Before You Fund Your Ad
Mohamad Charafeddine — mohamadcharafeddine.com/en/resources/before-funding-ads/
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── Pre-funding sheet ──

Project: [ ]                 Date: [ ]                 Owner: [ ]

1) Offer
- The offer in one sentence: [ ]
- Price or pricing method: [ ]
- Real reason to act now: [ ]
- Ability to fulfil (stock, replies, delivery): [ ]

2) Objective
- Main action wanted: [ ]
- How we count it and where the number comes from: [ ]
- Objective selected in platform settings: [ ]

3) Audience
- The need or situation that makes them look for us: [ ]
- Area we can actually serve: [ ]
- Searching actively or discovering us? [ ]
- Who we exclude: [ ]

4) Creative
- Hook (first line or shot): [ ]
- Angles we will test: [1] [2] [3]
- Call to action: [ ]
- Policy and rights check: [done / not done]

5) Landing page
- Destination (page / WhatsApp / form): [ ]
- Matches the ad message? [ ]
- Tested on a phone? [ ]
- Who replies and when: [ ]

6) Tracking
- Measurement tool installed and tested: [yes / no]
- UTM links: [ ]
- How we identify the source of offline orders: [ ]
- How we reconcile platform numbers with sales: [ ]

7) Budget assumptions
- Gross profit per sale: [ ]
- Maximum acceptable cost per customer: [ ]
- Enquiry-to-sale conversion rate: [ ]
- Maximum cost per enquiry: [ ]
- Test budget and duration: [ ]
- Stop rule: [ ]
- Scale rule: [ ]

8) Decision
[Launch / Fix first: ... / Postpone because: ...]
Date of first results review: [ ]