ads-budget

1# Budget and Bidding
2 
31. Establish objective, conversion value, gross margin, cash constraints, sales
4   capacity, attribution uncertainty, seasonality, and platform minimum evidence.
52. Normalize spend and outcomes to comparable windows and definitions.
63. Calculate break-even boundaries and show formulas, inputs, uncertainty, and
7   sensitivity cases.
84. Distinguish committed baseline, controlled experiments, and reserve capacity.
95. Compare hold, reallocate, scale, reduce, or experiment options using marginal
10   evidence rather than blended averages alone.
116. Return a decision-complete plan with platform/campaign amount, timing, owner,
12   guardrails, success measure, and rollback trigger.
13 
14Rules such as 70/20/10, fixed CPA multiples, fixed budget-to-CPA ratios, and fixed
15percentage scaling are optional heuristics, never universal authorization.