Document Type: Protocol
Status: Active
Version: v1.2
Authority: MWMS HeadOffice
Applies To: Ads Brain campaign execution and operational management
Parent: Ads Brain Canon
Last Reviewed: 2026-03-17
Purpose
The Ads Brain – Campaign Runbook defines the operational process used to review, monitor, and manage advertising campaigns inside the MWMS ecosystem.
Its purpose is to ensure that campaign management follows a consistent, disciplined process.
The Runbook prevents chaotic optimisation and emotional decision-making.
Campaign actions must follow the Runbook sequence.
Scope
This protocol applies to:
• campaign review operations
• campaign monitoring cadence
• structured review sequencing
• campaign decision application
• recording of campaign review outcomes
• governance-safe operational management inside Ads Brain
This document governs how Ads Brain should review and manage campaigns operationally after launch.
It does not govern:
• capital allocation approval
• final survivability authority
• offer viability classification
• structural opportunity analysis
• Finance Brain override
• Experimentation Brain override
Those remain governed by Finance Brain, Affiliate Brain, Experimentation Brain, and HeadOffice.
Definition / Rules
Operational Principle
Ads Brain must operate with disciplined observation before intervention.
Campaign changes must not occur randomly.
Campaign management must follow structured review cycles.
Review Frequency
Campaigns must be reviewed according to lifecycle stage.
Early Test Campaigns
Review frequency:
• every 12-24 hours
Purpose:
• ensure delivery stability
• detect early failure signals
• observe initial engagement behaviour
Active Testing Campaigns
Review frequency:
• every 24 hours
Purpose:
• evaluate creative signals
• evaluate audience response
• monitor conversion behaviour
Scaling Campaigns
Review frequency:
• every 24-48 hours
Purpose:
• detect CPA drift
• monitor platform stability
• observe saturation signals
Paused Campaigns
Review frequency:
• as needed during redesign or re-entry planning
Daily Campaign Review Sequence
Campaign reviews must follow this order.
- Platform Delivery Check
Confirm that the campaign is delivering traffic normally.
Check:
• impressions
• delivery status
• learning phase behaviour
• platform warnings
If delivery is unstable, the campaign must not be evaluated further until stability returns.
- Creative Engagement Check
Evaluate creative behaviour.
Observe:
• hook engagement
• viewer retention
• click-through rate
• engagement patterns
Weak engagement suggests creative issues.
- Audience Response Check
Evaluate audience behaviour.
Observe:
• CTR variation across audiences
• frequency exposure
• demographic response patterns
Audience signals help determine whether targeting adjustments are required.
- Conversion Behaviour Check
Evaluate conversion performance.
Observe:
• conversion rate
• cost per acquisition
• revenue per click
Conversion behaviour determines campaign viability.
- Creative Durability Check
Evaluate whether creative fatigue is emerging.
Observe:
• declining CTR
• declining engagement
• frequency saturation
Durability determines scaling potential.
- Governance Check
Confirm that campaign behaviour remains within governance boundaries.
Check:
• experiment integrity
• capital exposure limits
• statistical validity
If governance signals are violated, the campaign must be paused or escalated.
Decision Application
After completing the review sequence, Ads Brain must apply the Decision Engine.
Valid outputs include:
• Continue
• Iterate
• Pause
• Scale
• Retire
• Escalate
No campaign action may occur outside these outputs.
Recording Requirement
Each review cycle should record:
• campaign name
• review date
• primary signals
• decision output
• recommended next action
This creates historical campaign intelligence.
Relationship to Decision Engine
The Runbook defines how campaigns are reviewed.
The Decision Engine defines what decision follows.
Relationship to Dashboard Architecture
The Dashboard provides visibility.
The Runbook defines how to interpret the visible signals.
Relationship to Finance Brain
Finance Brain governs capital exposure.
Campaign spend decisions must remain within Finance constraints.
Relationship to Experimentation Brain
Experimentation Brain ensures test discipline.
If campaign changes break experiment structure, the Runbook requires escalation.
Future Expansion
Future versions of the Runbook may include:
• automated review alerts
• AI-assisted campaign monitoring
• creative fatigue detection
• cross-platform performance comparison
Final Rule
Campaign management must remain disciplined.
Ads Brain must observe before acting.
No campaign may be modified without completing the review sequence.
Drift Protection
The system must prevent:
• random campaign changes outside review sequence
• emotional optimisation without structured review
• unstable delivery being mistaken for performance failure
• creative issues being confused with audience issues
• governance breaches being ignored during campaign management
• decision outputs being applied without a recorded review cycle
Campaign operations must remain sequential, disciplined, and auditable.
Architectural Intent
Ads Brain – Campaign Runbook exists to turn campaign management into a governed operational process rather than a reactive habit loop.
Its role is to make sure Ads Brain reviews delivery, engagement, audience response, conversion behaviour, durability, and governance in a consistent order before any campaign action is taken.
Change Log
Version: v1.2
Date: 2026-03-17
Author: MWMS HeadOffice
Change: Standardised page metadata and naming to align with the locked MWMS standards pack. Normalised Status from “Operational Protocol” to “Active”, standardised title usage to “Ads Brain – Campaign Runbook”, preserved the original campaign runbook logic, review cadence, review sequence, relationship sections, recording requirements, and disciplined observation-first posture, and retained the document as a Protocol under the locked MWMS document taxonomy.
Version: v1.1
Date: 2026-03-14
Author: MWMS HeadOffice / Ads Brain
Change: Rebuilt page to align with MWMS document standards. Added standardised document header, introduced Purpose / Scope / Definition / Rules structure, normalised review cadence, review sequence, relationship sections, and recording requirements, and preserved the original campaign runbook logic and disciplined observation-first posture.
Version: v1.0
Date: 2026-03-13
Author: Ads Brain / MWMS HeadOffice
Change: Initial creation of Ads Brain – Campaign Runbook defining campaign review frequency, daily review sequence, decision outputs, recording requirements, and governance-linked operational management rules.
CHANGE IMPACT
Pages Created: None
Pages Updated: Ads Brain – Campaign Runbook
Pages Deprecated: None
Registries Requiring Update:
• MWMS Architecture Registry
• MWMS Brain Registry
• MWMS Brain Interaction Map
• MWMS Canon Hierarchy Map
Canon Version Update Required: No
Change Log Entry Required: Yes
END – ADS BRAIN – CAMPAIGN RUNBOOK v1.2