Weekly plan
A proposed budget per campaign for the week ahead, with the reasoning written next to each line.
Home Spend Allocator
File 005 · Budget planning
Put your budget where it is already working.
The Spend Allocator reads performance across your campaigns and platforms, then proposes a budget split that moves money from weak ads to strong ones. Every change waits for your approval. Nothing moves on its own.
- Platforms
- Meta, Google, TikTok, LinkedIn
- Goal options
- Return on ad spend, cost per order, cost per lead
- Approval
- Every change, every time
- Change log
- Full history with one-click rollback
Contents of the file
What you find inside.
Fatigue warnings
Flags ads whose results are falling as frequency rises, before they drag a campaign down.
Cross-platform view
Compares cost per order across platforms on the same basis, so the split is fair.
Guardrails
Set minimum and maximum budgets per campaign, and a cap on how much can move in one week.
What-if planner
Try a bigger or smaller total budget and see the expected return before committing.
Rollback
Every approved change is logged. Undo any change with one click.
Worked example
A page from a real file.
Typed exactly as it appears in the workspace, for a packaged coffee brand in its first month on Motivestone.
File 005
Plan · Week 41 · Total $12,000
- Meta · Office workers video
- $2,400 → $3,600 · ROAS 4.1
- Meta · Generic brand static
- $1,800 → $900 · fatigue rising
- Google · Brand search
- $1,500 → $1,500 · hold
- TikTok · Unboxing creators
- $1,200 → $1,500 · cost per order down 18%
- Expected change
- +9% to +14% orders at same spend
Analyst verdict
Four changes proposed, none applied. Approve them individually, or export the plan for your media buyer.
Procedure
How it works, step by step.
- 01
Connect accounts
Link your ad accounts with read access. Write access is requested only if you choose to apply changes from Motivestone.
- 02
Set the goal
Pick what matters: return on ad spend, cost per order or cost per lead, and set your guardrails.
- 03
Review the plan
Each suggestion shows the current budget, the proposed budget and the reason.
- 04
Approve or skip
Approve line by line, or apply the plan in your ad platform yourself.
Margin notes
Ground rules for this file.
Your ad account access is read-only unless you approve a budget change.
Spend suggestions are predictions, not guarantees. The expected range is shown with each plan.
Weekly movement is capped by your guardrails, so the allocator can never shift more than you allow.
- A:
No. Every change needs your approval. There is no auto-apply mode.
- A:
Give your agency a seat. They can review and approve plans, and you see every change in the log.
- A:
At least two weeks of results across the campaigns you want planned. With less, it shows a hold recommendation.
Related files
The rest of the dossier.
- Competitor Ad FilesEvery active competitor ad, with hooks, offers and run time
- Creative ScorerScore a draft ad before a single dollar is spent
- Motive MapThe real reasons your buyers check out
- Landing Page CheckRed-pen review of the page your ads send people to
- Trend BriefRising formats, hooks and offers in your category
- Weekly BriefingOne typed page every Monday, with three actions
Your case