Meta (Facebook + Instagram)
Owner agentAI Paid Ads Agent
Annual budget$54,000 AUD
% of total45.0%
RoomsC
Sourcepaid-media-plan-12mo.html
Discipline: Never claim resolves debt. Room C copy states what money buys — funds one hour of licensed advocacy — never what outcome will be. Outcomes are variable, determined by ACL-holder negotiation. Cold Story Video composite-labelled.
Google Ads (Search + PMax)
Owner agentAI Paid Ads Agent
Annual budget$28,000 AUD
% of total23.3%
RoomsA,B,C,E
Sourcepaid-media-plan-12mo.html
Discipline: Brand + Non-brand high-intent + EOFY tax-deduction + Foundation research + Corporate CSR + PMax donate. Every ad's headline promise visible above-fold on landing page (Google Quality Score requirement).
LinkedIn (Ads + Sales Navigator)
Owner agentAI Paid Ads Agent
Annual budget$24,000 AUD
% of total20.0%
RoomsA,B,D,F
Sourcepaid-media-plan-12mo.html
Discipline: Room A/B/D/F only. Never conflate LWD with ACL-holder. Every foundation-facing ad makes RG 96 boundary explicit. Room D no lobbying signalling — service provider framing, not advocacy org.
YouTube (TrueView + Bumper + Discovery)
Owner agentAI Paid Ads Agent
Annual budget$8,000 AUD
% of total6.7%
RoomsC,A
Sourcepaid-media-plan-12mo.html
Discipline: Reserved for hero video moments. Not broad-reach play at this budget. Margaret narrative hero (Q4 2026), Lisa piece-to-camera (Q2 2027 EOFY), Christmas bumper, theory-of-change explainer.
Sponsored Newsletter Placements
Owner agentAI Paid Ads Agent
Annual budget$3,000 AUD
% of total2.5%
RoomsA,B,D
Sourcepaid-media-plan-12mo.html
Discipline: High-quality Australian sponsored-newsletter placements: The Weekly Beast, Crikey, Squiz, InDaily, The Mandarin. Chosen for demographic + credibility fit. Never cross-post identical creative — each placement gets tailored copy.
Test / Contingency
Owner agentAI Paid Ads Agent
Annual budget$3,000 AUD
% of total2.5%
RoomsALL
Sourcepaid-media-plan-12mo.html
Discipline: Kept for mid-year double-down on winning channel. Reddit, TikTok, or emergent Room C channels tested here. Requires ROAS-3× threshold before promotion to steady-state budget line.
Google Ad Grants ($120K/yr in-kind)
Owner agentAI Search Agent (SEO/AEO/GEO)
Annual budget$0 AUD
% of total0.0%
RoomsA,C,E,F
Sourcepaid-media-plan-12mo.html
Discipline: ACNC/DGR eligible. $10K/month in-kind Google Search budget. Cap $2 max CPC, 5% CTR maintenance requirement, 2 ad groups × 2 ads minimum. Applied Month 1, approved typically within 60 days.
Delta between channel total ($120K) and month-line total ($98K) = newsletters + contingency shown as annual-only in Carla's plan, not month-allocated. Faithful to source.