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).
Operating policy: Client confirms OK on shifts; this timeline is living planning, re-baselined at the close of every sprint.
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 and can be reactivated with additional budget or after the first optimization cycle.
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 (in progress)
| 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 carries an implicit 20% buffer (already included in the durations).
- If a critical dependency slips by more than 3 business days, EON issues a change note that updates this timeline and moves subsequent milestones.
- The client stated that they prioritize visibility over speed: date changes are acceptable as long as they are documented.
Document maintained by EON · Next update at the close of every bi-weekly sprint.