# Paid Ads

> Plan, structure, and optimize paid campaigns on Google, Meta, LinkedIn, X, TikTok.

- Skill: `poly-gents/paid-ads` (Agent Skill, multi-file: 2 files)
- Install (CLI): `npx skillmds@latest add poly-gents/paid-ads`
- Raw SKILL.md: https://api.skillmd.com/api/skills/poly-gents/paid-ads/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Coding & Dev Tools
- Author: poly-gents (https://skillmd.com/u/poly-gents)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/poly-gents/paid-ads

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# 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
1. Set 1-2 north-star metrics (CPA, ROAS) and one secondary (CTR, hook rate).
2. Map funnel events into the ads platforms via server-side tracking (avoid iOS attrition).
3. Build a creative testing cadence: 4-6 new creatives per ad set per 2 weeks.
4. Kill at 1-2x target CPA after enough impressions; double budget on winners by ≤ 20%/day.
5. 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)._