Next Ads Plan (Global)

A plan without last period's data is guesswork, and guesswork is expensive. The order never changes: read the data, scale the winners, fix or stop the losers, then test something new. This is the last skill in the performance chain and the first skill of the next cycle.

Information gathering

Step 0 — always read the previous period first (mandatory input)

Before writing a single line of plan, you need:

1. Previous period performance report from 07-marketing-report-global or the tracking dashboard: spend, CPA, ROAS, leads, orders, broken out by channel, campaign, creative, and market.
2. Audit findings from 21-ads-audit-global or 03-performance-eval-global if the previous period had problems.
3. KPI target for the new period — unchanged or changed? If changed, recalculate with 10-reverse-kpi-global.
4. New period budget and any new offer or product entering the mix.

Missing the report means stop and either request the data or run 07-marketing-report-global first. If only part is missing, write the assumption explicitly into the plan.

Principles