Media plan.
Four stages, each with one job. The budget follows the funnel, and only people who have shown interest are asked to book.
Sample work for a fictional venue, Ember Room. Names, figures and assets are illustrative.Media plan
Four stages, each with one job. The budget follows the funnel, and the booking ask only goes to people who have already shown interest.
Get seen
Cheap, wide reach with the best fire-and-flame Reels. No booking ask yet.
- Who
- Food lovers within 8 km
- Format
- Reels, 9–15 s
- Goal
- ThruPlays
Get re-seen
Show the room and the bar to everyone who watched half of a Reel.
- Who
- 50% viewers, 30 days
- Format
- Carousel, Stories
- Goal
- Engagement
Get followed
Turn repeat viewers into followers we can reach for free every week.
- Who
- Engagers, 60 days
- Format
- Best organic posts
- Goal
- Follows
Get booked
Ask for the booking only from people who saved, watched to the end or follow.
- Who
- Savers, followers
- Format
- Offer Reel + landing page
- Goal
- Bookings
Meta & Google setup
Campaigns built from the content we shot, so the ads look like the feed, not like ads.
- See · Reels, broad 8 km
- Re-see · 50% viewers
- Follow · engagers
- Book · savers + followers
- “steakhouse near me”
- “dry-aged steak”
- Brand: “ember room”
- Local search, 5 km, dinner hours
Eleven minutes over the coals. Weeknight tables open.
The Ember Old Fashioned. Smoke, lifted at the table.
How we do it
The thinking behind the sample above.
More samples
Other parts of paid ads, worked through for the same venue.