ADDITIONAL AD BUDGET DECISION — Lonta AI — https://lonta.io/blog/marginal-google-ads-budget/
Original worksheet CC BY 4.0. A proposed planning method, not a forecast.

Decision period, follow-up window and review date:
Unchanged baseline spend and workload:
Extra media ceiling (not a target):
Extra management/production fees, when payable:
Usable extra crew hours AFTER other commitments, travel, failed visits and reserve:
Skill/scheduling constraints that a common hours pool cannot represent:

For EACH campaign, define alternative TOTAL increases above the same baseline.
Include no increase. Never add two levels from the same campaign together.
Campaign and service:
Level: no increase / option 1 / option 2
Extra media cost:
Extra completed jobs assumed (not raw forms or calls):
Source, period and definition behind that assumption:
Contribution per job BEFORE acquisition; exact cost treatment:
Crew hours reserved for the option:
Expected remainder = extra jobs x contribution - extra media - extra fees:
Downside assumptions and remainder:
Overlap/cannibalization risk with other campaigns or existing work:

Compare combinations within BOTH media and crew constraints.
A smaller increase or no increase can be best among the supplied options.
Keep the original forecast; record later outcomes and changed assumptions separately.

Selected combination, total added cost and reserved hours:
Owner and agency responsibilities:
What evidence permits continuing, revising or stopping:
Actual completed jobs/collected money after follow-up:
What changed in demand, operations, tracking or service mix:
Unresolved outcomes and next decision: