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name: marketing-paid-advertising description: Paid advertising strategy for Google, Meta, TikTok, LinkedIn - campaign structure, bidding, audiences, creative, measurement, budget allocation, unit economics (CAC/LTV), revenue attribution, payback period, and sales alignment.

PAID ADVERTISING — CAMPAIGN OS (OPERATIONAL)

Built as a no-fluff execution skill for paid acquisition across Google, Meta, TikTok, and LinkedIn.

Structure: Core paid advertising fundamentals first. Platform-specific tactics in dedicated sections. AI automation in clearly labeled "Optional: AI / Automation" sections.

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Modern Best Practices (January 2026)

• Google Ads: https://support.google.com/google-ads/
• Meta Business Help: https://www.facebook.com/business/help
• TikTok Ads Manager: https://ads.tiktok.com/help/
• LinkedIn Campaign Manager: https://business.linkedin.com/marketing-solutions

Local Reference PDFs (Internal)

• Google: Responsive Search Ads - A guide to writing ads that perform (2023)
• Google: Search Creative Best Practices Guide (Responsive Search Ads)

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When to Use This Skill

• New campaigns: Structure, audiences, bidding, creative strategy
• Scaling spend: Budget allocation, ROAS targets, diminishing returns
• Platform selection: Which channels for which goals
• Creative strategy: Ad formats, hooks, testing frameworks
• Measurement: Attribution, incrementality, cross-platform tracking
• Unit economics: CAC/LTV modeling, payback period, max allowable spend
• Revenue attribution: Multi-touch attribution, incrementality testing
• Sales alignment: Lead quality, MQL/SQL handoffs, shared KPIs

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When NOT to Use This Skill

• Organic social strategy → Use marketing-social-media
• SEO/content marketing → Use marketing-seo
• Email automation → Use marketing-email-automation
• Landing page optimization → Use marketing-cro
• Affiliate/influencer marketing → Different attribution and partnership models
• Programmatic display (DSP) → Requires specialized DSP knowledge beyond self-serve platforms

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Core: Platform Selection Matrix

Platform Selection Decision Tree

CopyHIGH INTENT (ready to buy)?
├─ YES → Google Search (always include)
│        └─ Add branded terms + competitor terms
└─ NO → What's your goal?
         ├─ Awareness/Brand → Meta, TikTok, YouTube
         ├─ B2B/Enterprise → LinkedIn, Google Search
         ├─ E-commerce → Meta, Google Shopping, TikTok
         └─ App installs → Meta, TikTok, Google UAC

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Core: Campaign Structure Framework

Google Ads Structure

CopyACCOUNT
├─ Campaign 1: Brand (Search)
│   ├─ Ad Group: Exact brand terms
│   └─ Ad Group: Brand + product
│
├─ Campaign 2: Non-Brand (Search)
│   ├─ Ad Group: Pain/problem keywords
│   ├─ Ad Group: Solution keywords
│   └─ Ad Group: Competitor keywords
│
├─ Campaign 3: Retargeting (Display)
│   ├─ Ad Group: Site visitors (7d)
│   ├─ Ad Group: Site visitors (30d)
│   └─ Ad Group: Cart abandoners
│
└─ Campaign 4: Performance Max (if applicable)
    └─ Asset group by product/service line

Meta Ads Structure

CopyACCOUNT
├─ Campaign 1: Prospecting (Conversions)
│   ├─ Ad Set: Lookalike 1% (customers)
│   ├─ Ad Set: Interest targeting
│   └─ Ad Set: Broad targeting (Advantage+)
│
├─ Campaign 2: Retargeting (Conversions)
│   ├─ Ad Set: Website visitors (7d)
│   ├─ Ad Set: Engaged (video/page 30d)
│   └─ Ad Set: Cart abandoners
│
└─ Campaign 3: Testing (CBO or ABO)
    ├─ Ad Set: Creative test A
    ├─ Ad Set: Creative test B
    └─ Ad Set: Creative test C

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Core: Bidding Strategy Guide

Bidding Decision Tree

CopyCONVERSION HISTORY?
├─ <50 conversions/month → Manual CPC or Max Clicks
├─ 50-100 conversions → Target CPA (start conservative)
└─ >100 conversions → Target CPA/ROAS (optimize for efficiency)

BUDGET CONSTRAINED?
├─ YES → Manual CPC or Target CPA (strict)
└─ NO → Maximize Conversions (let algorithm spend)

Do (Bidding)

• Start with manual/conservative bids to gather data
• Set realistic CPA/ROAS targets based on unit economics
• Allow 2-4 weeks for learning phase before judging
• Use bid adjustments for device, location, time

Avoid (Bidding)

• Changing bids daily (resets learning)
• Setting unrealistic CPA targets (algorithm won't spend)
• Using ROAS bidding without accurate conversion values
• Ignoring seasonality effects on performance

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Core: Audience Strategy

By Funnel Stage

Key Audiences

• Google: In-Market (actively buying), Custom Intent (your keywords/competitor URLs), Remarketing
• Meta: Lookalike 1% (highest quality), Advantage+ (AI-optimized), Custom audiences
• LinkedIn: Job title, company size, industry targeting

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Core: First-Party Data Strategy (2026 Critical)

With third-party cookie deprecation complete, first-party and zero-party data are essential for targeting.

Data Types

Implementation Checklist

• Customer Match lists uploaded (Google, Meta, LinkedIn)
• Enhanced Conversions enabled (Google)
• Conversions API (CAPI) implemented (Meta)
• Events API configured (TikTok, LinkedIn)
• Email/phone collection optimized on landing pages
• Lead enrichment workflow configured

Platform-Specific Setup

Why This Matters in 2026

• Targeting precision: Algorithms now rely on first-party signals, not third-party cookies
• Signal quality: Offline conversions and CRM data improve bidding accuracy
• Audience building: Lookalikes based on your data outperform interest targeting
• Attribution recovery: Server-side tracking recovers 10-20% of lost conversions

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Core: Creative Strategy

Ad Format Selection

Creative Testing Framework

Test ONE variable at a time: Hook (Week 1-2) → Format (Week 3-4) → CTA (Week 5-6).

Platform Best Practices

• Google Search: Keywords in headlines, use all 15 headlines/4 descriptions. See references/google-ads-guide.md
• Meta: Hook in first 3 seconds, UGC outperforms polished, 1:1 feed / 9:16 stories
• TikTok: Native aesthetic, hook in 1 second, trending sounds
• LinkedIn: Professional tone, document ads for thought leadership

Templates: assets/creative-brief.md, assets/google-rsa-asset-pack.md

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Core: Budget Allocation Framework

Budget by Funnel Stage

Budget Allocation by Platform

Starter Budget ($5-10k/month):

CopyGoogle Search (brand + non-brand): 60%
Meta (prospecting + retargeting): 30%
Testing budget: 10%

Growth Budget ($10-50k/month):

CopyGoogle Search: 40%
Meta: 35%
TikTok or LinkedIn: 15%
Testing: 10%

Scale Budget ($50k+/month):

CopyGoogle (Search + PMax + YouTube): 35%
Meta: 30%
TikTok: 15%
LinkedIn (if B2B): 10%
Testing: 10%

Diminishing Returns Detection

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Quick Reference

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Decision Tree (Campaign Triage)

CopyCPL too high?
├─ Check audience size → Too narrow = expand; too broad = tighten
├─ Check creative CTR → Below 1% = new creative needed
├─ Check landing page CVR → Below 2% = landing page issue (see marketing-cro)
└─ Check bid strategy → May need to increase bids or change strategy

ROAS below target?
├─ Check conversion tracking → Missing conversions = attribution issue
├─ Check audience quality → Low quality = tighten targeting
├─ Check offer → Weak offer = test new value prop
└─ Check funnel → Leaky funnel = fix downstream conversion

Volume too low?
├─ Check budget → Daily budget limiting impressions
├─ Check bid → Bids too low to win auctions
├─ Check audience → Audience too narrow
└─ Check creative → Low relevance score/quality score

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Operational SOPs

Campaign Launch: Pre-launch (define KPIs, build audiences, upload 3-5 creatives) → Launch (conservative bids, daily caps) → Learning phase (14 days, no major changes) → Optimization (pause losers, scale winners +20%).

Weekly Review: Monday (30 min): metrics, targets, top 3 actions. Thursday (15 min): pacing, pause disasters.

Monthly Review: Performance summary, audience insights, creative insights, budget reallocation.

Full SOPs: references/operational-sops.md

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Privacy & Compliance (2026)

CCPA 2.0 and EU AI Act are in full effect. Non-compliance risks account suspension and fines.

Compliance Checklist

• Explicit consent obtained for personalized targeting
• Clear opt-out options available on all properties
• Third-party tracking tools audited for compliance
• Cookie consent banner with granular controls
• Data retention policies documented and enforced

Platform Privacy Features

Regional Requirements

Do (Privacy)

• Implement Consent Mode v2 for Google Ads in EU
• Enable Limited Data Use for Meta in California
• Use server-side tracking for privacy-compliant attribution
• Document data flows and retention policies

Avoid (Privacy)

• Tracking without consent in regulated regions
• Storing raw PII in ad platforms
• Using non-compliant third-party pixels
• Ignoring platform policy updates

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Metrics & KPIs

Primary Metrics

Secondary Metrics

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Core: Unit Economics & CAC/LTV Framework

Connect ad spend to business outcomes. Campaigns optimized for CPL without understanding downstream economics often acquire unprofitable customers.

Key Metrics:

Payback Benchmarks:

Decision Tree:

• LTV:CAC > 3:1 AND Payback < Target → Scale spend
• LTV:CAC 1-3:1 → Optimize efficiency
• LTV:CAC < 1:1 → Stop paid ads, fix unit economics

Full guide: references/unit-economics-guide.md

Calculator template: assets/unit-economics-calculator.md

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Core: Revenue Attribution Framework

Measure the true business impact of paid advertising through attribution modeling and incrementality testing.

Attribution Models:

Incrementality Testing:

• Geo-lift: Compare test markets (ads on) vs control (ads off)
• Holdout: Exclude 10-20% of audience, measure conversion lift

Tracking Setup:

• Google: Enhanced conversions + GA4
• Meta: Conversions API (CAPI)
• LinkedIn/TikTok: Events API + UTM → CRM backup

Full guide: references/revenue-attribution-guide.md

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Core: Sales Alignment Protocol

Align paid advertising with sales teams to maximize revenue impact and accurate CAC measurement.

Lead Pipeline:

Lead Scoring Thresholds:

• 12-15: Hot → Immediate outreach
• 8-11: Warm → Sales within 24h
• <8: Nurture sequence

Weekly Sync Agenda (30 min):

1. Lead quality review (5 min)
2. Pipeline impact (10 min)
3. Targeting feedback (10 min)
4. Upcoming campaigns (5 min)

Full guide: references/sales-alignment-guide.md

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Platform-Specific Guides

Google Ads Specifics

See references/google-ads-guide.md

Meta Ads Specifics

See references/meta-ads-guide.md

TikTok Ads Specifics

See references/tiktok-ads-guide.md

LinkedIn Ads Specifics

See references/linkedin-ads-guide.md

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Templates

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Trend Awareness Protocol

IMPORTANT: Use WebSearch to check current trends before answering recommendation questions.

Triggers: "Best strategy for 2026?", "What's new in [platform]?", "Is [feature] still effective?"

Required Searches:

1. "paid advertising trends 2026"
2. "[platform] updates January 2026"
3. "[platform] best practices 2026"

Report: Current landscape, emerging trends, deprecated features, recommendation based on fresh data.

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Anti-Patterns

• Changing bids daily → Resets learning. Wait 2-4 weeks.
• Too many audiences → Splits budget. Use 3-5 max.
• Single creative → Quick fatigue. Use 3-5 variants.
• No negative keywords → Wasted spend. Build weekly.
• Platform FOMO → Spreading thin. Master 1-2 first.

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Optional: AI / Automation

AI Features: Performance Max (Google), Advantage+ (Meta), Value-Based Bidding (all platforms).

When to use: 100+ conversions/month AND clear conversion values. Otherwise, stick to manual campaigns.

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Related Skills

• marketing-leads-generation — Lead capture and nurture
• marketing-cro — Landing page optimization
• marketing-content-strategy — Content for ads
• startup-go-to-market — Channel strategy

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Usage Notes (Claude)

• Stay operational: return campaign structures, budgets, creative specs
• Include platform-specific requirements (sizes, specs, limits)
• Always recommend starting conservative and scaling
• Cite current platform documentation when possible
• Do not invent benchmark data; use ranges or state "varies by industry"