Prospect · White-Label Programmatic

Operator Certification Path Intake → Launch → Measure · your route to running accounts unassisted

This is the full lifecycle of a client programmatic campaign, start to finish — and it's your certification tracker. Every step starts in training. You certify a step by running it clean inside an account with zero interruptions. When the whole path is certified, you own the programmatic lane end to end.

This is your floor, not your ceiling.

Certified means you match the proven baseline. What you build past that is how you beat it — the expectation is that months from now you're a sharper operator than the person who handed you this map. Treat it as a springboard, not a rulebook.

In training — learning the step
Certified — one clean account, zero interruptions
Checkpoint — a decision you own

Client (white-label) accounts

Full go / no-go authority is yours. Tyler owns all client contact — you run ops without touching the client.

PMG's own accounts

Same process, but Nick holds final say. When the account is PMG's, decisions route through him.

One-time setup — done once, then every account runs identically

Path3 account transferred to you (Steve's aligned) · your own GA4, GTM & GHL provisioned under your license · vendor access established with copy and design.

1
Intake & Readiness
Tyler → you. Nothing starts until the package is complete.
01
Receive the account package from Tyler
Tyler sells and onboards the client start to finish, then hands you the info and resources to run ops — you work the account blind to the client.
In training
◇
Optional: build the landing page in Claude
Because you're selling mostly to other agencies, the agency usually owns and manages the web asset already. Only if a client specifically requests a build do you produce one in Claude — and it's a priced add-on, never bundled free.
If needed
✓
Checkpoint · Definition of Ready
Ops starts only when Tyler's signed handoff is complete: account + buyer type · ICP + titles · list + size · creative status + assets · landing URL · lead recipient (end client) + agency BCC · tracking contact + codes agreed · offer + funnel + success metric · client-funded budget meets minimum · launch respects the 30-day window. Anything missing goes back to Tyler — you don't fill the gap.
2
Audience Build
The repeatable core of the whole system.
02
Source the ICP in AudienceLab → your GHL
Build the audience from Tyler's approved ICP and land it in your GHL instance — the first-party data layer you own.
In training
3
Creative Production
You coordinate the vendors. You approve.
03
Brief the copy team with the scope template
Hand the brief + ICP + scope template to copy: Scott Burditt · Noggin (scott@nogginllc.com) and Jim Kogutkiewicz (jim.kogut@gmail.com).
In training
04
Route approved copy to design
Once copy is back, pass the brief and copy to design: Natalia Zaitseva · 200x300 (natalia@200x300.com) for the ad set.
In training
05
Build the A/B variant set
Client accounts: build a standard "B" variant in the copy and creative steps above — every campaign ships an A/B test by default. PMG accounts only: the "B" is the motorsport-wrapped challenger against the generic baseline — that A/B cell is the methodology PMG sells, and it belongs to PMG's story, not a client's.
In training
✓
Checkpoint · Creative Go / No-Go
On client accounts, the call is yours — nothing enters Path3 unreviewed, and you're the reviewer. On PMG's own accounts, Nick holds final say.
4
Instrumentation
Your stack, every time. "Installed" isn't "working."
06
Stand up your tracking stack on the destination
Default to your own GA4 · GTM · GHL — the client just installs the container snippet (one ask, during Tyler's onboarding). Same setup on every account, so it's fast and identical each time.
In training
07
Verify every tag actually fires
Confirm with GA4 DebugView, Meta Pixel Helper, and GTM Preview before launch. An unverified pixel is broken attribution you only find after the spend is gone.
In training
08
Run one end-to-end conversion test
Ad → destination → form → your GHL → routed to the client's designated sales contact, correct UTM attached. Always the same path: form-to-GHL, client logs it in their own CRM (no integration provided).
In training
5
Launch
Client dictates spend. You run the buy.
09
Set campaign & audience parameters in Path3
Steve is your training resource here — lean on him for the media buying until this is certified, then it's fully yours.
In training
10
Upload art & copy to Path3
Load the approved creative set into the campaign.
In training
11
Load the client's spend & duration — confirm it's correct
The client dictates the budget (you're on a fixed management fee), so there's no approval to chase — your job is to enter spend and flight dates accurately, then double-check them.
In training
▶
Checkpoint · Pre-Launch & Go-Live
Run the go-live checklist, then launch. On client accounts the go-live call is yours; on PMG accounts it's Nick's.
6
Measure & Optimize
The report starts the loop. Optimization is where you beat the baseline.
12
24–72 hr pacing & delivery check
Is it delivering? Is spend pacing? Any ad disapprovals? Catch a stalled or rejected campaign in days, not weeks.
In training
13
Build the analytics page via Claude
Assemble the HTML metrics page — scheduled weekly/monthly refresh, no live data feeds. This is what Tyler delivers to the client alongside his account management.
In training
14
Optimize — and improve on the baseline
Pace, pause, scale, reallocate — and always be testing. The engine for this is the 45/90 loop below; run it every account. Over time, this is the step where you become better than the system you were handed.
In training
The 45 / 90 Testing Loop — your optimization runbook · client & PMG accounts alike
  1. Day 0 — Launch the A/B. Split budget across the two variants.
  2. Day 45 — Declare the winner. At day 45 or once conversions are high enough to be real — whichever is later. Never crown a winner off thin data. The winner becomes your champion.
  3. Day 46 — Champion vs. fresh challenger. The champion runs at majority budget against a new variant (copy/art team or an AI tool — either way it clears creative go/no-go first). You're never not testing.
  4. Day 90 — Read & repeat. New winner becomes champion, build the next challenger, restart the clock. Continuous improvement, and the winner never runs unchallenged.

How to use this path

Every step has a runbook. This is the map; the runbook is the turn-by-turn. Follow it, and when it's unclear, that's a note to sharpen the runbook — not a reason to guess.

Certify by running clean. A step goes from blue to green when you complete it inside an account with zero interruptions. All green = you own the lane. Then start improving on it.

The Definition of Ready checkpoint is the seam with Tyler. Its full checklist lives in the Handoff Spec — the map and that spec name the same fields, so neither side ever has to guess what "ready" means.