---
name: stage-2-goals-mission-90-day-goals-cpa-roas-budget
description: "Choose a goal your business can afford and serve."
category: Strategy & Measurement
stage: —
definitive_article: /social-amplification
status: complete
---

# Stage 2: Goals (mission, 90-day goals, CPA/ROAS, budget)

Choose a goal your business can afford and serve. This guide puts the next three months of marketing on one clear page. Start with real sales, costs, lead quality and the budget the owner has agreed to.

**The path:** Business facts → Goal + economics → Bounded budget → Checked brief

**Start when:** The accepted engine scope needs a goals and economics brief before content, targeting or spend.

## Inputs

- [Tracking and access findings](https://local-service-spotlight.github.io/task-library/?task=stage-1-plumbing-fb-ads-google-ads-analytics#task-stage-1-plumbing-fb-ads-google-ads-analytics) and the accepted business scope.
- [Goals, Content, Targeting: the result, proof and people for this work](https://blitzmetrics.com/gct-business-strategy/) source, mission, offer, audience and current service capacity.
- Revenue, relevant delivery costs, lead-to-customer rate, refund/collection timing and approved marketing budget from the responsible owner.

## Steps

1. Write the mission and one clear business outcome. Use the actual offer and customers; do not copy a broad purpose statement when the source needs a specific result.
2. Set dated goals for the next 90 days using the current baseline and capacity. Keep projected leads, qualified leads, booked work and collected revenue separate.
3. Define the result in cost per acquisition (CPA) before using it: a lead or a customer produces different math. Use the owner’s allowable acquisition cost after relevant costs and margin needs. Average collected revenue per customer times the verified lead-to-customer rate estimates revenue per lead; it is not a profitable cost-per-lead ceiling.
4. For a lead plan, an explicit planning ceiling can be allowable customer-acquisition cost multiplied by the verified lead-to-customer rate, with consistent definitions. Record uncertainty and who accepted the economics; do not invent the missing close rate.
5. If using return on ad spend (ROAS), state the conversion value divided by ad cost and what the value represents. [Google’s definition](https://support.google.com/google-ads/answer/6268637?hl=en) targets an average value-to-spend ratio; it does not guarantee revenue or profit.
6. Check the plan on the same period: approved 90-day spend divided by assumed cost per lead estimates leads, then apply the same qualified/close-rate definitions and capacity. Show a scenario range and the shortfall if the plan cannot support the goal.
7. Save the one-page goal, assumptions, limits and owner’s decision. Changes to the budget, scope or target require their existing authority; an attractive forecast is not permission to launch.

## Definition of done (QA checklist)

Quality assurance (QA) means checking the result against its agreed requirements; see the [Article Guidelines](https://localservicespotlight.com/article-guidelines/).

- [ ] Goals, budget and forecast use matching periods and explicitly defined outcomes.
- [ ] Acquisition-cost assumptions include costs/margin and source-backed close rates or visible unknowns.
- [ ] The saved brief has bounded spend, capacity and an accepted review date without guaranteed results.

## Example(s)

**Fictional teaching example. This is not a client result or proof of a completed run.**

A fictional owner allows $100 to acquire one new customer, after its cost review. One in four qualified leads becomes a customer, so the planning ceiling is $25 per qualified lead. A $750 test could yield 30 such leads if that cost holds. These are assumptions to test, not promised sales or an instruction to spend.

## Handoff and Content Factory context

[Prepare source content](https://local-service-spotlight.github.io/task-library/?task=stage-3-content-endorsements-why-video-3x3-grid-library#task-stage-3-content-endorsements-why-video-3x3-grid-library) receives the brief; later stages and [Write the agreed weekly report](https://local-service-spotlight.github.io/task-library/?task=submit-weekly-maa-report-every-friday#task-submit-weekly-maa-report-every-friday) compare results with this same version.

This work supports the [Content Factory: Produce, Process, Post and Promote](https://blitzmetrics.com/content-factory/) across its relevant stages. It uses the actual inputs and next owner above; a strategy or measurement guide does not manufacture transcripts, clips or other unrelated stage outputs.

## Start with an agent

Give the AI worker this recipe, the real Inputs, the desired result and the actions already authorized. Ask for the saved output, source evidence, passed and failed checks, and the next owner. A skill is a set of instructions. Loading it does not prove access, install a scheduled job or complete the work. Use the [current installation guide](https://localservicespotlight.com/install/) only if reusable setup is needed; a ZIP contains instructions and is not an access grant.

Use the actual supported app and verified source access. A model name is not a promise of browser control, memory or unattended work. For recurring work, inspect the real job’s trigger, owner, timezone and observed firing; this recipe creates no schedule. Before any media playback, mute the player and set volume to zero. A silent review does not prove sound was heard.

## Record the real execution

Open the run record when work begins. Keep one execution ID, the exact starting recipe revision, input sources and actual state. Write a [meta article, the record of one real execution](https://blitzmetrics.com/meta-article-prompt/) with results, checks, failures and next owner. Link it to this task in the [Task Library](https://local-service-spotlight.github.io/task-library/). Writing is required; public release follows existing authority.

Reuse the same execution ID for internal reviews, meta writing, revisions and retries. A blocked run stays open with its dependency and owner, without an invented finish time. Keep historical public examples as dated evidence; article counts alone are not verified execution frequency. Use supported findings to propose and verify a recipe improvement.


<!-- factory-layer:start -->

## Factory chain (do not treat this as isolated)

- **Phase:** —
- **Importance:** 4/5 `●●●●○` — frequency 4, revenue 4, gating 2 (runs every factory cycle or weekly; creates the asset ads amplify)
- **Suggested previous station:** —
- **Suggested next station:** —
These stations are generated neighbors, not verified prerequisites or handoffs. Follow the task’s actual Inputs and Handoff sections.
- **Handoff:** Save this task’s actual output, source, date and checks where the receiving owner can read them. Follow the Inputs and Handoff sections for its next step.

## Model routing (same factory, any engine)

- **This task's lane:** `any` — Any capable chat model (Claude, ChatGPT, Grok, Gemini). SOP following, drafts, checklists.
- **Single-engine path:** Use the capable AI app you already have. Check its required tools and access before starting. Pass the actual result and proof to the next task.
- **Optional multi-engine:** A tested local model may draft; a stronger model may review facts and voice. Use supported tools for approved actions. Pick models from observed quality and cost; a model name does not prove it can run this task.
- **Never** store the working state in one vendor's memory. Files in the Content Library are the bridge.

<!-- factory-layer:end -->
## Definitive article & links

- [Maintained source guide](https://blitzmetrics.com/social-amplification/)
- [This task in the Task Library](https://local-service-spotlight.github.io/task-library/?task=stage-2-goals-mission-90-day-goals-cpa-roas-budget#task-stage-2-goals-mission-90-day-goals-cpa-roas-budget)
- [Article Guidelines](https://localservicespotlight.com/article-guidelines/)
- [Definitive article and task recipe standard](https://blitzmetrics.com/definitive-article-guide/)
- [How recipes and run records work together](https://localservicespotlight.com/meta-articles/)

## Review and evidence still needed

The inherited contributor status is `complete`. It is preserved, not promoted by this rewrite. That label alone does not verify document readiness, account access, an actual execution or a client outcome.

A relevant real execution, source evidence, independent reviewer and accepted handoff remain to be recorded. The fictional example teaches the method and does not fill a real-run evidence gap. The opening and full method need a named semantic reviewer; the task-specific path is source guidance, with visible desktop/mobile presentation still to check.