Growth Experts · Client review
Paid Ads Strategy
Starter stack for Google Search, LinkedIn, and Reddit. Built from Basecamp cards and the 17 Jul strategy call. Google launches first after infrastructure. LinkedIn and Reddit need Flowgear account setup and Growth Experts access in parallel.
North star
Drive qualified traffic to the new Flowgear website and learn which offer converts. Proper proposals before spend. Path to ~$5k/mo if Google scales after winners emerge.
Sequence: Google first — after infrastructure
Launch order is Google → LinkedIn → Reddit. Google Ads access is already in place, but we do not turn spend on until conversion LPs, tracking, offers, and negatives are ready. LinkedIn and Reddit need Flowgear to finish account setup and grant Growth Experts access in parallel so those channels are ready when Google learnings land.
Account access
| Channel | Access status | Flowgear action |
|---|---|---|
| Google Ads | GE has access | None for access. Unblock infrastructure (LPs, tracking, offers) before spend. See Google tab. |
| LinkedIn Ads | Access outstanding | Complete Campaign Manager + billing, grant GE Account Manager access, add Sponsored Content poster on the Page. See LinkedIn tab. |
| Reddit Ads | Account + access outstanding | Create Flowgear Reddit Ads account, invite GE with ad-account Admin/Creator. See Reddit tab. |
Official hubs: ads.google.com · campaignmanager.linkedin.com · ads.reddit.com
Channel roles
| Channel | Job | Offer shape | Order |
|---|---|---|---|
| Google Search | Capture high-intent demand | 3-offer search test (product LP / free asset / trial or Assessment) | 1st — after infra |
| Create demand with knowledge workers and non-IT C-levels | Awareness + mandatory free giveaway (~$1k) | 2nd | |
| Reach niche / developer communities | $1k pilot, native creative, Jack + subreddits | 3rd |
Mode and shared rules
Conversion-driven learning: product and new site exist; prior paid test (Nov–Jan) was too thin to judge the channel. Budget stays in a test band.
| Rule | Detail |
|---|---|
| Ad-to-page alignment | Never dump traffic on homepage or retired MCP page. Dedicated LP per offer. |
| Pipeline over vanity | Optimize for Assessment, trial, or asset download — not clicks alone. |
| Approval gate | TL + Edwin review strategy; Pash approval before Google spend. |
| Open input | Confirm top connectors and use cases with Pash for first LP focus. |
| Out of scope | CRM Insights, PMax-first, Meta prospecting, MCP-led keywords. |
Gates
- Strategy sign-off (this page) → TL / Edwin → Pash
- Google infrastructure: dedicated LPs, conversion events, free asset / Assessment or trial paths, keyword negatives, geos — then launch Google first
- Parallel (Flowgear): finish LinkedIn Ads setup + create Reddit Ads account and grant GE access (steps on those tabs)
- Launch Google three-offer search test
- Stand up LinkedIn then Reddit pilots once access and assets are ready
Access
Growth Experts already has Google Ads access. This is the first channel to launch — after the infrastructure steps below, not before. Account: ads.google.com
Prior trial lesson
Nov–Jan: strong CTR and CPC, weak conversions. Traffic landed on MCP and homepage. New site can spin high-converting LPs quickly — that is the unlock.
Step-by-step: infrastructure before spend
Owner mix: GE builds LPs and campaign structure; Flowgear confirms product priorities and approves spend.
- Confirm with Pash the top 1–2 connectors / use cases for the first specialized LP (e.g. Salesforce).
- Build three dedicated conversion LPs on the new site (product / free asset / trial or Assessment). Do not use homepage or retired MCP pages.
- Confirm conversion actions in Google Ads (lead form submit, Assessment book, trial signup, asset download). Test with a real conversion. Guide: Set up conversion tracking
- Verify GA4 / site tags still fire on new LPs. Cross-check with UTMs on every ad URL.
- Draft RSA creative + negatives + geos (pause UK; SA open; US AE regions; consider Dubai + Saudi). GE + Edwin / TL.
- Pash approves ~$400–500/mo and the three-offer structure.
- GE builds Search campaigns in the existing account and launches the learning phase. Help: Create a Search campaign
Three-offer search test
Do not build every connector campaign until one offer wins. Naming: GOOG_[Objective]_[Audience]_[Offer]_2026Q3
| # | Campaign | Destination | Why |
|---|---|---|---|
| 1 | Product / connector search | Specialized high-converting LP (start 1–2 winners, e.g. Salesforce) | Mirror service-specific structure that works for other GE clients |
| 2 | Free lead asset | Dedicated giveaway LP | Different value prop; lower friction than a call |
| 3 | Free trial or Integration Assessment | Trial signup or Assessment path (optional quiz softener) | Assessment is a major Flowgear driver; trial is the classic third option |
Keywords and geos
Keyword clusters
- Platform: integration platform / integration solution
- Competitor: [competitor] alternative / vs → comparison LP only; no competitor names in ad copy
- Connector: Salesforce, Shopify, Xero, SAP (validate popularity with Pash)
- Retire MCP as primary. Negatives: jobs, careers, free/open source (unless intentional), support, login
Geos
- Pause UK for now
- Consider Dubai + Saudi (not full UAE by default)
- Tighter US where AEs operate
- South Africa: open targeting
Bidding, tracking, creative
| Area | Plan |
|---|---|
| Bidding | Prior run lacked conversion volume. Learn with clicks / manual CPC first; move to Maximize conversions when volume supports it (~30+/mo). |
| Primary conversion | Lead form submit (Assessment / asset / trial). Confirm all on-site submit events. |
| PMax | Deferred (Basecamp Not now) until search tests produce winners. |
| RSA angles | Pain (ungoverned AI glue), outcome (governed integrations at AI speed), connector-specific, CTA (Start Building / Book Assessment). 30 / 90 char limits. |
Pre-launch checklist
| Item | Status |
|---|---|
| GE Google Ads access | Done |
| Conversion tracking tested with a real conversion | Infra |
| Dedicated LPs for 3 offers (under 3s; mobile) | Infra |
| UTMs configured | Infra |
| Negative keyword list built | Infra |
| Geos and budget set | Infra |
| Ad-to-page message match | Infra |
| Pash approval before spend | Gate |
Flowgear action required
Complete LinkedIn Ads setup (Campaign Manager, billing, Page linkage) and grant Growth Experts access. We cannot build or launch the pilot until that is done. Runs after Google once access and the free asset are ready. Hub: Campaign Manager
Step-by-step: create / finish the ad account
Official: Create an ad account as a new advertiser · Get started with your ad account
- On LinkedIn, open For Business → Advertise (or go straight to Campaign Manager).
- If you use Business Manager, pick the correct Business Manager in the upper-right before creating. Otherwise use your personal profile.
- On the welcome screen set account name (e.g. Flowgear), associate the official Flowgear Company Page, and choose currency. Currency and Page association are hard to change later — get these right.
- Accept the LinkedIn Ads Agreement and Advertising Guidelines, then Create account. You become Account Manager + Billing Admin automatically.
- Add a payment method before any ads can run (credit card is typical for new advertisers).
Step-by-step: grant Growth Experts access
Official: Add a user to an ad account · User roles and permissions. If the ad account sits in Business Manager, manage users there instead.
- Ask GE for the LinkedIn profile names / URLs to invite (must be 1st–3rd degree connections of the Account Manager adding them).
- In Campaign Manager open the Flowgear ad account → Account Settings → Manage access → Add user.
- Search each GE person and assign role Account Manager (agency standard). Avoid Viewer-only.
- Confirm they appear under Manage access. They should see the account in their Campaign Manager after accepting.
Step-by-step: Sponsored Content poster on the Page
Required so GE can create Sponsored Content. Add admins on your LinkedIn Page · Add a Sponsored Content poster · Paid media roles
- A Flowgear Page Super Admin opens the Flowgear Company Page → Settings → Manage admins.
- Open the Paid media admins tab → Add paid media admin (or Assign role on a pending request from Campaign Manager).
- Add each GE contact as Sponsored Content poster. Save.
- Optional: if using Lead Gen Forms, also grant Lead Gen Forms manager where needed.
Edwin rule (17 Jul)
LinkedIn CPC only pays off when you give something away. Pattern: free guide or one-pager (Notion-style document ads), not awareness-only feed ads.
Pilot structure
| Element | Choice |
|---|---|
| Objective | Website conversions or Lead Gen Forms tied to free guide download |
| Format | Document ad or single-image Sponsored Content with clear CTA |
| Audience | Knowledge workers and non-IT C-levels (Pash). Layer function + seniority + company size. Geo aligned to Flowgear markets. |
| Exclusions | Current customers where lists exist; job seekers |
| Naming | LI_LeadGen_KnowledgeWorkers_FreeGuide_2026Q3 |
| Tracking | Insight Tag already restored on new site — verify download / Assessment events |
Budget and creative
Keep one tight ad set (~$33/day). Do not thin $1k across many audiences. Build creatives at least 1–2 days before go-live for LinkedIn review.
Specs
- Intro text: ~150 chars recommended (600 max)
- Headline: ~70 chars recommended (200 max)
- Tone: professional, engineering-led, no hype
Angles to generate later
- Governed integrations when AI rebuilds everything
- You stay the engineer; AI speeds the build
- Free guide: what to put in the durable integration layer
Pre-launch checklist
| Item | Status |
|---|---|
| Flowgear completes LinkedIn Ads setup + grants GE access | Blocking — use steps above |
| Sponsored Content poster on Flowgear Page for GE | Blocking — use steps above |
| Campaign Manager + billing ready | Required |
| Insight Tag + conversion events verified | Required |
| Free guide asset + matching LP or Lead Gen Form | Required |
| Audience and exclusions set | Required |
| UTMs for web flows | Required |
| Creative policy pass; 1–2 day review buffer | Required |
Flowgear action required
Create a Flowgear Reddit Ads account and grant Growth Experts access. Without that, we cannot run the approved $1k pilot. Also reactivate Jack / Reddit reps for the low-tier package. Launches after Google. Hub: ads.reddit.com
Step-by-step: create the Reddit Ads account
Official: Set up your Reddit Ads account. Start at accounts.reddit.com/adsregister
- Decide whether to use an existing company Reddit login or create a dedicated brand account. NSFW accounts cannot run ads. Prefer a clean brand username (cannot change later).
- Go to the ads register URL above (or ads.reddit.com → get started). Sign in or create the Reddit account.
- Enter first/last name and the business legal name (Flowgear) — shown on ads and billing.
- Optionally add flowgear.net. If an agency will help, mark that you work with an advertising agency.
- Pick industry, country, and currency for the first ad account. Country and currency cannot be changed later.
- Finish setup. Verify the email address. Add a payment method when ready to spend (you can invite GE before running ads).
Step-by-step: invite Growth Experts
Official: Manage members in your business · About Business Manager. Reddit uses two permission layers: business role + ad account role.
- Ask GE for the email addresses to invite (must match emails on their Reddit accounts).
- In Ads Manager open Business → Users (or Invite new members).
- Invite each GE email. Set business role to Member (or Business admin only if you want them managing the whole business).
- Select the Flowgear ad account and set ad-account role to Administrator (full campaign + billing) or Creator (campaigns without billing). Prefer Administrator for the lead GE contact.
- Confirm invites. GE accepts via email or in Reddit Ads → Accounts → Pending invitations.
- Ping Jack / Reddit rep to reactivate the low-tier $1k/mo package conversation once the account exists.
Pash approval
$1k/mo Reddit pilot already approved (2 Jul Basecamp). Historical research lives on the Investigate Reddit Advertising card.
Pilot structure
| Element | Choice |
|---|---|
| Objective | Traffic / conversions to a value-first LP (guide or Builder MCP / governed integration story) |
| Format | Promoted posts (image or text) that feel native to the feed |
| Targeting | Start with 5–10 subreddits (integration, automation, devops, Salesforce / ERP communities). Expand by performance. |
| Budget phases | First 2 weeks: creative and subreddit learning. Then consolidate into winners. |
| Cost reality | Typical CPM $2–10; CPC $0.50–3. Minimum $5/day easily met. |
Creative rules
Redditors reject spam-like ads. Lead with genuine value. No clickbait. Ad promise must match the landing page.
| Angle | Hook direction |
|---|---|
| Durable vs thin layer | When AI rebuilds software, the integration layer decides what survives |
| Builder MCP | Governed tools for agents — credentials stay in Flowgear |
| Dev respect | You stay in review; no black-box iPaaS pitch |
Ops and checklist
| Item | Status |
|---|---|
| Flowgear creates Reddit Ads account + grants GE access | Blocking — use steps above |
| Email Jack / reactivate Reddit ads conversation | Open |
| Link historical research card in Basecamp | Open |
| Subreddit list researched; rules checked | Required |
| Native creative drafted | Required |
| Conversion tracking + aligned LP | Required |
| Low-tier package proposed at $1k/mo | Required |