Concepts
A distinct customer problem, message, and execution. Product demonstration and customer proof can test different reasons to buy.
Plan creative around
the spend you want to reach.
Start with current and target daily Meta spend. Build the plan around concepts, formats, and placements that support your target budget.
Start with your website and spend.
Compare daily Meta spend, then review your active ad formats. Use the same channel for current and target spend.
Preparing ad lookup…
- Current daily Meta spend
- ≈$3,333
- Target daily Meta spend
- ≈$9,091
- Daily spend multiple
- 2.7×
Your target covers 11 days. Use the daily spend change to frame the creative plan.
Use the workbook to plan from your account’s actual performance.
Plan concepts, formats, and placements.
Use existing performance to decide what creative you need at your target spend.
Formats
Video, image, and carousel. Use your current performance and delivery mix to decide where more coverage is needed.
Placements
The crops, sizes, and edits needed for Feed, Stories, and Reels. Resizing an ad does not create another concept.
What your workbook helps you plan
- A target budget your team can use.
- Format allocation based on actual spend, CPA, and ROAS.
- Concept briefs and placement exports for production.
- Monthly creative coverage alongside Meta spend.
Download the complete Black Friday creative planning workbook.
Turn your spend target into a plan for concepts, formats, and placements. Use your account data to decide what to produce and where to allocate budget.
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