Worked example (hypothetical): planning a €5,000 shop launch in Limassol

This is a hypothetical worked example to show the planning process. The business, prices and numbers are illustrative, not a real client or real results. Real prices and audiences are on each listing.

The brief

A new café opening in Limassol wants people within a few kilometres to know it exists during its first month. Budget: €5,000 excluding VAT.

Step 1: one goal, one message

Goal: awareness in the neighbourhood plus first visits. Message: "Now open" with the name, the street and a first-week offer. Seven words or fewer for roadside use.

Step 2: split by job

• Roadside (about half): one or two faces on the main roads people use to reach the area, for two weeks around opening. They build familiarity with the name.
• Radio (about a quarter): a 30-second spot in morning drive time for two weeks, mentioning the street and the offer.
• Creators (about a quarter): one or two local food creators with a following in the city, posting in opening week, each with their own discount code.

Step 3: check the numbers before booking

• Compare estimated daily impressions and the cost per thousand for each face, and check the labels (estimated vs reported).
• Check creative deadlines: printed faces need artwork days before the start.
• Ask creators for the ad label and agree usage rights if the café wants to reuse the video.

Step 4: measure

• Unique codes per creator and a code mentioned on radio show which channel brought visits.
• Count first-week customers who mention the offer.

Try your own split with the free campaign estimator, which builds a plan from live listings for your budget and area.