Media plan.

02 · THE BRIEFING

1. I
   When to consider it
   You are launching a product, opening a market, or your CAC (cost to acquire a new customer) has drifted for three months without a clear culprit. It's the moment to re-frame the allocation before pouring more budget in.
2. II
   Why it matters
   Without a written media plan, you steer on gut. You over-invest on Meta because it ships fast, under-invest on LinkedIn because the cost-per-click stings. The real opportunity cost runs into tens of thousands over 12 months for a 5-50 M€ SME.
3. III
   What you get back
   A 12-month per-channel budget grid, indexed on your target CAC. A written arbitrage logic your teams can defend in board meetings. A frame to say no to ad reps pushing a new format every quarter.
4. IV
   How we run it
   We start from 12 months of GA4 and Meta / Google Ads history, before drafting a single line. We measure your real per-channel CAC in Looker Studio (Google reporting dashboards) fed by Funnel.io (marketing data lake), then test budget scenarios against your business goals. Delivered as a quarterly grid, adjustable monthly.
5. V
   What it unlocks
   Media arbitrages defendable at executive committee. A quarterly review loop no longer hostage to a single vendor. A clean base to plug in marketing automation downstream.

We get back to you within the week · scoping before any quote.

04 · WHAT WE WON'T WRITE IN AN RFP

A media plan is a business steering tool. Not a PowerPoint deck to approve.

Most media plans we inherit are strategic decoration: three slides, a per-channel mix, and no one knows how to recompute the target CAC if the basket moves. A useful plan is one that answers in 10 minutes the question "if I cut 30% of Meta budget, where do I shift it". If the decision mechanic is not written down, the agency vs freelance vs in-house debate replays every six months and no one settles it.

• 01

  CAC-calibrated allocation

  Each channel receives a budget tied to an acceptable acquisition cost, not to a historical share. You know in advance which channel you cut first if the margin tightens.

• 02

  Quarterly review loop

  The plan re-adjusts every three months on indicators agreed up front, not on the last agency report. Your teams know how to defend the arbitrages at the executive committee.

• 03

  Frame against pushy ad reps

  You receive four ad format proposals per month. The written plan gives you the criterion to say yes or no in 5 minutes. Ad reps stop reselling you the wheel every quarter.

• 04

  Media logic that stays yours

  If you change agency tomorrow, the plan stays with you, defendable. The new team picks up the grid, not three months of re-scoping from scratch.

05 · THE PLAY-BY-PLAY

Four steps. Five weeks on average. No budget surprise at the finish line.

1. 01

   We audit 12 months of history.

   Cross-reading of GA4 (opens in a new window) + Meta / Google Ads + Funnel.io (opens in a new window) (marketing data lake) over four quarters. We measure your real per-channel CAC, your marginal cost, and how much budget each channel can absorb before saturating. That is what makes the plan defendable rather than inspirational.

2. 02

   We model three budget scenarios.

   Base, prudent, aggressive scenarios. Each costed over 12 months with explicit CAC, basket and conversion rate assumptions. Modelling on Looker Studio (opens in a new window) (Google reporting dashboards) wired to BigQuery (opens in a new window) (Google dedicated data warehouse), not a hand-built spreadsheet.

3. 03

   We validate the grid with your CFO.

   90-minute workshop on call or onsite. We confront the modelling against your gross margin, cash plan, sales calendar. The plan doesn't ship until your CFO signs off in writing. No silent additions outside the quote after that.

4. 04

   We document the review loop.

   Quarterly Notion grid, threshold indicators, and a written reallocation procedure: if a channel drifts by X%, here is the move. Handover to your teams or your existing media agency. You then steer without vendor dependency.

07 · NOT YET FOR YOU IF

Three cases where laying down a media plan is not the top priority.

• You refuse to share your gross margin.

  Without visibility on your margin and average basket, we cannot calibrate a defendable target CAC. We can ship a generic plan, but it will be worth no more than the one ad reps push at you.

• Your yearly ad budget is below 80 k€.

  Below this threshold, multi-channel arbitrage has little room to manoeuvre. You will gain more by focusing on two mastered channels than by building a theoretical grid across five platforms.

• No one on your side will steer the grid afterwards.

  A media plan requires a minimum quarterly reading of two hours. If no one is dedicated to holding the rhythm, the grid becomes decorative after six months and you slip back to the mix-by-habit.

We open your budget grid. We tell you where the mix-by-habit costs you most.