# Paid/organic search investment brief

Planning template. No channel outcome or timeline is guaranteed.

- Offer, geography, service capacity and responsible owner:
- Customer outcome, eligibility and new-customer definition:
- Acquisition-cost policy and supporting costs:
- Revenue/margin assumptions and media-CAC ceiling:
- Existing paid/organic baseline; brand and generic demand separated:
- Page and enquiry-routing acceptance check:
- One paid question, maximum risk budget and outcome review condition:
- One organic project, deliverable, owner and maintenance commitment:
- Cohort, observation cutoff and treatment of open leads:
- Which evidence comes from Ads, Search Console, Analytics and the business ledger:
- Known overlap and missing identities:
- Review checkpoints: technical failures, visibility, useful leads, mature customers:
- Next decision: continue, correct, stop or explicitly inconclusive:

Use clicks and sessions consistently in economic assumptions. Do not assume this period's editorial spend created all this period's organic customers. A 90-day plan is an operating horizon, not a promised SEO payback deadline.