SEARCH MARKETING PLANNING WORKSHEET
Yenra | Updated October 9, 2026
Guide: https://yenra.com/search-engine-marketing/

HOW TO USE
Save a copy for one service, product family or customer task. Complete the
brief before launching a test. Revisit the same definitions at each review.
This is an editable planning aid. Keep customer personal data in the
appropriate controlled business system, not in this worksheet.

1. OFFER AND RESPONSIBILITY
Offer / customer task:
Audience and service area:
Availability / capacity:
Owner and people needed for page, campaign, measurement and follow-up:
Website, reporting and business-record access still needed:
Planning date / next review date:

2. INTENT-TO-PAGE MAP (repeat this block for each distinct task)
Search examples and evidence source:
Likely intent:
Preferred landing-page URL:
Information needed to decide (fit, price/quote, availability, next step):
Desired action:
Page repair or organic improvement:
Paid test, if appropriate, and reason:
Excluded intent or unserved locations:
Owner / completion date / live verification:

Fictional example: bicycle tune-up near me -> local service page with
work included, price or quote process and availability -> book a service.
Consider a local paid pilot only after the destination and tracking work.
Employment queries belong outside a repair-sales campaign.

3. MEASUREMENT CONTRACT
Primary business outcome:
Raw inquiry / order definition:
Qualification criteria:
Unique-record reconciliation method:
Duplicate, spam, cancellation and refund handling:
Event test completed / date / result:
Value and currency checks:
Actual campaign bidding goals checked:
Date range / time zone / attribution model / conversion window:
Normal reporting delay / sales follow-up period:
Brand vs non-brand split and unknown or omitted data:
Privacy and consent arrangements verified by:

Search Console measures organic visibility and clicks. Ad reports describe
paid delivery and credited conversions. Business records verify outcomes.
Keep definitions and dates consistent. Platform attribution alone does not
establish incremental customers. Do not sum overlapping platform conversion
counts; reconcile unique business records and retain unknown sources.

4. LIMITS AND BASELINE
Baseline period and saved report locations:
Seasonality, promotions and other simultaneous changes:
Paid test budget / currency / owner monitoring spend:
Applicable platform spending rules checked:
Staff, agency and production costs included in the comparison:
Immediate pause conditions (broken form, unavailable offer, bad tracking):
Acceptable economics and the assumptions behind them:

5. FICTIONAL WORKED EXAMPLE -- US DOLLARS, NOT A BENCHMARK
Ad spend: $1,200
Valid inquiries: 40
Qualified inquiries: 12
Completed jobs after normal follow-up: 3
Contribution per job before advertising: $300 after assumed variable costs

Cost per inquiry = 1,200 / 40 = $30
Qualified share = 12 / 40 = 30%
Cost per qualified inquiry = 1,200 / 12 = $100
Cost per completed job = 1,200 / 3 = $400
Contribution after ads = (3 x 300) - 1,200 = -$300
Jobs to cover ad spend at these assumptions = 1,200 / 300 = 4

This excludes fixed overhead and extra management/creative costs. Three
sales are a small sample. Investigate why 28 inquiries did not qualify and
why 9 qualified inquiries did not become jobs. Recheck delayed outcomes.

Your ad spend / currency:
Your valid inquiries / qualified inquiries / completed jobs:
Your contribution per completed job and included variable costs:
Your corresponding calculations:
For a zero denominator, record the ratio as undefined, not zero.

6. DECISION LOG (repeat each review)
Review date / period / known reporting delays:
Change made and reason:
Relevant visibility and clicks:
Valid actions / qualified outcomes / completed sales:
Cost and contribution, with assumptions:
What changed in targeting, site, price, capacity or follow-up:
Evidence gaps / small samples / unknown sources:
Decision: continue / revise / stop
Next action / owner / deadline:
Evidence that would change this decision:

PRIMARY REFERENCE STARTING POINTS (platform details can change)
SEO fundamentals:
https://developers.google.com/search/docs/fundamentals/seo-starter-guide
Reported ad search terms:
https://support.google.com/google-ads/answer/2472708?hl=en
Conversion goals:
https://support.google.com/google-ads/answer/11461796?hl=en
Search Console data groupings:
https://support.google.com/webmasters/answer/17011259?hl=en

For campaign setup and ad economics:
https://yenra.com/pay-per-click-search-engines/