// Strategic paid advertising planning with industry-specific templates. Covers platform selection, campaign architecture, budget planning, creative strategy, and phased implementation roadmap. Use when user says ad plan, ad strategy, campaign planning, media plan, PPC strategy, or advertising plan.
Multi-platform paid advertising audit and optimization skill. Analyzes Google, Meta, YouTube, LinkedIn, TikTok, Microsoft, Apple, and Amazon Ads. 250+ checks with scoring, parallel agents, industry templates, AI creative generation, attribution and server-side tracking deep dives.
Full multi-platform paid advertising audit with parallel subagent delegation. Analyzes Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, Microsoft Ads, and Apple Ads accounts via 6 parallel audit agents. Amazon Ads, cross-platform attribution, and server-side tracking are covered by their standalone sub-skills (ads-amazon, ads-attribution, ads-server-side-tracking) — Wave 3 will add their paired agents so they can dispatch in parallel here. Generates health score per platform and aggregate score (0-100). Use when user says audit, full ad check, analyze my ads, account health check, paid media audit, paid advertising audit, ad spend audit, advertising audit, or PPC audit.
Campaign concept and copy brief generator for paid advertising. Reads brand-profile.json and optional audit results to produce structured campaign concepts, messaging pillars, and copy briefs. Outputs campaign-brief.md to the current directory. Run after /ads dna and before /ads generate. Triggers on: create campaign, campaign brief, ad concepts, write ad copy, campaign strategy, ad messaging, creative brief, generate concepts.
Brand DNA extractor for paid advertising. Scans a website URL to extract visual identity, tone of voice, color palette, typography, and imagery style. Outputs brand-profile.json to the current directory. Run before /ads create or /ads generate for brand-consistent creative. Triggers on: brand DNA, brand profile, extract brand, brand identity, brand colors, what is the brand voice, analyze brand, brand style guide.
Apple Ads (formerly Apple Search Ads) deep analysis for mobile app advertisers. Evaluates campaign structure, bid health, Custom Product Pages (CPPs), AdAttributionKit (view-through attribution 24h post-impression), MMP attribution, budget pacing, TAP coverage (Today/Search/Product Pages), Maximize Conversions bidding, and goal CPA benchmarks by country. Use when user says Apple Ads, Apple Search Ads, ASA, App Store ads, Apple ads, Search Ads, AdAttributionKit, view-through attribution, or is advertising a mobile app on iOS.
Budget allocation and bidding strategy review across all ad platforms. Evaluates spend distribution, bidding strategy appropriateness, scaling readiness, and identifies campaigns to kill or scale. Uses 70/20/10 rule, 3x Kill Rule, and 20% scaling rule. Use when user says budget allocation, bidding strategy, ad spend, ROAS target, media budget, or scaling.
| name | ads-plan |
| description | Strategic paid advertising planning with industry-specific templates. Covers platform selection, campaign architecture, budget planning, creative strategy, and phased implementation roadmap. Use when user says ad plan, ad strategy, campaign planning, media plan, PPC strategy, or advertising plan. |
| user-invokable | false |
| tested_date | "2026-05-17T00:00:00.000Z" |
| tested_with | claude-code v2.x |
Strategic planning is where the 10-Principle Thinking Framework (see
ads/references/thinking-framework.md) earns its weight. THINK and
CONNECT (Lateral) dominate — first-principles unit economics combined
with cross-platform leverage are what make a plan strategic rather than
prescriptive. FEEL gates the messaging and audience choices; ACCEPT
gates the constraints (budget, timeline, team capacity).
assets/ directoryads/references/budget-allocation.md for platform selection matrixads/references/conversion-tracking.md for tracking setup requirements[Platform]_[Objective]_[Audience]_[Geo]_[Date]
Example: META_CONV_Prospecting_US_2026Q1
Account
├── Brand Campaign (always-on, protect brand terms)
├── Non-Brand Prospecting
│ ├── Campaign 1: [Top Funnel - Awareness]
│ │ ├── Ad Group/Set 1: [Audience A]
│ │ └── Ad Group/Set 2: [Audience B]
│ ├── Campaign 2: [Mid Funnel - Consideration]
│ │ ├── Ad Group/Set 1: [Interest-based]
│ │ └── Ad Group/Set 2: [Lookalike/Similar]
│ └── Campaign 3: [Bottom Funnel - Conversion]
│ ├── Ad Group/Set 1: [High-intent]
│ └── Ad Group/Set 2: [Custom audience]
├── Retargeting
│ ├── Website Visitors (7-30 days)
│ ├── Engaged Users (video views, social engagement)
│ └── Cart Abandoners / Form Starters
└── Testing
└── New audiences, formats, or messaging
Read ads/references/budget-allocation.md for the 70/20/10 framework.
| Tier | Allocation | Purpose |
|---|---|---|
| Proven (70%) | Primary platforms with proven ROI | Revenue engine |
| Scaling (20%) | Platforms showing promise | Growth engine |
| Testing (10%) | New platforms or strategies | Innovation |
| Priority | Asset Type | Platforms | Quantity |
|---|---|---|---|
| P1 | Product/service videos (15-30s) | Meta, TikTok, YouTube | 5-10 |
| P2 | Static images with copy | Google, Meta, LinkedIn | 10-15 |
| P3 | Carousel/collection | Meta, LinkedIn | 3-5 |
| P4 | UGC/testimonial video | TikTok, Meta | 3-5 |
| P5 | Long-form video (1-3 min) | YouTube | 2-3 |
Before launching any ads, ensure tracking is configured:
| Platform | Client-Side | Server-Side | Priority |
|---|---|---|---|
| gtag.js | Enhanced Conversions, GTM SS | P1 | |
| Meta | Pixel | CAPI | P1 |
| Insight Tag | CAPI (2025) | P2 | |
| TikTok | Pixel | Events API + ttclid | P2 |
| Microsoft | UET Tag | Enhanced Conversions | P2 |
Load from assets/ directory based on detected or specified business type:
saas.md: SaaS companiesecommerce.md: E-commerce storeslocal-service.md: Local service businessesb2b-enterprise.md: B2B enterpriseinfo-products.md: Info products and coursesmobile-app.md: Mobile app companiesreal-estate.md: Real estatehealthcare.md: Healthcarefinance.md: Financial servicesagency.md: Marketing agenciesgeneric.md: General business templateADS-STRATEGY.md: Complete strategic advertising planCAMPAIGN-ARCHITECTURE.md: Campaign structure with naming conventionsBUDGET-PLAN.md: Budget allocation with monthly pacingCREATIVE-BRIEF.md: Creative production plan with specificationsTRACKING-SETUP.md: Tracking implementation checklistIMPLEMENTATION-ROADMAP.md: Phased rollout timeline| Metric | Month 1 | Month 3 | Month 6 | Month 12 |
|---|---|---|---|---|
| ROAS | Baseline | Target -20% | Target | Target +20% |
| CPA | Baseline | Target +30% | Target | Target -10% |
| CVR | Baseline | +10% | +20% | +30% |
| CTR | Baseline | +15% | +25% | +30% |
| Budget | Testing | Optimizing | Scaling | Maintaining |