ads

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• SKILL.md

SKILL.md (first lines)

# ads

Default to the current project until you name a client. Don't invent spend or ROAS. Don't buy anything.

## Before structure

Goal, budget, offer, landing URL, what a conversion is worth. If those are missing, ask once.

## Platform

| Where | When |
|---|---|
| Google Search | They already search for it |
| Meta | You must create demand. Creative is the targeting |
| LinkedIn | Job title / company actually matters (B2B, higher ticket) |

## Structure

One campaign per objective. Don't fragment $50 across twelve campaigns.

Naming: `PLATFORM_goal_audience_offer`

Testing: 70% proven, 30% tests. Scale winners ~20% at a time.

## Creative

Audience knowledge goes into the **ad** first, targeting filters second — especially Meta.

- Identity word in the headline beats stacking 12 interests
- Native > polished
- First 3 seconds if video. Captions on
- Mirror the winning headline on the landing H1. Scent match or bounce

`copy` for the landing. `browse` the landing before spend talk.

## Diagnose

| Symptom | First check |
|---|---|
| CPA high | Landing, then creative, then audience |
| CTR low | Hook / mismatch |
| CPM high | Audience too tight or creative junk |
| Fatigued | Fresh creative, not a new campaign for fun |

Retarget with a **different** offer or an objection ad, not the same ad louder.

## Kill / keep

No tracking → don't scale. Learning phase → don't panic-edit. Exclude buyers. UTMs on everything.

## Operator overlays

- Client ads use the client's brand. Your own product chrome on a client ad is a miss.
- Never invent a testimonial or a ROAS.

From ronnnerr/norstack, MIT.

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