How to manage Facebook Ads Failed Payments

Purpose

This SOP outlines the precise steps for managing failed client ad payments within Facebook (Meta) Ads Manager. Its core purpose is to systematically track payment failures, accurately calculate outstanding balances including GST where applicable, ensure timely and consistent communication with clients to resolve payment issues, and coordinate with the Marketing team to resume ad services once payment is successful. This guarantees continuous ad campaign performance, minimizes client disruption, and maintains precise financial and operational records for SWEAT Digital.

Scope

This SOP applies primarily to the Support Specialist role within SWEAT Digital, with critical triggers initiated by the Marketing Specialist. It covers the process from identifying a failed ad payment in Facebook Ads Manager to its resolution, including client communication, payment retry cycles, and internal team coordination.

Definitions

Roles & Responsibilities

Prerequisites

Before initiating this SOP, the following must be in place:

• Access to Monday.com with the necessary permissions to update Client Bible and the "Failed Payments" board.
• Access to Facebook/Meta Ads Manager with permissions to view Billing and Payment details.
• Access to Support Google Chat for notifications.
• Access to Help Scout for client communication.

Triggers

This process is triggered by:

• Marketing Specialist updates "Optimisation" column to "Failed" in Client Bible (Monday.com).

Step-by-Step Process

1. Initial Client Bible Check

• Action: Upon receiving a notification or during a scheduled check, navigate to the Client Bible board on Monday.com.

  Check "Billing" Column:

  • If the "Billing" column for the client indicates "SWEAT," immediately contact the Support Manager for guidance on how to proceed, as this client's billing is handled differently.
  • If the "Billing" column is blank, proceed with the standard workflow outlined in the following steps.

2. Identify and Initial Tracking of Failed Payments

Trigger: Marketing Specialist updates "Optimisation" column to "Failed" in Client Bible (Monday.com). Action: The Support Specialist receives a notification via Support Google Chat.

Upon Notification / Scheduled Check (Mon, Wed, Fri):

• Access Ads Manager: Navigate to Ads Manager > Billing and Payments to gather details for the failed payment.

  Update Monday.com "Failed Payments" Board:

  • Create a new item (or update an existing one) in the designated "Failed Payments" board on Monday.com.

    Include the following details:

    • Client Name
    • Date (of failed payment)

    • Amount (outstanding)

      Calculate Outstanding Amount (Australia Specific):

    • If Business Info indicates Tax ID and client is in Australia: The outstanding amount is as is.
    • If Business Info indicates NO Tax ID and client is in Australia: The outstanding amount is the Amount + 10% GST. (You will see the estimated tax as small print, e.g., "+ A$24.21 estimated tax" in the current balance).

3. Initiate Payment Retries and Client Communication (Attempt Loop)

For each outstanding failed payment in the Monday.com "Failed Payments" board:

• Retry Payment & Trigger Email (Attempt 1):
  • In the Monday.com "Failed Payments" board, click on the "Attempt 1" status column.
  • Choose "Failed" from the options. This action triggers an automated email notification to the client.

  • Verify Email Sent: Navigate to Help Scout and check the client's conversation history in the "Closed" mailbox to confirm the automated email was successfully sent.

    Continue Retries & Follow-ups (Every Monday, Wednesday, Friday):

  • The Support Specialist will continue to retry the payment in Ads Manager (by allowing Facebook/Meta's automated system to re-attempt) and follow up with the client.
  • Follow-up Sequence: Continue sending notifications utilizing the "Attempt 1," "Attempt 2," and "Attempt 3" options in Monday.com. After "Attempt 3," the cycle restarts, sending "Attempt 1" again, and so on, until the payment is settled.
  • Communication Goal: Communicate with the client as needed to settle the past due amount and push to reinstate the ads.

4. Special Considerations for Failed Payments

• Client Has Funds, But Payment Still Fails:
  • Reason: Banks can sometimes be extra cautious with Facebook Ads related charges, especially direct debits.
  • Action: Encourage the client to contact their bank to check for any restrictions or flags on transactions from Facebook Ads.
  • Alternative Payment Method: Encourage the client to use a different payment method by adding their new card via this link: https://link.studiohub.io/widget/survey/RD6V0YHphSYoOlYl9EO2

5. Confirm Successful Payment & Resume Services

• If Payment is Successful:
  • Update Monday.com: In the "Failed Payments" board, set the "Attempt" column status to "Paid."
  • This "Paid" status automatically triggers the "Payment Received" confirmation email to the client via Help Scout.
  • The item will automatically move to the "Paid" section within the Monday.com board, providing a clear record of resolution.
  • Notify Marketing Specialist: Immediately contact the assigned Marketing Specialist (e.g., via Google Chat) to inform them of the successful payment.
  • Resume Ads: The Marketing Specialist will then resume all relevant ads.
  • Update Client Bible: The Support Specialist will update the Client Bible to reflect the payment success, the status should be "To Do" from "Failed".

Notes

• Consistency is Key: Ensure you are checking for and managing failed payments every Monday, Wednesday, and Friday without fail.
• Accurate Tracking: Always update Monday.com immediately after each payment attempt and communication to maintain accurate records.
• Clear Communication: Ensure all client emails are personalized with the correct details and provide clear instructions for making payment.
• Client Bible Billing Column: Take note of the "Billing" column in the Client Bible. If it's "SWEAT," contact the Support Manager. If it's blank, follow the standard workflow outlined in this SOP.

Tools Used

Templates