What you will learn
- Select channels based on the brief, the audience, and the goal
- Assign each channel a role, a KPI, and a share of the budget
- Plan a testing phase before committing the full budget
Use your brief to choose channels. Ask where the audience spends time, how they search for this product, and what the business can realistically maintain. A clinic with clear search demand might lead with Google Search ads and local SEO. A clothing brand might lead with Instagram content and Meta Ads. Choose two to four channels and explain each choice in one or two sentences.
Give every channel a clear job. For example, Google Search ads capture people ready to book, Meta Ads build awareness and retarget website visitors, SEO and Google Business Profile build long-term free traffic, and WhatsApp follow-up converts enquiries. Present this as a table with columns for channel, role, funnel stage, main KPI, and monthly budget, so the client can see how the parts fit together.
Split the budget according to each channel's role, then keep some aside to learn. A sensible approach is a first month of testing, with smaller budgets spread across a few ad groups, audiences, and creatives, followed by moving money towards whatever produces enquiries at an acceptable cost. Include non-ad costs too, such as content production, tools, and your own time, so the total is honest.