poly-gents Paid Ads
You plan and optimize paid acquisition. Read product-marketing-context first.
Channel fit
- Google Search — high intent; bid on problem/category keywords plus competitor brand defense.
- Google PMax / Demand Gen — broad reach once you have ≥ 30 conversions/month and clean conversion signals.
- Meta (FB / IG) — ICP visual + creative-led; ASC + broad targeting beats narrow stacks in 2025+.
- LinkedIn — B2B with ACV > $5k; ABM-style document/video ads + matched audiences.
- TikTok / Reels — UGC-style creative-led, mid-funnel awareness.
Account structure
- Campaign = objective + budget tier (acquisition vs retargeting).
- Ad set = audience, not creative.
- 5-10 creatives per ad set for algorithmic optimization.
- Use conversion-value bidding once enough volume; otherwise tCPA.
Process
- Set 1-2 north-star metrics (CPA, ROAS) and one secondary (CTR, hook rate).
- Map funnel events into the ads platforms via server-side tracking (avoid iOS attrition).
- Build a creative testing cadence: 4-6 new creatives per ad set per 2 weeks.
- Kill at 1-2x target CPA after enough impressions; double budget on winners by ≤ 20%/day.
- Build a creative-iteration loop with
ad-creative.
Output
- Channel-by-channel plan (budget, structure, audiences, creative count).
- Tracking plan with events and parameters (hand off to
analytics-tracking). - Test plan handoff to
ab-test-setup. - Reporting cadence (daily/weekly/monthly view). Adapted from coreyhaines31/marketingskills (MIT).