Project timeline — CIAL D&B Ads Management
Version: 1.1 · Cut-off date: 2026-05-27
Period covered: 12 weeks (2026-05-18 → 2026-08-07).
Mode: Q2–Q3 pilot with two campaigns (CIAL360 Credit + Compliance landing).
Historical note. This is the original 12-week plan drafted at the start of the pilot. The pilot launched in late May 2026 and closed in early July 2026, before the plan was completed. It is kept as a record of the original plan, not as a live schedule.
1. Summary view — phases and weeks
| # |
Phase |
Start |
End |
Duration |
Closing milestone |
| 1 |
Discovery & validation |
Wk 1 (May 18) |
Wk 2 (May 29) |
2 wks |
Discovery sign-off |
| 2 |
Technical setup |
Wk 2 (May 25) |
Wk 4 (Jun 12) |
3 wks |
End-to-end tracking validated |
| 3 |
Landings — copy and build |
Wk 3 (Jun 1) |
Wk 6 (Jun 26) |
4 wks |
Landings published on staging |
| 4 |
Creatives and ad copy |
Wk 4 (Jun 8) |
Wk 6 (Jun 26) |
3 wks |
Creative set + copy approved |
| 5 |
QA and pre-launch |
Wk 6 (Jun 22) |
Wk 7 (Jul 3) |
2 wks |
Full checklist + go/no-go |
| 6 |
Pilot launch |
Wk 7 (Jun 29) |
Wk 8 (Jul 10) |
2 wks |
Campaigns active and stabilized |
| 7 |
Iterative optimization |
Wk 8 (Jul 6) |
Wk 12 (Aug 7) |
5 wks |
Migration to Smart Bidding where applicable |
| 8 |
Reporting and Q4 plan |
Wk 12 (Aug 3) |
Wk 12 (Aug 7) |
1 wk |
Executive report + Q4 plan |
2. Visual Gantt (Mermaid)
gantt
title CIAL D&B — 12-week plan (Q2–Q3 2026 pilot)
dateFormat YYYY-MM-DD
axisFormat %d-%b
excludes weekends
section 1. Discovery
Kickoff and stakeholder interviews :a1, 2026-05-18, 5d
Strategy validation with client :a2, after a1, 3d
ABM target account list :a3, 2026-05-20, 7d
section 2. Technical setup
LinkedIn / Google / Meta access :b1, 2026-05-25, 4d
GTM + GA4 + LinkedIn Pixel + Meta Pixel:b2, after b1, 6d
Salesforce → offline conversions :b3, 2026-06-01, 8d
Base Looker Studio dashboard :b4, 2026-06-04, 6d
section 3. Landings
Credit copy approved by CIAL :c1, 2026-06-01, 5d
Compliance copy approved by CIAL :c2, 2026-06-01, 7d
Credit landing build in Webflow :c3, after c1, 8d
Compliance landing build in Webflow :c4, after c2, 10d
Cross-browser and mobile QA :c5, 2026-06-22, 5d
section 4. Creatives and ads
Dashboard mockups + illustrations :d1, 2026-06-08, 10d
LinkedIn copy per angle (A/B/C) :d2, 2026-06-08, 7d
Google RSA copy per product :d3, 2026-06-08, 5d
Creative + copy approval by CIAL :d4, 2026-06-22, 5d
section 5. QA and pre-launch
End-to-end tracking QA :e1, 2026-06-22, 5d
Upload campaigns in draft :e2, 2026-06-29, 4d
Go/no-go meeting :e3, milestone, 2026-07-02, 1d
section 6. Launch
LinkedIn Credit + Compliance — Live :f1, 2026-06-29, 5d
Google Search Non-brand — Live :f3, 2026-07-06, 5d
Remarketing Display + Meta — Live :f4, 2026-07-13, 5d
section 7. Optimization
Weekly copy and bid iteration :g1, 2026-07-13, 21d
Migration to Smart Bidding (≥30 conv) :g2, 2026-07-27, 10d
Hero variant A/B test :g3, 2026-07-20, 14d
section 8. Reporting
Month-1 executive report :h1, 2026-07-27, 3d
Q4 plan + budget reallocation :h2, 2026-08-03, 5d
The Branded Search campaign is deferred from the initial allocation, behind the Non-brand baseline.
3. Week-by-week (granular)
Week 1 — 2026-05-18 → 2026-05-22
| Category |
Activity |
Owner |
Deliverable |
| Discovery |
Official project kickoff with CIAL stakeholders |
EON + CIAL |
Kickoff minutes |
| Discovery |
1:1 interviews with CCO, CRO and Commercial Director |
EON |
Interview notes |
| Discovery |
Validation of this strategy document |
CIAL |
Approval or adjustments |
| Discovery |
Formal access request (LinkedIn, Google, Meta, Salesforce) |
CIAL IT |
Open tickets |
Week 2 — 2026-05-25 → 2026-05-29
| Category |
Activity |
Owner |
Deliverable |
| Discovery |
Discovery close + signed minutes |
EON + CIAL |
Discovery minutes |
| Technical setup |
GTM container verified; LinkedIn Insight Tag confirmed firing |
EON |
Pilot tag spec under EON_PILOT_ prefix |
| Technical setup |
Google Ads pilot campaign CIAL360 Credit - MX - 2026 Q2 - Search Non-brand created and paused |
EON |
Campaign ID 23883887275 |
| Technical setup |
LinkedIn pilot Ad Set LIA Credit Prospecting - 2026Q2 created in Draft |
EON |
Ad Set ID 739402054 |
| Technical setup |
Lookalike seed list CIALDB_LAL_2026-05-25 uploaded |
EON |
LinkedIn processing |
| Ads — Credit |
RSA #2 built for Credit Non-brand (15 headlines + 4 descriptions, risk + D&B credibility angle). RSA #1 baseline at 9 of 15 headlines pending completion. |
EON |
See Weekly update — May 25–27 |
| Budget |
Daily budget set to MXN 300/day on Credit Non-brand (MXN 9,000/month) |
EON |
Budget aligned with pilot allocation |
| Pending |
Page-level "Sponsored Content Poster" permission for LinkedIn ad publication |
CIAL Page Super Admin |
Required to publish ads |
| Discovery |
ABM list v1 (500 Credit accounts + 500 Compliance accounts) |
CIAL Sales |
CSV delivered |
Week 3 — 2026-06-01 → 2026-06-05
| Category |
Activity |
Owner |
Deliverable |
| Technical setup |
Salesforce → offline conversions (lead status sync) |
CIAL IT + EON |
Integration working with test data |
| Technical setup |
Looker Studio dashboard v1 (base structure) |
EON |
Dashboard URL |
| Landings |
Credit copy approved by CIAL Marketing |
CIAL Marketing |
Written approval |
| Landings |
Compliance copy approved by CIAL Marketing + Compliance |
CIAL Marketing + Compliance |
Written approval |
Week 4 — 2026-06-08 → 2026-06-12
| Category |
Activity |
Owner |
Deliverable |
| Technical setup |
End-to-end tracking QA (events reaching GA4 and Salesforce) |
EON |
QA report |
| Landings |
Credit landing build in Webflow |
EON / Webflow vendor |
Landing on staging |
| Landings |
Compliance landing build in Webflow (both sections) |
EON / Webflow vendor |
Landing on staging |
| Creatives |
Mockup brief and visual-asset production |
EON |
Signed brief |
| Creatives |
LinkedIn ad copy by angle A/B/C (Credit + Compliance) |
EON |
Drafts in shared doc |
Week 5 — 2026-06-15 → 2026-06-19
| Category |
Activity |
Owner |
Deliverable |
| Landings |
UX refinement (mobile + desktop) |
EON |
Landings v2 on staging |
| Creatives |
Production of visuals and dashboard mockups |
EON Design |
Set delivered in Figma |
| Creatives |
Google RSA copy (15 headlines + 4 descriptions per product) |
EON |
Drafts in shared doc |
Week 6 — 2026-06-22 → 2026-06-26
| Category |
Activity |
Owner |
Deliverable |
| Landings |
Final cross-browser and mobile QA |
EON |
Approved QA report |
| Landings |
Production publication of both landings |
EON + CIAL Webflow |
Public URLs |
| Creatives |
Final creative approval by CIAL |
CIAL Marketing |
Written approval |
| Pre-launch |
Upload campaigns to LinkedIn and Google Ads in draft |
EON |
Draft screenshots |
| Pre-launch |
Tracking QA in real conditions (test form submission) |
EON |
Report |
Week 7 — 2026-06-29 → 2026-07-03
| Category |
Activity |
Owner |
Deliverable |
| Pre-launch |
Go/no-go meeting |
EON + CIAL |
Approval minutes |
| Launch |
LinkedIn Ads go-live (Credit + Compliance Prospecting) |
EON |
Active campaigns |
| Launch |
Google Search Non-brand go-live (Credit + Compliance) |
EON |
Active campaigns |
| Operations |
Daily monitoring of delivery, CPL and QS |
EON |
Internal daily standup |
Week 8 — 2026-07-06 → 2026-07-10
| Category |
Activity |
Owner |
Deliverable |
| Operations |
First optimization round: pause keywords without traction |
EON |
Changelog |
| Operations |
Lead-quality validation with CIAL Sales (MQL quality) |
CIAL Sales + EON |
Quality report |
| Reporting |
Mid-month checkin with client |
EON |
Minutes |
Week 9 — 2026-07-13 → 2026-07-17
| Category |
Activity |
Owner |
Deliverable |
| Launch |
Remarketing go-live (Display + YouTube + Meta) |
EON |
Active campaigns |
| Optimization |
A/B hero test (Variant A vs B vs C) per product |
EON |
Test configuration |
| Optimization |
Bid adjustment week 1 (max delta 20%) |
EON |
Changelog |
Week 10 — 2026-07-20 → 2026-07-24
| Category |
Activity |
Owner |
Deliverable |
| Optimization |
Quality Score analysis and rewrite of ad groups with QS<6 |
EON |
Changelog |
| Optimization |
LinkedIn creative refresh (fatigue) |
EON |
Set v2 published |
| Reporting |
Weekly status report |
EON |
PDF |
Week 11 — 2026-07-27 → 2026-07-31
| Category |
Activity |
Owner |
Deliverable |
| Optimization |
Migration to Smart Bidding (campaigns with ≥30 conversions) |
EON |
Changelog |
| Optimization |
Pause keywords with CPA > 2× target |
EON |
Changelog |
| Reporting |
Month-1 executive report |
EON |
PDF + session with CIAL |
Week 12 — 2026-08-03 → 2026-08-07
| Category |
Activity |
Owner |
Deliverable |
| Reporting |
Q2–Q3 pilot close meeting |
EON + CIAL |
Minutes + decisions |
| Q4 plan |
Budget reallocation by channel and product |
EON |
Q4 plan proposal |
| Q4 plan |
LATAM expansion roadmap (Colombia, Peru, Chile) |
EON |
Roadmap proposal |
4. Key milestones
| # |
Milestone |
Week |
Target date |
| M1 |
Discovery closed and validated |
2 |
2026-05-29 |
| M2 |
End-to-end tracking validated |
4 |
2026-06-12 |
| M3 |
Landings published in production |
6 |
2026-06-26 |
| M4 |
Pilot launch |
7 |
2026-06-29 |
| M5 |
First lead-quality report with CIAL Sales |
8 |
2026-07-10 |
| M6 |
Month-1 executive report |
11 |
2026-07-31 |
| M7 |
Q4 plan and budget reallocation |
12 |
2026-08-07 |
5. Critical dependencies
These dependencies are blocking: if one slips, the timeline shifts.
- Platform access (Wks 1–2): without external-admin access to LinkedIn Campaign Manager, Google Ads, and Meta Business, technical setup cannot proceed. Owner: CIAL IT.
- LinkedIn Page permission (Wk 2 onward): the "Sponsored Content Poster" role on the CIAL Dun & Bradstreet Company Page is required to publish LinkedIn ads beyond Draft. Owner: CIAL Page Super Admin.
- ABM list (Wk 2): without a target-account list there is no matched audience and no Customer Match. Owner: CIAL Sales/Marketing.
- Salesforce → offline conversions (Wks 3–4): without this integration, Smart Bidding migration in Wk 11 cannot proceed. Campaigns stay on manual CPC with higher CPL. Owner: CIAL IT + EON.
- Approval of ad and landing copy (Wk 6): without written sign-off from CIAL Marketing + Compliance + Legal, campaigns cannot launch. Owner: CIAL.
- Lead-quality validation by CIAL Sales (Wk 8): without the qualification loop, automated bidding optimizes for low-quality leads. Owner: CIAL Sales.
6. Buffer and slippage policy
- Each phase carried an implicit 20% buffer (already included in the durations).
- The plan provided that if a critical dependency slipped by more than 3 business days, EON would issue a change note updating the timeline and subsequent milestones.
Original plan drafted by EON. Retained as a historical record of the pilot.