Sample Plan — This plan was generated by the Council for a fictional business. Your plan will be fully tailored to your specific brief, budget, and goals.
Media Plan
Bloom & Co
Executive Summary
Bloom & Co's $3,000 monthly budget is best deployed across Meta (Instagram), Google Search, and Display — channels well-matched to a discovery-led purchase journey for sustainable homewares. With strong lifestyle imagery but no video assets, the strategy concentrates spend where still creative performs and deliberately avoids channels that require video to deliver ROI. The 3-month window is enough to establish a retargeting pool, drive initial direct sales, and build organic brand recall through consistent visual identity.
Here's how the Council reached this strategy — where they agreed, where they clashed, and why these recommendations won.
The Council reviewed Bloom & Co's brief in detail. The Executor immediately flagged the absence of video assets and moved to remove YouTube and CTV/Streaming from contention — running those channels without video is a guaranteed budget drain, and the Executor wasn't willing to compromise on execution quality. The Outsider brought a fresh lens: this demographic (women 25–44 interested in sustainable living) actively discovers homewares brands through Instagram Reels, saved posts, and Stories — not through search. That insight pushed Meta to the top of the allocation. The Contrarian agreed on Meta but challenged the group to include Google Search, arguing that intent-driven traffic — someone actively searching 'sustainable kitchen products Australia' — converts at a far higher rate than social discovery alone, even at a smaller budget. The First Principles Thinker modelled the funnel: at $900/month, Google Search can realistically capture 300–400 clicks from high-intent queries, seeding early sales data the team can use to optimise creative in Month 2. The Expansionist pushed for Display/Programmatic to handle retargeting — visitors who browsed the site but didn't buy are the warmest audience available, and $600/month is enough to stay in front of them with product imagery. The final allocation reflects a genuine consensus: go heavy where discovery happens, don't ignore intent, and use retargeting to close the loop.
Social (Meta/TikTok)
$1,500/moInstagram is the primary discovery channel for women 25–44 browsing homewares and lifestyle brands. At $1,500/month, Bloom & Co can run always-on feed and Stories placements with a separate Reels test — enough to build frequency with warm audiences while prospecting new ones. Meta's product catalogue integration also enables dynamic product ads, letting the algorithm surface the most relevant items to the right users automatically.
Google Search
$900/moSearch captures buyers with active purchase intent — someone searching 'sustainable homewares Australia' or 'eco-friendly kitchen gifts' is far closer to converting than a passive social scroller. At $900/month, this budget targets a tight keyword list (branded, product-specific, and competitor terms) with strong landing page alignment. Expected to deliver the highest ROAS of all channels in the mix.
Display/Programmatic
$600/moDisplay runs as a pure retargeting layer for the first 3 months. Visitors who viewed a product page but didn't purchase are the warmest available audience and convert at 2–4x the rate of cold traffic. At $600/month, this keeps Bloom & Co visible across relevant lifestyle and editorial placements, nudging hesitant buyers back to complete their purchase. Creative rotates between product shots and lifestyle imagery to avoid fatigue.
Social (Meta/TikTok)
Key Messages
- Your home should reflect your values — shop pieces that are beautiful and built to last
- Sustainable doesn't mean sacrificing style — our homewares prove otherwise
- Free shipping on orders over $75 — Australia-wide
- Join thousands of conscious shoppers who've made the switch to Bloom & Co
Recommended Formats
Google Search
Key Messages
- Sustainable homewares, delivered Australia-wide — shop the full range
- Eco-friendly kitchenware that doesn't compromise on quality
- Certified sustainable materials — no greenwashing
- Free returns + 30-day satisfaction guarantee
Recommended Formats
Display/Programmatic
Key Messages
- Still thinking about it? Your cart is waiting
- Limited stock — complete your purchase before it sells out
- The [product name] you viewed — back in stock and ready to ship
Recommended Formats
| Channel | Est. Impressions | Clicks / Actions | CPA / CPM | Timeline |
|---|---|---|---|---|
| Social (Meta/TikTok) | 180,000–240,000/mo | 1,800–2,800 link clicks | CPM: $6–$9 | CPA: $45–$70 | Week 2–4 for learning phase; optimise creative in Month 2 |
| Google Search | 12,000–18,000 searches/mo | 300–500 clicks | CPC: $1.80–$3.00 | CPA: $30–$55 | Results from Day 1; bid strategy matures by Week 3 |
| Display/Programmatic | 250,000–380,000/mo | 300–600 clicks (retargeting) | CPM: $1.50–$2.50 | CPA: $25–$45 | Requires 500+ site visitors to retarget; ramp from Week 3 |
Social (Meta/TikTok)
Google Search
Display/Programmatic
Projections are estimates based on industry benchmarks. Actual results may vary based on creative quality, landing page performance, and market conditions.
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