TikTok Smart+ and Meta Campaign Build, Handed Over

We will not turn Smart+ on for an account clearing fewer than about 50 conversions a week on the event you actually care about. Below that threshold the campaign never leaves learning, the automation explores with your budget, and you spend six weeks discovering something a manual structure would have shown in ten days. If your volume sits under it, we build the manual structure instead and tell you the number to reach before Smart+ is worth revisiting. The build: One account architecture, written before anything is created. Naming that encodes market, language variant, funnel stage and creative concept, so that six months from now a pivot table answers questions instead of raising them. Conversion events wired to the server-side stream. Exclusions built from customer lists your CRM refreshes rather than pixel-based lookbacks that decay quietly. A suppression audience for existing guests that actually updates — the most expensive recurring mistake in restaurant and travel accounts here is paying prospecting rates to reach last week's customers. What automation decides, and what we hold: Smart+ chooses placement, audience and creative rotation. We hold the budget ceiling, the exclusions, the catalog contents and the events it optimizes toward. Pangle goes off by default on Mexican travel and food accounts — the inventory is cheap and the intent behind it does not survive contact with a booking form — and it goes back on only if a test says otherwise. Bid strategy starts on maximum delivery. We move to cost cap only after three weeks of stable cost per action, and we set the cap at the trailing median rather than at the number you would like, because a cap below achievable cost simply halts delivery and then presents itself as a platform problem. Catalogs: In food and beverage and in travel, most Smart+ failures we get called into are feed failures: missing availability, stale price, the wrong currency on LatAm rows, images that fail the platform crop. We audit the feed before the campaign exists and hand back the specific rows that need fixing, with the field and the reason. One manual control campaign: We always keep a small manual campaign running alongside. Not out of nostalgia. Automation gives you no diagnostic when performance drops, and the control campaign is what tells you whether the market moved or the algorithm did. Not included: Creative production. Measurement repair, which is separate work and has to happen before this, not after. Ongoing management: this engagement ends at handover, and if you want us running the account afterwards that is a different agreement with a different fee. Who this is not for: Teams who want the account built and then left alone. Structure decays, exclusions go stale, and a build is a starting position rather than an asset. Also not for advertisers who want Smart+ specifically because a platform rep recommended it. Reps are measured on adoption of new products, not on your cost per booking, and we will say that on the first call whether or not it is welcome. What you receive: The account built inside your own Business Center under your ownership, a written architecture document with the naming convention, the exclusion and suppression logic, the catalog feed audit, the QA checklist we ran before launch, and one check-in at day 30 to read the first clean fortnight of data with your team.