Technical Writing for PPC Specialists: Creating SOPs That Teams Actually Follow

During my time at AdStage, I learned the critical importance of documentation for PPC teams. As both a technical writer and PPC specialist, I had the unique opportunity to see how proper documentation could transform campaign management effectiveness. This experience has shaped how I approach creating standard operating procedures (SOPs) for PPC teams.

The challenge is clear: creating standard operating procedures that people actually use. This skill complements the tactical approaches I've outlined in my articles on SKAGs for Google Ads and Meta's Advantage+ Shopping campaigns.

The issue isn't usually the procedures themselves – it's how they're written, structured, and integrated into workflows. Here's how I approach transforming PPC documentation to improve team performance and client results.

Why Most PPC SOPs Fail

Before diving into solutions, let's diagnose the problem. Most PPC SOPs fail because they:

• Read like technical manuals – dense, boring, and difficult to follow
• Focus on what, not why – they dictate actions without explaining reasoning
• Aren't integrated into daily workflows – they exist separately from the tools teams actually use
• Try to cover everything – resulting in overwhelming 50+ page documents nobody has time to read
• Aren't maintained – they quickly become outdated as platforms change

I've seen many agencies with comprehensive "PPC Playbooks" that precisely no one had read cover-to-cover. They're comprehensive but utterly useless in practice.

The SOP Transformation Process

Here's the step-by-step process I use to create SOPs that teams actually follow:

1. Start with user research (yes, really)

I spend time shadowing each team member, observing their actual workflows (not what they claim they do). This reveals:

• Where inconsistencies are causing the biggest problems
• Which processes are already working well
• How team members actually consume information during their workday
• The specific pain points each person experiences

This research is invaluable. For example, I've discovered that most team members keep Chrome tabs open with specific tools and references while working. This led directly to solution formats that work within their existing habits.

2. Create modular, context-specific SOPs

Instead of one massive document, I create a system of modular SOPs organized by task context:

SOP Type	Format	Example
Quick Reference Guides	Single-page checklists	Campaign Launch Checklist
Process Flows	Visual flowcharts	Budget Pacing Decision Tree
Video Tutorials	2-5 minute screencasts	Setting Up Conversion Tracking
Chrome Extensions	Custom-built tools	Account Audit Helper

Each SOP focuses on a specific task and is designed to be consumed in the context where it will be used. The Chrome extension approach has been particularly effective – adding custom buttons to the Google Ads interface that guide specialists through processes right where they need them. This approach is especially helpful when implementing complex strategies like the YouTube Ads framework I've detailed in another article.

"The difference was night and day. Before, I'd have to stop what I was doing, hunt down the right document, then try to translate it to what I was working on. Now, the guidance is right there when I need it, in a format that makes sense for what I'm doing."

3. Focus on the why, not just the what

Every SOP should include a clear explanation of why each step matters. For example, instead of just saying "Set your campaign budget to 10x your target CPA," explain:

This context transforms compliance. Team members aren't just following rules – they understand the strategic reasoning and can make better decisions when edge cases arise.

4. Build maintenance into the process

SOPs are living documents that need regular updates. I implement:

• Monthly platform change reviews – dedicated time to update SOPs based on platform changes
• Feedback mechanisms – easy ways for team members to flag outdated information
• Version control – clear tracking of what changed and when
• Ownership assignment – specific team members responsible for maintaining each SOP

The Results: Beyond Consistency

When implemented properly, this SOP system typically delivers:

• 30%+ improvement in client retention – directly attributed to more consistent performance
• 40-50% reduction in QA issues – fewer mistakes and oversights
• Faster onboarding for new team members
• Improved team satisfaction – less frustration and more confidence

But perhaps most importantly, the SOPs become a competitive advantage. Agencies can promote their "proprietary campaign management system" to prospects, turning what had been an internal process into a selling point.

Key Takeaways for Your PPC Team

If you're struggling with SOP adoption in your PPC team, remember:

1. Format matters as much as content – design for how people actually work
2. Context is crucial – deliver guidance where and when it's needed
3. Explaining "why" drives compliance – people follow processes they understand
4. Maintenance isn't optional – outdated SOPs are worse than no SOPs

The technical writing principles that make for effective documentation apply doubly to PPC SOPs. Clear, concise, contextual, and current – these are the hallmarks of SOPs that actually get used.

For more on optimizing your PPC operations, check out my case study on reducing CPC with SKAGs or learn about my approach to TikTok advertising for DTC brands. If you're interested in video advertising, my YouTube Ads Masterclass provides complementary strategies.