Free working documents
Advertising templates you can put to work
Plan a campaign, audit an account, or hand over the work with the evidence attached. Download editable CSV worksheets and an Excel budget forecast with working formulas. No signup required.
PPC budget forecast templateDownload a free Excel PPC budget workbook with editable CPC, conversion and lead-quality assumptions. Calculate customers, media CAC and contribution after advertising.Excel workbook and CSV →Paid campaign launch checklistA free pre-launch QA template for paid campaigns: verify the offer, destination, conversion path, audience, budget, approvals and post-launch readback before spending.Preview and download CSV →Ad creative brief templateDownload an editable creative brief for paid advertising. Define the buying situation, supported promise, demonstration, production constraints, review and test handoff.Preview and download CSV →UTM tracking spreadsheet templateDownload a free campaign-link register with UTM fields, example URLs, owners and verification status. Use it with the URL builder and your team's naming convention.Preview and download CSV →
Audit and improve
Google Ads audit checklist templateDownload an editable Google Ads audit CSV covering conversion goals, search intent, exclusions, budgets and landing pages. Includes evidence fields and a worked triage example.Preview and download CSV →Meta Ads audit checklist templateUse a free Meta Ads audit CSV to review outcomes, event integrity, delivery, creative, destinations and lead quality. Record evidence, owners and unresolved questions.Preview and download CSV →Lead quality scorecard templateDefine accepted, reviewed, qualified and converted leads with a free editable scorecard. Includes rejection reasons, review coverage and a worked campaign comparison.Preview and download CSV →Negative keyword review templateA free search-term review log for Google Ads. Record intent, evidence, proposed negative match type, scope, conflict checks and approval before excluding queries.Preview and download CSV →Landing page message-match templateDownload a worksheet to compare an ad's promise with the landing page: offer, proof, eligibility, price, next step, mobile experience and accepted-outcome delivery.Preview and download CSV →
Test, report and hand over
Ad creative testing templateDownload a creative experiment brief and decision log. Define the hypothesis, treatment, randomization, sample plan, stopping rule and evidence before launching ads.Preview and download CSV →Paid media reporting templateDownload a paid-media report worksheet with source definitions, cost and outcome metrics, uncertainty notes and a decision log. Editable CSV for Excel or Google Sheets.Preview and download CSV →Ad account handover checklistAn editable advertising handover checklist for account ownership, billing, tracking, assets, experiments and operating decisions. Download the free CSV without a form.Preview and download CSV →
Choose the document for the next decision
Use the budget workbook to connect spend assumptions to expected customers. Use the production brief to define an ad assignment, then the launch checklist to verify the final campaign. Audit worksheets help prioritize problems; the testing, reporting and handover documents keep later decisions attached to their evidence.
What you get
Each resource includes a preview, instructions, an illustrative example and primary references. CSV files are editable worksheets with fields for your evidence and decisions. The budget resource also includes an Excel workbook with formulas. All example data is fictional, and none of the downloads connects to an advertising account.
For the arithmetic, use the free advertising tools. For a deeper explanation of a decision, browse the advertising operations library.