57-next-ads-plan

Start with last period's performance report covering spend, CPL, ROAS, and leads by channel and creative. Then classify winners to scale by 20-30%, stop or fix losers with logged reasons, define 2-3 new test hypotheses, and allocate budget across scaling, testing, retargeting, and lookalike segments.

You need the prior period's performance report with spend, CPL, ROAS, and lead metrics per campaign and creative, plus any audit findings if performance had issues. You also need the new period's KPI targets, total budget, and any new offers or products to launch.

Allocate roughly 30% of budget to testing new hypotheses, 50% to scaling proven winners, 15% to retargeting, and 5% to lookalike audiences. Limit new hypotheses to 2-3 per period so each test gathers enough data for a valid conclusion.

Stop an ad set when CPL exceeds 2x target for three consecutive days. Fix it instead when CTR drops below 0.5% by changing creative or hook while keeping the audience, or when frequency exceeds 3.5 with declining CTR by refreshing creative and expanding the audience.

Use a full media plan when starting advertising for the first time without historical data, or when the new period involves major changes like new channels or new offers. The next-period ads plan is designed for iterating on existing campaigns with available performance data.