Simple Digital Media Plan

A lightweight media plan template for smaller campaigns and client presentations.

For small campaigns, first-time clients and quick proposals where one page has to explain the spend.

How to use it

Fill one row per campaign. Platform, campaign type, placement, ad type, targeting and objective, for Google and for Facebook and Instagram.
Enter cost and rates. Add the budget and cost per click. Clicks, impressions, landing-page visits, conversions and cost per conversion calculate from the formulas shown under the plan.
Check against benchmarks. The second tab lists typical CTR, click-to-visit and conversion rates per campaign type, so your forecast stays realistic.

Worked example: The benchmarks tab

Google Search campaigns: 8–10% CTR, 90–95% click-to-visit, 6–10% conversion rate. Google Display: 8–10% CTR but only 20–40% click-to-visit and 0.5–2% conversion. Facebook lead generation: 3–6% CTR and 4–6% conversion. If your forecast beats these by a wide margin, revisit it before the client sees it.

Questions

When should I use the detailed plan instead?

When there are more than two platforms, an agency fee and tax to show, or a month-by-month schedule. The simple plan is for a one-page view.

Can I export it as a PDF?

Yes. The layout prints cleanly from Excel or Google Sheets.

Are the benchmarks guaranteed?

No. They are typical ranges. Your own account history is always the better source.

View all marketing assets →