# Media plan template > A free media plan template for Meta and Google ads: one row per line of spend, with audience, dates, budget and expected results, plus a filled-in example in rupees. - **Author**: Marxx - **Published**: 2026-11-02 - **Category**: Planning - **URL**: https://marxx.ai/library-templates/media-plan-template --- A media plan template is a table that shows where each rupee of your ad budget goes: which channel, which audience, which dates and what result you expect. Copy the layout below, fill one row per line of spend, and check the totals before you launch. ## The template ``` MEDIA PLAN: [Brand], [Month Year] TOTAL BUDGET: INR [ ] GOAL: [orders / leads / installs] TARGET COST PER RESULT: INR [ ] ORDER VALUE: INR [ ] LINE | CHANNEL AND CAMPAIGN | AUDIENCE | FORMAT | DATES | BUDGET | EXPECTED COST PER RESULT | EXPECTED RESULTS 1 | [Meta, new customers] | [broad, 25-44] | [Reels, static] | [1-30] | INR [ ] | INR [ ] | [budget / cost] 2 | [Meta, retargeting] | [site visitors, 30 days] | [carousel] | [1-30] | INR [ ] | INR [ ] | [ ] 3 | [Google, search] | [category keywords] | [text] | [1-30] | INR [ ] | INR [ ] | [ ] 4 | [Creative testing] | [new concepts] | [3 concepts] | [1-14] | INR [ ] | INR [ ] | [ ] 5 | [Reserve] | - | - | - | INR [ ] | - | - TOTALS: budget INR [ ] | expected results [ ] | blended cost per result INR [ ] ASSUMPTIONS: [order value, season, what changed since last month] ACTUALS (fill weekly): spend | results | cost per result | what we changed REVIEW: every [Monday] ``` ## A filled-in example Say you sell skincare online and plan INR 4,00,000 for the month. Your average order value is INR 1,500. | Line | Channel and campaign | Budget | Expected cost per order | Expected orders | |---|---|---|---|---| | 1 | Meta, new customers | INR 2,00,000 | INR 800 | 250 | | 2 | Meta, retargeting | INR 60,000 | INR 400 | 150 | | 3 | Google, search | INR 70,000 | INR 500 | 140 | | 4 | Creative testing | INR 50,000 | INR 1,000 | 50 | | 5 | Reserve | INR 20,000 | - | - | Add it up: - **Spend on lines 1 to 4:** INR 3,80,000. - **Expected orders:** 250 + 150 + 140 + 50 = 590. - **Blended cost per order:** INR 3,80,000 / 590 = about INR 644. - **Expected revenue:** 590 x INR 1,500 = INR 8,85,000. That is a [MER](/glossary/mer) of about 2.3 on INR 3,80,000. The reserve stays unspent until a line beats its target. Then you move it there. ## Rules for filling it in 1. **Pull expected costs from real data.** Use your last 60 days, not a hope. If you have no data, mark the line "test" and keep it small. 2. **Give every row one job.** New customers, retargeting, search or testing. A row with two jobs hides which one worked. 3. **Keep a reserve.** We suggest five to ten per cent. It lets you feed a winner. 4. **Plan the dates.** In a festive month, costs and sales both rise, so shape the plan by week. See [how to plan a festive sale campaign](/guides/how-to-plan-a-festive-sale-campaign). 5. **Fill the actuals every week.** Compare to the plan on the same day each week and write down what you changed. ## Tips - The [ad budget template](/templates/ad-budget-template) works out the daily budget each ad set needs. Use it before you fix the budget on lines 1 and 2. - Fund the testing line on purpose. See [how to build a creative testing budget](/guides/how-to-build-a-creative-testing-budget). - Report against the plan with the [weekly ad report template](/templates/weekly-ad-report-template). Marxx reads your connected Meta ad account in full, and reads Google Ads spend, campaigns and search terms through its connection. You can compare that with your actuals column. ## FAQ ### What goes in a media plan? Channel, audience, format, dates, budget and the result you expect from each line. Add your assumptions so you can see what changed later. ### How is a media plan different from an ad budget? A budget says how much you spend in total and per job. A media plan says where each part of it goes, when, and what you expect it to return. ### How often should I update the plan? Review it weekly and rewrite it monthly. Change a line mid-month only when its actual cost per result is far off the plan. --- - [More Planning articles](https://marxx.ai/library-templates/category/planning) - [All articles](https://marxx.ai/library-templates)