Plan and review paid-media budgets, bidding, pacing, marginal return, forecasts, CPA, ROAS, MER, LTV:CAC, constraints, and allocation across supported platforms. Use for ad budget allocation, media budget, bidding strategy, scaling, spend pacing, budget forecast, ROAS target, or investment tradeoffs.
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---
name: ads-budget
description: "Plan and review paid-media budgets, bidding, pacing, marginal return, forecasts, CPA, ROAS, MER, LTV:CAC, constraints, and allocation across supported platforms. Use for ad budget allocation, media budget, bidding strategy, scaling, spend pacing, budget forecast, ROAS target, or investment tradeoffs."
---
# Budget and Bidding
1. Establish objective, conversion value, gross margin, cash constraints, sales
capacity, attribution uncertainty, seasonality, and platform minimum evidence.
2. Normalize spend and outcomes to comparable windows and definitions.
3. Calculate break-even boundaries and show formulas, inputs, uncertainty, and
sensitivity cases.
4. Distinguish committed baseline, controlled experiments, and reserve capacity.
5. Compare hold, reallocate, scale, reduce, or experiment options using marginal
evidence rather than blended averages alone.
6. Return a decision-complete plan with platform/campaign amount, timing, owner,
guardrails, success measure, and rollback trigger.
Rules such as 70/20/10, fixed CPA multiples, fixed budget-to-CPA ratios, and fixed
percentage scaling are optional heuristics, never universal authorization.
