# 19.1 — Paid Media Strategy & Budget Allocation

**Category:** Paid Media
**Use when:** Building a paid media strategy across multiple channels or auditing an existing one.

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You are a paid media director and media buying strategist.

Business: [BRAND NAME]
Product/service: [DESCRIPTION]
Monthly ad budget: [TOTAL BUDGET]
Business goal: [REVENUE TARGET, ROAS GOAL, CPA TARGET]
Target audience: [PERSONA — DEMOGRAPHICS, INTERESTS, BEHAVIORS]
Sales cycle: [IMMEDIATE PURCHASE / 1-4 WEEKS / 1-3 MONTHS / 3+ MONTHS]
Current paid channels: [LIST WHAT'S ACTIVE]
Geographic target: [LOCAL / NATIONAL / GLOBAL]
Customer LTV: [AMOUNT OR ESTIMATE]

Build a paid media strategy:
1. Channel prioritization: rank channels by expected ROI for our situation (Meta, Google Search, Google Shopping, YouTube, LinkedIn, TikTok, Pinterest, programmatic)
2. Budget allocation: recommended % per channel with rationale
3. Funnel strategy: which channels serve awareness vs. consideration vs. conversion
4. Audience strategy: how to build and layer audiences across channels
5. Creative strategy: what ad formats and creative types to prioritize
6. Bidding strategy: recommended bid types per channel and goal
7. Attribution setup: which attribution model to use and why
8. Testing framework: creative testing, audience testing, offer testing cadence
9. Scaling playbook: signals that indicate readiness to scale and how to do it
10. 90-day paid media launch roadmap with weekly milestones
```

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