Workshop 4 · Phase 5 & 6

Campaign Plan & Budget

A complete 2-week test plan. Most startup campaigns fail not because the product is bad — but because the test was too small, too short, or too unfocused.

Section 1 — Campaign Brief

Campaign name

Platform

Campaign objective

Target audience (paste summary from Sheet 1)

Primary ad variant to lead with

Variant A Variant B Variant C

Section 2 — Budget Calculator

The $50 Test Calculator

Set a small test budget first. After 5–7 days (the algorithm's learning phase), read the results and scale winners.

Total test budget (€)

Campaign duration (days)

Estimated CTR (%) Industry avg: 0.8–2% for social ads

Estimated conversion rate (%) % of clicks that become customers

Average CPM (€) Cost per 1,000 impressions — typical €5–15 for Meta

Your product's estimated LTV (€) Lifetime value of one customer

Estimated results

Daily budget €3.57

Estimated impressions 6,250

Estimated clicks 94

Estimated conversions 3

Estimated CAC €18.75

Enter your product's LTV above to see the CAC vs LTV comparison.

Section 3 — KPI Targets

Minimum acceptable CTR	%
Maximum acceptable CAC	€
Target conversions in test period	customers

Success definition

Section 4 — Week-2 Decision Gate

What will you do after the learning phase?

If CTR > target AND CAC < target (Winner!)

We will:

If CTR > target BUT CAC > target (Optimise)

We will:

If CTR < target (Rewrite)

We will:

Section 5 — Campaign Timeline

Day	Milestone	What we'll do / noticed
Day 1	Campaign goes live
Day 3	Check delivery (is it spending?)
Day 7	First read — don't change yet, still learning
Day 10	Decision point — make adjustments
Day 14	Campaign ends — full debrief

Section 6 — Team Sign-off

Team members

Instructor name

Submission date