Strategic Paid Advertising Plan

Strategic planning is where the 10-Principle Thinking Framework (see ads/references/thinking-framework.md) earns its weight. THINK and CONNECT (Lateral) dominate — first-principles unit economics combined with cross-platform leverage are what make a plan strategic rather than prescriptive. FEEL gates the messaging and audience choices; ACCEPT gates the constraints (budget, timeline, team capacity).

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