Marketer, analyst, ex-CMO focused on the Google ecosystem (Ads, Merchant Center, GA4, GTM). Google Partner. 150+ projects, 100+ positive reviews on Freelancehunt, 12+ countries.
- I work directly, with no account managers or subcontractors
- I measure results in sales, not in-platform conversions
- Maximum expertise in the Google ecosystem — instead of “PPC, social ads and SEO, all in one”
Before launching ads on a client's real budget, I always put together a media plan — a document where I calculate the expected results before the first dollar is spent. It's not a guarantee but a rational estimate based on Keyword Planner data and realistic assumptions.
Here's the structure of such a document, using a real case: an online store selling artificial flowers and plants (Colombia, Spanish-speaking market).
Contents
Key inputs
| Parameter | Value |
|---|---|
| Monthly budget | $1 000 |
| Average CPC (weighted, Keyword Planner data) | $0.32 |
| Forecast clicks/month | ~3 125 |
| Conversion scenarios | 1% / 1.5% / 2% |
| Average order value (AOV) | $60 |
Scenario forecast
| Metric | 🔴 Pessimistic (1%) | 🟡 Baseline (1.5%) | 🟢 Optimistic (2%) |
|---|---|---|---|
| Monthly budget | $1 000 | $1 000 | $1 000 |
| Average CPC | $0.32 | $0.32 | $0.32 |
| Forecast clicks | 3 125 | 3 125 | 3 125 |
| Conversion rate | 1.0% | 1.5% | 2.0% |
| Forecast orders/month | 31 | 47 | 63 |
| Cost per order (CPO) | $32.26 | $21.28 | $15.87 |
| Average order value (AOV) | $60 | $60 | $60 |
| Revenue forecast | $1 860 | $2 820 | $3 780 |
| ROAS forecast | 1.86x | 2.82x | 3.78x |
Even in the pessimistic scenario the campaign pays for itself — and that's exactly the value of a pre-launch forecast: you see the break-even line at the media planning stage, not after a month of spent budget.
Recommended launch strategy
Month 1 — Search only. I recommend starting with Search campaigns exclusively in the first month. This lets you:
- collect initial conversion data and real CPC benchmarks;
- test ad copy and the landing page;
- build up conversion history before switching to Smart Bidding strategies;
- identify the best-performing keywords before expanding into Shopping.
Month 2+ — add Google Shopping. Once the site meets Google Merchant Center requirements (see the warning below), Shopping campaigns should run in parallel with Search. This combination usually improves the account's overall performance and reach.
⚠️ Warning: technical issues with the website
At the time of the media plan, the client's site wasn't ready for ad traffic or Merchant Center review.
Minimum requirements for Search campaigns:
- page speed and Core Web Vitals — especially on mobile (70%+ of traffic in Colombia is mobile);
- cart/checkout funnel — working, with no errors;
- GA4 conversion tracking — set up correctly and verified in Google Ads;
- privacy policy and contact page — required for ad approval.
Additional requirements for Google Shopping:
- Google Merchant Center account — created and verified;
- website ownership verified in GMC;
- product feed — uploaded with no errors in diagnostics;
- prices on the site must exactly match the feed;
- shipping and return policies — clearly stated on the site (a GMC requirement);
- prohibited content check — no policy violations in product listings.
Important: in its current state, the site won't pass Merchant Center review. A separate preparation stage is needed before launching Shopping campaigns. These fixes should be done in parallel during month 1 (while Search is running) so Shopping can be activated in month 2.
📱 A note on WhatsApp conversions
The client actively uses WhatsApp as a sales channel (a live chat widget on the site) — which means some orders, by default, never reach Google Ads or GA4, and reports show worse CPO and ROAS than reality.
This client doesn't have such a solution in place yet — but I already have a ready-made, proven setup for exactly this problem: a click on the messenger button is captured via GTM and passed to the CRM, where a manager confirms the actual deal, and it's sent back to Google Ads as an offline conversion. We'll implement the same setup here. I've described the mechanics and real numbers in a separate article: “How to send orders from messengers and email to Google Ads”.
Top keywords (from Keyword Planner)
| Keyword | Avg. searches/month | CPC min | CPC max | Competition |
|---|---|---|---|---|
| flores artificiales | 2 400 | $0.08 | $0.67 | High |
| plantas artificiales | 1 300 | $0.05 | $0.60 | High |
| enredadera artificial | 720 | $0.07 | $0.38 | High |
| árbol de cerezo artificial | 480 | $0.05 | $0.42 | High |
| rosas artificiales | 390 | $0.05 | $0.53 | High |
| planta artificial | 390 | $0.03 | $0.60 | High |
| árboles artificiales | 320 | $0.07 | $0.57 | High |
| plantas artificiales decorativas | 260 | $0.05 | $0.57 | High |
| tulipanes artificiales | 170 | $0.04 | $0.57 | High |
| palmera artificial | 110 | $0.05 | $0.48 | High |
Data period: May 2025 – April 2026. Geo: Colombia.
Conclusion
A media plan isn't a promise of results; it's a rational starting point. It immediately shows the client how much an order will really cost under different conversion scenarios, which technical barriers need to be removed before launch, and which measurement nuances (like WhatsApp) will distort reporting if they aren't accounted for in advance.
When a client sees three realistic scenarios with ROAS before a single cent of budget is spent, expectations immediately become rational instead of “make me a profit in 7 days”.
Why I base forecasts on average market figures rather than my best cases — see the example of AC repair: 10% forecast, 24% actual.
Search volumes, seasonality and bids for your media plan are available in the free keyword research tool.
Where to find me
Message me on Telegram or by email — I respond quickly. Telegram channel and YouTube are for those who want to see real cases before reaching out and understand my approach.