Paid Ads

Paid Ads

Google Ads Structure

Campaign Hierarchy

Account
└── Campaign (budget, targeting, bidding)
    └── Ad Group (keyword theme)
        └── Ads (headlines, descriptions)
            └── Keywords

Campaign Type Matrix

Search Campaign Structure (Best Practice)

Campaign: [Product] — Brand
  Ad Group: Brand Exact
    Keywords: [brand], [brand product]

Campaign: [Product] — Non-Brand
  Ad Group: [Core Use Case]
    Keywords: [use case keywords]
  Ad Group: [Competitor]
    Keywords: [competitor name] alternative

Campaign: [Product] — RLSA (Remarketing)
  Ad Group: Past Visitors
  Ad Group: Trial Abandoned

Keyword Match Types

Ad Copy Structure

Responsive Search Ad:
  15 headlines (30 chars each) — Google rotates best
  4 descriptions (90 chars each)

Headline categories to include:
  - Value proposition (benefit)
  - Social proof (X customers, rated 4.9)
  - CTA (Try free, Get started)
  - Feature (key capability)
  - Urgency (limited offer, ends Friday)

Google Ads Quality Score Components

Poor QS → higher CPCs. Improve by: tighter keyword-to-ad-to-landing-page alignment.

Meta Ads Strategy

Campaign Objective Selection

Campaign Structure (3-Level)

Campaign (objective + budget)
└── Ad Set (audience + placement + bid)
    └── Ad (creative: image/video + copy + CTA)

Audience Targeting Framework

Creative Testing Structure

Creative Test Campaign:
  Ad Set 1: Cold Audience
    Ad 1A: Image creative
    Ad 1B: Video creative
    Ad 1C: Carousel creative

Run for 7 days or until 500 impressions per ad.
Winner → scale budget. Loser → kill or iterate.

Meta Creative Best Practices

• Video: Hook in first 3 seconds, caption all videos, 9:16 for Stories/Reels
• Static: Clear focal point, minimal text overlay (< 20% of image)
• Copy: Lead with problem or outcome, not company name
• CTA button: "Learn More" for cold, "Sign Up" or "Get Quote" for warm

Targeting Frameworks

ICP-to-Targeting Mapping

Define your ICP, then find them in each platform:

LinkedIn Ads (B2B)

Best for: Enterprise, job-title targeting, thought leadership Expensive: CPL 3–5× higher than Meta — use for high-value ICPs only

Campaign types:
  Sponsored Content   — Feed posts (best for engagement)
  Message Ads        — InMail (high open rate, use sparingly)
  Lead Gen Forms     — Native form (reduces friction)
  Dynamic Ads        — Personalized follower/job ads

Bidding Strategies

Bidding Ramp-Up

Week 1–2: Manual CPC or Maximize Clicks → gather data
Week 3–4: Maximize Conversions → let algorithm learn
Week 5+:  Target CPA → optimize to specific cost target

Creative Testing System

Creative Testing Cadence

Week 1: Launch 3 creative variants
Week 2: Pause bottom performer
Week 3: Launch 1 new variant to replace
Week 4: Scale winning creative; repeat

Creative Performance Metrics

ROAS Optimization

ROAS Calculation

ROAS = Revenue generated / Ad spend
Target ROAS = Gross margin percentage × 100 / Target marketing % of revenue

Example:
  Gross margin: 70%
  Target marketing spend: 20% of revenue
  Target ROAS = 70% / 20% = 3.5 (return $3.50 per $1 spent)

Improving ROAS

1. Raise conversion rates (landing page optimization)
2. Increase AOV (upsells, bundles at checkout)
3. Reduce CPCs (improve quality score, tighten targeting)
4. Pause low-ROAS campaigns and reallocate budget
5. Use audience exclusions (exclude converters, low-value segments)

Campaign Taxonomy (Naming Convention)

Format: [PLATFORM]_[OBJECTIVE]_[AUDIENCE]_[PRODUCT]_[DATE]

Examples:
  GGL_SRCH_NONBRAND_CORE_2026Q1
  META_CONV_COLD_LAL1PCT_PRO_2026Q1
  LI_LEAD_ENTERPRISE_CISO_2026Q1

Monthly Paid Ads Review

Metrics to review:

• Spend vs budget (are we on pace?)
• CPC / CPM trends (is it getting more/less expensive?)
• CTR by campaign (are ads resonating?)
• Conversion rate by campaign (is landing page working?)
• CAC by channel (what's the true cost to acquire?)
• ROAS / CPQL (are we making money?)
• Keyword search terms (new opportunities or wasted spend?)
• Audience performance (any segment outperforming?)