| name | iblai-marketing-paid-ads |
| description | When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' 'audience targeting,' 'Google Ads,' 'Facebook ads,' 'LinkedIn ads,' 'ad budget,' 'cost per click,' 'ad spend,' or 'should I run ads.' Use this for campaign strategy, audience targeting, bidding, and optimization. For bulk ad creative generation and iteration, see iblai-marketing-ad-creative. For landing page optimization, see iblai-marketing-page-cro. |
| globs | null |
| alwaysApply | false |
| metadata | {"version":"1.2.0"} |
/iblai-marketing-paid-ads
Plan, run, and scale paid campaigns that drive efficient customer
acquisition. Covers strategy, targeting, bidding, and optimization.
Step 0: Context Check
Read .agents/product-marketing-context.md (or .claude/product-marketing-context.md
on older setups) first. Only ask for what isn't there.
Pull this context:
1. Campaign Goals
- Primary objective (awareness, traffic, leads, sales, app installs)
- Target CPA or ROAS
- Monthly/weekly budget
- Constraints (brand guidelines, compliance, geographic)
2. Product & Offer
- What's being promoted (product, free trial, lead magnet, demo)
- Landing page URL
- What makes this offer compelling
3. Audience
- Ideal customer
- Problem the product solves for them
- What they search for or are interested in
- Existing customer data for lookalikes?
4. Current State
- Ads run before — what worked / didn't?
- Existing pixel / conversion data?
- Current funnel conversion rate?
Platform Selection
| Platform | Best For | Use When |
|---|
| Google Ads | High-intent search traffic | People actively search for your solution |
| Meta | Demand generation, visual products | Creating demand, strong creative assets |
| LinkedIn | B2B, decision-makers | Job title/company targeting matters, higher price points |
| Twitter/X | Tech audiences, thought leadership | Audience is active on X, timely content |
| TikTok | Younger demographics, viral creative | Audience skews 18-34, video capacity |
Campaign Structure
Account Organization
Account
├── Campaign 1: [Objective] - [Audience/Product]
│ ├── Ad Set 1: [Targeting variation]
│ │ ├── Ad 1: [Creative variation A]
│ │ ├── Ad 2: [Creative variation B]
│ │ └── Ad 3: [Creative variation C]
│ └── Ad Set 2: [Targeting variation]
└── Campaign 2...
Naming Conventions
[Platform]_[Objective]_[Audience]_[Offer]_[Date]
Examples:
META_Conv_Lookalike-Customers_FreeTrial_2024Q1
GOOG_Search_Brand_Demo_Ongoing
LI_LeadGen_CMOs-SaaS_Whitepaper_Mar24
Budget Allocation
Testing phase (first 2-4 weeks):
- 70% to proven/safe campaigns
- 30% to testing new audiences/creative
Scaling phase:
- Consolidate budget into winning combinations
- Increase budgets 20-30% at a time
- Wait 3-5 days between increases for algorithm learning
Ad Copy Frameworks
Key Formulas
Problem-Agitate-Solve (PAS):
[Problem] → [Agitate the pain] → [Introduce solution] → [CTA]
Before-After-Bridge (BAB):
[Current painful state] → [Desired future state] → [Your product as bridge]
Social Proof Lead:
[Impressive stat or testimonial] → [What you do] → [CTA]
Templates and headline formulas: references/ad-copy-templates.md.
Audience Targeting Overview
Platform Strengths
| Platform | Key Targeting | Best Signals |
|---|
| Google | Keywords, search intent | What they're searching |
| Meta | Interests, behaviors, lookalikes | Engagement patterns |
| LinkedIn | Job titles, companies, industries | Professional identity |
Key Concepts
- Lookalikes — base on best customers (by LTV), not all customers
- Retargeting — segment by funnel stage (visitors vs. cart abandoners)
- Exclusions — exclude existing customers and recent converters; showing ads to people who already bought wastes spend
Targeting strategies by platform: references/audience-targeting.md.
Creative Best Practices
Image Ads
- Clear product screenshots showing UI
- Before/after comparisons
- Stats and numbers as focal point
- Human faces (real, not stock)
- Bold, readable text overlay (keep under 20%)
Video Ads Structure (15-30 sec)
- Hook (0-3 sec) — pattern interrupt, question, or bold statement
- Problem (3-8 sec) — relatable pain point
- Solution (8-20 sec) — show product/benefit
- CTA (20-30 sec) — clear next step
Production tips:
- Captions always (85% watch without sound)
- Vertical for Stories/Reels, square for feed
- Native feel outperforms polished
- First 3 seconds determine if they watch
Creative Testing Hierarchy
- Concept/angle (biggest impact)
- Hook/headline
- Visual style
- Body copy
- CTA
Campaign Optimization
Key Metrics by Objective
| Objective | Primary Metrics |
|---|
| Awareness | CPM, Reach, Video view rate |
| Consideration | CTR, CPC, Time on site |
| Conversion | CPA, ROAS, Conversion rate |
Optimization Levers
If CPA is too high:
- Check the landing page — is the problem post-click?
- Tighten audience targeting
- Test new creative angles
- Improve ad relevance / quality score
- Adjust bid strategy
If CTR is low:
- Creative isn't resonating → test new hooks/angles
- Audience mismatch → refine targeting
- Ad fatigue → refresh creative
If CPM is high:
- Audience too narrow → expand targeting
- High competition → try different placements
- Low relevance score → improve creative fit
Bid Strategy Progression
- Start with manual or cost caps
- Gather conversion data (50+ conversions)
- Switch to automated bids with targets based on historical data
- Monitor and adjust targets based on results
Retargeting Strategies
Funnel-Based Approach
| Funnel Stage | Audience | Message | Goal |
|---|
| Top | Blog readers, video viewers | Educational, social proof | Move to consideration |
| Middle | Pricing/feature page visitors | Case studies, demos | Move to decision |
| Bottom | Cart abandoners, trial users | Urgency, objection handling | Convert |
Retargeting Windows
| Stage | Window | Frequency Cap |
|---|
| Hot (cart/trial) | 1-7 days | Higher OK |
| Warm (key pages) | 7-30 days | 3-5x/week |
| Cold (any visit) | 30-90 days | 1-2x/week |
Exclusions to Set Up
- Existing customers (unless upsell)
- Recent converters (7-14 day window)
- Bounced visitors (<10 sec)
- Irrelevant pages (careers, support)
Reporting & Analysis
Weekly Review
- Spend vs. budget pacing
- CPA/ROAS vs. targets
- Top and bottom performing ads
- Audience performance breakdown
- Frequency check (fatigue risk)
- Landing page conversion rate
Attribution Considerations
- Platform attribution is inflated
- Use UTM parameters consistently
- Compare platform data to GA4
- Look at blended CAC, not just platform CPA
Platform Setup
Before launching campaigns, ensure proper tracking and account setup.
Complete setup checklists by platform: references/platform-setup-checklists.md.
Conversion pixel installation and event setup: references/conversion-tracking.md.
Universal Pre-Launch Checklist
Common Mistakes
Strategy
- Launching without conversion tracking
- Too many campaigns (fragmenting budget)
- Not giving algorithms enough learning time
- Optimizing for the wrong metric
Targeting
- Audiences too narrow or too broad
- Not excluding existing customers
- Overlapping audiences competing
Creative
- Only one ad per ad set
- Not refreshing creative (fatigue)
- Mismatch between ad and landing page
Budget
- Spreading too thin across campaigns
- Making big budget changes (disrupts learning)
- Stopping campaigns during the learning phase
Task-Specific Questions
- Platform(s) currently running or starting with?
- Monthly ad budget?
- What does a successful conversion look like, and what's it worth?
- Existing creative assets, or need to create them?
- Landing page ads will point to?
- Pixel/conversion tracking set up?
Tool Integrations
See the tools registry. Key advertising platforms:
Tracking setup: references/conversion-tracking.md, ga4.md, segment.md.
Related Skills
- iblai-marketing-ad-creative: Generating and iterating ad headlines, descriptions, creative at scale
- iblai-marketing-copywriting: Landing page copy that converts ad traffic
- iblai-marketing-analytics-tracking: Proper conversion tracking setup
- iblai-marketing-ab-test-setup: Landing page testing to improve ROAS
- iblai-marketing-page-cro: Optimizing post-click conversion rates
