Service Process Map & ClickUp Blueprint
A living document mapping how Adfinity delivers each service — from client onboarding through ongoing work. This drives the ClickUp implementation and serves as a process improvement framework.
How to Use This Document
Each service section maps the current process end-to-end: who does what, when, with which tools, and where things get stuck. It also flags opportunities for improvement — including AI/automation, simplification, and better handoffs.
Team members: Review your service areas. Flag anything that's wrong, missing, or could be better. Items marked Draft need your input. Items marked Confirmed have been validated.
This directly informs how we build ClickUp — every process step here becomes a task template, status, or automation in the system.
Team & Roles
Reference for who's involved across service delivery. Each process step maps back to one of these roles.
Directors
Core Team
Change Log
Client Onboarding
From signed deal to first deliverable — the handoff from sales into active service delivery.
High-Level Flow
Detailed Step Breakdown
| Step | Who | Action | Tools | Output | Status |
|---|---|---|---|---|---|
| Deal Won | BD | Mark deal as won in CRM. Record services, retainer value, contract terms, start date. | Pipedrive | Won deal record with complete scope info | Draft |
| Handoff Brief | BD → PM | Complete onboarding brief: client overview, services, expectations, retainer, key contacts, any quirks. Share relevant proposal/contract docs. | Slack / ClickUp / Meeting | Completed onboarding brief | Draft |
| Project Creation | AM (Nui) | Create project in ClickUp using client template. Set up folder structure. Assign default team. Create billing ticket (for Musmee). Link Google Drive folder. | ClickUp, Google Drive | Active project with structure | Draft |
| Access & Assets | Nui + Specialist | Request and collect: ad account access, social media logins, Google Analytics/Search Console access, brand guidelines, logos, fonts, past content. | Email, Google Drive | All credentials and assets filed | Draft |
| Kick-Off Meeting | Nui + Lead Specialist | Align on goals, KPIs, reporting cadence, communication preferences, approval process, key dates. Confirm scope. | Google Meet / In-person | Kick-off notes, confirmed scope | Draft |
| Initial Strategy/Audit | Specialist | Service-specific: account audit (paid), content audit (social), site audit (SEO), competitive analysis. Produce initial strategy or recommendations. | Varies by service | Strategy deck or audit report | Draft |
Clients often slow to provide ad account access, social logins, and brand assets. This delays the start of actual work by days or weeks.
BD-to-PM handoff can lose context if done informally. Scope details, client expectations, and contract specifics sometimes get lost.
Create a standardised onboarding checklist in ClickUp that auto-generates when a new client project is created. Include all access requests, asset collection, and setup tasks with due dates.
Pipedrive "deal won" → auto-create ClickUp project from template (via Pipedrive integration or Make/Zapier). Auto-generate Google Drive folder structure. Auto-send onboarding email to client requesting assets.
Paid Media
Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, Shopee Ads — campaign management from setup to ongoing optimisation.
After the general client onboarding (above), these are the paid media-specific setup steps.
Detailed Steps
| Step | Who | Action | Tools | Trigger / Input | Output |
|---|---|---|---|---|---|
| Platform Access | Paid Specialist | Request manager/admin access to Google Ads, Meta Business Suite, TikTok Ads Manager, LinkedIn Campaign Manager, Shopee Seller Centre as applicable. Set up MCC links. | Ad Platforms, Email | Client onboarding complete | Full platform access confirmed |
| Tracking Setup | Paid Specialist | Verify or install: Google Tag Manager, Meta Pixel, TikTok Pixel, LinkedIn Insight Tag, Google Analytics 4, conversion goals. Test all events. | GTM, GA4, Platform tools | Platform access granted | All tracking verified and firing |
| Account Audit | Paid Specialist | Review: campaign structure, keyword/audience quality, ad copy performance, landing pages, budget allocation, wasted spend, conversion paths. | Ad Platforms, Google Sheets | Platform access | Audit findings document |
| Strategy Creation | Paid Specialist + Tim | Define: campaign objectives (awareness/traffic/conversions), audience segments, platform budget split, KPI targets, testing plan. | Google Docs/Slides | Audit findings + client goals | Paid media strategy document |
| Client Approval | AM (Nui) | Present strategy to client for review and approval. Manage feedback cycle. | Email / Meeting | Strategy document | Approved strategy |
| Creative Brief | Paid Specialist | Write creative briefs for each campaign: ad formats needed, copy direction, visual direction, CTAs, platform specs. | ClickUp / Google Docs | Approved strategy | Creative briefs for designer |
| Creative Production | Designer (Beennie/Dunk) | Design ad creatives per brief. Multiple sizes/formats per platform. Internal review before client review. | Adobe Suite / Canva | Creative brief | Ad creative files |
| Campaign Setup | Paid Specialist | Build campaigns: campaign/ad set/ad structure, targeting, bidding strategy, budget, schedule, tracking parameters (UTMs). | Ad Platforms | Approved creatives + strategy | Campaigns ready to launch |
| Launch | Paid Specialist | Final check, then activate campaigns. Monitor first 24–48 hours closely for any issues. | Ad Platforms | Fully built campaigns | Live campaigns |
Client slow to grant ad account access — especially Thai clients who need internal approvals. Can delay launch by 1–2 weeks.
Tracking setup often reveals issues with client websites (no GTM, broken pixels, missing conversion events) that require web developer involvement not in scope.
AI-assisted account audits: feed platform data into an LLM to generate initial audit findings and recommendations, saving specialist time on analysis.
Standardise the onboarding checklist by platform (Google, Meta, TikTok, etc.) so nothing gets missed. Auto-generate as subtasks in ClickUp.
The recurring monthly cycle for active paid media clients. This is the core operational loop.
Detailed Monthly Cycle
| Task | Who | Frequency | Detail | Tools |
|---|---|---|---|---|
| Performance Monitoring | Paid Specialist | Daily/Weekly | Check key metrics (spend pacing, CPA, ROAS, CTR, conversion volume). Flag anomalies. Make small optimisations (bid adjustments, budget reallocation, negative keywords). | Ad Platforms, AgencyAnalytics |
| Campaign Optimisation | Paid Specialist | Weekly | Deeper optimisation: audience refinement, ad scheduling, placement analysis, search term review (Google), A/B test evaluation. Pause underperformers, scale winners. | Ad Platforms |
| Creative Review | Paid Specialist | Bi-weekly/Monthly | Assess creative fatigue (frequency, declining CTR). Brief new creatives when needed. Coordinate with designer on production timeline. | Ad Platforms, ClickUp |
| New Creative Production | Designer (Beennie/Dunk) | As needed | Design new ad creatives per brief. Internal review by specialist and/or Nui/Tim. Revisions. Client approval if required. | Adobe / Canva, ClickUp |
| Monthly Report | Paid Specialist | Monthly | Compile: spend vs. budget, key metrics vs. KPIs, campaign-level breakdown, insights and learnings, next month recommendations. | AgencyAnalytics, Google Sheets |
| Internal Review | Tim and/or Nui | Monthly | Review report before it goes to client. Add strategic commentary. Case by case — not every client every month. | Google Docs / ClickUp |
| Client Report Delivery | AM (Nui) / Specialist | Monthly | Send report to client. Schedule review call if needed. Document client feedback and action items. | Email, Google Meet |
| Budget & Invoice Alignment | Nui + Musmee | Monthly | Confirm actual spend vs. budget. Flag any overspend or underspend. Coordinate with billing. | Ad Platforms, Xero/FlowAccount |
Creative production turnaround. When ads fatigue, new creatives need to be briefed, designed, reviewed, and approved before uploading — this pipeline can take 1–2 weeks and campaigns suffer while waiting.
Internal review step. Nui/Tim reviewing reports adds quality but also time. Need to streamline — not every report needs deep review for every client.
Auto-generate monthly report drafts from AgencyAnalytics data using AI — specialist reviews and adds insight rather than building from scratch. Could save 2–4 hours per client per month.
AI-generated ad copy variations for A/B testing. Feed brand voice + past winners into an LLM to produce copy options, then specialist curates best ones.
Set creative refresh cycles proactively (e.g., every 4 weeks) rather than waiting for fatigue signals. Brief designer in advance so creatives are ready before they're needed.
Tiered internal review: high-value clients get Tim review, standard clients get Nui review, small clients get specialist self-review. Saves gatekeeper time.
Campaign launches, seasonal pushes, product launches, or one-time projects outside the regular monthly retainer scope.
| Phase | Who | Action | Timing |
|---|---|---|---|
| Scoping | Nui + Specialist | Define campaign objective, budget, timeline, deliverables, success metrics. Confirm if within retainer or additional fee. | Day 1–2 |
| Strategy | Paid Specialist + Tim | Campaign-specific strategy: audience, messaging, platform selection, budget allocation, testing plan. | Day 2–5 |
| Creative Production | Designer (Beennie/Dunk) + Specialist | Campaign-specific creatives. Often higher volume/complexity than ongoing refresh. | Day 5–10 |
| Build & Launch | Paid Specialist | Campaign setup, QA, launch. Intensive monitoring in first 48 hours. | Day 10–12 |
| Mid-Flight Optimisation | Paid Specialist | Active optimisation during campaign run. May include creative swaps, budget reallocation, audience adjustments. | Campaign duration |
| Wrap-Up Report | Paid Specialist | Post-campaign analysis: results vs. objectives, key learnings, recommendations for future campaigns. | Within 1 week of end |
Influencer Marketing
Identifying, briefing, and managing influencer partnerships and campaigns (e.g., Rajadamnern).
| Step | Who | Action | Output |
|---|---|---|---|
| Brand & Audience Brief | Nui + Zack | Understand the brand, target audience, campaign goals, budget for influencer fees, content usage rights requirements. | Influencer marketing brief |
| Influencer Criteria | Zack | Define ideal influencer profile: niche, follower count range, engagement rate thresholds, platform focus, content style, audience demographics. | Selection criteria document |
| Influencer Sourcing | Zack | Research and compile shortlist of potential influencers. Include follower counts, engagement rates, past brand collaborations, estimated fees. | Influencer shortlist for client review |
| Client Selection | Nui | Present shortlist to client. Client selects preferred influencers. Discuss budget allocation per influencer. | Approved influencer list |
Influencer responsiveness — some take weeks to reply, submit content late, or need multiple rounds of revision. Hard to control external timelines.
AI-assisted influencer research: use AI to analyse engagement quality, audience authenticity, brand fit scoring from public profile data. Faster shortlisting.
Build an influencer database in ClickUp or Google Sheets — track past collaborations, performance, fees, responsiveness. Saves research time on repeat campaigns.
SEO
Search engine optimisation — technical SEO, content optimisation, link building, and organic growth.
| Step | Who | Action | Tools | Output |
|---|---|---|---|---|
| Access Setup | SEO Specialist | Get access to Google Search Console, Google Analytics 4, CMS (WordPress/Shopify/etc.), hosting if needed for technical changes. | GSC, GA4, CMS | Full analytics and CMS access |
| Technical Audit | SEO Specialist | Crawl site for technical issues: indexing problems, site speed, mobile usability, broken links, duplicate content, schema markup, XML sitemap, robots.txt. | Screaming Frog, Ahrefs, PageSpeed Insights | Technical SEO audit report |
| Keyword Research | SEO Specialist | Identify target keywords: search volume, difficulty, intent mapping, competitor analysis, content gap analysis. Group by topic clusters. | Ahrefs, Google Keyword Planner | Keyword strategy document |
| Content Audit | SEO Specialist | Audit existing content: what ranks, what doesn't, content gaps, optimisation opportunities, pages to consolidate or remove. | Ahrefs, GSC, GA4 | Content audit and recommendations |
| SEO Strategy | SEO Specialist + Tim | Build 3–6 month SEO roadmap: quick wins, technical fixes, content plan, link building approach, KPI targets (rankings, traffic, conversions). | Google Docs/Slides | SEO strategy and roadmap |
| Client Presentation | Nui + Specialist | Present audit findings and strategy. Get buy-in on priorities and timeline. Clarify dependencies (e.g., dev resources for technical fixes). | Google Meet / In-person | Approved SEO roadmap |
| Task | Who | Frequency | Detail | Tools |
|---|---|---|---|---|
| Rank Tracking | SEO Specialist | Weekly | Monitor target keyword rankings. Flag significant movements (up or down). Identify new ranking opportunities. | Ahrefs, GSC |
| Technical Monitoring | SEO Specialist | Weekly/Monthly | Check for new crawl errors, indexing issues, site speed regressions, core web vitals changes. | GSC, Screaming Frog |
| Content Creation | SEO Specialist / Writer | Monthly | Write new SEO-optimised content (blog posts, landing pages) per the content plan. Include keyword targeting, internal linking, meta tags. | CMS, Google Docs |
| On-Page Optimisation | SEO Specialist | Monthly | Optimise existing pages: title tags, meta descriptions, heading structure, content updates, internal linking improvements. | CMS |
| Link Building | SEO Specialist | Monthly | Outreach for backlinks, guest posts, directory listings, broken link building. Track new links acquired. | Ahrefs, Email |
| Monthly Report | SEO Specialist | Monthly | Organic traffic, keyword rankings, conversions, technical health, work completed this month, plan for next month. | AgencyAnalytics, GA4, GSC |
AI-assisted content creation: generate first drafts of SEO content from keyword briefs + competitor analysis. Specialist edits for accuracy and brand voice. Could double content output.
Automated rank tracking alerts: if a key target keyword drops more than 5 positions, auto-create a ClickUp task flagged as urgent for investigation.
Create SEO content briefs as ClickUp task templates — keyword, word count, competitor URLs, internal linking targets, meta tag guidance — so writers have everything in one place.
Production / Content Creation
Photography, videography, and on-location content production (e.g., LAB Pharmacy's dedicated content creator).
| Step | Who | Action | Output |
|---|---|---|---|
| Scope Definition | Nui + Tim | Define production scope: how many shoots per month, content types (photo/video/both), locations, usage rights, output formats, deadlines. | Production scope document |
| Style & Visual Direction | Creative Lead | Establish visual style: mood boards, reference images, colour palettes, composition preferences, brand do's/don'ts for visuals. | Visual style guide |
| Equipment & Logistics | Content Creator (Ink) | Confirm equipment, location access, any permits needed, props/styling requirements. Set up file delivery process (Google Drive structure). | Logistics plan |
Production timelines dependent on external factors (location availability, weather, talent schedules). Hard to fit into a strict sprint cadence.
For clients with dedicated creators (like LAB), batch content shoots to cover 2–4 weeks of content at once. Reduces scheduling overhead and ensures a content buffer.
AI-assisted post-production: use AI tools for initial photo culling, background removal, basic colour grading, or video rough cuts. Creator refines from there.
Client Review & Approval Process
A cross-cutting process that affects every service. One of the biggest bottleneck areas identified by the team.
The Problem
Some clients (particularly in Thailand) require explicit permission before any content is published or campaign is launched. Approval can take days or weeks. The team has tried auto-approval policies (e.g., "we'll publish after 7 days without feedback") but this risks losing clients.
This needs to be managed differently from "Blocked" status in ClickUp — client review is an expected, planned pause, while blocked is an unexpected halt.
Proposed Client Approval Flow
"Client Review" as a dedicated status. Automation: when task enters this status, start a timer. Auto-notify PM at 3 days if no update. Track average approval time per client for pattern identification.
Tier clients by approval behaviour: "fast approvers" (24–48hr), "standard" (3–5 days), "slow" (7+ days). Build this into timeline planning — don't assume fast turnaround for slow approvers.
Reporting
Performance reporting across all services — from data collection to client delivery.
| Report Type | Who | Frequency | Content | Tools |
|---|---|---|---|---|
| Client Performance Report | Service Specialist | Monthly | Service-specific KPIs, spend, results, insights, recommendations. Varies by service type. | AgencyAnalytics, Google Sheets |
| Client KPI Dashboard | Gae (paid), Specialist (other) | Ongoing / Live | Paid campaign KPIs being migrated to AgencyAnalytics for live client-facing views. Currently quarterly manual update in Google Sheets. | AgencyAnalytics, Google Sheets |
| Director Dashboard | System (automated) | Live / Weekly | Project status across all clients, team workload, profitability. Top-level health check. | ClickUp Dashboards |
| Profitability Report | Tim / System | Monthly | Time tracked vs. retainer value per client. Identify over-serviced and under-serviced clients. | ClickUp + Everhour (migrating) |
Weekly AI-generated task completion summaries (start weekly, then daily). Workload distribution alerts if someone is overloaded. Overdue task escalation. All possible via ClickUp automations + AI integration.
Director/PM dashboard is a must-have: project status snapshot, team workload, profitability filters. Practical and usable — not information overload.
Time Tracking
Migrating from Everhour to ClickUp native time tracking. Critical for profitability analysis.
Current State → Future State
Now: Team tracks time in Everhour. Works well, people are used to it. Time tracked against retainer values for profitability calculations.
Future: Time tracking built into ClickUp. Mandatory on all tasks (review later if by-project is more efficient). Must be able to calculate: time spent per client vs. retainer value = profitability per client.
Key requirement: No team resistance expected — people already track time. The switch needs to be seamless so the habit carries over.
Enable ClickUp native time tracking from Day 1. Mandatory on all tasks initially. Set up time estimate fields on task templates so team can compare estimated vs. actual time.
Custom fields on client projects: retainer value, billing cycle. Dashboard formula: total hours × team member rate vs. retainer = margin. Future integration with Xero/FlowAccount.
ClickUp — Proposed Structure
How the process maps above translate into ClickUp Spaces, Folders, Lists, and Templates.
Hierarchy
Workspace: Adfinity
Space: Each client = 1 Space (e.g., "CCOO", "Santas Home", "LAB Pharmacy")
Folder: Each service = 1 Folder within the client space (e.g., "Paid Media", "Social Content")
List: Time-based or project-based grouping (e.g., "March 2026", "Q1 Campaign")
Tasks: Individual deliverables with subtasks for steps
Alternative: Service-First Structure
Space: Each service type (e.g., "Paid Media", "Social Content", "SEO")
Folder: Each client within the service
Lists: Monthly work, campaigns, etc.
Decision needed: client-first vs. service-first. Client-first is better if PMs manage by client. Service-first is better if specialists manage by service type. Can use ClickUp views to show both perspectives regardless of hierarchy.
Templates Needed
| Template | Trigger | Contains |
|---|---|---|
| Client Onboarding | New client signed (Pipedrive deal won) | All onboarding tasks: access requests, kick-off meeting, asset collection, billing setup |
| Paid Media — Monthly | Recurring (auto-create monthly) | Monitoring, optimisation, creative refresh, reporting, client review |
| Social Content — Monthly | Recurring (auto-create monthly) | Content calendar, copywriting, design, internal review, client approval, scheduling, reporting |
| Influencer Campaign | Manual (new campaign scoped) | Sourcing, outreach, briefing, content review, go-live, reporting |
| SEO — Monthly | Recurring (auto-create monthly) | Rank tracking, technical checks, content creation, optimisation, link building, reporting |
| Production Shoot | Manual (per shoot) | Brief, pre-production, shoot day, post-production, review, delivery |
| One-Off Campaign | Manual (per campaign) | Scoping, strategy, creative production, build, launch, optimisation, wrap-up report |
Statuses & Automations
The agreed status workflow and automations to reduce manual overhead.
Status Workflow (Agreed)
Key Automations
| Trigger | Action | Purpose |
|---|---|---|
| Task → "In Progress" | Auto-assign to the designated specialist for that service/client | Reduce manual assignment |
| Task → "Internal Review" | Auto-notify Nui (and Tim for specific clients). Change assignee to reviewer. | Nui/Tim know immediately when something needs review |
| Task → "Client Review" | Start a timer. Auto-remind PM at 3 days. Log date entered. | Track client responsiveness, prevent things getting lost |
| Task → "Revision Needed" | Re-assign to original creator. Notify them with revision notes. | Fast feedback loop back to the right person |
| Task → "Blocked" | Notify PM with reason. Add to "Blocked" dashboard view. | Visibility on blockers for PM triage |
| Task → "Completed" | Log completion time. Update project progress. Notify PM. | Automatic progress tracking |
| Monthly recurring | Auto-create next month's task list from template for each active client/service | No manual setup needed each month |
Integrations
Prioritised integration plan — what connects from Day 1 vs. later phases.
Phase 1 — Required from Start
| Integration | Purpose | How |
|---|---|---|
| Google Drive | Link client files, assets, and documents to ClickUp tasks. Single source of truth for file storage. | Native ClickUp integration |
| Slack | Notifications on task updates. Create tasks from Slack messages. Keep comms and PM in sync. | Native ClickUp integration (configure carefully to avoid noise) |
| Pipedrive | Deal won → auto-create onboarding project in ClickUp. BD gets visibility on onboarding tickets. | Zapier/Make or Pipedrive native |
Phase 2 — Add When Stable
| Integration | Purpose | How |
|---|---|---|
| Xero / FlowAccount | Financial visibility — link retainer values and invoicing to project data for profitability calculations. | Zapier/Make or API |
| AgencyAnalytics | Pull reporting data into ClickUp or auto-trigger report tasks when data is ready. | Zapier/Make |
| Google Calendar | Sync deadlines and meetings. Needs careful setup — avoid duplication with ClickUp's own calendar view. | Native ClickUp integration (needs testing) |
Slack notifications note: The team is firm on minimising noise. Whatever integration setup is used, it should be as simple as possible — as little clutter and information overload as possible. Better to under-notify and let people check ClickUp than to over-notify and have people ignore everything.
Rollout Plan
4-month phased rollout. Everhour stays active until ClickUp is proven.
Fallback Plan
If the pilot reveals significant problems: continue using Everhour for active work while fixing ClickUp issues. Keep a single managed framework and SOP — don't let things split across two systems longer than necessary. Fix problems as they come rather than waiting to flag them.
Project lead: Josh. Budget: ClickUp Business at $29/user/month. Phase 1 (build) can use free plan or single seat.
Adfinity — Service Process Map & ClickUp Blueprint
Last updated: March 2026 · Project Lead: Josh · System Owners: Nui & Tim
Social Media Content
Content planning, creation, approval, and publishing across Meta (Facebook/Instagram), LinkedIn, and TikTok.
This is the core monthly loop. Tim and Nui noted that a single ClickUp ticket (e.g., "March Social Media Content") should contain subtasks for each phase — with automatic notifications and people changing based on stage.
Detailed Monthly Cycle
Client approval delays — especially Thai clients who need internal sign-off. Some require permission to post every piece. The team has tried setting 7-day auto-approval policies but clients may leave instead.
Internal review (Nui/Tim) is a gatekeeper step. Content bounces back and forth between specialist, designer, and reviewer. Need automation to reduce this overhead.
AI-assisted copywriting: generate first-draft captions from content pillars + brand voice guide. Specialist edits and refines rather than writing from scratch. Could cut copywriting time by 40–60%.
Auto-assign in ClickUp: when content calendar moves to "Design" status, automatically assign designer and notify them. When design is done and moved to "Review", auto-notify Nui/Tim.
Separate "Client Review" from "Blocked" status. If client hasn't responded in X days, auto-escalate to PM. Track average client approval time per client to identify patterns.
Batch content production: shoot all visual content for the month in one session where possible (especially for clients with consistent visual styles). Reduces designer context-switching.