Generate a Paid Media channel plan

The channel plan turns a strategic narrative into concrete numbers — which channels get what share of the budget, when they're active, and what tactical role each one plays. It's the second module in the Paid Media flow, generated after the strategy has set the direction.

Prerequisite

Recommended: a Paid Media strategy in the same campaign

Generation time

1–3 minutes

Output

Channel allocation, flighting calendar, tactical breakdown

Wizard pattern

Same 7-step shape as the strategy module

When to generate it

Strategy first, then plan

The channel plan is technically usable on its own — you can generate it without a prior strategy run if you only need the tactical layer. But the output is dramatically better when the AI can see the strategy first, because the channel rationale is built from the strategic positioning.

Most teams follow the obvious flow: generate the strategy, review it, then generate the channel plan. If you regenerate the strategy later, you'll usually want to regenerate the channel plan too so the numbers reflect the latest thinking.

What it produces

Inside the channel plan

• Channel allocation — percentage and absolute spend per channel, with a rationale for each split.
• Flighting calendar — week-by-week (or month-by-month) view of when each channel is active, including heavy-up periods.
• Tactical breakdown per channel — targeting approach, formats, KPI focus, and the role of each channel in the funnel.
• Reach, frequency, and pacing notes — informed by the total budget and time window from the brief.

How to generate it

Step by step

1. 1

   Open the Paid Media wizard

   Sidebar → Paid Media.

2. 2

   Pick Media Plan as the module

   The wizard offers three Paid Media modules: Strategy, Plan, Implementation. Pick Media Plan.

3. 3

   Pick the campaign and (if available) the prior strategy

   Pick the same campaign the strategy belongs to. If a Paid Media strategy has already been generated in this campaign, the wizard offers it as a linked input — accept the link so the channel plan builds on the existing thinking.

4. 4

   Confirm the brief

   The wizard fills the brief in from the linked strategy where possible. Adjust if anything has changed since the strategy was generated.

5. 5

   Pick documents and generate

   Same as the strategy module — pick which documents the AI should see, then submit. 1–3 minutes later you have a channel plan.

What's next

With a strategy and a channel plan in hand, the natural next step is the implementation plan. See Generate a Paid Media implementation plan and Use a strategy as input to the implementation plan.