Atlas Portal

Playbooks

Interactive reference guides for the team.

Paid Ads Playbook

Angles, hooks, formats, mirroring, testing, production cadence.

Content Ideation Playbook

1 topic to 15+ pieces. The Content Prism for organic social.

How to do things

Procedures with click-paths. Follow them rather than remembering them.

Campaign naming
Existing campaigns are not being renamed. Everything here applies to campaigns created from
Channels: when to talk in one, and when not to
Alex, 20 Sep 2026: "the channels are not very clear and super messy. it's like when are we doing
Client reporting
Three reports, and only three. Every client gets all three.
Daily ad account check
Owner: the media buyer. When: every morning, before anything else.
Day as usual: who touches what, and where it gets recorded
One page for the whole team. ClickUp is where work is planned and talked about. Calendar is where
How we work at Atlas
One page. If you remember nothing else, remember the five in bold.
Lead follow-up
What happens to a lead from the moment it lands to the moment it is won or dropped. This is the
Naming: one code per client, one id per deliverable, one shape per name
Alex, 18 Sep 2026: "they name things like 'vanity metric' or 'full suite agency' and I don't know
Reporting: weekly and monthly, who writes what, by when
Alex, 18 Sep 2026: "an AM will have to do reporting, once a week and every month. the reports should
Revisions: who comments, how many rounds, where
Alex, 18 Sep 2026: "sometimes it's the creative strat that does the commenting, sometimes the AM,
Rules of work
One page of rules, one line each, with the reason. This is what a new person is trained on and what
Sales pipeline
How a lead moves from form fill to client, who touches it at each step, and which numbers we judge
SOP — Check the month is comparable
Who: Account Manager · When: before drafting a client report
SOP — Client onboarding
The five-step process from the live onboarding deck, and what the portal does at each step.
SOP — Draft angles
Who: Creative Strategist · When: angle material exists and the client needs new creative
SOP — Draft the report
Who: Account Manager · When: after reconciling the numbers
SOP — GCP service account for Drive access
How the portal's Google credential was created, including the trap. Audience: whoever has to
SOP — Generate Meta ad statics
Who: Delivery · When: a campaign needs creative · Time: under a minute per set
SOP — Google Workspace: calendars, meeting notes, Drive
Why nobody could see anyone else's calendar or notes, and the configuration that fixes it.
SOP — Ingest client content
Who: Creative Strategist · When: onboarding a client, or any time new content exists
SOP — Promote facts to angle material
Who: Creative Strategist · When: after ingesting and deconflicting a client's content
SOP — Read the strategy readout
Who: Media Buyer · When: weekly, before making any changes to the account
SOP — Read-only Meta ad account access for the portal
Alex asked for evidence, not assurance, before granting access to the remaining clients. The naive
SOP — Reconcile the numbers
Who: Account Manager · When: after checking completeness, before drafting the report
SOP — the back-catalogue corpus
Turn delivered videos into style sheets and reconstructed scripts, then index them into the portal. This
SOP — the video editor
Run a cut of an ad from footage to a Frame.io version. The tool is video-pipeline/; its architecture,
SOP — Work the deconflict queue
Who: Creative Strategist, escalating to Founder on high severity
When an account is in trouble
Out of creatives, performance collapsed, budget exhausted: tell the account manager, not the

How this system decides

The reasoning behind the guardrails. Worth disagreeing with — a rule nobody can see is a rule nobody can challenge.

Where this is going

Vision, architecture and the thinking behind the parts that are not obvious.