Template 03 - Campaign
Free Paid Social Media Ads Template
RecurPost’s paid social media ads template plans one paid campaign before anything is built in an ad platform. It carries fourteen fields covering the objective, the audience, the creative, the copy, the money and the dates, and it works for any platform and any industry. This page shows every field, one completed plan, and exactly which parts of that plan RecurPost has anything to do with.
1. THE SCOPE
What the Sheet Plans, and Where It Stops
The sheet exists so a paid campaign can be read and approved before it is built. Someone holding a budget can look at fourteen filled fields and say yes, and that is the whole job. Use it when a budget has been agreed and the plan has to be written down for review.
ALONGSIDE IT
The other planning documents in RecurPost’s social media templates library cover the organic side of the same work.
WHAT IT DOES NOT DO
NO ADS
The sheet does not run, buy or manage ads, and nothing in it touches an advertising account.
ONCE IT IS LIVE
THE PLATFORM
It is a written plan, and once the campaign goes live the ad platform’s own reporting is the source of truth while the sheet keeps the plan that was agreed.
2. THE ARTIFACT
The Fourteen Fields in the Plan
The sheet carries fourteen fields, and four of them are the ad itself.
Creative concept and asset, primary text, headline and call to action are what a viewer actually sees; the other ten are the decisions around them.
THE APPROVAL FIELD
The approval status field carries a name and a date rather than a word. On a plan that commits money, who signed it off and when is the cell somebody looks up three weeks later, usually in a hurry.
BUILT FOR
A paid campaign whose budget has been agreed and whose plan has to be written down for review.
SKIP IF
You are planning the organic posts that run alongside the flight, or the standing quarter both of them sit inside.
FIELD
WHAT IT DECIDES
WHERE IT ENDS UP
01 Campaign objective
What the spend is for
The ad platform
02 Platform
Where it runs
The ad platform
03 Audience
Who sees it
The ad platform
04 Creative concept and asset
What gets made
The ad platform
05 Primary text
The main copy
The ad platform
06 Headline
The short line
The ad platform
07 Call to action
The button
The ad platform
08 Budget
How much
The ad platform
09 Flight dates
From when to when
The ad platform
10 KPI
What counts as success
The ad platform
11 Owner
Who is answerable for the plan
Your own workflow
12 Approval status
Who signed it off and when
Your own workflow
13 Tracking URL
Where the click lands, and how the result is attributed
Shared with your organic posts
14 Reporting result
What the spend produced
The ad platform
3. WORKED EXAMPLE
One Completed Plan
The same fourteen fields hold for any industry and any platform. The plan below is filled in for a lettings agency as one example, because a concrete plan is easier to check than an abstract one.
THE NUMBERS CLOSE
$2,400 across 21 days is about $114 a day, and $2,400 divided by 60 booked viewings is $40 each, which is the KPI the plan set out to hit. A plan whose budget, flight and target do not divide into each other is a plan nobody can approve, because there is no number to approve against.
ANY INDUSTRY
The template is platform-neutral and industry-neutral, and the completed example uses a lettings agency because a filled plan is easier to check than an empty one. The same fourteen fields hold for a product launch, a recruitment campaign or a ticket sale.
FIELD
FILLED VALUE · LETTINGS AGENCY
Campaign objective
Booked viewings for a new development
Platform
One platform, one placement set
Audience
Renters within four miles who have viewed similar listings
Creative concept and asset
A walkthrough video of the show flat
Primary text
Two lines naming the development, the rent and the availability date
Headline
Five words naming the development and the offer
Call to action
The platform’s booking action
Budget
$2,400
Flight dates
21 days, 6 to 26 October
KPI
Cost per booked viewing
Owner
The agency’s paid lead
Approval status
Approved by the client on 2 October
Tracking URL
The development’s booking page with the campaign’s own tag
Reporting result
60 booked viewings at $40 each
4. THE SPLIT
What Happens in the Ad Platform, and What Happens in Your Calendar
Eleven of the fourteen fields end up in an ad platform, and RecurPost has nothing to do with them. The objective, the platform, the audience, all four creative fields, the budget, the flight dates, the KPI and the reporting result are configured and measured where the ads run.
That organic side is the part RecurPost schedules. The lettings example runs three organic posts a week about the development for the same three weeks, which is nine posts, and those nine sit in RecurPost’s social media calendar rather than in an ad manager.
THREE STAY WITH YOU
Owner and approval status live in the plan itself, and the tracking URL is shared: the same tagged link goes on the organic posts that run beside the campaign, which is how the two sides of the work end up in the same attribution.
NO ORGANIC, NO HANDOFF
A paid-only campaign with no organic activity has no handoff at all, and there is no reason to pretend otherwise.
WHERE IT ENDS UP
FIELDS
The ad platform
11
Your own workflow
2
Shared with your posts
1
The plan
14
− 11 IN THE AD PLATFORM
→
WITH YOU
3
fields, and nine organic posts
Owner and approval status stay in the plan, the tracking URL is shared with the organic posts beside the flight, and those nine posts are the part RecurPost schedules.
5. THE FILE
What You Get, and What Happens When You Submit the Form
RecurPost gives the paid social media ads template away free, and the file is gated: you give a business email address on the form below and RecurPost sends it to you. You take your own copy and edit that copy.
The form asks for six details and requires one. Business email address is the only required field, and full name, organization, employee count, country and company URL are optional.
RecurPost sends the plan to the business email address you supply, and the confirmation on this page tells you it is on the way.
DELIVERY
It arrives by email, at the business email address you enter on this form.
ACCESS
You take your own copy, so the client’s budget and dates stay with you.
PRICE
Free, one required field, no card.
FREE TEMPLATE
Get Your Free Template
Business email address is the only required field.
Fill the fourteen fields once, get the plan approved, and schedule the organic posts that run beside the flight.
6. FIT
When This Template Fits, and Which Template to Use Instead
This sheet plans money. Two others plan posts.
THE LIBRARY
All three sit in RecurPost’s social media templates library alongside the calendar, audit and reporting documents.
WHAT YOU NEED TO DO
USE
WHY
Write a paid plan for review before anything is built
This paid social media ads template
It holds the creative, the money and the dates in one place
Plan the organic posts that run alongside it
The social media campaign template
It holds rows, dates and a baseline, and it schedules
Set the standing quarter both of them sit inside
The social media marketing plan template
Its budget field is content production rather than ad spend
TRY RECURPOST
RecurPost’s Agency plan covers 20 social accounts and includes 3 team members. RecurPost prices an extra teammate at a flat $20 per month on any plan instead of multiplying the plan price by every seat. The organic posts that run alongside a paid flight are scheduled from the same calendar as the rest of the client’s publishing, so a three-week campaign does not need a second tool for its nine posts.
RecurPost is the social media management software agencies run their client publishing on.
No credit card required
Frequently Asked Questions
What the plan holds, whether RecurPost runs the ads, whether it is tied to one industry, and how it reaches you.
What goes in a paid social media ads plan?
A paid social ads plan carries fourteen fields: campaign objective, platform, audience, creative concept and asset, primary text, headline, call to action, budget, flight dates, KPI, owner, approval status, tracking URL and reporting result. Four of them are the ad a viewer sees, and the other ten are the decisions around it.
Does RecurPost run the ads in this plan?
No. Eleven of the fourteen fields are configured inside an ad platform, and RecurPost schedules the organic posts that run alongside the flight. The plan is a document you fill in and get approved; building and running the campaign happens where the ads run.
Is this template only for real estate?
The template is platform-neutral and industry-neutral, and the completed example on this page uses a lettings agency because a filled plan is easier to check than an empty one. The same fourteen fields hold for a product launch, a recruitment campaign or a ticket sale.
How do I get the template, and what do I receive?
RecurPost sends the paid social media ads template to the business email address you supply on this page. It is free and it is gated by that form, which asks for six details and requires one. You take your own copy of the file and edit that.
Discover your must-have Social Media Templates
The plan holds the paid campaign. These are the documents that hold the posts around it.
01
PLANNING
Social Media Strategy
Map a client’s goals, audience, and posting plan.
02
PLANNING
Strategy Presentation
Pitch the strategy to a client in slides.
03
PLANNING
Social Media Marketing Plan
Set a client’s channels, cadence, and owners for the quarter.
04
PLANNING
Social Media Audit
Assess a client’s current accounts before you start.
01
CALENDAR
Social Media Content Calendar
Plan a month of posts across networks.
02
CALENDAR
Instagram Content Calendar
Plan an Instagram grid and feed in advance.
03
CALENDAR
Google Posts Calendar
Plan Google Business Profile posts ahead.
01
CAMPAIGN
Social Media Campaign
Build out a time-boxed campaign’s posts.
02
CAMPAIGN
Campaign Proposal
Pitch a campaign to a client for sign-off.
01
REPORTING
Social Media Analytics
Track post and account metrics in one sheet.
02
REPORTING
Social Media Reporting
Package monthly results for a client.