Paid media retainer
Channels, budgets, creative volume and who owns the ad accounts when it ends.
3 sections · 13 questionscreatives/mo → retainer volume · spend → budget
The questions
Linear sections, no branching.01
Which channels are in scope? (search, paid social, YouTube, retail media)
02
What monthly ad spend is approved, per channel?maps to budget
03
Is our management fee inside that spend, or on top of it?maps to budget
04
What is the most you would spend in a month if it were working?maps to budget
05
Are there products, regions or audiences we must not advertise to?
06
How many new creatives per month are included?maps to retainer volume
07
How many formats does each creative need? (static, video, story)maps to retainer volume
08
Who writes the ad copy, and who approves the claims it makes?
09
How many rounds of creative feedback per batch?maps to included revisions
10
Who owns the ad accounts and pixels?
11
What CPA or ROAS makes this retainer a success?
12
What is a customer worth to you over a year?
13
Is conversion tracking live and trusted today, or does it need building?
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