Free tool
Media Plan Template
List your channels with their budget and their cost per click or per thousand impressions: the media plan works out the expected volumes, splits the budget month by month and exports to CSV for Google Sheets or Excel.
Cost per click (CPC) is the cost divided by the number of clicks, and cost per thousand impressions (CPM) is the cost of 1,000 impressions: a budget divided by one or the other gives the clicks or impressions it can buy.
Plan worked out in your browser, nothing is sent. The budget is split evenly across the chosen months, and the volumes assume a unit cost that stays the same over the whole period.
Your Plan Is Ready. Now It Has To Hold
A media plan is checked every week against what the campaigns actually buy. Monthly management of your Google Ads, Meta Ads and YouTube Ads campaigns starts from this plan.
20 minutes · No commitment · 100% confidential
How the plan is worked out
Clicks = budget ÷ CPC Impressions = budget ÷ CPM × 1,000 Monthly budget = budget ÷ number of months
Each line is a channel bought per click or per thousand impressions. The budget divided by the unit cost gives the volume that budget can buy, in clicks or impressions, then the budget is split evenly across the months of the period.
The unit cost is not fixed: it moves with competition, the season and the quality of the ads. Start from your own figures of the last few months, and treat the plan as an assumption to compare with what actually happens.
Two uses
- Preparing a budget: before you launch, see what each channel can buy, and whether the total fits your budget envelope.
- Presenting a plan: the CSV export gives a clean table, channel by channel and month by month, to share with your team or your client.
Frequently asked questions
What is a media plan?
The table that splits an advertising budget between channels and over time, with what each channel has to buy: clicks, impressions or views.
How do you work out the clicks a budget buys?
Divide the budget by the cost per click: €3,000 at €1.50 per click buys 2,000 clicks. For buying per thousand impressions, divide the budget by the CPM, then multiply by 1,000.
How do you open the plan in Google Sheets?
Export the CSV, then in Google Sheets choose File, then Import, and drop the file in.
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