| name | campaign-planner |
| description | Create a Meta Ads campaign proposal based on brand guidelines and competitor analysis. Generates funnel strategy, landing pages, ad creatives, video scripts, and budget allocation. Outputs both markdown and HTML for review before asset creation. |
Campaign Planner
Generate a comprehensive Meta Ads campaign proposal for any brand, based on their products, positioning, and competitor learnings.
Prerequisites
Before running this skill, you should have:
- Brand Bible — Run
/website_brand_analysis first, or have existing brand guidelines
- Competitor Analysis (optional but recommended) — Run
/meta_ads_analyser on 1-2 competitors to identify winning patterns
Inputs
| Input | Source | Required |
|---|
| Brand guidelines | Brand bible or /website_brand_analysis output | ✅ Yes |
| Product ladder | From brand bible (pricing, tiers) | ✅ Yes |
| Competitor analysis | From /meta_ads_analyser output | ⭕ Recommended |
| Target audience | From brand bible ICP section | ✅ Yes |
| Existing assets | Landing pages, lead magnets, etc. | ⭕ Optional |
Workflow
Phase 1: Gather Context
- Load brand bible — Products, pricing, voice, visual style
- Load competitor analysis (if available) — Winning patterns, funnel structures
- Identify product ladder — Free → Low-ticket → High-ticket → Enterprise
- Note existing assets — What landing pages/lead magnets already exist?
Phase 2: Design Funnel Strategy
Map the customer journey:
TOFU (Cold Traffic)
├── Lead magnets (quiz, free course, valuable content)
├── Goal: Email capture, pixel building
└── Budget: 50-60%
MOFU (Warm Traffic — Retargeting)
├── Low-to-mid ticket offers
├── Goal: First purchase, course sales
└── Budget: 30-40%
BOFU (Hot Traffic — High Intent)
├── High-ticket / enterprise offers
├── Goal: Sales calls, team deals
└── Budget: 10-15%
Phase 3: Define Landing Pages
For each funnel stage, recommend landing pages:
TOFU Landing Pages:
- Quiz/assessment pages (high conversion, low friction)
- Free course/lead magnet pages
- Tutorial/value content pages
MOFU Landing Pages:
- Paid traffic variants of product pages
- More aggressive than organic pages
- Include: price anchoring, urgency, testimonials
BOFU Landing Pages:
- Existing sales pages
- "Book a call" pages
- Case study pages
Phase 4: Design Ad Creatives
Create 6-10 ad concepts across the funnel:
TOFU Ads (3-4 creatives):
- Video: Hook + problem + free offer CTA (25-35s)
- Image: Native/organic style (doesn't look like ad)
- Carousel: Value bomb / tutorial teaser
MOFU Ads (2-3 creatives):
- Video: Identity + agitation + solution + proof (30-40s)
- Image: Price anchoring, transformation
BOFU Ads (1-2 creatives):
- Video: Case study, results-focused (35-45s)
- Image: Social proof, consultation CTA
Phase 5: Write Video Scripts
For each video ad, write a full script with:
[TIMESTAMP] SECTION NAME
"Dialogue / voiceover text"
Visual notes: What's on screen
Script structure:
- Hook (0-3s) — Pattern interrupt, curiosity, or identity call-out
- Problem (3-10s) — Agitate the pain point
- Solution (10-20s) — Introduce the offer
- Proof (20-30s) — Testimonials, numbers, credibility
- CTA (last 5s) — Clear next step
Phase 6: Define Image Ad Concepts
For each image ad, describe:
- Concept — What style/approach
- Text on image — Actual copy
- Visual notes — Design direction
- Landing page — Where it drives
Image styles that work:
- Native/organic (notebook, text post)
- Bold claim + price
- Before/after
- Tutorial preview
- Quote/testimonial
Phase 7: Budget & Testing Plan
Budget allocation:
- TOFU: 50-60%
- MOFU: 30-40%
- BOFU: 10-15%
Testing phases:
- Weeks 1-2: TOFU testing, find winning lead magnet
- Weeks 3-4: MOFU activation, first sales
- Weeks 5-8: Optimization, scaling winners
Phase 8: Generate Outputs
Create two files:
- Markdown —
{brand}-campaign-proposal.md
- HTML —
{brand}-campaign-proposal.html
Both should include:
- Executive summary
- Funnel strategy with diagram
- Landing page recommendations
- Ad creative cards (with scripts/concepts)
- Budget allocation
- Testing plan
- Approval checklist
Save to: ~/clawd/output/
Phase 9: Deliver & Get Approval
Send both files to user with summary:
- Number of landing pages proposed
- Number of ad creatives
- Key strategic decisions to approve
Include approval checklist:
- ✅/❌ Overall funnel strategy
- ✅/❌ Landing page concepts
- ✅/❌ Ad creative concepts
- ✅/❌ Video scripts
- ✅/❌ Budget allocation
Wait for approval before creating actual assets.
Output Format
Markdown Structure
# {Brand} Meta Ads Campaign Proposal
## Executive Summary
[Overview, approach, asset count]
## Strategic Framework
[Competitor learnings, product ladder, funnel structure]
## Proposed Landing Pages
[For each page: URL, purpose, structure, key elements]
## Proposed Ad Creatives
### TOFU Ads
[Ad cards with scripts/concepts]
### MOFU Ads
[Ad cards with scripts/concepts]
### BOFU Ads
[Ad cards with scripts/concepts]
## Creative Summary
[Table of all ads]
## Budget Allocation
[Percentages and reasoning]
## Testing Plan
[Phased approach]
## Assets to Create
[Checklist]
## Approval Checklist
[Items for client to approve]
HTML Structure
Use template at templates/proposal-template.html:
- Clean white background, doc-like styling
- Funnel diagrams (text-based)
- Script blocks with timestamps
- Image ad mockups (styled divs)
- Badge system for TOFU/MOFU/BOFU
- Approval checklist section
Patterns from Competitor Analysis
When competitor analysis is available, apply these patterns:
| Pattern | How to Apply |
|---|
| Quiz/assessment TOFU | Create a quiz lead magnet if none exists |
| Credibility stacking | Add logos/credentials in first 10s of video |
| Two-tier funnel | Separate cold and warm audiences clearly |
| Native creative | Include at least one "doesn't look like an ad" image |
| Identity-driven copy | Use "you're the kind of person who..." language |
| Price anchoring | Compare low-ticket to high-ticket alternative |
Example Funnel Structures
Education/Course Business
FREE: Crash course / Quiz / Tutorials
€200-500: Beginner course
€500-1000: Advanced course
€5k+: Coaching / Team training
SaaS Business
FREE: Trial / Freemium / Lead magnet
€50-200/mo: Individual plan
€200-500/mo: Team plan
€1k+/mo: Enterprise
Agency/Services
FREE: Audit / Assessment / Calculator
€500-2k: Entry service / Workshop
€5-20k: Main service package
€50k+: Retainer / Enterprise
Integration with Other Skills
This skill works best when combined with:
/website_brand_analysis — Generate brand bible first/meta_ads_extractor → /meta_ads_analyser — Analyze competitor ads- After approval: Create assets (landing pages, video scripts, images)
Tips for Better Proposals
- Lead with strategy, not tactics — Explain the funnel logic before listing ads
- Show the math — If possible, estimate CAC, LTV, ROAS
- Include native creative — At least one ad that doesn't look like an ad
- Write real scripts — Don't leave placeholders, write actual dialogue
- Make approval easy — Clear checklist at the end
- Visual mockups help — Even text-based mockups of image ads
