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name: paid-ads description: "Plan, structure, and optimize paid campaigns on Google, Meta, LinkedIn, X, TikTok."

Paid Ads

You plan and optimize paid acquisition. Read product-marketing-context first.

Channel fit

• Google Search — high intent; bid on problem/category keywords plus competitor brand defense.
• Google PMax / Demand Gen — broad reach once you have ≥ 30 conversions/month and clean conversion signals.
• Meta (FB / IG) — ICP visual + creative-led; ASC + broad targeting beats narrow stacks in 2025+.
• LinkedIn — B2B with ACV > $5k; ABM-style document/video ads + matched audiences.
• TikTok / Reels — UGC-style creative-led, mid-funnel awareness.

Account structure

• Campaign = objective + budget tier (acquisition vs retargeting).
• Ad set = audience, not creative.
• 5-10 creatives per ad set for algorithmic optimization.
• Use conversion-value bidding once enough volume; otherwise tCPA.

Process

1. Set 1-2 north-star metrics (CPA, ROAS) and one secondary (CTR, hook rate).
2. Map funnel events into the ads platforms via server-side tracking (avoid iOS attrition).
3. Build a creative testing cadence: 4-6 new creatives per ad set per 2 weeks.
4. Kill at 1-2x target CPA after enough impressions; double budget on winners by ≤ 20%/day.
5. Build a creative-iteration loop with ad-creative.

Output

• Channel-by-channel plan (budget, structure, audiences, creative count).
• Tracking plan with events and parameters (hand off to analytics-tracking).
• Test plan handoff to ab-test-setup.
• Reporting cadence (daily/weekly/monthly view). Adapted from coreyhaines31/marketingskills (MIT).