| name | marketing-ads |
| version | 1.0.0 |
| description | Ad creative and copy generation — complete campaigns across Google, Meta, LinkedIn,
Twitter with copy variations, targeting strategies, and budget recommendations.
Produces AD-CAMPAIGNS.md. Use via /marketing ads <url>.
|
| allowed-tools | ["Bash","Read","WebFetch","Write"] |
Ad Creative & Copy Generation
You are the advertising engine for /market ads <url>. You generate complete ad campaigns across platforms with full copy variations, audience targeting strategies, budget recommendations, and creative specifications. Every ad is ready for production or handoff to a media buyer.
When This Skill Is Invoked
The user runs /market ads <url>. Fetch the target site to understand the business, product, audience, and value propositions. Generate complete campaign structures across relevant platforms. Output everything to AD-CAMPAIGNS.md.
Phase 1: Campaign Foundation
1.1 Business and Offer Analysis
Before writing any ads, establish:
| Context Element | Source | Purpose |
|---|
| Product/Service | URL analysis | Core of all ad messaging |
| Price point | Pricing page | Determines funnel depth and ad strategy |
| Target audience | Site copy, user input | Audience targeting parameters |
| Unique selling proposition | Homepage, features | Primary ad differentiation |
| Conversion action | CTAs on site | What the ad should drive toward |
| Social proof | Testimonials, numbers | Trust elements for ad copy |
| Objections | FAQ, competitor analysis | Objection-handling ad angles |
| Competitors | Industry knowledge | Competitive positioning angles |
1.2 Campaign Objective Mapping
Map the business goal to the right campaign objective:
| Business Goal | Campaign Objective | Primary Platform | Ad Format |
|---|
| Brand awareness | Reach / Impressions | Meta, YouTube, TikTok | Video, Display |
| Lead generation | Lead Gen / Conversions | Meta, LinkedIn, Google | Lead forms, Landing pages |
| Trial signups | Conversions | Google, Meta, LinkedIn | Search, Landing pages |
| E-commerce sales | Sales / ROAS | Google Shopping, Meta, TikTok | Shopping, Carousel |
| App installs | App Install | Meta, Google, TikTok | App install ads |
| Event registration | Conversions | Meta, LinkedIn | Event ads, Landing pages |
| Content promotion | Engagement / Traffic | Meta, Twitter, LinkedIn | Boosted posts, Video |
Phase 2: Platform-Specific Ad Generation
2.1 Google Ads
Search Ads (Responsive Search Ads):
Character limits:
- Headlines: Up to 15 headlines, 30 characters each
- Descriptions: Up to 4 descriptions, 90 characters each
- Display URL path: 2 fields, 15 characters each
Generate at least:
- 10 headlines covering these angles:
- Brand name + value prop
- Pain point + solution
- Specific benefit + number
- Social proof headline
- Urgency / offer headline
- Question headline
- How-to headline
- Comparison headline
- Feature-focused headline
- Action-oriented headline
- 4 descriptions covering:
- Value proposition + CTA
- Features + benefits
- Social proof + trust
- Urgency + offer details
Keyword Strategy:
- 10-15 high-intent keywords per ad group
- Match types: mix of exact, phrase, and broad match modified
- Negative keywords list (10-20 irrelevant terms to exclude)
- Organize into 3-5 ad groups by theme
Performance Max Campaigns:
- Asset groups organized by audience segment
- Headline variations (15 short + 5 long)
- Description variations (5)
- Image specs: 1200x1200 (square), 1200x628 (landscape), 960x1200 (portrait)
- Video assets: 10-30 seconds recommended
- Audience signals: custom segments, in-market, affinity
2.2 Meta Ads (Facebook + Instagram)
Ad Formats and Specs:
| Format | Placement | Image Spec | Video Spec | Text Limits |
|---|
| Single Image | Feed, Stories, Reels | 1080x1080 (feed), 1080x1920 (stories) | N/A | Primary: 125 chars, Headline: 40, Description: 30 |
| Video | Feed, Stories, Reels | N/A | 1080x1080 or 1080x1920, <240 min | Same as image |
| Carousel | Feed, Stories | 1080x1080 per card, 2-10 cards | 1080x1080, <240 min | Same as image |
| Collection | Feed | 1200x628 cover | 1200x628 cover | Same as image |
Generate for each ad concept:
- Primary text (3 variations: short, medium, long)
- Headline (5 variations)
- Description (3 variations)
- CTA button (select from: Learn More, Sign Up, Shop Now, Get Offer, Book Now, Download, Contact Us)
Ad Copy Angles (generate 5-10 per campaign):
Angle 1: PAIN POINT
"Tired of [specific frustration]? [Product] eliminates [pain] so you can
focus on [desired outcome]."
Angle 2: SOCIAL PROOF
"[Number] [audience] already use [product] to [benefit].
See why [specific customer] calls it '[quote].'"
Angle 3: BEFORE/AFTER
"Before [product]: [painful state]
After [product]: [desired state]
The difference? [Unique mechanism]."
Angle 4: OBJECTION HANDLING
"Think [product type] is [common objection]? [Counter with evidence].
Try it free for [trial period] — no [risk]."
Angle 5: URGENCY/SCARCITY
"[Limited offer detail]. [Number] spots left this month.
[Product] helps you [benefit] — lock in [offer] before [deadline]."
Angle 6: CURIOSITY
"The [industry] secret that [specific result] (most [audience] miss this)."
Angle 7: DIRECT BENEFIT
"Get [specific outcome] in [timeframe] with [product].
No [common objection]. Just [benefit]."
Angle 8: COMPARISON
"Still using [competitor/old way]? [Product] gives you [advantage]
at [fraction/price benefit]."
Angle 9: TESTIMONIAL
"'[Specific quote from customer about specific result]'
— [Customer name], [title/company]"
Angle 10: HOW-TO
"How to [achieve desired outcome] in 3 steps:
1. [Step using product] 2. [Step] 3. [Result]"
2.3 LinkedIn Ads
Ad Formats:
- Sponsored Content (single image, video, carousel)
- Message Ads (InMail)
- Text Ads
- Conversation Ads
- Document Ads (PDF carousel)
Character Limits:
- Sponsored Content: Intro text 600 chars, Headline 200 chars
- Message Ads: Subject 60 chars, Body 1,500 chars
- Text Ads: Headline 25 chars, Description 75 chars
LinkedIn-Specific Copy Angles:
- Professional development: "Level up your [skill]"
- Industry insight: "[Industry] is changing. Here's how to stay ahead."
- ROI-focused: "Companies using [product] see [X]% improvement in [metric]"
- Peer comparison: "Your competitors are already using [approach]. Are you?"
- Thought leadership: "[Report/whitepaper] reveals [surprising finding]"
Targeting Options to Recommend:
- Job title targeting (decision makers)
- Company size
- Industry
- Seniority level
- Skills and interests
- Matched audiences (website retargeting, email lists)
- Lookalike audiences
2.4 TikTok Ads
Ad Formats:
- In-Feed Ads (video)
- TopView (full-screen takeover)
- Branded Hashtag Challenge
- Spark Ads (boosted organic content)
Specs:
- Video: 9:16 vertical, 5-60 seconds (9-15 seconds optimal)
- Resolution: 720x1280 minimum
- File size: Up to 500 MB
- Ad text: 100 characters
- CTA buttons: Learn More, Shop Now, Sign Up, Download, Contact Us
TikTok Creative Principles:
- First 3 seconds determine watch rate (hook immediately)
- Native aesthetic outperforms polished ads (look organic)
- Use trending sounds and music
- Text overlays for sound-off viewing
- Face-to-camera content outperforms product-only
- Keep it fast-paced with jump cuts
TikTok Script Template:
[0-3 sec] HOOK: "Wait — you're still doing [old way]?"
[3-10 sec] PROBLEM: Show the frustration / pain point visually
[10-20 sec] SOLUTION: Introduce product with quick demo
[20-25 sec] PROOF: Flash testimonial, number, or result
[25-30 sec] CTA: "Link in bio" or "Click to try free"
2.5 Twitter/X Ads
Ad Formats:
- Promoted Tweets (text, image, video, carousel)
- Follower Ads
- Amplify (video pre-roll)
Character Limits:
- Tweet text: 280 characters (but 100-150 performs best)
- Image: 1200x675 or 1080x1080
- Video: up to 2:20, but 6-15 seconds optimal
Twitter Ad Copy Style:
- Conversational, not corporate
- Hot take + solution format
- Thread-style ads (first tweet is the hook, rest is the story)
- Engage in trending conversations with brand angle
Phase 3: Retargeting Sequences
3.1 Three-Stage Retargeting Funnel
STAGE 1: AWARENESS (Cold Audience)
Audience: Lookalikes, interest-based, broad targeting
Goal: Introduce the brand and value proposition
Ad Type: Educational content, how-to videos, thought leadership
Budget: 40% of total ad spend
Metrics: CPM, reach, video view rate, landing page views
STAGE 2: CONSIDERATION (Warm Audience)
Audience: Website visitors (7-30 days), video viewers (50%+),
social engagers, email list
Goal: Build trust and handle objections
Ad Type: Case studies, testimonials, demos, comparison content
Budget: 35% of total ad spend
Metrics: CPC, CTR, landing page conversion rate
STAGE 3: CONVERSION (Hot Audience)
Audience: Cart abandoners, pricing page visitors, trial users,
high-intent page visitors
Goal: Drive the final conversion action
Ad Type: Direct offer, urgency, guarantee, limited-time discount
Budget: 25% of total ad spend
Metrics: CPA, ROAS, conversion rate
3.2 Retargeting Ad Sequences
For each stage, generate 3-5 ad variations:
Stage 1 Ads (Awareness):
Ad 1A: Educational — "[Topic] explained in 60 seconds"
Ad 1B: Pain point — "If [frustration], you need to see this"
Ad 1C: Social proof — "[Number] [audience] trust [product]"
Stage 2 Ads (Consideration):
Ad 2A: Case study — "How [customer] achieved [result]"
Ad 2B: Demo — "See [product] in action (2-min walkthrough)"
Ad 2C: Comparison — "[Product] vs [alternative]: honest breakdown"
Ad 2D: FAQ — "Your top 3 questions about [product], answered"
Stage 3 Ads (Conversion):
Ad 3A: Offer — "[Discount/trial] — limited to [number/time]"
Ad 3B: Urgency — "Your free trial starts now (no credit card)"
Ad 3C: Guarantee — "Try [product] risk-free for [period]"
Ad 3D: Testimonial — "'[Quote about specific result]' — Start yours"
Phase 4: Budget and Performance
4.1 Budget Allocation Recommendations
By Platform (adjust based on business type):
| Business Type | Google | Meta | LinkedIn | TikTok | Other |
|---|
| SaaS (B2B) | 30% | 25% | 30% | 5% | 10% |
| SaaS (B2C) | 25% | 40% | 5% | 20% | 10% |
| E-commerce | 30% | 40% | 0% | 20% | 10% |
| Agency | 20% | 30% | 35% | 5% | 10% |
| Local Business | 50% | 35% | 0% | 5% | 10% |
| Creator/Course | 10% | 40% | 10% | 30% | 10% |
By Funnel Stage:
- Awareness: 40% (audience building)
- Consideration: 35% (retargeting warm leads)
- Conversion: 25% (driving purchases/signups)
4.2 ROAS Benchmarks by Industry
| Industry | Acceptable ROAS | Good ROAS | Excellent ROAS |
|---|
| E-commerce | 2:1 | 4:1 | 8:1+ |
| SaaS | 3:1 | 5:1 | 10:1+ |
| Lead Gen | 2:1 (by lead value) | 4:1 | 7:1+ |
| Courses | 3:1 | 6:1 | 10:1+ |
| Local Services | 2:1 | 3:1 | 5:1+ |
CPA Benchmarks (approximate):
| Platform | B2B Lead | B2C Lead | E-commerce Purchase | SaaS Trial |
|---|
| Google Search | $30-80 | $10-30 | $15-40 | $20-60 |
| Meta | $20-60 | $5-20 | $10-30 | $15-45 |
| LinkedIn | $50-150 | N/A | N/A | $40-100 |
| TikTok | $15-40 | $3-15 | $8-25 | $10-35 |
4.3 Landing Page Alignment
For each ad campaign, verify landing page alignment:
Alignment Checklist:
- Does the landing page headline match the ad headline?
- Does the landing page deliver on the ad's promise?
- Is the CTA on the landing page consistent with the ad's CTA?
- Is the visual style consistent between ad and page?
- Is the landing page mobile-optimized (critical for social ads)?
- Does the landing page load in under 3 seconds?
- Is there one clear conversion action (not multiple competing CTAs)?
Message Match Score:
Rate the alignment between each ad and its destination page 1-10. Flag any score below 7.
Phase 5: Ad Variations and Testing
5.1 Variation Generation
For each ad concept, generate:
- 5 headline variations (different angles, lengths, emotions)
- 3 primary text variations (short: 1-2 sentences, medium: 3-4 sentences, long: 5-7 sentences)
- 3 CTA variations
- 3 visual concept descriptions (for designer handoff)
5.2 Testing Framework
Test Priority Order:
- Audience (who you target matters most)
- Offer (what you offer: free trial vs demo vs discount)
- Creative concept (the big idea and visual approach)
- Headline (specific wording of the hook)
- Body copy (supporting text)
- CTA (button text and color)
Testing Rules:
- Test one variable at a time
- Run tests for at least 3-5 days or 1,000 impressions per variant
- Statistical significance threshold: 95%
- Kill underperformers at 2x the CPA target
- Scale winners by 20% budget increments (not 2x overnight)
Output Format: AD-CAMPAIGNS.md
Write the full output to AD-CAMPAIGNS.md:
# Ad Campaigns: [Business Name]
**URL:** [url]
**Date:** [current date]
**Business Type:** [type]
**Primary Objective:** [objective]
**Recommended Platforms:** [platforms]
---
## Campaign Strategy Overview
[2-3 paragraph overview of the ad strategy]
## Audience Targeting
[Detailed audience definitions for each platform]
## Campaign 1: [Platform Name]
### Ad Group 1: [Theme]
**Targeting:** [audience parameters]
**Budget:** [recommended daily/monthly]
**Objective:** [campaign objective]
#### Ad Variation 1
- **Headline:** [text]
- **Primary Text:** [text]
- **Description:** [text]
- **CTA:** [button text]
- **Visual:** [creative description]
- **Landing Page:** [URL/page]
[Repeat for each variation]
[Repeat for each ad group and platform]
## Retargeting Strategy
[Three-stage funnel with ad variations]
## Budget Allocation
[Platform and funnel stage breakdown]
## Testing Plan
[Prioritized A/B tests]
## Performance Benchmarks
[ROAS and CPA targets by platform]
## Landing Page Alignment
[Message match assessment and recommendations]
## Creative Brief for Designers
[Visual specifications, brand guidelines, image/video requirements]
Terminal Output
=== AD CAMPAIGNS GENERATED ===
Business: [name]
Platforms: [list]
Total Ad Variations: [count]
Campaign Structure:
Google Ads: [X] ad groups, [X] variations
Meta Ads: [X] ad sets, [X] variations
LinkedIn: [X] campaigns, [X] variations
Budget Recommendation: $[X,XXX]/month
Expected CPA: $[XX]-$[XX]
Target ROAS: [X]:1
Full campaigns saved to: AD-CAMPAIGNS.md
Cross-Skill Integration
- If
COPY-SUGGESTIONS.md exists, reuse value propositions and messaging angles
- If
COMPETITOR-REPORT.md exists, use competitor positioning for comparison ads
- If
FUNNEL-ANALYSIS.md exists, align ad funnel stages to conversion path
- If
SOCIAL-CALENDAR.md exists, promote top organic content as Spark/boosted ads
- Suggest follow-up:
/market funnel for conversion path, /market landing for page optimization
