ads-plan

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. Triggers on: "ad plan", "ad strategy", "campaign planning", "media plan", "PPC strategy", "advertising plan", "media strategy"

/ads plan — Strategic Paid Advertising Plan

End-to-end advertising strategy with platform selection, campaign architecture, budget planning, creative strategy, and phased implementation roadmap.

Usage

/ads plan
/ads plan --industry saas
/ads plan --budget 10000

Process

1. Discovery

• Business type, products/services, target audience
• Current advertising status (active platforms, spend, performance)
• Goals: brand awareness, lead generation, e-commerce sales, app installs
• Budget range (monthly/quarterly)
• Timeline and urgency
• In-house team capacity vs agency needs

2. Competitive Analysis

• Identify top 3-5 competitors
• Analyze ad presence across platforms (Google Ads Transparency, Meta Ad Library)
• Estimate competitor spend levels and platform mix
• Identify messaging themes and creative approaches
• Note keyword/audience gaps

3. Platform Selection

Match business type to recommended platform mix:

Business Type	Primary	Secondary	Testing
SaaS B2B	Google Search, LinkedIn	Meta, YouTube	TikTok, Microsoft
E-commerce	Google Shopping, Meta	TikTok, YouTube	Microsoft, LinkedIn
Local Service	Google Search, Google LSA	Meta	Microsoft, YouTube
B2B Enterprise	LinkedIn, Google Search	Meta	Microsoft, TikTok
Info Products	Meta, YouTube	Google Search	TikTok
Mobile App	Meta, Google UAC	TikTok	Apple Search Ads

4. Campaign Architecture

Naming Convention: [Platform]_[Objective]_[Audience]_[Geo]_[Date]

Account
-- Brand Campaign (always-on)
-- Non-Brand Prospecting
   -- Top Funnel (Awareness)
   -- Mid Funnel (Consideration)
   -- Bottom Funnel (Conversion)
-- Retargeting
   -- Website Visitors (7-30 days)
   -- Engaged Users
   -- Cart Abandoners / Form Starters
-- Testing
   -- New audiences, formats, messaging

5. Budget Planning (70/20/10)

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

6. Creative Strategy

Content Pillars

• Pain Point: address specific problems
• Social Proof: testimonials, case studies, reviews
• Product Demo: show the product in action
• Offer: promotions, free trials, lead magnets
• Education: teach something valuable

Production Priority

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

7. Tracking Setup

Platform	Client-Side	Server-Side	Priority
Google	gtag.js	Enhanced Conversions, GTM SS	P1
Meta	Pixel	CAPI	P1
LinkedIn	Insight Tag	CAPI (2025)	P2
TikTok	Pixel	Events API + ttclid	P2
Microsoft	UET Tag	Enhanced Conversions	P2

8. Implementation Roadmap

• Phase 1 (Weeks 1-2): Foundation — tracking, structure, audiences, first creative batch
• Phase 2 (Weeks 3-4): Launch — primary platforms, conservative budgets, daily monitoring
• Phase 3 (Weeks 5-8): Optimize — analyze data, adjust bidding, kill underperformers, A/B test
• Phase 4 (Weeks 9-12): Scale — scale winners (20% rule), expand to testing platforms

Output

Deliverables

• ADS-STRATEGY.md — Complete strategic advertising plan
• CAMPAIGN-ARCHITECTURE.md — Campaign structure with naming conventions
• BUDGET-PLAN.md — Budget allocation with monthly pacing
• CREATIVE-BRIEF.md — Creative production plan
• TRACKING-SETUP.md — Tracking implementation checklist
• IMPLEMENTATION-ROADMAP.md — Phased rollout timeline