THE PLAYBOOKS / PAID TRAFFIC

PPC Campaign Planning Worksheet

Plan one campaign for one offer and one audience before you spend anything. Leave forecast fields blank until you have real Keyword Planner data—never fill them with guesses. Pair it with the PPC Planner at /ppc-planner/ to run the numbers.

01Write the one-sentence campaign brief.

We want [buyer] who needs [help] to take [action] for [offer], at an acquisition cost below [limit].

02What counts as a qualified inquiry?

Name the criteria you will actually check: business type, problem, budget or readiness.

03What is the one primary conversion?

Usually a completed booking or inquiry. List the later stages you will track separately.

04Which platform first, and why?

Match the channel to how this buyer looks for help. Note what would justify a second test.

05Which keyword themes will you test?

For each: intent, buyer problem, forecast volume and CPC (with source date), and the landing page.

06Which searches will you exclude?

List each negative with its match type, scope (campaign/account), and reason.

07Draft the ad assets.

Up to 15 headlines (≤30 characters) and 4 descriptions (≤90). Each must make sense on its own.

08Does the landing page keep the ad’s promise?

Headline, who it’s for, deliverables, fit, proof, scope and price, one primary action.

09How will you measure it, end to end?

Delivery, conversion, and commercial levels. Note where attribution could break (scheduler, domains).

10What can you afford to pay for a click?

Target acquisition cost × click-to-lead rate × lead-to-customer rate. Show the inputs you used.

11What is the test budget and loss limit?

Expected clicks × forecast CPC, capped at what you can afford to lose. Set review dates now.

12Weekly review: what did you change and why?

One major change at a time. Record the hypothesis, the change, the date, and the next decision.

Notes are yours; example answers are hypothetical. Field completion does not validate a plan.