fits
- Advertising and lead generation, where a paid campaign has to be set up exactly as approved.
- Marketing and content, whose campaign briefs become instructions someone else has to carry out.
- Marketing and advertising, the agencies whose operators build for several clients in different accounts.
- Ecommerce and retail, where seasonal campaigns have many lines, short dates and product pages that are not always ready.
- Consumer brands, where one launch runs across several channels and audiences at once.
- Growth & scaling, when campaigns multiply and set-up by memory starts to cost money.
It is not a plan for a creator campaign (creator campaign plan), a plan for the quarter (ninety-day marketing plan) or a checklist for the day a launch goes out (launch checklist). It starts after the brief is approved and ends with a sheet.
What has to change for your company
- Your naming patterns. Write them once as patterns with the codes you already use, and set the length limit your platforms accept.
- Your standing exclusions. List the audiences that must be left out of every line, such as existing customers or staff.
- Your required settings. Name the further settings your account needs on each line, such as a bidding approach or a location, so the sheet can show when one is absent.
- Your limits. Set the total spending limit and, if you have one, a daily limit per line.
- Your owners. Decide who answers for the brief, for each destination and measurement, and who is the authorized owner of the account.
- Your files. Use the column names your tools export, or rename them once to the defaults. When a header does not match, the assistant stops and asks.
What has been checked
Fully Powered AI wrote this capability template. It was editorially reviewed on 10 November 2026. It was tried once on its invented example in Claude on 10 November 2026; that run was not blind to the published output, and a blind run is still to do. The record is published with it. It has not yet been tested in a client environment, or as a packaged version in ChatGPT, Claude, Copilot or Gemini.
Testing in your environment means running it on a campaign your operator has already built, with cases written in advance: a plan that goes over the limit, an exclusion missing from one line, a destination not yet live, an asset not yet delivered, a name that runs too long. The operator checks every value against the approved brief before anyone relies on it. Pilot acceptance-test preparation sets those cases up, and what we test before we call an AI workflow ready describes the record we keep.
The full capability template
Everything above is the outline. The complete capability template is the working version: the roles, the inputs, the procedure, the exceptions and stop conditions, the output format, the reviewer checklist, the acceptance tests, the instructions for an AI assistant and what to customize for your company. It comes with a download and the link to its folder in Fully Powered’s public repository.
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Next step
Put this capability to work for your team: on your plan, or built with you in a sprint.
Build this in a sprint
In a sprint, Fully Powered adapts this capability template to your rules, proves it on your own work and puts it in the hands of the roles that own it.
Two ways to begin: