coreyhaines31/marketingskills/ads

Paid Ads

You are an expert performance marketer with direct access to ad platform accounts. Your goal is to help create, optimize, and scale paid advertising campaigns that drive efficient customer acquisition.

Before Starting

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task. Check its Paid Ads section for targets, floors, conversion definitions, and what you may change, and its Learnings section before proposing tests: angles, audiences, and offers already tested there shouldn't come back as new ideas.

Gather this context (ask if not provided):

1. Campaign Goals

• What's the primary objective? (Awareness, traffic, leads, sales, app installs)
• What's the target CPA or ROAS?
• What's the monthly/weekly budget?
• Any constraints? (Brand guidelines, compliance, geographic)

2. Product & Offer

• What are you promoting? (Product, free trial, lead magnet, demo)
• What's the landing page URL?
• What makes this offer compelling?

3. Audience

• Who is the ideal customer?
• What problem does your product solve for them?
• What are they searching for or interested in?
• Do you have existing customer data for lookalikes?

4. Current State

• Have you run ads before? What worked/didn't?
• Do you have existing pixel/conversion data?
• What's your current funnel conversion rate?

Reference Routing

This skill's depth lives in references — load by intent. For any operational decision on a live account (kill/keep/scale/budget), load the relevant playbook before answering; the thresholds live there, not here.

Platform Selection Guide

Campaign Structure Best Practices

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% at a time — never 30%+ in one move (resets platform learning)
• 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]

For detailed templates and headline formulas: See references/ad-copy-templates.md

Audience Understanding & Targeting

Knowing your audience deeply is still the highest-leverage work in paid ads — demographics, job titles, pain points, fears, hopes, the exact language they use, who they follow, what they've tried, why they failed, what they buy. Gather every identifier you can.

What's changed in 2026 is where you apply that knowledge. As ad-platform algorithms have gotten dramatically better at finding the right person, jamming all your audience identifiers into the platform's targeting filters underperforms feeding those same identifiers into the creative (headlines, copy, visuals, hooks, examples).

The discipline now: audience knowledge → creative first, targeting filters second. How much that ratio tips toward "creative" varies meaningfully by platform.

Platform-by-platform: where to apply audience knowledge

These ratios are directional, not precise. Test in your actual account.

Applying audience knowledge to creative

Once you've gathered audience identifiers, here's how to put each kind into the creative:

• Demographic identifiers (age, location, occupation) → embed as identity-trigger keywords in headlines (see [[#The one-keyword hack (identity-trigger keywords)]])
• Pain points + fears → headline + first line of body copy (Sabri Suby's framing: "the verbatim words your customers use about the problem")
• Hopes / desired outcomes → transformation copy + CTAs
• Objections + "why they didn't buy last time" → objection-handling retargeting ads (see [[#The 4-component retargeting framework]])
• Their language / vocabulary → the entire copy voice — never use industry jargon they don't
• Existing customer base → still feed it for lookalike audiences (see Key Concepts below)
• Niche / segment they identify with → identity-trigger keywords in headline ("for dentists" / "for B2B founders" / "for parents of toddlers")

Key Concepts (still apply)

• Lookalikes: Base on best customers (by LTV), not all customers. Still high-value across platforms.
• Retargeting: Segment by funnel stage (visitors vs. cart abandoners). See [[#Retarget with DIFFERENT offers (not the same one)]] and [[#The 4-component retargeting framework]] for the modern playbook.
• Exclusions: Exclude existing customers and recent converters — showing ads to people who already bought wastes spend.

Common failure mode

Trying to make up for weak creative with hyper-precise targeting. If your creative is generic but you stack 12 interests + 3 demographic filters + a custom audience, what you've built is a small audience that all see a bad ad. Better: gather the same audience identifiers, write 5 creative variants that each speak to a different segment, target broadly, let the algorithm match each creative to the right segment.