Paid Media Master Planner

A monthly paid media plan, logged at line-item level, with pacing and a per-channel call on where budget should move.

Set the month, the budget and the split across twelve channels, and pick ROAS or CPA as the primary KPI — that choice decides how every channel is judged. Log a row per placement with spend, impressions, clicks, conversions and revenue, and six efficiency metrics follow. Channels rolls plan against actual and returns SCALE, HOLD or CUT.

WHAT'S INSIDE

Start Here — the legend, and what each of the six metrics is a signal of

Dashboard — the month in six numbers, from spend to date to channels worth scaling

Setup — month, budget, twelve-channel split, primary KPI and its target

Placements — one row per line item, flight dates, all six efficiency metrics

Channels — plan against actual per channel, and the CALL column

Pacing — daily and cumulative spend against ideal, pace index, projected month end

Report — a summary block of numbers with room for your written read

THE PART NOBODY ELSE BUILDS

Impressions, clicks and conversions stay three separate columns. Most budget templates collapse them, and every cost-per figure downstream goes meaningless, because you can no longer tell whether a rising CPA is an auction problem, a creative problem or a landing page problem. Keeping them apart lets CTR, CVR and CPM each say a different thing — and Start Here states what each is a signal of, including that ROAS is revenue over spend, not profit.

WHAT YOU GET

Excel workbook (.xlsx)

Google Sheets template — one click to copy

Setup instructions (PDF)

Walkthrough video — private link inside your download

Free updates for life

BEFORE YOU BUY

Works in Microsoft Excel and Google Sheets. No app, no subscription, no account. Built in EUR with monthly reporting periods and ISO dates. Licensed for personal or single-company use. Digital download — all sales final.