Advertising Operating Terms & Expectations

Scope of Advertising Services

Paid advertising services involve the strategic management of ad delivery, messaging structure, and performance interpretation within third-party advertising platforms. Outcomes are influenced by multiple external variables, including market conditions, creative inputs, audience behavior, and platform dynamics. Advertising performance cannot be isolated to a single factor.

Minimum Advertising Commitment

While fixed-term contracts are not required, a minimum three-month commitment is necessary for all paid advertising engagements. This time frame allows advertising systems to stabilize, respond to accumulated behavioral data, and produce information that can be evaluated with confidence rather than speculation. Decisions made too early are often based on noise rather than reliable signal.

Performance Phases

Advertising performance unfolds in phases. Early activity is used to establish baseline response patterns and system behavior. Subsequent phases focus on improving alignment and consistency. Performance should be evaluated over time, not by isolated results or short-term fluctuations.

Evaluation of Performance

Performance is assessed through observed response behavior and directional consistency rather than single metrics or daily changes. Advertising rarely fails instantly; it reveals patterns gradually. Campaign management prioritizes accurate interpretation over reactive adjustment.

Adjustments, Continuation, or Discontinuation

If performance does not support continued investment after the minimum commitment period, advertising may be paused, adjusted, or discontinued. Continuing spend without supporting evidence is not part of how advertising engagements are managed. The goal is clarity and responsible decision-making, not forced continuation.

Early Discontinuation

While a three-month commitment is required to evaluate advertising responsibly, either party may discontinue the engagement early due to circumstances unrelated to campaign performance. This may include operational changes, personal circumstances, or determination that the working relationship is not a fit.

If advertising is discontinued prior to the end of the three-month period, no early cancellation fees apply. Services conclude as of the termination date. Fees already paid for months in which work has commenced or been completed are non-refundable.

No Guarantees

Specific outcomes cannot be guaranteed. Paid advertising operates within systems and markets that include variables beyond direct control. What is guaranteed is responsible use of ad spend, transparent communication, and honest assessment of what the data supports — even when that means advising against continued advertising.

Creative Responsibility

Advertising services include ad structure, messaging strategy, and campaign management. Video performance, on-camera delivery, production quality, and brand presentation are not controlled unless explicitly agreed upon. When creative inputs limit performance, this is communicated directly rather than masked through increased spend or unnecessary adjustments.

Website Considerations

While website functionality can influence outcomes, under performance is more commonly related to alignment rather than access. Advertising effectiveness is shaped by how a business is presented before a user reaches the website, not solely by on-page elements.

Communication & Updates

Advertising performance is monitored continuously, but interpretation improves over time. Clients are kept informed through regular check-ins designed to provide clarity without reacting to short-term fluctuation.

Email is the primary communication channel for all advertising engagements to ensure clarity, documentation, and efficient coordination. Communication cadence (weekly or biweekly) is established during onboarding based on campaign activity and client preference. Updates focus on observed patterns, overall direction, and relevant considerations rather than day-to-day metric changes.

Performance-Based Pricing

Performance-only or results-based pricing is not offered. These arrangements are only viable in limited circumstances involving high, predictable sales volume and robust attribution infrastructure. In most cases, they incentivize short-term decision-making that undermines responsible advertising management.

Advertising Judgment

Paid advertising is not executed through fixed formulas, public checklists, or generic templates. Decisions are made based on context, observed behavior, and experience. Not all campaigns or angles are appropriate for paid traffic, and advertising spend is not forced where evidence does not support it.