Which offer is worth testing
Separate services with different intent, value and sales capacity. The plan should reflect how the business actually operates rather than combine unlike audiences and offers into one forecast.
Media plan · Google Ads · Campaign economics
A media plan should explain what must happen to recover the investment
Before allocating spend between campaigns, we connect demand with sales capacity and business margin. The document makes assumptions, expenses and decision criteria visible so you can update the plan as actual data arrives.
InvestmentMedia, preparation and fees separated
AssumptionsThe source of each number
DecisionsWhen to continue, adjust or pause
Quick answer
What belongs in a media plan?
Goals, audience, channels, timing, budget and evaluation method. Lead generation also needs estimates for CPL, closing rate and margin per sale. Label each figure as an observation or an assumption. A plan guides decisions; it does not guarantee outcomes.
What the plan must explain
How much the test requires
Distinguish Google media spend, fees, pages and creative. An average daily budget does not mean identical spending every day. Review limits and timing according to the campaign and budget type.
Which outcome supports continuing
Connect enquiry volume with sales and contribution margin. Define how to check lead quality, when to assess the sample and what to do if CPC, conversion or sales capacity changes.
Interactive plan
What data can you use for the plan?
Choose your situation to interpret the estimates correctly.
Use ranges and a bounded test
Record assumptions and allow time to validate measurement, demand and lead quality. A single CPL figure without enough evidence remains an assumption.
Check the economics of your media plan
Editable example using your assumptions. This is not a market forecast or a promise of sales.
Enquiries—
Calculated sales—
Margin after advertising—
Break-even CPL before other costs—
Before launch
A media plan you can review
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Our approach
How we prepare the plan
Collect data
Review the offer, campaign history and sales capacity. Identify missing information and who can confirm it.
Build scenarios
Connect spend, enquiries and sales. Compare plausible changes and disclose the costs left out of the calculation.
Update with results
Replace assumptions with verified observations. Adjust campaigns and budgets when the data support a decision.
Frequently asked questions
Frequently asked questions
Does the plan guarantee a customer count?
No. It is a decision tool built from data and assumptions. Competition, conversion, sales handling and other factors can change during a campaign.
Is the simulator result net profit?
No. It is estimated contribution margin after advertising and excludes fees, fixed costs and taxes. It also excludes repeat purchases. Add those costs to assess the whole business.
Why does daily spending vary?
Google can distribute spending unevenly for campaigns using an average daily budget. Most have daily and monthly limits; check the budget type and its conditions before planning.
What if actual CPL exceeds the estimate?
Check measurement and lead quality first. Then review searches, landing pages and sales conversion. Update the scenario and decide what to change with a sufficient sample.
Build a plan you can validate
Share your offer, available results and budget. We will organise assumptions and decisions so the document remains useful after launch.