Weekly cash flow for a paid ads operation: 9-column spreadsheet

Natália Vieira · 2026-10-07

To effectively manage cash flow for your paid ads operation, it's essential to have a well-structured spreadsheet. Here are the 9 columns you should include:

Columns

1. DATE: Record the date of each transaction. This helps identify weekly and monthly patterns.

1. DESCRIPTION: Note what each inflow or outflow represents, such as clicks, sales, or ad costs.

1. INFLOWS: Record all sales made during the period. Include both confirmed and projected sales.

1. OUTFLOWS: Note all associated costs, such as ad spend, commissions, and platform fees.

1. BALANCE: Calculate the difference between inflows and outflows to get a clear picture of cash flow.

1. OVERDUE COD INFLOWS: Highlight overdue inflows, especially those related to Cash on Delivery (COD). Keep a close eye on them, since delays can impact liquidity.

1. PROJECTION: Forecast inflows and outflows for the next week based on current and historical data. Use sales trends and seasonality to make adjustments.

1. ALERTS: Create a column to log alerts about significant changes. For example, if outflows have increased sharply or inflows are below average.

1. WEEKLY REVIEW: Set aside space for notes on your weekly cash flow review. This should include what worked, what needs adjusting, and any insights that could impact your paid ads strategy.

Overdue COD inflows

It's common to experience delays in COD inflows. To manage this, set an average payment timeline and monitor it weekly. If a payment is overdue beyond that timeline, consider contacting the customer or adjusting your collection strategy.

Projection

When making projections, use past sales data and adjust based on current campaign performance. If a specific campaign is underperforming, reassess your investment and adjust your projections accordingly.

Alerts

Set up a visual alert system in your spreadsheet, such as color-coding inflows below expectations or outflows above budget. This makes it easier to spot problems before they become critical.

Weekly review

This review should be a time for reflection and strategy. Evaluate what worked and what didn't in your paid ads campaigns. Ask yourself: “What can I improve next week?” This will help you stay focused on your goals and optimize results.

How do you structure your weekly cash flow? Which metrics do you consider essential to track?