ads-plan

Strategic Paid Advertising Plan

Strategic planning is where the 10-Principle Thinking Framework (see ads/references/thinking-framework.md) earns its weight. THINK and CONNECT (Lateral) dominate — first-principles unit economics combined with cross-platform leverage are what make a plan strategic rather than prescriptive. FEEL gates the messaging and audience choices; ACCEPT gates the constraints (budget, timeline, team capacity).

Process

1. Discovery

• Business type, products/services, target audience
• Current advertising status (active platforms, spend, performance)
• Goals: brand awareness, lead generation, e-commerce sales, app installs
• Budget range (monthly/quarterly)
• Timeline and urgency
• In-house team capacity vs agency needs

2. Competitive Analysis

• Identify top 3-5 competitors
• Analyze their ad presence across platforms (Google Ads Transparency, Meta Ad Library)
• Estimate competitor spend levels and platform mix
• Identify messaging themes and creative approaches
• Note keyword/audience gaps (opportunities competitors are missing)

3. Platform Selection

• Load industry template from assets/ directory
• Match business type to recommended platform mix
• Read ads/references/budget-allocation.md for platform selection matrix
• Read ads/references/conversion-tracking.md for tracking setup requirements
• Assess platform fit based on:
  • Target audience demographics per platform
  • Product/service type suitability
  • Budget requirements per platform (minimums)
  • Sales cycle length and attribution needs
  • Creative capabilities and content availability

4. Campaign Architecture

Naming Convention

[Platform]_[Objective]_[Audience]_[Geo]_[Date]

Example: META_CONV_Prospecting_US_2026Q1

Campaign Structure Template

Account
├── Brand Campaign (always-on, protect brand terms)
├── Non-Brand Prospecting
│   ├── Campaign 1: [Top Funnel - Awareness]
│   │   ├── Ad Group/Set 1: [Audience A]
│   │   └── Ad Group/Set 2: [Audience B]
│   ├── Campaign 2: [Mid Funnel - Consideration]
│   │   ├── Ad Group/Set 1: [Interest-based]
│   │   └── Ad Group/Set 2: [Lookalike/Similar]
│   └── Campaign 3: [Bottom Funnel - Conversion]
│       ├── Ad Group/Set 1: [High-intent]
│       └── Ad Group/Set 2: [Custom audience]
├── Retargeting
│   ├── Website Visitors (7-30 days)
│   ├── Engaged Users (video views, social engagement)
│   └── Cart Abandoners / Form Starters
└── Testing
    └── New audiences, formats, or messaging

5. Budget Planning

Monthly Budget Distribution

Read ads/references/budget-allocation.md for the 70/20/10 framework.

Tier	Allocation	Purpose
Proven (70%)	Primary platforms with proven ROI	Revenue engine
Scaling (20%)	Platforms showing promise	Growth engine
Testing (10%)	New platforms or strategies	Innovation

Budget Pacing

• Month 1-2: heavy testing, expect higher CPA (learning)
• Month 3-4: optimize based on data, tighten targeting
• Month 5-6: scale winners, kill losers, expand
• Ongoing: 70/20/10 maintenance with quarterly reviews

6. Creative Strategy

Content Pillars

• Pain Point: address specific problems your audience faces
• Social Proof: testimonials, case studies, reviews
• Product Demo: show the product/service in action
• Offer: promotions, free trials, lead magnets
• Education: teach something valuable related to your product

Creative Production Plan

Priority	Asset Type	Platforms	Quantity
P1	Product/service videos (15-30s)	Meta, TikTok, YouTube	5-10
P2	Static images with copy	Google, Meta, LinkedIn	10-15
P3	Carousel/collection	Meta, LinkedIn	3-5
P4	UGC/testimonial video	TikTok, Meta	3-5
P5	Long-form video (1-3 min)	YouTube	2-3

7. Tracking Setup Plan

Before launching any ads, ensure tracking is configured:

Platform	Client-Side	Server-Side	Priority
Google	gtag.js	Enhanced Conversions, GTM SS	P1
Meta	Pixel	CAPI	P1
LinkedIn	Insight Tag	CAPI (2025)	P2
TikTok	Pixel	Events API + ttclid	P2
Microsoft	UET Tag	Enhanced Conversions	P2

8. Implementation Roadmap

Phase 1: Foundation (Weeks 1-2)

• Install all tracking pixels and server-side tracking
• Set up conversion events and goals
• Create campaign structure and naming conventions
• Build initial audiences (custom, lookalike/predictive)
• Produce first batch of creative assets

Phase 2: Launch (Weeks 3-4)

• Launch campaigns on primary platform(s) first
• Set conservative budgets and bidding (Maximize Clicks / Lowest Cost)
• Monitor daily for the first 7 days
• Verify conversion tracking is firing correctly

Phase 3: Optimize (Weeks 5-8)

• Analyze initial data (minimum 2 weeks of data)
• Adjust bidding strategies based on conversion volume
• Kill underperforming ad groups/creatives (3x Kill Rule)
• Launch secondary platforms
• Begin A/B testing (creative, landing pages, audiences)

Phase 4: Scale (Weeks 9-12)

• Scale winning campaigns (20% rule)
• Expand to testing platforms (10% budget)
• Implement advanced strategies (ABM, Shopping feeds, Smart+)
• Monthly performance reviews

Industry Templates

Load from assets/ directory based on detected or specified business type:

• saas.md: SaaS companies
• ecommerce.md: E-commerce stores
• local-service.md: Local service businesses
• b2b-enterprise.md: B2B enterprise
• info-products.md: Info products and courses
• mobile-app.md: Mobile app companies
• real-estate.md: Real estate
• healthcare.md: Healthcare
• finance.md: Financial services
• agency.md: Marketing agencies
• generic.md: General business template

Output

Deliverables

• ADS-STRATEGY.md: Complete strategic advertising plan
• CAMPAIGN-ARCHITECTURE.md: Campaign structure with naming conventions
• BUDGET-PLAN.md: Budget allocation with monthly pacing
• CREATIVE-BRIEF.md: Creative production plan with specifications
• TRACKING-SETUP.md: Tracking implementation checklist
• IMPLEMENTATION-ROADMAP.md: Phased rollout timeline

KPI Targets

Metric	Month 1	Month 3	Month 6	Month 12
ROAS	Baseline	Target -20%	Target	Target +20%
CPA	Baseline	Target +30%	Target	Target -10%
CVR	Baseline	+10%	+20%	+30%
CTR	Baseline	+15%	+25%	+30%
Budget	Testing	Optimizing	Scaling	Maintaining