Step 2 — Structure & Forecast: your campaign plan, KPIs, and how approval works
This is the heart of the pipeline. The CMO agent takes the Step 1 research and your onboarding answers and produces a complete, reviewable campaign plan. It's a proposal — nothing proceeds until you approve it.
What's in the plan
- Campaign structure — campaigns, ad sets, and ads for Meta and/or Google Ads, with budgets, audiences, targeting, and destinations.
- KPI forecast — the results the plan expects (leads, sales, cost per result), so you can judge it against your goals and later hold it accountable in KPI Performance.
- Setup blockers — anything that must be in place before going live (for example, a tracking pixel or a lead form), listed clearly so there are no surprises at deploy time.
- Draft copy seeds — initial ad copy direction per ad set. These are drafts; final copy and creatives are produced (and can be overridden) in Step 3.
Where to review it
- Ad Structure — the full plan, mapped: every campaign, ad set, and ad with drill-down details, plus Plan vs Live badges showing what would be new, changed, or paused compared to what's already running in your account.
- KPI Performance — the forecast rows, linked to the exact planned entities behind each number.
- Command Center — the approval task itself, with the agent's reasoning in the timeline.
How approval works
- The plan arrives as a task in Command Center asking for your review.
- Read it in Ad Structure and KPI Performance. Ask questions in the task thread —
@CMOasks the planner directly,@Adrosasks the CEO. - Either approve the structure or request changes. Your feedback stays attached to the task, and the CMO revises the plan.
- Approval unlocks Step 3 (creative production). Approving the plan does not put anything live — deployment is its own explicit approval later.
One plan at a time: if you ask for a new plan while one is already in progress, the CEO will ask whether to keep, replace, or close the active work — so you never end up with two competing plans.
What it costs
| Action | Credits |
|---|---|
| Full Structure & Forecast run | 20 |
| Focused repair (small fix, e.g. filling in missing forecast rows) | 6 |
Charged once per task — resumes and retries of the same task aren't double-charged.
Tips for a better plan
- Complete onboarding thoroughly — budget, market, channels, and brand rules directly shape the structure.
- Connect your store or upload order data first — real order values make the KPI forecast meaningfully more accurate.
- Be specific when requesting changes — "raise the budget on the retargeting ad set to $50/day" gets a faster, cleaner revision than "make it better."