# plan.md (synthetic account brief, written for the run)

account: Northwind Candles UK (fictional) · currency GBP · timezone Europe/London
objective: profitable growth of non-brand Search and Shopping; contribution after ad spend is the number
margin and value definitions: conversion value = order revenue ex VAT before refunds; margins per item from margins.csv
campaign types: Brand Search, Generic Search, Shopping, Performance Max, Display prospecting
budget ceiling: 9,000 per month across all campaigns
primary actions: Purchase (Shopify) only, agreed 2026-09-01; Add to cart and Phone call moved to Secondary
campaign goals: not yet confirmed per campaign (open item, owner: account manager)
measured conversion lag: not measured (no lag report supplied yet)
restricted settings: no automated bid strategy on Generic - Search until conversion lag is measured; Recommendations tab not used
accountable reviewer: the account owner
evidence dates: exports 2026-08-16 to 2026-09-14