The ultimate goal of this document is to provide all the necessary information and steps to ensure a smooth transition and process to the Media Buyer (MB) team whenever Patient Engine works with CMBA or PEMBA modality.
📘 Quick Glossary for CMBA & PEMBA #
When managing Meta campaigns under different structures, it’s essential that everyone in the team shares the same language. Below you’ll find a simple glossary that explains the most important terms we use in CMBA and PEMBA processes.
| Term | Definition | Why It Matters |
|---|---|---|
| CMBA (Client Meta Business Account / Business Portfolio) 🗂️ | The “main folder” where all client assets live (Pages, Pixels, Ad Accounts). It’s the environment where campaigns are created and managed for clients. | Ensures all assets are centralized, making campaign management organized and efficient. |
| PEMBA (Patient Engine Meta Business Account) 🧩 | A structure where campaigns run under our Business Manager with two modalities: 1️⃣ Traditional mode: Runs under our Business Portfolio but uses the agency’s payment method. ➡️ Regular SOP applies for launching new campaigns, and MB is assigned 10 days after the CSM QA call. 2️⃣ Hybrid mode: Runs under our Business Portfolio but with the client’s payment method, their own pixel, and with campaigns labeled “PEMBA.” The Senior Marketing Manager specifies the ad account and pixel. | Provides flexibility for clients depending on payment and asset ownership. Clear campaign labeling avoids confusion. |
| Daily Spend Limit 💳 | A cap set on an ad account that determines the maximum budget Meta can spend in one day. | Helps control costs, ensures campaigns don’t overspend, and provides room to scale budgets safely. |
🔹 CMBA Workflow SOP #
🔌 Connection Process #
- Initial Ownership → Ideally, the client follows Loom videos from Sales to connect their CMBA after signing up.
- Fallback → If not done, the Senior Marketing Manager (SMM) schedules a connection call.
📞 During Connection Call (led by SMM):
- ✅ Review the threshold of the client’s ad account.
- ✅ Verify if an ad account exists (create if not → usually means low threshold).
- ✅ Ensure a valid payment method is in place.
- ✅ Confirm or create the Pixel:
PE_Agcy_[ClientName]_Pixel. - ✅ Generate partner connection and grant access to:
- Director of Operations
- Marketing Manager
- Senior Media Buyers
- CSM Lead
- Assigned CSM
- MB (once assigned)
- ✅ Aim to complete Business Verification on this call.
📊 Threshold Scenarios #
🚦 If Threshold is Low: #
- 🟢 Create an Engagement Campaign immediately after connection + offer confirmation.
- 📭 If no recent FB Page activity:
- SMM sends the generic engagement post to the CSM.
- If CSM can’t get client content → SMM uses offer images for the engagement campaign.
- 📍 Geo = 5–10 mile radius around Med Spa address.
- ⏳ Duration = 7–10 days.
- 💰 Budget = 10% of total campaign budget, capped at $25/day.
- 📅 Always set an end date to avoid overspending.
⚠️ Disclaimer: Some ad accounts won’t scale successfully because Meta requests extra steps.
- In that case → engagement campaign budget increases from 10% → 25%.
- Campaign must continue running until threshold & daily spend limit are healthy.
- Engagement campaign stops only once the Conversion Campaign is spending properly and steadily.
📣 Escalation Step (if stuck after 14 days):
- MB notifies SMM, MM, and CSM in ClickUp.
- SMM decides whether to:
- 📞 Escalate to Meta Support, or
- 🔄 Adjust budget distribution / setup strategy.
🟢 If Threshold is High: #
- MB launches the Conversion Campaign directly.
- Start with daily budget for stability.
- If ad account has no Sales history → start with Leads objective instead of Sales.
- After the first Billing Cycle (BC):
- ✅ Keep daily, or
- 🔄 Switch to lifetime budget.
👥 Roles & Responsibilities #
Senior Marketing Manager (SMM)
- Creates partner connection.
- Updates Pixel info in ClickUp.
- Fills custom fields in ClickUp:
- FB Page Name
- FB MBA/Account Name
- FB Ad Account Name
Client Success Manager (CSM)
- Confirms offer, retail price, notes, address, extra context.
- Uploads everything to ClickUp.
Graphic Designer (GD)
- Assigned by Creative Strategist.
- Checks tech/offers match approved wording doc.
- If mismatch → reconfirm or escalate.
- Provides creatives for engagement campaign if requested.
Marketing Manager (MM)
- Supervises & coordinates readiness before MB assignment.
- Solves bottlenecks.
Senior Media Buyer (SMB)
- Once MB is assigned, specifies in ClickUp:
- Page name
- Ad account name
- Pixel code name
- Access granted: YES
- Plan: Conversion or Engagement (clear instructions provided).
Media Buyer (MB)
- Builds the Conversion Campaign following this SOP.
- Campaign naming: must include “CMBA”.
⏱️ Timeline & Estimates #
- MBs get all info 5 business days before the CSM QA call.
- CSM requires campaigns ready 3 business days before launch.
Engagement Campaign Build (if required): 3 business days
- Day 1 → Geo build
- Day 2 → Campaign setup
- Day 3 → QA
🔐 Special Cases #
Existing Clients (transitioning to CMBA):
- ⚠️ To avoid disrupting campaigns or confusing the client, especially when ad spend has been prepaid directly by the client, any transition from PEMBA to CMBA on existing clients will be executed at the start of the next billing cycle
- ❌ As the MB team, we need to avoid using this as a part of a strategy when the campaign is unresponsive for the reasons described above.
Communication via ClickUp (tagging SMM, MM, MB):
- CSM informs campaign now runs under CMBA.
- SMM confirms:
- Access ✅
- Pixel created ✅
- PE connected as partner ✅
- Portfolio, billing, and payments reviewed ✅
- SMM suggests:
- Conversion Campaign launch in next BC, or
- Run Engagement Campaign first → pushes conversion launch one BC later.
🔹 PEMBA Workflow SOP #
PEMBA = Patient Engine Meta Business Account
- 🏢 Ads run from the agency’s Business Portfolio, not the client’s.
- Used when:
- Client cannot / won’t run ads from their own account.
- Agency manages campaigns for efficiency/control.
⚡ Scenario 1: Agency Payment Method (Traditional Mode) #
- Campaigns under agency portfolio.
- 💳 Billing = Agency credit card.
- 🎯 Ownership = Agency responsible for spend/payments.
- Threshold = Agency’s portfolio (high & stable).
- ✅ Clarification: Use ad account per area + pixel per area.
- Process: Follow regular SOP for new campaigns.
- Assignment: MB assigned 5 business days after CSM QA call.
⚡ Scenario 2: Client Payment Method (Hybrid Mode) #
- Campaigns still under agency portfolio.
- 💳 Billing = Client’s payment method (card/PayPal).
- 🎯 Ownership = Client pays; agency manages campaigns.
- Pixel & Ad account:
- SMM assigns an old ad account.
- SMM assigns an old pixel.
- CSM requests FB Page access.
- Campaign naming: Must include “PEMBA”.
- SMM must inform MB which ad account + pixel to use.
✅ With this SOP, both CMBA and PEMBA processes are clearly defined, timelines are predictable, and all roles know their responsibilities.