Media planning comes out of here as three documents built from the same numeric model: the quick read for whoever decides, the full presentation carrying the reasoning behind each step, and the production brief the design team works from. Below, a complete example, from the client brief to the asset request.
Aurelo, a fictional company. A R$180K budget (about $33K) over 90 days, on Meta and Google, to take an audience that never moved beyond a savings account to its first deposit.
What separates a media plan from a good-looking spreadsheet is the traceability of every number back to the assumption that produced it.
Each campaign carries its own CPM and unit cost. Result volume comes from that campaign budget, rather than from an average across the whole plan.
Audiences deeper in the funnel convert better. The install-to-signup rate changes across discovery, consideration and conversion, instead of running on a single blended rate.
Decision makers get three pages. Whoever executes gets the presentation. Whoever produces gets the asset brief. All three come from the same model, so the numbers keep matching.
A projection is a hypothesis. The first 14 days of delivery replace every market estimate with data from the account itself.
I run the paid media operation end to end, embedded in the team.