Introducing Campaign Plans: The Media Plan Your AI Agent Can Actually Execute
Your media plan lives in a spreadsheet no system can read. Campaign Plans turn it into structured data — channels, budgets, targeting, dates — that your AI agent can check, approve against, and build campaigns from.
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Your media plan lives in a spreadsheet.
€120,000 across four channels, six markets, ten weeks. Somebody built it in an afternoon, and it is the most consequential document of your quarter. Then somebody else opens it in one window, opens Ads Manager in another, and retypes it — line by line, budget by budget, country by country.
From that moment the spreadsheet starts drifting. A budget moves in Ads Manager and nobody updates row 14. Three weeks in, the honest answer to “are we running the plan we agreed?” is a shrug and forty minutes of cross-checking.
Campaign Plans close that gap. Your media plan stops being a document about the work and becomes the structured thing your AI agent reads, checks, and builds from.
What a Campaign Plan Is
A Campaign Plan is your media plan, stored as data instead of prose. It has two levels — the same two your spreadsheet already has.
The whole: the envelope, the currency, the window, the brand it serves, the argument for the split, and how success gets judged.
The line items: one row per intention. Each carries what stays constant across everything it will produce.
| A line item holds | Example |
|---|---|
| Channel | Meta, TikTok, Google PMax |
| Objective | Leads, sales, awareness |
| Countries | FR, BE, CH |
| Age and gender | 25–54, all |
| Budget | €18,000 |
| Dates | 1 Oct – 15 Nov, or inherited |
That is the spreadsheet row, minus the ambiguity. And because it is structured, three things become possible that a spreadsheet could never do: the numbers add themselves up, a human can approve it, and an agent can build from it.
How It Works
1. Write it — in the console or by talking to your agent.
Open the Campaign Plans page and fill it in, or say it out loud in Claude, Cursor, or the Adgent:
“Create a campaign plan for Northwind Q4. €120,000, EUR, October through December. Meta for leads in France and Belgium at €60k, TikTok for awareness in France at €35k, the rest on Google PMax.”
Both surfaces write the same object. Start it in chat, finish it in the console, hand it to a colleague who has never opened an AI client — it is one Campaign Plan either way.
2. Read it in a table or as cards.
The console gives you both. Table when you are checking arithmetic across twelve rows. Cards when you are reading one line item properly. Same data, and the money, the argument and the approve button stay pinned beside either view.
3. Approve it.
Approval is the human act. One click marks the Campaign Plan approved and validates every line item still in draft.
4. Let your agent build it.
“Execute line item 3 of the Northwind Q4 campaign plan.”
The agent reads the row, creates the campaigns and ad sets on the ad account, and then records what it made against that line item. Not a promise that it will — a record of what exists.
Three Numbers, Not One
Most planning spreadsheets have one budget cell and a formula. That hides the question everyone actually asks in a review.
| Number | What it means |
|---|---|
| Envelope | What you have — what the client agreed to spend |
| Allocated | What the line items ask for, summed |
| Unallocated | What is still unplaced |
AdCrunch shows all three, and lets them disagree. An envelope of €120,000 with €96,000 allocated is not an error — it is a Tuesday, and the €24,000 gap is exactly the thing your review should be about.
There is one place where we refuse to give you a number. If some line items carry a total for a period and others carry a daily rate, AdCrunch prints “not comparable” instead of a sum — because €18,000 for October and €600 a day are not quantities you can add. Every amount is labelled with its unit, next to the amount.
A wrong number in a budget document is worse than no number. So we do not print one.
Approval Means Something
A Campaign Plan an agent can execute needs a line nobody crosses by accident. Here it is: a line item cannot be executed until it is validated.
Around that, the rules stay predictable:
- Approving the Campaign Plan validates its draft line items. One act, not fourteen.
- Editing sends it back to draft — and only what you edited. Change a line item’s budget and that line item returns to draft. Change the envelope and the Campaign Plan does. The console tells you this before you save, not after your approval quietly disappears.
- Editing never touches what is already live. A line item that has spawned campaigns returns to draft when you edit it; the campaigns it created keep running exactly as they were. Planning is not delivery, and changing your plan should never silently change your spend.
- Nothing blocks approval. Over-allocated, unbounded, half-finished — you can approve it anyway. You are an adult, and the checks that matter happen at execution.
One Currency, Never Converted
A Campaign Plan is denominated once, at the top. Line items carry amounts, not currencies.
The currency stays editable until the first line item gets a budget, then it freezes — because a currency that moves under existing numbers turns €60,000 into $60,000 without anyone typing a digit.
At execution, if the ad account is denominated in a different currency than the Campaign Plan, AdCrunch refuses before it calls the provider. It does not convert. A converted budget is a different budget, and a rate you did not choose is a decision you did not make.
Plan Every Channel. Execute on Meta Today.
You can plan across Meta, TikTok, Snapchat, Google Search, PMax, Display, YouTube, programmatic display, LinkedIn and X — because your media plan already spans them, and a planning tool that only covers one channel is a planning tool you keep a spreadsheet alongside.
Execution is live for Meta today. Other channels plan, sum, approve and export as first-class rows; they simply do not build themselves yet. Which channels an agent can execute is a fact about our connectors, not about your plan — as connectors land, the same rows become executable with nothing to migrate.
Planning Is Not Spending
Writing a Campaign Plan and moving money are two different permissions, and AdCrunch keeps them apart.
campaign_plan:write lets an agent author, restructure and re-budget the whole thing. It does not let it create a campaign, shift a budget or unpause anything — that is mutation:write, granted separately.
So you can hand a strategist, a junior buyer, or an AI agent the ability to plan an entire quarter without handing over the keys to the ad account.
Where It Fits
Campaign Plans complete the loop your agent already runs:
- Read your accounts and performance.
- Save a playbook once and run it by name.
- Bring your own creative into the account.
- Write the plan the campaigns come from — new, today.
The spreadsheet was never the problem. The problem was that it was the only place your plan existed, and nothing else could read it.
Ready to plan your next quarter where your agent can reach it?
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