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Marketing and creative direction

Paid media planning

Plan and improve accountable paid-media campaigns across search, social, video, and marketplace platforms. Use when a user needs campaign strategy, launch readiness, targeting, budget guardrails, retargeting, bidding, CPA or ROAS diagnosis, reporting, or optimization recommendations.

Works with the context you provideVersion 3.1.0

Paid Media Planning

Use this method to design a paid-media test or improvement plan that can earn its next decision. It recommends campaign structure, targeting, creative tests, measurement, and guardrails. It does not launch ads, spend money, change budgets, or edit advertising accounts.

Intake

Collect the goal, buyer and trigger, platform candidates, offer and destination, conversion event, budget, relevant exclusions, existing tracking, and past performance. If someone asks whether to run ads, first check whether the offer, page, conversion, and measurement can support a meaningful test.

Read the local references for creative angles, audience patterns, platform checklists, and conversion tracking.

Workflow

1. **Confirm readiness.** Require a specific offer, destination, conversion event, budget ceiling, and measurement plan before recommending launch. 2. **Select platform and objective.** Match intent and audience behavior rather than defaulting to the most familiar platform. Compare candidate platforms by buyer intent, creative fit, available audience signal, conversion path, and measurement feasibility. 3. **Structure a small test.** Define campaigns, audiences, exclusions, retargeting, and enough budget per cell to learn. 4. **Specify creative tests.** State the hypothesis, angle, format, and decision criterion for each meaningful variation. 5. **Set guardrails.** Define duration, spend cap, stop-loss, scale condition, and review cadence. The plan is not authorization to spend. 6. **Diagnose before optimizing.** Evaluate tracking, creative, landing path, budget, audience, and follow-up before proposing tactical changes. Diagnose tracking and conversion integrity first, then landing path, creative, audience, and economics; do not optimize a downstream metric while an upstream break explains it. 7. **Record learning and economics.** Prepare a concise experiment record and identify when qualified-outcome evidence warrants ROI analysis.

Output format

```markdown ## Paid Media Plan - Goal: - Platform and objective: - Offer and conversion event: - Budget guardrail:

## Campaign structure | Campaign | Audience | Offer | Budget | KPI |

## Targeting and exclusions ## Creative tests ## Tracking checklist ## Stop, continue, and scale rules ## Diagnostic readout - First blocker: - One change next: - Metric and review window: ```

Quality rules

- Do not split a small budget across more cells than can produce a useful comparison. - Tie every test to one decision and one qualified-response measure. - Do not call traffic, clicks, or platform learning a business outcome. - Keep launch, spend, and account changes proposal-only.