Strategy & planning
A campaign plan that knows what it is supposed to sell, and how
A clear, costed plan for a launch or a quarter: the offer, the audiences, the channels, the budget and the numbers it needs to hit.
Most campaigns fail before a single ad runs. The offer is fuzzy, the audience is everyone, the budget is a guess, and nobody agreed what success looks like. Campaign planning fixes that. It turns a goal and a budget into a sequenced plan: who you are talking to, what you are saying, where, what it costs, and what each rand or dollar should return.
I have planned campaigns for brands like Coca-Cola, Sony and Audi at media agencies, and run marketing in-house where every campaign had to pay for itself. So I plan backwards from the number you care about, usually qualified leads or sales, then work out the spend, channels and angles that get there. You get a plan grounded in your real margins, not a deck of best practice.
What you get
- A written campaign brief: the goal, the single core offer, the target number, and the time window
- Defined audiences with the message and proof point that moves each one
- A channel and budget allocation across paid and owned, with the reasoning for each split
- A week-by-week sequence: what launches when, in what order, and why
- The measurement plan: the metrics that matter, the targets, and how each is tracked in GA4 (Google Analytics 4)
- A simple forecast of leads or sales at the proposed budget, with the assumptions written down so you can challenge them
How I do it
- 01
Pin down the one thing this campaign sells
We agree on a single core offer and the one number the campaign exists to move. A campaign that tries to sell everything sells nothing, so we get specific before anything else.
- 02
Map audiences to messages
For each audience worth reaching, I write the message and the proof point that actually lands with them. Same offer, different angle, depending on who is reading it and how ready they are to buy.
- 03
Allocate channels and budget to the goal
I split the budget across channels based on where your buyers are and what each channel realistically returns, drawing on channel strategy where the wider mix needs settling first. Every line has a number attached.
- 04
Sequence the launch and set the gates
I lay out what runs in what order across the campaign window, with check-in points where we read the early numbers and decide whether to scale, hold or cut. The plan is built to be worked and adjusted as the numbers come in.
- 05
Forecast and agree the targets
Before we spend, I forecast the likely leads or sales at the proposed budget and write down the assumptions behind it. You sign off knowing what good looks like and when you will know if it is working.
A few tools I’ve already built
Quick examples you can try right now, to show the kind of thing I make. When your business needs something specific, I build it custom.
yoursite.com
Same-day delivery in your city
+ 14 more headlines generated
Ad Copy Studio
Feed it a landing page and get a full set of search ad headlines and descriptions, sized to the character limits.
Sun's out, specials on. Tag a friend who needs this. #weekendvibes
Brand Voice Content Studio
Train it on a brand's past posts and it writes captions and short-video scripts in that voice, for any platform.
+ more pages
Local Page Generator
Generate area-by-service landing pages with the right local markup, at the scale agencies build by hand today.
What it does for the business
You walk into the campaign knowing what it should achieve, what it will cost, and how you will read whether it worked. That clarity stops the most common waste in marketing: money spent on a vague campaign nobody can later judge. With a clear offer, defined audiences and an agreed target, your spend works harder and you can tell week one from week four with numbers, not opinions.
The stack I use here
- Google Ads
- Meta Ads
- GA4
- Looker Studio
- HubSpot
- Claude
Common questions
Either. Some clients want only the plan so their own team can execute, and I hand over a document they can run from. More often I plan and then run it, since the same person planning the budget and reading the numbers keeps the campaign honest. We can agree which you want at the start.
Channel strategy decides your standing mix of channels over time. Budget and forecasting sets the year. Campaign planning is the specific, costed plan for one launch or one quarter: the offer, the audiences, the sequence and the target for this push. They fit together, and I will tell you if you need one of the others first.
Three things: what you sell and your rough margins, what a good month of sales or leads looks like, and the budget you have in mind. If you have past results from GA4 (Google Analytics 4) or your ad accounts, that sharpens the forecast. If you do not, I plan conservatively and we calibrate from the first weeks of real data.
Want this for your business?
Tell me where you want more customers. I read every message myself and come back to you, usually within a day.