Paid media budget and ad campaign resources
Paid media works when spend follows unit economics: set a CAC ceiling from LTV, pick channels that fit your motion, and shift budget until the next customer costs about the same on every active channel. The Paid Media Budget Allocator runs that math, and the playbooks cover channel strategy and campaign build.
Covers: Channel mix, budget allocation, campaign structure, ad creative, demand generation.
Learn the method
- Demand Gen & Performance Marketing Playbook — A focused channel mix and CAC-driven experiments across two or three channels.
- Paid Media Budget Allocation Playbook — Set a CAC target from LTV and allocate spend to equal marginal CAC.
- Digital Advertising Playbook — Channel and funnel architecture, a creative testing system and an optimisation cadence.
- Account-Based Marketing (ABM) Playbook — Tier accounts, map buying groups and measure pipeline, not MQLs. (from Sales & Pipeline)
Run the numbers
- Paid Media Budget Allocator — Split ad spend across 16 channels with diminishing-returns math and a marginal-CAC solver.
- Marketing Budget Calculator — Size annual marketing spend by stage, business model and motion, then see a channel split. (from Analytics, Experiments & Budget)
Build it
- The MMM-Lite Starter Kit — A runnable media-mix model, data schema, incrementality template and decision rules. (from Analytics, Experiments & Budget)
- The Marketing Budget Planner — Size, allocate, track and forecast spend with a CAC ceiling from your own unit economics. (from Analytics, Experiments & Budget)
Run it with your AI agent
- Paid Media Budget Allocation — Split ad budget across channels to hit a CAC target.
- Incrementality & MMM — Design and read holdout, geo and lift tests, or a media-mix model. (from Analytics, Experiments & Budget)
- Marketing Budget Planning — Set the total budget and allocate it across functions. (from Analytics, Experiments & Budget)
Read the research
- How Early-Stage Startups Should Use Digital Ads: A Practical Guide to Meta, Google, TikTok & X
- Marketing Budget Benchmarks by Stage 2026 — What companies spend on marketing by stage, type and GTM motion, reconciled across major surveys. (from Analytics, Experiments & Budget)
- Demand Creation vs. Demand Capture: The Shift Smart B2B Marketers Are Making (from Go-to-Market & Growth Planning)
- How Much Should a Startup Spend on Marketing? (2026 Benchmarks by Stage) (from Analytics, Experiments & Budget)
- Incrementality Testing for Startups: Prove Your Ads Actually Work (2026 Guide) (from Analytics, Experiments & Budget)
- MMM-Lite: Marketing Mix Modeling for Startups (No Data Science Team Required) (from Analytics, Experiments & Budget)
- How to Do ABM as a Startup (Without Enterprise Budgets, Tools, or Teams) (from Sales & Pipeline)