campaign-setup

name	campaign-setup
description	Structures paid social campaigns (Meta, TikTok, Google, Snapchat, Pinterest, LinkedIn): naming convention, campaign/ad set/ad architecture, audience setup, budget allocation, and kill rules. Use after creative production is complete and assets are ready to upload. Trigger on: 'structure the campaign', 'setup Meta / TikTok / Google', 'naming convention', 'how to organize campaigns', 'platform parameters'. Produces a ready-to-launch campaign structure.
metadata	{"version":"1.1.0","status":"beta","tags":["production","paid-social","campaign","setup","naming","meta","tiktok","google","snapchat","pinterest","linkedin"],"inputs":["validated creatives ready to upload","campaign objective","budget","target platform"],"outputs":["campaign structure + naming convention + kill rules for the chosen platform"],"depends-on":["creative-brief","static-production","video-production"]}

Campaign Setup

Before Starting

Confirm before starting:

• Final creatives ready (video / image files exported in correct formats)
• Campaign objective defined: Conversions / Leads / Traffic / Awareness
• Daily or total budget defined
• Meta Pixel installed and events verified
• Destination URL / landing page ready and tracked
• Target KPI defined (CPA, CPL, ROAS)

---

Phase 1: Campaign Architecture

4-Phase Structure

P1 — Creative Testing

• Objective: Identify performing creatives
• Budget: 20–40€/day per ad set
• Audience: Cold (broad interests or lookalike 1–3%)
• Creatives: 3–5 ads per ad set (1 ad set per angle tested)
• Time before decision: 3–5 days minimum, 50€+ spent

P2 — Retargeting

• Objective: Recover engaged users and site visitors
• Budget: 10–20€/day
• Audience: Site visitors (30d), page/profile engaged (30d), video views 25%+ (14d)
• Creatives: 2–3 BOF ads (objection / direct offer)

P3 — Scale Winners

• Objective: Amplify what proved performance in P1
• Budget: 2–5× the initial test budget
• Audience: Lookalike 1% of buyers or leads
• Creatives: Top 1–2 winners only

P4 — Re-engage

• Objective: Reactivate old prospects and customers
• Budget: 10€/day
• Audience: Old leads (90d+), customers (180d+), old engaged
• Creatives: New content / exclusive offer / value content

---

Phase 2: Naming Convention

Name systematically to be able to analyze and filter quickly.

Campaign Format: [Brand]_[Objective]_[Budget Type] Example: SA_ACQ_CBO

Ad Set Format: [Brand]_[Audience Type]_[Audience Description] Example: SA_COLD_BROAD-25-45F

Ad Format: [Brand]_[Angle]_[Format]_[Style]_[Ratio]_v[X]_[YYYYMM] Example: SA_PR_VID30_UGC_916_v1_202604

For the complete naming convention: See references/naming-convention.md

---

Phase 3: Kill Rules

Define stop criteria in advance to avoid emotional decisions.

Metric	Kill Rule
CPA	> [target × 1.5] after 50€ spent
CTR	< 0.8% after 30€ spent (static)
Hook Rate	< 15% after 20€ spent (video)
CPL	> [target × 2] after 3 leads
Frequency	> 3 in 7 days → refresh creative

72h Rule: Do not kill an ad before 72h unless CPA is > 3× target. Let the algorithm learn.

---

Output Format

# Campaign Setup — [Brand] — [Date]

## Architecture

### P1 — Creative Testing
Campaign name: [Name]
Budget: [X€/day]
Ad Sets:
  - [Ad set name 1] → [Creatives: ID1, ID2, ID3]
  - [Ad set name 2] → [Creatives: ID4, ID5, ID6]

### P2 — Retargeting
[Same structure]

### P3 — Scale (activate if P1 winner)
[Same structure]

### P4 — Re-engage
[Same structure]

## Active Kill Rules
| Metric | Threshold | Action |
[table]

## Pre-Launch Checklist
- [ ] Pixel verified
- [ ] Events tracked (PageView, InitiateCheckout, Purchase / Lead)
- [ ] UTM URLs configured
- [ ] Total daily budget ≤ monthly budget / 30
- [ ] Creatives approved by Meta (format + compliance)
- [ ] Kill rules documented in the tracker

---

Platform References

• meta-ads-parameters.md — Objectives, audiences, bidding, placements, Meta pixel
• tiktok-ads-parameters.md — TikTok Ads structure, Spark Ads, targeting, bidding
• google-ads-parameters.md — YouTube Ads, Performance Max, Display, Google Ads
• snapchat-ads-parameters.md — Snap Ads, audiences, formats, specs
• pinterest-ads-parameters.md — Pinterest Ads, keyword targeting, visual formats
• linkedin-ads-parameters.md — LinkedIn Ads B2B, Lead Gen Forms, professional targeting
• ad-formats-specs.md — Cross-platform specs image / video / text / safe zones

Related Skills

• 04-production/static-production — asset source
• 04-production/video-production — asset source
• 05-analysis/ad-analysis — after 3–5 days of delivery
• 01-audit/brand-health — benchmark for kill rules