CMO · Calculator · Intermediate · Saves 35+ hours
Paid Media Mix Optimizer
A framework for optimizing your paid media mix across channels based on actual performance data. Determines optimal allocation and identifies scaling opportunities.
What's included
- Channel Performance Tracker
- Cost per click by channel
- Cost per lead by channel
- Cost per opportunity by channel
- Cost per customer by channel
- Optimization Model
- Marginal efficiency analysis
- Saturation curve modeling
- Budget shift recommendations
- Channel-Specific Benchmarks
- LinkedIn benchmarks
- Google Search benchmarks
- Google Display benchmarks
- Meta/Facebook benchmarks
- Programmatic benchmarks
- Scaling Framework
- When to scale a channel
- How much to scale
- Warning signs of saturation
Best used when
- Quarterly paid media reviews
- Scaling paid media budget
- Evaluating new channels
- Cutting paid media budget
- Agency performance reviews
Why this is Gold
Most companies over-invest in some channels and under-invest in others without knowing it. This optimizer uses your data to identify where to shift budget for maximum impact.
The template
The Template
CURRENT PERFORMANCE DATA
Channel Performance Table
| Channel | Spend/Mo | Leads | CPL | MQLs | CPQL | Opps | CPO | Revenue | ROAS |
|---|---|---|---|---|---|---|---|---|---|
| Google Search | $ | $ | $ | $ | $ | x | |||
| Google Display | $ | $ | $ | $ | $ | x | |||
| $ | $ | $ | $ | $ | x | ||||
| Meta/FB | $ | $ | $ | $ | $ | x | |||
| Programmatic | $ | $ | $ | $ | $ | x | |||
| TOTAL | $ | $ | $ | $ | $ | x |
EFFICIENCY ANALYSIS
Channel Ranking by Metric
| Rank | Best CPL | Best CPQL | Best CPO | Best ROAS |
|---|---|---|---|---|
| 1 | ||||
| 2 | ||||
| 3 | ||||
| 4 | ||||
| 5 |
Marginal Efficiency Curve
For each channel, identify where diminishing returns begin
| Channel | Current Spend | Efficiency Zone | Saturation Point | Action |
|---|---|---|---|---|
| $ | $-$ | $ | Scale / Maintain / Cut | |
| $ | $-$ | $ | ||
| $ | $-$ | $ |
OPTIMIZATION MODEL
Budget Reallocation
| Channel | Current % | Recommended % | Change | Rationale |
|---|---|---|---|---|
| % | % | +/-__% | ||
| % | % | +/-__% | ||
| % | % | +/-__% | ||
| % | % | +/-__% | ||
| TOTAL | 100% | 100% |
Expected Impact
| Metric | Current | Projected | Change |
|---|---|---|---|
| Total leads | +/-__% | ||
| Total MQLs | +/-__% | ||
| Total opps | +/-__% | ||
| Blended CPL | $ | $ | |
| Blended CPQL | $ | $ |
CHANNEL PLAYBOOKS
When to Scale a Channel
- ROAS > 3x for 3+ months
- Not hitting saturation point
- Lead quality consistent with scale
- Landing page/offer can handle volume
When to Cut a Channel
- ROAS < 1x for 3+ months
- Lead quality deteriorating
- No clear optimization path
- Better options available
Testing New Channels
- Test budget: 10-15% of total paid
- Test duration: 3 months minimum
- Success criteria: Define before starting
- Scale criteria: ROAS > 2x, volume potential
Frequently asked questions
What is the Paid Media Mix Optimizer?
A framework for optimizing your paid media mix across channels based on actual performance data. Determines optimal allocation and identifies scaling opportunities.
Who is the Paid Media Mix Optimizer for?
It is built for CMOs and their teams working on Demand Generation. The AI coach adapts it to your company, stage, and goals.
How long does the Paid Media Mix Optimizer take to use?
It saves roughly 35+ hours versus building from scratch. Our AI coach can tailor the calculator to your situation in minutes, then hand you a step-by-step plan.
Is the Paid Media Mix Optimizer free?
Yes. You can read the full calculator and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Paid Media Mix Optimizer?
The coach teaches you the framework, asks a few questions about your business, tailors the calculator to you, and gives you measurable next steps to execute.