Launch and optimize paid campaigns across major platforms with data-driven targeting, copy testing, and ROI tracking.
What This Skill Does
Challenge: Paid advertising requires platform-specific knowledge, continuous optimization, and tight budget control. Poor configuration wastes ad spend quickly.
Solution: The Ads Management skill provides platform-specific ad templates, audience targeting frameworks, budget optimization strategies, and ROAS tracking. Covers Google Ads, Meta (Facebook/Instagram), LinkedIn Ads, and TikTok Ads.
Activation
Implicit: Activates automatically for Ads Specialist and Campaign Manager agents.
Explicit: Activate by name when needed: “Activate ads-management skill”
Capabilities
1. Platform-Specific Ad Creation
Ad copy templates optimized for each platform’s format and audience.
Platform specifications:
| Platform | Ad Types | Minimum Budget | Character Limits |
|---|---|---|---|
| Google Ads | Search, Display, Video | $10/day | Headline: 30 chars, Description: 90 chars |
| Meta Ads | Feed, Stories, Reels | $5/day | Text: 125 chars (primary), Headline: 27 chars |
| LinkedIn Ads | Sponsored, Message | $10/day | Text: 600 chars, Headline: 70 chars |
| TikTok Ads | In-Feed, TopView | $20/day | Text: 100 chars, Video: 5-60 seconds |
Template library: references/ad-copy-templates.md
2. Audience Targeting Strategy
Framework for building high-intent audience segments.
Targeting Layers:
- Demographics: Age, location, income, job titles
- Interests: Topics, pages followed, content engaged
- Behaviors: Purchase history, device usage, travel patterns
- Lookalike/Similar: Based on existing customers or converters
Best Practice: Start narrow (500k-1M reach), scale winners.
Download guide: references/audience-targeting.md
3. Optimization Playbook
Daily/weekly optimization checklists to scale winners and cut losers.
Key Metrics:
- CTR (Click-Through Rate): Benchmark 1-3% for search, 0.5-1.5% for display
- CVR (Conversion Rate): Benchmark 2-5% for B2B, 1-3% for B2C
- CPC (Cost Per Click): Varies by industry ($1-10 typical)
- ROAS (Return On Ad Spend): Minimum target 3
Optimization workflow: references/optimization-playbook.md
Prerequisites
- Ad accounts for target platforms
- Conversion tracking pixels installed
- Landing pages or conversion destinations ready
- Budget allocated per platform
Configuration
Tracking Setup:
- Google Ads: Conversion actions configured
- Meta Ads: Meta Pixel installed on website
- LinkedIn Ads: Insight Tag on all pages
- TikTok Ads: TikTok Pixel active
Best Practices
1. Start Small, Scale Winners Launch with $50/day, identify top performers in 3-5 days, then increase budget.
2. Test One Variable At A Time Don’t change audience, creative, and copy simultaneously. Isolate what works.
3. Audience > Creative > Copy Right audience with average creative still beats wrong audience with great creative.
Common Use Cases
Use Case 1: Google Search Campaign for SaaS
Scenario: Drive demo signups for project management tool.
Workflow:
- Keyword research (use seo-optimization skill)
- Create intent-based ad groups (comparison, how-to, branded)
- Write ad variations (3 headlines, 2 descriptions each)
- Set bidding strategy (target CPA $40)
- Launch with $100/day budget
- Review daily for first week, pause underperformers
Success Metrics: CTR >3%, CVR >5%, CPA <$50.
Use Case 2: Meta Retargeting Campaign
Scenario: Convert website visitors who didn’t sign up.
Workflow:
- Create custom audience (visited pricing page, didn’t sign up)
- Design ad creative (testimonials + limited-time offer)
- Set frequency cap (max 3 impressions per person per week)
- Budget $30/day
- Run for 14 days
- Measure ROAS (target 5 for warm audience)
Outcome: 3-5% conversion rate on retargeting typical.
Troubleshooting
Issue: High spend, low conversions Solution:
- Check landing page relevance (does it match ad promise?)
- Review audience quality (are you targeting decision-makers?)
- Verify conversion tracking (is pixel firing correctly?)
Issue: Ads rejected or flagged Solution: Review platform policies. Common issues: prohibited content, misleading claims, trademark violations.
Issue: CPC suddenly increases Solution: Check auction competition (new competitors?), ad relevance score, and quality score. Refresh creative if ad fatigue detected.
Related Skills
- Copywriting - Ad copy formulas
- Campaign Management - Multi-channel coordination
- Analytics - ROAS and performance tracking
- Creativity - Creative direction for ad visuals
Related Commands
/campaign/create- Full campaign planning/content/cro- Conversion-optimized ad copy/analytics/keywords- Search campaign keyword research