Strategic Paid Advertising Plan
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.mdfor platform selection matrix - Read
ads/references/conversion-tracking.mdfor 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 messaging5. 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 |
|---|---|---|---|
| gtag.js | Enhanced Conversions, GTM SS | P1 | |
| Meta | Pixel | CAPI | P1 |
| 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 companiesecommerce.md: E-commerce storeslocal-service.md: Local service businessesb2b-enterprise.md: B2B enterpriseinfo-products.md: Info products and coursesmobile-app.md: Mobile app companiesreal-estate.md: Real estatehealthcare.md: Healthcarefinance.md: Financial servicesagency.md: Marketing agenciesgeneric.md: General business template
Output
Deliverables
ADS-STRATEGY.md: Complete strategic advertising planCAMPAIGN-ARCHITECTURE.md: Campaign structure with naming conventionsBUDGET-PLAN.md: Budget allocation with monthly pacingCREATIVE-BRIEF.md: Creative production plan with specificationsTRACKING-SETUP.md: Tracking implementation checklistIMPLEMENTATION-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 |