You closed the deal—congratulations! But you’re not done. Now comes the real work: delivering results that match your client’s expectations. Selling a digital advertising campaign is just the beginning. What happens next can make or break your relationship with your client. This post-sale process is crucial to ensure the success of the campaign and build long-term trust
I like to think of selling digital advertising as a competitive sport. (It is, isn't it?!) If prospecting and doing a great CNA is the first quarter of the game, then pitching and closing is the second quarter. Which means, we are currently at halftime. Halftime we huddle back up and review the playbook, make changes from the pitch to reflect what the client actually bought if needed, and plan for the second half of the game so we are set up to have a successful third quarter (reporting and customer service) and forth quarter (retention, renewal, upsells, service)
I will walk through every step you should take once a campaign is sold and navigate the post-sale journey—from setting expectations and gathering creative assets, to executing campaigns and reporting performance. Before we get into the steps, remember the documentation we provide our partners. The precampaign checklists are must-use files to support you on the exact requirements per product. They can be found in your Vici Drive, or ask your digital point person or Vici Trainer. Once you have those located, we can get going
Step 1: Set Clear Expectations from the Start
Managing expectations should be included in the sales process, but it's critical revisit before anything goes live, especially when a client's sales cycle from CNA to pitch to close spanned many weeks or months. Have an honest conversation with your client about what to expect. Remind them how digital advertising operates, aka programmatic or real-time bidding. This means
Help the client understand that digital advertising is a frequency medium—results build over time. If they’re expecting an immediate return or specific placements, you’ll need to realign those expectations
Step 2: Define Campaign Goals and Success Metrics
What does success look like to your client
Ask questions like
Getting this clarity upfront not only helps build the campaign, but it also gives you benchmarks to measure results. Make sure you revisit this conversation regularly to compare expectations with actual performance
Step 3: Gather the Creative Assets
For a smooth launch, gather all required creative elements at least three business days before the campaign’s start date. This gives your team time to upload, audit, and receive approval from ad exchanges
Assets you’ll need may include
Pro tip: Always match the ad content to the landing page. If your ad promotes earrings, the user should land on the earrings product page—not the generic homepage
Step 4: Technical Readiness and Access
Make sure the client’s digital infrastructure is ready. This includes
Use Leadsie, a secure platform that allows clients to grant access to accounts without sharing usernames or passwords. It streamlines permissions for Google, Facebook, TikTok, LinkedIn, and more
Step 5: Choose the Right Ad Products and Specs
Are you running a Display campaign? Video? OTT? Native? Social Mirror
Each product has its own specifications. Be familiar with file types, dimensions, video lengths, and data requirements
Refer to your Pre-Campaign Checklist for exact specs. If your client is using features like Dynamic Ads, QR codes, or Companion Banners, you’ll need to ensure their assets are properly configured
Step 6: Social Media Campaign Setups
Each social platform has unique rules
For all platforms, preview links will be provided. Encourage clients to keep those links handy to monitor and respond to comments
Step 7: Custom Audience Matching and Retargeting
If your client has first-party data—like a list of recent customers or leads—you can use it for targeted advertising. The file format should be CSV and include relevant fields like email, phone, address, and zip code
We use this data to create
Depending on the list size and type of campaign, allow 2–7 business days for processing and matching
Step 8: Launch, Monitor, and Optimize
Once everything is set, the campaign is launched. But your job isn’t over
During the campaign
Always remember: Conversions happen after the ad click. Make sure the landing page experience is aligned with the ad promise and is easy to navigate
Step 9: Reporting and Communication
Clients want transparency. Send monthly reports that include
Explain the data clearly—avoid jargon. If needed, provide screenshots or sample ads (except for OTT, DOOH, and some audio formats)
Encourage clients to look at trends over time—not just week-to-week results. Emphasize the value of consistency and repetition in digital advertising
Step 10: Conduct a Post-Campaign Review
Once the campaign ends, review
Ask the client if they’d like to continue, scale, or pivot. Share new ideas! Have valuable fresh ideas they can apply
The post-sale process is about strategy, communication, and collaboration. When you treat each campaign as a partnership, clients feel supported—and they come back
By mastering the art of post-sale execution, you turn a single sale into a long-term relationship. And in this business, that’s the ultimate win.
