What is the Same-Day Recovery Playbook?

A step-by-step runbook to find failing paid campaigns, fix root causes, copy top closing patterns, recover ignored leads and monitor results over 24 hours with short timeboxes and repeatable actions.

What alert rules trigger a recovery run?

Primary trigger: CTR drops more than 30 percent versus the previous 12-hour rolling average. Secondary alerts: conversion rate down more than 20 percent or cost per lead up more than 25 percent within 6 hours.

Who should act when an alert fires and how fast?

One on-call marketer and one salesperson should review the alert and start diagnostics within 15 minutes of the signal.

How quickly must diagnosis finish and what checks should run in parallel?

Diagnosis must finish in 60-90 minutes. Run parallel split checks for audience (new vs returning, age band, device), placement (feed, stories, search, partner sites) and hour slices (earliest hours, current hour, last 12 hours). Also filter by creative ID, test control audiences, and check landing page health and tracking.

How do we replicate top closing patterns?

Clone the two best closing touch patterns (microcopy, cadence, asset mix), run them against the same audience with a 10 percent holdout, use 6-12 hour timeboxes and keep a pattern if it meets decision rules (example: CPL down at least 10 percent or conversion rate up at least 8 percent).

How should we reclaim ignored outreach?

Swap the primary asset (for example replace a long PDF with a 30-second proof clip), use tight social proof (one short quote and a single clear result), send the reclaim message within 24 hours of the original outreach and limit to two reclaim attempts before logging for later reengagement.

What monitoring cadence and actions follow a recovery run?

Shadow metrics for 24 hours: check CTR, CPL and leads every 2 hours for the first 12 hours then every 6 hours. Log one-line anomaly summaries with screenshots and freeze winning creative, cadence and placement while monitoring to avoid auction drift.

What do key terms like CTR, creative, closing touch and reclaim mean?

CTR: click-through rate, an early signal of creative or targeting issues. Creative: any ad image, video or text seen by the customer. Closing touch: the sequence that turns interest into a booked job or lead. Reclaim: resend outreach with a new asset and a short proof line to recover ignored prospects.

Same‑Day Recovery Playbook for Seasonal Contracts

TLDR

For a small-to-mid roofing company (25–50 employees) with same-day decision cycles and seasonal contracts, this 1-day playbook delivers a fast, repeatable path to fix underperforming paid campaigns, recover ignored leads, and lock in wins within 24 hours. Expect quick alerts, a 60–90 minute root-cause診osis, cloning of top closing patterns, timely reclaim outreach, and structured monitoring.

Alerts bounce in within minutes when CTR drops; act fast to pause or adjust.
Diagnose in 60–90 minutes: test audience, placement, hour slice, and landing pages.
Clone the two best closing patterns and test with a holdout.
Reclaim ignored prospects with tighter proof and cadenced outreach within 24 hours.
Monitor 24 hours, log anomalies, and freeze winners to prevent auction drift.

Same‑Day Recovery Playbook for Seasonal Contracts

This playbook guides a team to find failing paid campaigns, fix the causes, copy what works, recover ignored leads, and watch results for 24 hours. Steps are short. Times are clear. Actions are repeatable.

Small team reviewing ad and CRM dashboards on a laptop to plan quick fixes for a seasonal campaign (LANDSCAPE). Seen by AS Photography

Detect — Signal rules and alerting

The system watches core metrics. When the click rate falls quickly, the team gets an alert.

Primary trigger: CTR drops >30% vs the previous 12‑hour rolling average. Flag creative sets immediately.
Secondary alerts: conversion rate down >20% or cost per lead up >25% in 6 hours.
Who acts: one on‑call marketer and one salesperson review within 15 minutes.

Why CTR first?

CTR is the fastest early signal of creative or targeting issues. A large CTR fall often means the creative no longer matches the audience or the auction changed.

Diagnose — Fast root cause in 60–90 minutes

The team splits the data to find the cause. Diagnosis must finish in one hour and a half.

Split checks (run in parallel)

Audience: new vs returning, age band, device type.
Placement: feed, stories, search, partner sites.
Hour slice: earliest hours, current hour, last 12 hours.

Act within 60–90 minutes when diagnostics show audience or creative issues.

Detailed diagnostic checklist (click to expand)

Filter by creative ID. Compare CTR and conversion per creative.
Pause any creative with CTR < 70% of the account median and rising CPL.
Test targeting: try the same creative on a control audience (high intent) for 30 minutes.
Check landing page health and tracking pixels. Look for 4xx/5xx errors or missing parameters.
Log findings into the campaign incident record. Timebox 15 minutes per test.

Replicate — Clone the top closing touch patterns

Copy what closes. The team clones the two best closing touch sequences and matches timing.

What to clone

Microcopy: headline, subhead, and call to action that drove the last closes.
Cadence: time between first touch and follow‑up that produced the leads.
Asset mix: image + short video or single image + quick proof block.

Clone only the top two patterns. Run them against the same audience and a 10% holdout. Holdout shows if the clone truly wins.

Replication plan: test matrix for two closing patterns
Pattern	Key elements	Timebox	Decision rule
Closing pattern A	Short headline, 15s proof video, CTA "Book Estimate"	Run 6–12 hours	Keep if CPL down ≥10%
Closing pattern B	Image + quote + urgency line, CTA "Call Today"	Run 6–12 hours	Keep if conversion rate up ≥8%
Holdout control	Prior best creative, 10% audience	Run with tests	Compare to patterns A/B
Freeze winners	Lock creative + timing	After 12–24 hours	Freeze if metrics stable
Notes: Use holdouts and short timeboxes. Search keywords: conversion cadence, microcopy, closing touch, doubled closing rate. Consider device split and placement when readjusting bids.

Reclaim — Recover ignored outreach

If email or DM outreach did not get replies, the playbook rescues those contacts.

Swap the primary asset. If the first outreach used a long form PDF, send a short 30‑second proof clip instead.
Use tight social proof: one short quote, a clear result, a single number (no jargon).
Change the send time to match the cloned cadence. Send the reclaim message within 24 hours of the original outreach.
Limit to two reclaim attempts. If both fail, log as re‑engage for a later sequence.

Reclaim example sequences

Sequence 1: Short clip at 10:00, follow up text at 14:00. Sequence 2: Image + one proof line at 09:00, phone nudge same day.

Monitor — Shadow, log, freeze winners

The playbook ends with a 24‑hour watch. The team logs anomalies and freezes winning combos.

Progress shows how far the recovery run is. Update the value as steps complete.

Shadow 24 hours: watch CTR, CPL, and leads every 2 hours for the first 12 hours, then every 6 hours.
Log anomalies: write a one‑line summary and a screenshot for each abnormal change.
Freeze winners: lock creative, cadence, and placement while monitoring to avoid auction drift.

Monitoring cadence and actions
Window	Check	Action
0–6 hours	2‑hour checks: CTR, CPL, conversion	Pause failing creative; scale winners +10%
6–12 hours	2‑hour checks; watch holdout	Confirm holdout results
12–24 hours	6‑hour checks; final freeze decision	Freeze or iterate
24+ hours	Daily checks	Move to routine optimization
Considerations: keep logs for trend analysis. Search keywords: marketing campaign fizzled, cold outreach got ignored, truck fleet got rebranded, new influencer campaign seen.

Definitions and quick glossary

CTR: Click‑through rate. Shows if creatives get attention.
Creative: Any ad image, video, or text seen by the customer.
Closing touch: The sequence that turns interest into a booked job or lead.
Reclaim: Resend outreach with a new asset and a short proof line to get ignored prospects to reply.

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