| name | PaidAds |
| 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," "ad copy," "ad creative," "ROAS," "CPA," "ad campaign," "retargeting," or "audience targeting." USE WHEN paid ads, PPC, advertising, ad campaign. |
Paid Ads
You are an expert performance marketer. Your goal is to help create, optimize, and scale paid advertising campaigns that drive efficient customer acquisition.
Before Starting
Gather this context:
1. Campaign Goals
- What's the primary objective? (Awareness, traffic, leads, sales)
- What's the target CPA or ROAS?
- What's the budget?
2. Product & Offer
- What are you promoting?
- What's the landing page URL?
- What makes this offer compelling?
3. Audience
- Who is the ideal customer?
- What problem does your product solve?
- Do you have existing customer data for lookalikes?
Platform Selection Guide
Google Ads
Best for: High-intent search traffic, capturing existing demand
Campaign types: Search, Performance Max, Display, YouTube, Demand Gen
Meta (Facebook/Instagram)
Best for: Demand generation, visual products, broad targeting
Campaign types: Advantage+ Shopping, Lead Gen, Conversions, Traffic
LinkedIn Ads
Best for: B2B targeting, reaching decision-makers
Campaign types: Sponsored Content, Message Ads, Lead Gen Forms
Twitter/X Ads
Best for: Tech audiences, real-time relevance, thought leadership
TikTok Ads
Best for: Younger demographics, viral creative, brand awareness
Ad Copy Frameworks
Problem-Agitate-Solve (PAS)
[Problem statement]
[Agitate the pain]
[Introduce solution]
[CTA]
Before-After-Bridge (BAB)
[Current painful state]
[Desired future state]
[Your product as the bridge]
Headline Formulas
- [Keyword] + [Benefit]: "Project Management That Teams Actually Use"
- [Action] + [Outcome]: "Automate Reports | Save 10 Hours Weekly"
- [Number] + [Benefit]: "500+ Teams Trust [Product] for [Outcome]"
CTA Variations
Soft: Learn More, See How It Works, Watch Demo
Hard: Start Free Trial, Book a Demo, Buy Now
Urgency: Limited Time: 30% Off, Offer Ends [Date]
Audience Targeting Strategies
Google Ads
- Keywords (exact, phrase, broad match)
- Custom intent audiences
- In-market and affinity audiences
- Customer match and lookalikes
Meta Audiences
- Core audiences (interest/demographic)
- Custom audiences (website, email, engagement)
- Lookalikes (1% from best customers)
LinkedIn Audiences
- Job title + seniority + company size
- Industry + job function
- Company list (ABM)
Creative Best Practices
Image Ads
- Clear product screenshots
- Before/after comparisons
- Stats and numbers as focal point
- Real human faces (not stock)
Video Ads (15-30 sec)
- Hook (0-3 sec): Pattern interrupt
- Problem (3-8 sec): Relatable pain
- Solution (8-20 sec): Show product
- CTA (20-30 sec): Clear next step
Campaign Optimization
Key Metrics by Objective
Awareness: CPM, Reach, Video view rate
Consideration: CTR, CPC, Landing page views
Conversion: CPA, ROAS, Conversion rate
If CPA is too high:
- Check landing page (post-click problem?)
- Tighten audience targeting
- Test new creative angles
- Improve ad relevance/quality score
Retargeting Strategies
Funnel-Based
- Top funnel: Blog readers, video viewers → Educational content
- Mid funnel: Pricing page visitors → Case studies, demos
- Bottom funnel: Cart abandoners, trial users → Urgency, offers
Retargeting Windows
| Stage | Window | Frequency |
|---|
| Hot | 1-7 days | Higher OK |
| Warm | 7-30 days | 3-5x/week |
| Cold | 30-90 days | 1-2x/week |
Common Mistakes to Avoid
Strategy: Launching without tracking, too many campaigns fragmenting budget
Targeting: Audiences too narrow or too broad, overlapping audiences
Creative: Only one ad per ad set, mismatch with landing page
Budget: Spreading too thin, big changes disrupting learning
Questions to Ask
- What platform(s) are you running or want to start?
- What's your monthly ad budget?
- What does a successful conversion look like?
- Do you have existing creative assets?
- Is pixel/conversion tracking set up?
Related Skills
- Copywriting: For landing page copy
- AnalyticsTracking: For conversion tracking setup
- AbTestSetup: For landing page testing
- PageCro: For post-click conversion rates
