> ## Documentation Index
> Fetch the complete documentation index at: https://b2-b-playbook.mintlify.site/llms.txt
> Use this file to discover all available pages before exploring further.

# Paid-media brief

<img src="https://mintcdn.com/b2-b-playbook/8TjYHkeg5vZEv16F/assets/illustrations/worksheet-paid-media.webp?fit=max&auto=format&n=8TjYHkeg5vZEv16F&q=85&s=4dae4421f8e1d4d78b83807809a69e8e" alt="Job; Audience; Buy" width="1600" height="900" data-path="assets/illustrations/worksheet-paid-media.webp" />

B2B Playbook working file. Read [paid media](../playbooks/04-channels-and-distribution/paid-media.md) first.

One job per buy. Creation and capture do not share a scoreboard.

Copyright © 2026 Ivan Xu. Private operating copy permitted. See LICENSE.

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## Job

* Creation / capture / follow (one):
* Seat and category:
* Why this is not covering for an unnamed primary motion:

## Audience

* CRM tier this buy is for (T1 / T2 / other):
* What we suppress (customers / opps / closed-lost / competitors / other):
* Conversion path (API / pixel only—and why):

## Buy

* Channel hired, and why:
* Destination URL (must already pass its own pre-flight):
* What we will not retarget:

## Scoreboard

* Metric and the window we will not shorten:
* Kill date if the job is not showing:
* HDYHAU or human path we will read before we declare failure: