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Worked examples

See the reasoning behind an advertising decision.

A useful account review connects the numbers to a decision. These exercises make the assumptions visible, show the arithmetic and explain what evidence would still be needed before acting.

Hypothetical educational examples. Every business situation and number below is an invented modeling assumption. These pages do not describe clients, completed engagements, achieved results or expected returns from working with MAP.

HYPOTHETICAL WORKED EXAMPLE / 01Product economicsAssumed inputs · Educational exercise
Product economics

One ACOS target, two product economics

Explore why identical advertising ratios can support different spending decisions.

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HYPOTHETICAL WORKED EXAMPLE / 02Launch readinessAssumed inputs · Educational exercise
Launch readiness

A launch budget with a stock constraint

Calculate inventory headroom and test how conversion assumptions affect a proposed launch budget.

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How to use these examples

  1. Identify the decision you need to make, such as where to allocate spend or whether to expand a launch test.
  2. Replace every assumption with your own consistent reporting and product-cost data.
  3. Check what the model leaves out, including attribution limits, promotion changes, stock uncertainty and fixed business costs.
  4. Define the evidence, spending boundary and review trigger before changing the account.

A simple model is useful when it exposes a trade-off. It becomes misleading when its assumptions are treated as observed results or its output is presented as a promise.

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