---

name: paid-media-plan description: > Plan paid media campaigns — channel selection, budget allocation, targeting, creative requirements, bidding strategy, and benchmarks. TRIGGER when: user says /paid-media-plan, needs to plan advertising spend, or asks about PPC/paid social strategy. argument-hint: "[relevant context]" user-invocable: true

Paid Media Plan

Process

Step 1: Define Campaign Objectives

Objective	KPI	Channel Fit
Awareness	CPM, Reach	Display, Video, Social
Consideration	CPC, CTR	Search, Social, Native
Conversion	CPA, ROAS	Search, Retargeting, Shopping
Retention	LTV, Repeat rate	Email, Social retargeting

Step 2: Select Channels

Channel	Strengths	Best For	Budget %
Google Search	High intent	Bottom funnel	X%
Google Display	Scale, targeting	Awareness, retargeting	X%
Meta (FB/IG)	Targeting, creative	Full funnel	X%
LinkedIn	B2B targeting	B2B awareness, leads	X%
YouTube	Video reach	Brand, education	X%
TikTok	Young audience, virality	Awareness, engagement	X%

Step 3: Allocate Budget

Channel	Monthly Budget	Target CPA	Expected Volume
[channel]	$X	$X	X conversions

Step 4: Define Targeting

Dimension	Strategy
Demographics	Age, gender, income, education
Geography	Countries, regions, cities, radius
Interests	Platform-specific interest categories
Behavior	Purchase behavior, device usage
Custom audiences	CRM lists, website visitors, lookalikes
Exclusions	Existing customers, irrelevant audiences

Step 5: Plan Creative

Format	Specs	Variants Needed
Static image	Per platform specs	3-5 per audience
Video	15s/30s/60s	2-3 per message
Carousel	3-10 cards	2 per audience
Text ads	Headlines + descriptions	5-10 per ad group

Step 6: Set Optimization Plan

Week	Action
1	Launch all variants, broad targeting
2	Pause underperformers, reallocate budget
3	Test new creative based on learnings
4	Optimize bids, narrow targeting
Monthly	Full performance review, budget reallocation

Output Format

## Paid Media Plan: [Campaign]
### Budget: $[X]/month across [N] channels
### Channels: [allocation table]
### Targeting: [strategy summary]
### Creative: [requirements list]
### Optimization: [cadence and approach]

Quality Checklist

• Objectives tied to business goals
• Channel mix matches funnel stage
• Budget allocation based on historical performance
• Creative plan covers all ad formats
• Optimization cadence defined

Edge Cases

• For limited budgets, focus on 1-2 channels rather than spreading thin
• For new brands with no data, start with awareness before conversion
• For B2B, LinkedIn often outperforms despite higher CPMs