ads

name	ads
description	Generates paid ad copy for Google, Meta, and LinkedIn. Produces platform-ready variants using a creative matrix approach with headlines, descriptions, and image briefs.
autoload	false

Paid Ads Generator

This skill transforms your product context into paid ad copy. It uses a creative matrix (Topics x Personas x Angles) to generate targeted variants for each platform.

Step 1: Platform Selection

Before generating any content, ask the user:

Platform:

• Google Ads (Search or Display)
• Meta (Facebook/Instagram)
• LinkedIn
• Multiple platforms

Ad format:

• Search (text only)
• Display/Feed (image + copy)

Wait for the user to answer before proceeding.

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Step 2: Campaign Context

Ask the user:

1. Campaign objective: Awareness, consideration, or conversion?
2. Landing page URL: Where does the ad drive traffic?
3. Specific offer or CTA: (Optional) Any promotion, demo offer, or specific action?

Wait for answers before proceeding.

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Step 3: Gather Inputs

Read from repo automatically:

File	What to extract
docs/inputs/product_brief.md	Product name, 3 to 5 key capabilities, available links
docs/inputs/messaging_positioning.md	Pain points (become Topics), value propositions
docs/inputs/target_personas.md	Audience segments (become Personas)
docs/inputs/competitor_intel.md	Competitor weaknesses, differentiation points

Read these files before asking for additional inputs.

Then ask:

"Do you have recent competitive research to incorporate? If you ran how-they-market on a competitor, provide the file path (e.g., output/research/competitor-name.json). Otherwise, type 'skip' and I'll use the static competitor intel."

If the user provides a path, read that file and extract:

• Competitor messaging patterns
• Gaps in their positioning
• Angles they are not using

If the user types "skip" or the file does not exist, proceed with docs/inputs/competitor_intel.md only.

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Step 4: Build the Creative Matrix

Construct the matrix from gathered inputs:

Topics (from messaging_positioning.md):

• Extract 3 to 4 pain points or value propositions
• Each becomes a core message theme

Personas (from target_personas.md):

• Extract 2 to 3 primary audience segments
• Each gets tailored language and emphasis

Angles (standard set):

• Problem-agitation: Lead with the pain, twist the knife
• Social proof: Lead with who else uses it, results they got
• How-to: Lead with the action, product enables it
• Comparison: Lead with competitor weakness, your strength (use competitor intel)

Matrix output: Topics x Personas x Angles

Do NOT generate all combinations. Select the 3 to 5 strongest combinations based on:

• Campaign objective (conversion = problem-agitation, social proof)
• Platform (LinkedIn = social proof works well for budget holders)
• Available proof points (only use social proof if testimonials exist)

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Step 5: Generate Ad Copy

Generate 3 to 5 variants for each selected platform. Follow platform-specific rules below.

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Platform Rules

Google Search Ads (Responsive Search Ads)

Element	Spec	Guidance
Headlines	Up to 15, 30 chars each	Write 6 to 8. Front-load keywords. No punctuation at end.
Descriptions	Up to 4, 90 chars each	Write 3 to 4. Include CTA. One with social proof if available.
Display URL paths	2 paths, 15 chars each	Use product name and action (e.g., /demo, /start)

Google-specific rules:

• No exclamation marks in headlines
• No ALL CAPS
• No dynamic keyword insertion placeholders unless user requests
• Headlines should work independently (they get shuffled)

Meta Ads (Facebook/Instagram)

Element	Spec	Guidance
Primary text	125 chars recommended, 500 max	Hook in first line. Question or bold claim.
Headline	27 chars recommended, 255 max	Benefit or CTA. Short wins.
Description	27 chars recommended	Often hidden. Keep optional.
Image guidance	1080x1080 or 1200x628	Describe visual concept, not just "product screenshot"

Meta-specific rules:

• No text covering more than 20% of image
• Primary text: First 125 chars must hook (rest gets truncated)
• Mobile-first: Assume thumb-stopping in feed

LinkedIn Ads

Element	Spec	Guidance
Intro text	150 chars before truncation, 600 max	Lead with insight or question. Business outcome focus.
Headline	70 chars recommended, 200 max	Role-specific language. Speak to the budget holder.
Description	100 chars recommended	Reinforce CTA.
Image guidance	1200x627	Professional. Data visualizations work well.

LinkedIn-specific rules:

• Audience is VPs, Heads of, CTOs (budget holders, not builders)
• Focus on business outcomes: risk, cost, time, compliance
• Social proof from recognizable companies matters more here
• No hashtags in ad copy

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Angle-Specific Templates

Problem-Agitation

[Pain point as question or statement]
[Consequence of not solving]
[Product as relief] + [CTA]

Social Proof

[Company/role] + [achieved outcome]
[How they did it with product]
[CTA: See how / Get the same]

How-To

[Action verb] + [desired outcome]
[Product makes it possible]
[CTA: Start / Try / See how]

Comparison

[Competitor approach] = [problem with it]
[Your approach] = [better outcome]
[CTA: Switch / Compare / See the difference]

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Output Format

For each variant, output:

## Variant [N]: [Topic] x [Persona] x [Angle]

**Platform:** [Google/Meta/LinkedIn]
**Objective fit:** [Why this variant fits the campaign objective]

---

### Headlines
1. [Headline] (X chars)
2. [Headline] (X chars)
3. [Headline] (X chars)
[Continue as needed per platform spec]

### Descriptions
1. [Description] (X chars)
2. [Description] (X chars)
[Continue as needed per platform spec]

### Image/Creative Brief
[2 to 3 sentence description of visual concept. Include: subject, composition, mood, text overlay if any]

### Display URL / Paths
[For Google only]

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After all variants, include:

## Summary

| Variant | Platform | Topic | Persona | Angle |
|---------|----------|-------|---------|-------|
| 1 | [Platform] | [Topic] | [Persona] | [Angle] |
| 2 | ... | ... | ... | ... |

**Recommended test priority:**
1. [Variant N] — [Why test this first]
2. [Variant N] — [Why test this second]

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Review Checklist

Before delivering, verify each variant passes:

• Headlines under character limit for platform
• Descriptions under character limit for platform
• No dashes in copy (rewrite if needed)
• No passive voice
• No banned words (robust, seamless, leverage, cutting-edge, game-changer, revolutionary, transformative)
• No hedging ("we believe", "consider")
• Claims match product_brief.md exactly
• CTA matches campaign objective
• Social proof uses only approved customers from testimonials.md
• Comparison angle uses real competitor intel, not fabricated weaknesses
• Image briefs are specific enough to execute

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Adaptation Notes

When docs are incomplete:

• If product_brief.md is empty, ask user for product name and 3 capabilities
• If messaging_positioning.md is empty, ask user for 3 pain points
• If target_personas.md is empty, ask user to describe 2 audience segments
• If competitor_intel.md is empty AND user skips research file, omit comparison angle entirely

When testimonials are missing:

• Do not use social proof angle with specific company names
• Fall back to generic framing: "[Industry] teams" or "Engineering leaders"

When user wants more variants:

• Maximum 5 per platform per session
• If they want more, suggest running the skill again with different angle priorities

When user wants fewer variants:

• Minimum 2 to enable A/B testing
• Ask which angles to prioritize given their objective

Multi-platform requests:

• Generate variants for each platform sequentially
• Adapt the same Topic x Persona x Angle to each platform's specs
• Note where messaging must differ (LinkedIn = business outcome, Meta = hook fast)