iblai-marketing-paid-ads

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)

1. Hook (0-3 sec) — pattern interrupt, question, or bold statement
2. Problem (3-8 sec) — relatable pain point
3. Solution (8-20 sec) — show product/benefit
4. 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

1. Concept/angle (biggest impact)
2. Hook/headline
3. Visual style
4. Body copy
5. 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:

1. Check the landing page — is the problem post-click?
2. Tighten audience targeting
3. Test new creative angles
4. Improve ad relevance / quality score
5. 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

1. Start with manual or cost caps
2. Gather conversion data (50+ conversions)
3. Switch to automated bids with targets based on historical data
4. Monitor and adjust targets based on results

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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

• Conversion tracking tested with real conversion
• Landing page loads fast (<3 sec)
• Landing page mobile-friendly
• UTM parameters working
• Budget set correctly
• Targeting matches intended audience

---

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

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Task-Specific Questions

1. Platform(s) currently running or starting with?
2. Monthly ad budget?
3. What does a successful conversion look like, and what's it worth?
4. Existing creative assets, or need to create them?
5. Landing page ads will point to?
6. Pixel/conversion tracking set up?

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Tool Integrations

See the tools registry. Key advertising platforms:

Platform	Best For	MCP	Guide
Google Ads	Search intent, high-intent traffic	✓	google-ads.md
Meta Ads	Demand gen, visual products, B2C	-	meta-ads.md
LinkedIn Ads	B2B, job title targeting	-	linkedin-ads.md
TikTok Ads	Younger demographics, video	-	tiktok-ads.md

Tracking setup: references/conversion-tracking.md, ga4.md, segment.md.

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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