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)