domains / marketing / paid-ads-strategy / paid-ads

paid-ads

Skill card

combined

The copies overlap on core paid-ads strategy (goals, audience, platform selection, budget, optimization), but each has material steps the others lack. kostja94 adds PMF-testing vs conversion-driven modes, when-not-to-use rules, and cross-medium formats (CTV, OOH, directory). LeoYeAI/openclaw-marketing-skills adds campaign structure, naming conventions, ad copy frameworks, creative best practices, and optimization levers. LeoYeAI/openclaw-master-skills adds detailed per-platform campaign types and headline/CTA formulas. nowork-studio is a wrapper that defers to an external WORKFLOW.md and does not contain the procedure itself. Crowning one would hide real alternatives.

Repositories

Other copies

Combined skill

---
name: paid-ads
description: Plan, structure, and optimize paid advertising campaigns across Google Ads, Meta, LinkedIn, Twitter/X, TikTok, and other platforms. Use for campaign strategy, audience targeting, budget allocation, ad copy, creative, and performance optimization.
---

# Paid Ads Strategy

## Before Starting

Gather this context (ask if not provided):

1. **Campaign Goals**: Primary objective (awareness, traffic, leads, sales, app installs), target CPA/ROAS, monthly/weekly budget, constraints (brand, compliance, geographic).
2. **Product & Offer**: What you're promoting, landing page URL, what makes it compelling, any promotions or urgency elements.
3. **Audience**: Ideal customer, problem solved, what they search for or care about, existing customer data for lookalikes.
4. **Current State**: Prior ad experience, pixel/conversion data, funnel conversion rate, existing creative assets.

## Two Modes: PMF Testing vs Conversion-Driven

| Mode | When | Goal | Budget | Metrics |
|------|------|------|--------|---------|
| **PMF testing** | Pre-PMF; idea validation | Validate demand, messaging, pricing, audience before building | $47–500; small | CTR, sign-up rate, bounce rate |
| **Conversion-driven** | PMF validated | Commercialization; scale; efficient acquisition | Scale; ROAS target | ROAS, CAC, conversion rate |

**When NOT to Use Paid Ads**:
- Pre-PMF + large scale (use PMF testing or cold-start channels first)
- No conversion tracking (can't measure ROAS)
- Organic can work at lower cost (SEO, content, community)

## Platform Selection

| Platform | Best For | Use When |
|----------|----------|----------|
| **Google Ads** | High-intent search traffic | People actively search for your solution |
| **Meta (FB/IG)** | Demand generation, visual products | Creating demand, strong creative assets |
| **LinkedIn** | B2B, decision-makers | Job title/company targeting matters, higher ACV |
| **Twitter/X** | Tech audiences, thought leadership | Audience active on X, timely content |
| **TikTok** | Younger demographics, viral creative | Audience skews 18-34, video capacity |

### Platform Campaign Types

**Google Ads**: Search, Performance Max, Display, YouTube, Demand Gen.
**Meta**: Advantage+ Shopping, Lead Gen, Conversions, Traffic, Engagement.
**LinkedIn**: Sponsored Content, Message Ads, Lead Gen Forms, Document Ads, Conversation Ads.
**Twitter/X**: Promoted Tweets, Promoted Accounts, Promoted Trends.
**TikTok**: In-Feed Ads, TopView, Brand Takeover, Spark Ads.

## Campaign Structure

### Account Organization
```
Account
├── Campaign 1: [Objective] - [Audience/Product]
│   ├── Ad Set 1: [Targeting variation]
│   │   ├── Ad 1: [Creative variation A]
│   │   ├── Ad 2: [Creative variation B]
│   │   └── Ad 3: [Creative variation C]
│   └── Ad Set 2: [Targeting variation]
└── Campaign 2...
```

### Naming Conventions
```
[Platform]_[Objective]_[Audience]_[Offer]_[Date]
Examples:
META_Conv_Lookalike-Customers_FreeTrial_2024Q1
GOOG_Search_Brand_Demo_Ongoing
LI_LeadGen_CMOs-SaaS_Whitepaper_Mar24
```

### Budget Allocation

**Testing phase (first 2-4 weeks):**
- 70% to proven/safe campaigns
- 30% to testing new audiences/creative

**Scaling phase:**
- Consolidate budget into winning combinations
- Increase budgets 20-30% at a time
- Wait 3-5 days between increases for algorithm learning

## Ad Copy Frameworks

**Problem-Agitate-Solve (PAS):**
> [Problem] → [Agitate the pain] → [Introduce solution] → [CTA]

**Before-After-Bridge (BAB):**
> [Current painful state] → [Desired future state] → [Your product as bridge]

**Social Proof Lead:**
> [Impressive stat or testimonial] → [What you do] → [CTA]

### Headline Formulas

**For Search Ads:**
- [Keyword] + [Benefit]
- [Action] + [Outcome]
- [Question]
- [Number] + [Benefit]

**For Social Ads:**
- Hook with outcome
- Hook with curiosity
- Hook with contrarian
- Hook with specificity

### CTA Variations

**Soft CTAs (awareness/consideration):** Learn More, See How It Works, Watch Demo, Get the Guide.
**Hard CTAs (conversion):** Start Free Trial, Get Started, Buy Now, Sign Up.

## Audience Targeting

| Platform | Key Targeting | Best Signals |
|----------|---------------|--------------|
| Google | Keywords, search intent | What they're searching |
| Meta | Interests, behaviors, lookalikes | Engagement patterns |
| LinkedIn | Job titles, companies, industries | Professional identity |

**Key Concepts:**
- **Lookalikes**: Base on best customers (by LTV), not all customers
- **Retargeting**: Segment by funnel stage (visitors vs. cart abandoners)
- **Exclusions**: Exclude existing customers and recent converters

## Creative Best Practices

### Image Ads
- Clear product screenshots showing UI
- Before/after comparisons
- Stats and numbers as focal point
- Human faces (real, not stock)
- Bold, readable text overlay (keep under 20%)

### Video Ads Structure (15-30 sec)
1. Hook (0-3 sec): Pattern interrupt, question, or bold statement
2. Problem (3-8 sec): Relatable pain point
3. Solution (8-20 sec): Show product/benefit
4. CTA (20-30 sec): Clear next step

**Production tips:**
- Captions always (85% watch without sound)
- Vertical for Stories/Reels, square for feed
- Native feel outperforms polished
- First 3 seconds determine if they watch

### Creative Testing Hierarchy
1. Concept/angle (biggest impact)
2. Hook/headline
3. Visual style
4. Body copy
5. CTA

## Campaign Optimization

### Key Metrics by Objective

| Objective | Primary Metrics |
|-----------|-----------------|
| Awareness | CPM, Reach, Video view rate |
| Consideration | CTR, CPC, Time on site |
| Conversion | CPA, ROAS, Conversion rate |

### Optimization Levers

**If CPA is too high:**
1. Check landing page (is the problem post-click?)
2. Tighten audience targeting
3. Test new creative angles
4. Improve ad relevance/quality score
5. Adjust bid strategy

**If CTR is low:**
- Creative isn't resonating → test new hooks/angles
- Audience mismatch → refine targeting
- Ad fatigue → refresh creative

**If CPM is high:**
- Audience too narrow → expand targeting
- High competition → adjust bid strategy or timing
- Creative fatigue → refresh assets

## Ad Formats by Medium

| Medium | Format | Best for |
|--------|--------|----------|
| **Web** | Search, Display, Social (landing page) | Websites, SaaS, e-commerce, leads |
| **Display / Banner** | Ad networks, programmatic, banner ads | Brand awareness; retargeting; publisher sites |
| **App** | App install, in-app ads, App Store/Play Store | Mobile apps; user acquisition |
| **TV / Streaming** | CTV, OTT, linear TV | Brand awareness; streaming viewers |
| **Directory / Marketplace** | Taaft, Shopify App Store, G2, Capterra | High-intent directory visitors |
| **Out-of-home (OOH)** | Billboards, transit, DOOH | Brand reach; unskippable; real-world exposure |