paid-ads

Files (4)

• SKILL.md
• ad_copy_scorer.py · scripts/
• audience_sizer.py · scripts/
• cpc_calculator.py · scripts/

SKILL.md (first lines)

# Paid Ads

Campaign strategy, audience targeting, budget optimization, and performance management across all major advertising platforms.

---

## Table of Contents

- [Keywords](#keywords)
- [Quick Start](#quick-start)
- [Platform Selection Guide](#platform-selection-guide)
- [Campaign Structure Framework](#campaign-structure-framework)
- [Audience Targeting by Platform](#audience-targeting-by-platform)
- [Automated Campaign Types](#automated-campaign-types)
- [Budget Allocation Strategy](#budget-allocation-strategy)
- [Bid Strategy Progression](#bid-strategy-progression)
- [Retargeting Playbook](#retargeting-playbook)
- [Performance Optimization](#performance-optimization)
- [Attribution and Measurement](#attribution-and-measurement)
- [Pre-Launch Checklist](#pre-launch-checklist)
- [Best Practices](#best-practices)
- [Integration Points](#integration-points)

---

## Keywords

paid ads, PPC, pay-per-click, Google Ads, Meta Ads, Facebook Ads, Instagram Ads, LinkedIn Ads, Twitter Ads, TikTok Ads, paid media, ROAS, CPA, CPC, CPM, audience targeting, retargeting, remarketing, budget optimization, bid strategy, ad campaigns, conversion tracking, lookalike audiences, campaign structure, ad performance, paid search, paid social

---

## Clarify First

Before building the campaign, settle the inputs below. When one is missing or vague and would change the result, ask about it; when it wouldn't, use a sensible default and say which one you used.

- **Campaign objective:** leads, sales, traffic, or awareness (drives platform selection, campaign type, bid strategy, and success metrics).
- **Target audience:** who they are and their intent signal (drives platform selection and targeting setup).
- **Monthly budget:** total spend available (determines viable platforms, bid-strategy stage, and budget-phase allocation).
- **Conversion action & offer:** the action you are paying for and the offer behind it (drives campaign structure, tracking, and ad-to-page match).

Ask about the two or three inputs that matter most for this request, not the whole list. If the user wants a result straight away, produce it and state your assumptions at the top.

## Quick Start

### Launch a Campaign

1. Define campaign goal (leads, sales, traffic, awareness)
2. Select platform based on audience and intent
3. Set up conversion tracking and verify with test conversion
4. Build campaign structure with proper naming conventions
5. Define audience targeting
6. Set budget and bid strategy
7. Create ad creative (use Ad Creative skill)
8. Launch and monitor for 7 days before making changes

### Optimize an Existing Campaign

1. Pull performance data for last 14-30 days
2. Identify primary issue (high CPA, low CTR, low ROAS)
3. Use the optimization levers in the Performance Optimization section
4. Make one change at a time, wait 3-5 days between changes
5. Document every change and its impact

---

## Platform Selection Guide

### Platform Comparison

| Platform | Best For | Audience Signal | Typical CPC | Minimum Budget |
|----------|----------|----------------|-------------|----------------|
| **Google Search** | High-intent demand capture | Search keywords (what they want now) | $1-8 (B2B: $5-20) | $1,500/mo |
| **Google Display** | Awareness, retargeting | Browsing behavior, interests | $0.30-1.50 | $1,000/mo |
| **Google Performance Max** | Multi-format automation | Mixed signals, Google's ML | Varies | $2,000/mo |
| **Meta (FB/IG)** | Demand generation, B2C, visual products | Interests, behaviors, lookalikes | $0.50-3.00 | $1,000/mo |
| **LinkedIn** | B2B, decision-maker targeting | Job title, company, industry, seniority | $5-15 | $2,000/mo |
| **Twitter/X** | Tech audiences, thought leadership | Followers, interests, keywords | $0.50-3.00 | $500/mo |
| **TikTok** | 18-34 demographics, brand awareness | Interests, behaviors, creator affinity | $0.30-1.50 | $1,000/mo |
| **Reddit** | Niche communities, tech/gaming | Subreddit targeting | $0.50-2.00 | $500/mo |

### Platform Selection Decision Tree

```
Is the audience actively searching for your solution?
├── Yes → Google Search Ads
└── No → Do you know their job title or company?
    ├── Yes → LinkedIn Ads (B2B) or Meta Ads (B2C)
    └── No → Is your product visual or lifestyle?
        ├── Yes → Meta Ads (Instagram) or TikTok
        └── No → Is your audience technical?
            ├── Yes → Reddit Ads or Twitter/X
            └── No → Meta Ads (Facebook) or Google Display
```

---

## Campaign Structure Framework

### Account Hierarchy

```
Account
├── Campaign 1: [Objective] - [Product/Offer]
│   ├── Ad Group/Set 1: [Audience Segment A]
│   │   ├── Ad 1: [Creative Variant 1]
│   │   ├── Ad 2: [Creative Variant 2]
│   │   └── Ad 3: [Creative Variant 3]
│   └── Ad Group/Set 2: [Audience Segment B]
│       ├── Ad 1: [Creative Variant 1]
│       └── Ad 2: [Creative Variant 2]
└── Campaign 2: [Objective] - [Product/Offer]
```

### Naming Conventions

```
[Platform]_[Objective]_[Audience]_[Offer]_[Date]

Examples:
GOOG_Search_Brand_FreeTrial_2026Q1

From borghei/Claude-Skills, MIT.

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