Google Ads experiment planning worksheets

These files help record a campaign experiment's question, measurement, spending limits and decision. They do not create an experiment or import settings into Google Ads.

1. Copy experiment-brief.blank.md and complete its required fields before launch.
2. Read experiment-brief.worked.md for a fictional example with budgets, guardrails, dates and explicit unresolved validation gates. Its values are not benchmarks.
3. Use deviation-log.blank.csv to record necessary changes and incidents. The worked CSV illustrates an open incident; do not mix that fictional row into an operational log.
4. Complete decision-record.blank.md only after evidence exists. The worked record illustrates decisions and arithmetic; its intervals were invented, not calculated.
5. Store completed worksheets privately. Keep customer records and credentials in their authorized systems, and reference evidence locations instead of copying those records here.

The brief's learning allowance, report basis, outcome-maturity rule and final decision must fit the selected campaign workflow. An unanswered field is unknown, not passed. A document spending limit is not an automated platform cap.
