Frontend Development

Ads — Multi-Platform Paid Advertising Audit & Optimization

Comprehensive ad account analysis across all major platforms (Google, Meta, LinkedIn, TikTok, Microsoft). Orchestrates 12 specialized sub-skills and 6 subagents.

Quick Reference

Orchestration Logic

When the user invokes /ads audit, delegate to subagents in parallel: 1. Collect account data (exports, screenshots, or API access details) 2. Detect business type and identify active platforms 3. Spawn subagents: audit-google, audit-meta, audit-creative, audit-tracking, audit-budget, audit-compliance 4. Collect results and generate unified report with Ads Health Score (0-100) 5. Create prioritized action plan with Quick Wins

For individual commands (/ads google, /ads meta, etc.), load the relevant sub-skill directly.

Industry Detection

Detect business type from ad account signals:

• SaaS: trial_start/demo_request events, pricing page targeting, long attribution windows
• E-commerce: purchase events, product catalog/feed, Shopping/PMax campaigns
• Local Service: call extensions, location targeting, store visits, directions events
• B2B Enterprise: LinkedIn Ads active, ABM lists, high CPA tolerance ($50+), long sales cycle
• Info Products: webinar/course funnels, lead gen forms, low-ticket offers
• Mobile App: app install campaigns, in-app events, deep linking
• Real Estate: listing feeds, property-specific landing pages, geo-heavy targeting
• Healthcare: HIPAA compliance flags, healthcare-specific ad policies
• Finance: Special Ad Categories declared, financial products compliance
• Agency: multiple client accounts, white-label reporting needs

Quality Gates

Hard rules — never violate these:

• Never recommend Broad Match without Smart Bidding (Google)
• 3x Kill Rule: flag any ad group/campaign with CPA >3x target for pause
• Budget sufficiency: Meta ≥5x CPA per ad set, TikTok ≥50x CPA per ad group
• Learning phase: never recommend edits during active learning phase
• Compliance: always check Special Ad Categories for housing/employment/credit/finance
• Creative: never run silent video ads on TikTok (sound-on platform)
• Attribution: default to 7-day click / 1-day view (Meta), data-driven (Google)

Reference Files

Load these on-demand as needed — do NOT load all at startup.

Path resolution: All references are installed at ~/.claude/skills/ads/references/. When sub-skills or agents reference ads/references/*.md, resolve to ~/.claude/skills/ads/references/*.md.

• references/scoring-system.md — Weighted scoring algorithm and grading thresholds
• references/benchmarks.md — Industry benchmarks by platform (CPC, CTR, CVR, ROAS)
• references/bidding-strategies.md — Bidding decision trees per platform
• references/budget-allocation.md — Platform selection matrix, scaling rules, MER
• references/platform-specs.md — Creative specifications across all platforms
• references/conversion-tracking.md — Pixel, CAPI, EMQ, ttclid implementation
• references/compliance.md — Regulatory requirements, ad policies, privacy
• references/google-audit.md — 74-check Google Ads audit checklist
• references/meta-audit.md — 46-check Meta Ads audit checklist
• references/linkedin-audit.md — 25-check LinkedIn Ads audit checklist
• references/tiktok-audit.md — 25-check TikTok Ads audit checklist
• references/microsoft-audit.md — 20-check Microsoft Ads audit checklist

Scoring Methodology

Ads Health Score (0-100)

Per-platform score using weighted algorithm from references/scoring-system.md. Cross-platform aggregate weighted by budget share:

Aggregate = Sum(Platform_Score x Platform_Budget_Share)

Grading

Priority Levels

• Critical: Revenue/data loss risk (fix immediately)
• High: Significant performance drag (fix within 7 days)
• Medium: Optimization opportunity (fix within 30 days)
• Low: Best practice, minor impact (backlog)

Sub-Skills

This skill orchestrates 12 specialized sub-skills:

1. ads-audit — Full multi-platform audit with parallel delegation 2. ads-google — Google Ads deep analysis (Search, PMax, YouTube) 3. ads-meta — Meta Ads deep analysis (FB, IG, Advantage+) 4. ads-youtube — YouTube Ads specific analysis 5. ads-linkedin — LinkedIn Ads deep analysis 6. ads-tiktok — TikTok Ads deep analysis 7. ads-microsoft — Microsoft/Bing Ads deep analysis 8. ads-creative — Cross-platform creative quality audit 9. ads-landing — Landing page quality for ad campaigns 10. ads-budget — Budget allocation and bidding strategy 11. ads-plan — Strategic ad planning with industry templates 12. ads-competitor — Competitor ad intelligence

Subagents

For parallel analysis during full audits:

• audit-google — Google Ads checks (G01-G74)
• audit-meta — Meta Ads checks (M01-M46)
• audit-creative — Creative quality for LinkedIn, TikTok, Microsoft
• audit-tracking — Conversion tracking health across all platforms
• audit-budget — Budget, bidding, structure for LinkedIn, TikTok, Microsoft
• audit-compliance — Compliance, settings, performance across all platforms

Industry Benchmarks 2026

<!-- Updated: 2026-02-10 --> <!-- Sources: Claude Research (WordStream/LocaliQ 16K campaigns, Triple Whale 2025), Gemini Research -->

Google Ads — Search Benchmarks

All Industries Average (WordStream/LocaliQ 2025, 16K campaigns)

By Industry (Search)

E-commerce Specific (Triple Whale 2025)

Note: CTR improved across all 14 tracked industries while CVR declined in 13 of 14.

Meta Ads Benchmarks

By Objective (WordStream 2025, 1K campaigns)

ROAS Benchmarks

CPM by Industry

CPC Trend

• January 2026: $0.85 (24% below prior January)
• November 2025 peak: $1.32 (Q4 surge)

Creative Fatigue Thresholds

LinkedIn Ads Benchmarks

CPL by Industry

Cost Factors

• Senior decision-makers (VP/Director/C-suite): $6.40+ CPC
• North America premium: 40-50% above global averages
• CPC YoY trend: +8% (2025)
• Q3 highest CPC ($15.72); Q4/Q1 typically lower

TikTok Ads Benchmarks

Format Comparison

Key Thresholds

• Minimum campaign budget: $50/day
• Minimum ad group budget: $20/day
• Learning phase exit: ~50 conversions in 7 days
• TikTok Shop CVR: >10% (vs 0.46-2.4% standard)
• CPM advantage: 40-60% cheaper than Meta

Smart+ Performance

• Median ROAS: 1.41-1.67
• Adoption: 42% of US TikTok performance campaigns

Microsoft Ads Benchmarks

Copilot Checkout (January 2026)

• Users discover, compare, and purchase within Copilot conversations
• 194% more likely to purchase when shopping intent is present
• Ads in Copilot must be clearly labeled

User Demographics

• ~50% in top 25% household incomes
• 34% hold degrees
• 45-64 age group: 38% of searches
• US all-devices share: 8.78% (record)
• US desktop share: 16.75-17.58%
• With Yahoo/AOL partners: ~25% US desktop

ROAS Benchmarks by Industry (Cross-Platform)

Landing Page Benchmarks

Minimum Viable Ad Budgets

Bidding Strategy Decision Trees

<!-- Updated: 2026-02-10 --> <!-- Sources: Google Research PDF 2, Claude Research, Gemini Research -->

Google Ads Bidding Decision Engine

Strategy Selection Flow

START → How many conversions in last 30 days?

┌─ < 15 conversions ──────────────────────────┐
│  → Maximize Clicks (cold start)             │
│  → Set Max CPC = Target_CPA / (CVR × 1.5)  │
│  → Learning: 3-5 days                       │
│  → Monitor until 15+ conversions achieved    │
│  → OR use Manual CPC if full control needed  │
│  → NOTE: eCPC deprecated March 31, 2025      │
└──────────────────────────────────────────────┘

┌─ 15-29 conversions ─────────────────────────┐
│  → Maximize Conversions (uncapped)          │
│  → Learning: 7-14 days                      │
│  → Transition when CPA SD < 20% over 14d   │
│  → THEN switch to Target CPA               │
└──────────────────────────────────────────────┘

┌─ 30+ conversions, NO dynamic values ────────┐
│  → Target CPA                               │
│  → Strict: 30+ (Google says 15, but 30+     │
│    for reliable performance, 50+ ideal)      │
│  → Set at: 1.1x-1.2x historical CPA        │
│  → Adjust: Max 10% change every 14 days     │
│  → Never lower by more than 15% at once     │
└──────────────────────────────────────────────┘

┌─ 50+ conversions WITH dynamic values ───────┐
│  → Target ROAS                              │
│  → Requires dynamic conversion values        │
│  → Set at: EXACT historical ROAS            │
│  → Formula: Bid = P(conv) × Value × 1/tROAS│
│  → Adjust: Same rules as tCPA              │
└──────────────────────────────────────────────┘

### Smart Bidding Exploration (Google, 2025+)

An opt-in feature for Target ROAS campaigns that temporarily eases
ROAS targets to discover new, untapped search traffic:

- **Effect**: +18% more unique search query categories, +19% more conversions
- **How it works**: Algorithm temporarily relaxes ROAS constraints to
  enter auctions it would normally skip, testing new user segments
- **When to enable**: Stable tROAS campaigns with 50+ conversions/month
  seeking incremental growth beyond current query coverage
- **When to avoid**: Tight-margin accounts or campaigns already spending
  full budget (exploration adds volume, not just efficiency)
- **Available on**: Target ROAS bid strategies only

┌─ Brand Protection campaigns ────────────────┐
│  → Target Impression Share                  │
│  → Target: 95-100% on brand keywords        │
│  → No conversion data requirement           │
│  → Search only (not available elsewhere)     │
└──────────────────────────────────────────────┘

SPECIAL CASES:
- PMax: Always uses Maximize Conversions or Maximize Conv Value
- Demand Gen: Supports Target CPC (new), tCPA, tROAS, Max Clicks
- Display Pay per Conversion: Eligibility required

Attribution Model (Google)

• DDA (Data-Driven Attribution) is now MANDATORY default (September 2025)
• Only two models remain: DDA and Last Click
• All rule-based models deprecated (first-click, linear, time decay, position-based)
• No minimum data threshold for DDA
• Impact on bidding: DDA distributes conversion credit across touchpoints, affecting Smart Bidding signals

Portfolio Bid Strategies

When to use portfolios:

• Multiple campaigns each with <15 conv, but combined >30
• Need cross-campaign budget optimization
• CPC Cap Hack: Only way to set max CPC bid on tCPA/tROAS

Rules:

• Minimum 3 campaigns per portfolio for meaningful data
• Group campaigns with similar target CPAs/ROAS
• Never mix brand and non-brand in same portfolio

Transition Triggers (Google)

---

Meta Ads Bidding Decision Engine

Auction Formula

Total Value = Bid × Estimated Action Rate + User Value

Strategy Selection

DEFAULT (90% of campaigns):
  → Lowest Cost (no cap)
  → Best for: Most campaigns, volume maximization
  → Risk: CPA can spike during high-competition (Q4)

IF need cost predictability:
  → Cost Cap
  → Set at: 1.2x - 1.5x target CPA
  → Best for: Scaling with margin protection
  → Risk: Under-delivery if cap too aggressive

IF need strict cost control:
  → Bid Cap
  → Set at: 2x - 3x target CPA
  → Best for: Experienced advertisers with clear unit economics
  → Risk: Significant under-delivery if too low

IF e-commerce with revenue tracking:
  → ROAS Goal
  → Best for: Advantage+ Sales Campaigns
  → Requires: Purchase event + dynamic values

IF high-value diverse products:
  → Highest Value
  → Prioritizes high-value conversions
  → Best for: Wide AOV range

CBO vs ABO Decision

IF daily_budget < $100:
  → ABO (manual control for testing)

IF daily_budget $100-$500:
  → Test both; CBO if similar audiences, ABO if diverse

IF daily_budget > $500:
  → CBO (Advantage+ Campaign Budget)
  → Let Meta optimize distribution

NOTE: Advantage+ Sales/Leads auto-enable CBO

Learning Phase Rules

Exit criteria: 50 conversions per week per ad set

Reset triggers (avoid during learning):

• Budget change >20%
• Any targeting change
• Creative edit (even text)
• Bid strategy change
• Pausing >7 days

If "Learning Limited": 1. Broaden audience 2. Increase budget 3. Switch to higher-funnel event (AddToCart instead of Purchase) 4. Consolidate ad sets 5. Ensure daily budget ≥5× target CPA

---

LinkedIn Ads Bidding

Strategy Selection

Sponsored Content:
  → Maximum Delivery (recommended default)
  → Manual Bidding (for CPC control, experienced only)
  → Minimum daily budget: $10/day (recommend $50+)

Message Ads:
  → CPS (Cost Per Send) — bid aggressively
  → Frequency cap: 1 per 30-45 days per user
  → Win the auction for limited inbox slot

Lead Gen Forms:
  → Lowest Cost or Manual CPC
  → 13% CVR benchmark (3.25× landing pages)

Conversation Ads:
  → CPS — similar to Message Ads
  → 10-12% CTR benchmark

TLA (Thought Leader Ads):
  → Allocate ≥30% budget
  → CPC $2.29-$4.14 (vs $13.23 standard)

Accelerate Campaigns:
  → AI-powered end-to-end
  → 42% lower CPA, 21% lower CPL

---

TikTok Ads Bidding

Strategy Selection

DEFAULT:
  → Lowest Cost (volume maximization)
  → Most common, good starting point

IF margin protection needed:
  → Cost Cap
  → Set target CPA, system tries to stay near

IF strict cost control needed:
  → Bid Cap
  → Controls maximum bid per auction (not average CPA)
  → Set at 2-3x target CPA initially
  → Best for: retargeting, competitive niches (Q4/BFCM)
  → Risk: significant under-delivery if set too aggressively

IF Smart+ campaign:
  → Modular automation (choose per module)
  → Up to 30 ad groups, 50 creatives per asset group

GMV Max (TikTok Shop):
  → Default/only for Shop campaigns (July 2025)
  → Optimizes for Gross Merchandise Value

Budget Rules

• Campaign minimum: $50/day
• Ad group minimum: $20/day
• Budget should be ≥50× target CPA per ad group (provides sufficient learning room)
• Learning phase: ~50 conversions in 7 days

---

Microsoft Ads Bidding

Strategy Selection

IF importing from Google:
  → Match Google bid strategy
  → Validate settings transferred correctly
  → Adjust targets (typically 20-35% lower CPC on Bing)

IF native campaign:
  → Same strategy framework as Google
  → Lower CPC targets (expect $1.20-$1.55 avg)
  → Enable Copilot placement for PMax

PMax on Microsoft:
  → Enable "Target New Customers" (Beta 2026)
  → Copilot chat placement: 73% higher CTR
  → LinkedIn profile targeting (unique)

---

Cross-Platform Bidding Red Flags

Budget Allocation & Scaling Framework

<!-- Updated: 2026-02-10 --> <!-- Sources: Google Research PDF 2, Claude Research, Gemini Research -->

Platform Selection Matrix by Business Type

Budget Distribution Rule: 70/20/10

70% → Proven performers (campaigns with established positive ROAS/CPA)
20% → Promising growth (campaigns showing traction, need scale)
10% → Experiments (new platforms, audiences, formats)

Scaling Decision Tree

20% Rule (Scale Up)

IF actual_CPA < target_CPA by > 10%
AND conversions_last_7d >= learning_threshold
AND campaign NOT in learning phase
THEN increase budget by 20%
→ Wait 3-5 days before next increase
→ Never increase more than 20% at once on Meta (triggers learning reset)

3× Kill Rule (Pause)

IF spend > 3× target_CPA
AND conversions == 0
THEN pause ad/ad set/campaign immediately
→ Review: creative, targeting, landing page, tracking
→ Don't restart without changes

Decreasing Returns Detection

IF CPA increased > 15% after last budget increase
THEN roll back to previous budget level
→ Wait 7 days
→ Try horizontal scaling instead (new audiences, platforms)

Saturation Signals

Marketing Efficiency Ratio (MER)

MER = Total Revenue / Total Ad Spend (all platforms combined)

Why MER over ROAS:

• ROAS is platform-reported (overclaims by 20-40%)
• MER captures true business economics
• Cross-platform; not inflated by attribution overlap

Seasonality Adjustments

Q4 (October-December)

• CPMs increase 30-50%
• Reduce ROAS targets by 20%
• Front-load creative testing in September
• Increase budgets 40-60% for Black Friday / Cyber Monday
• Meta: Advantage+ Sales performs best during peaks

Q1 (January-March)

• CPMs decrease 20-30% post-holiday
• Best time for new campaign testing
• Aggressive customer acquisition (lower competition)
• Meta Jan 2026 CPC: $0.85 (24% below prior January)

Q2 (April-June)

• Steady CPMs, good testing window
• Mother's Day / Father's Day spikes for retail

Q3 (July-September)

• LinkedIn CPC peaks in Q3 ($15.72 average)
• Back-to-school surge for education
• Good time to build retargeting pools for Q4

Incrementality Testing (Geo-Lift)

Setup

• Duration: 2-4 weeks minimum
• Holdout: 10% of geographic regions (matched pairs)
• Method: Compare conversion rates exposed vs holdout
• Statistical significance: p < 0.05

Tools

• Meta: Robyn (R-based, open source) — best for ~80% of orgs
• Google: Meridian (Python, Bayesian, geo-level)
• Advanced: PyMC-Marketing (fully customizable)
• Budget: Significant — allocate 10% of monthly spend for testing

Post-Purchase Surveys

• Fill ~30% of attribution gap that digital tracking misses
• Question: "How did you first hear about us?"
• Implement on order confirmation page
• Weight responses against platform-reported data

Minimum Viable Budgets

Cross-Platform Attribution Hierarchy

Source of Truth (best → worst):
1. CRM Data (actual revenue, closed deals, LTV)
2. MER (total revenue / total ad spend)
3. Post-Purchase Surveys ("How did you hear about us?")
4. Google Analytics 4 (cross-channel, multi-touch)
5. Platform-Reported Data (always overclaims 20-40%)

RULE: Never trust platform-reported ROAS alone.
Always cross-reference with ≥2 other data sources.

Advertising Compliance & Privacy Reference

<!-- Updated: 2026-02-10 --> <!-- Sources: Claude Research, Gemini Research -->

Google Ads Policies

Enforcement System: Three-Strike Policy

Prohibited Content (Immediate Disapproval)

• Counterfeit goods
• Dangerous products or services
• Dishonest behavior enablement
• Inappropriate content (hate speech, violence, shocking content)

Restricted Categories (Certification Required)

Common Disapprovals

• Misleading claims (superlatives without evidence)
• Missing landing page content (404s, under construction)
• Destination mismatch (ad promise ≠ landing page)
• Prohibited content in ad text
• Trademark infringement
• Restricted healthcare claims

Recommendations Tab — What to Accept/Reject

Safe to accept:

• Optimized ad rotation
• Relevant extensions
• Fix disapproved ads

Usually reject:

• "Raise your budget"
• "Add broad match keywords"
• "Add new keywords" (auto-suggested)
• Auto-created RSAs
• Bidding strategy switches
• Turn off Optimization Score auto-apply

---

Meta Ads Policies

Special Ad Categories (Restricted Targeting)

All Special Ad Categories:

• Cannot target by age (18-65+ only range)
• Cannot target by ZIP code / postal code
• Cannot use Lookalike Audiences
• Must declare category before campaign creation

Enforcement Scale

• Over 1.3 billion ads rejected or removed in 2024
• Account restrictions escalate with repeated violations
• Appeal process available but slow

Detailed Targeting Exclusions (Removed)

• Removed from new ad sets: March 31, 2025
• Removed from boosted posts: June 10, 2025
• Existing campaigns with old exclusions stopped: January 15, 2026
• Meta cites 22.6% lower median cost per conversion without exclusions

Content Rules

• No misleading health/weight loss claims
• Before/after images: heavily restricted
• Cryptocurrency: certification required
• Political ads: "Paid for by" disclosure required
• Personal attributes: cannot imply user has specific condition
• Sensational content: no clickbait tactics

---

LinkedIn Ads Policies

Restricted Industries

• Gambling and betting
• Tobacco and related products
• Weapons and ammunition
• Adult content
• Multi-level marketing
• Cryptocurrency (restricted, not prohibited)

Professional Standards

• B2B focus expected; casual/misleading content penalized
• Thought Leader Ads must come from genuine employees
• Lead Gen Forms must have clear privacy policy
• Job postings must comply with employment laws

---

TikTok Ads Policies

Platform Requirements

• Content must feel native (not overly polished/corporate)
• Audio required (TikTok is sound-on)
• Must comply with music licensing for commercial use
• Creator content (Spark Ads) requires creator approval

Restricted Categories

• Age-restricted products (alcohol, gambling): geo-gated
• Health claims: evidence required
• Financial products: risk disclosures required
• Political ads: banned in many markets

TikTok Shop Policies

• Products must meet marketplace standards
• No counterfeit or restricted goods
• Seller verification required
• Available in 11 countries (US, UK, key Asian/European markets)

---

Microsoft Ads Policies

Import Considerations

• Google Ads policy approvals don't transfer
• Microsoft has separate review process
• Some Google-approved ads may be disapproved on Microsoft
• Bing audience skews older/more conservative — creative should match

Copilot Placement Policies

• Ads in Copilot must be clearly labeled
• Copilot Checkout (Jan 2026): commerce within conversations
• Higher quality standards for conversational context

---

Privacy Regulations (February 2026)

Global Privacy Landscape

Key Privacy Facts (2026)

Privacy Sandbox is DEAD:

• Google officially retired October 2025
• Third-party cookies remain in Chrome (~67% browser share)
• Safari and Firefox already block third-party cookies
• No separate consent prompt coming

iOS App Tracking Transparency (ATT):

• Average opt-in rate: ~35% (Q2 2025, up from 29% in 2022)
• Gaming highest: 37-50%
• Education lowest: 7-14%
• Apps with <30% opt-in lose 58% of ad revenue on average

Consent Mode v2 (Mandatory for EU/EEA):

• Enforcement tightened July 2025
• Without: 90-95% metric drops
• Advanced mode recovers 30-50% of lost conversions
• ~31% of users globally accept tracking cookies

US State Privacy:

• 20 state laws active by January 2026
• Texas AG: $1.4 billion settlement for tracking violations
• California CPPA: mandatory cybersecurity audits + data processing risk assessments
• Server-side tracking now architecturally necessary for compliance

Compliance Decision Tree

IF serving_region INCLUDES "EU/EEA":
  → Consent Mode v2 = MANDATORY
  → Cookie consent banner = MANDATORY
  → Data Processing Agreement = MANDATORY
  → Enhanced Conversions with consent = RECOMMENDED

IF serving_region INCLUDES "California":
  → CCPA/CPRA compliance = MANDATORY
  → "Do Not Sell" link = MANDATORY
  → Data processing risk assessment = MANDATORY (2026)

IF serving_region INCLUDES any US state:
  → Check specific state law requirements
  → 20 states have active laws as of Jan 2026

FOR ALL REGIONS:
  → Server-side tracking = RECOMMENDED (bypasses most client-side issues)
  → First-party data strategy = ESSENTIAL
  → Privacy policy on landing pages = MANDATORY

Healthcare-Specific Compliance

Financial Services Compliance

Conversion Tracking Setup & Requirements

<!-- Updated: 2026-02-10 --> <!-- Sources: Google Research PDF 2, Claude Research, Gemini Research -->

Google Ads Conversion Tracking

Required Stack

1. Global Site Tag (gtag.js) → all pages
2. Enhanced Conversions → hashed first-party data (email, phone, address, name)
3. Consent Mode v2 → MANDATORY for EU/EEA since March 2024
4. Server-Side GTM → recommended for data durability
5. Offline Conversion Import → for lead gen (CRM → Google Ads)

Enhanced Conversions

• Sends SHA-256 hashed first-party data
• Improves measurement by ~10% more measured conversions
• Required for smart bidding accuracy in cookie-degraded environments
• Setup via gtag.js or Google Tag Manager
• Works alongside standard conversion tracking

Consent Mode v2

// Default (before consent)
gtag('consent', 'default', {
  'ad_storage': 'denied',
  'ad_user_data': 'denied',
  'ad_personalization': 'denied',
  'analytics_storage': 'denied'
});

// After user grants consent
gtag('consent', 'update', {
  'ad_storage': 'granted',
  'ad_user_data': 'granted',
  'ad_personalization': 'granted',
  'analytics_storage': 'granted'
});

• Enables conversion modeling for unconsented users
• Advanced mode recovers 30-50% of lost conversions
• Without implementation: 90-95% metric drops (enforcement tightened July 2025)
• ~31% of users accept tracking cookies globally

Attribution

• DDA (Data-Driven Attribution) is now MANDATORY default (September 2025)
• Only two models remain: DDA and Last Click
• All rule-based models deprecated (first-click, linear, time decay, position-based)
• No minimum data threshold for DDA
• Windows: Click 1/3/7/30(default)/60/90 days; Engaged-view 3d; View-through 1d

Customer Match

• Requires 90 days of account history and $50,000+ lifetime spend for full access
• Maximum membership duration: 540 days (changed April 7, 2025; previously infinite)
• Use for RLSA, similar audiences, and Customer Match lists
• First-party data source: CRM emails, phone numbers, addresses

Conversion Setup Rules

• Use Google Ads native tracking as PRIMARY for bidding (real-time data)
• Import GA4 conversions for observation only
• Never count both (double-counting)
• Separate micro (AddToCart, TimeOnSite) from macro (Purchase, Lead) conversions
• Only macro conversions as "Primary" for bidding optimization

---

Meta Ads Conversion Tracking

Required Stack

1. Meta Pixel → base code on all pages + standard events
2. Conversions API (CAPI) → server-side event forwarding
3. Event Deduplication → event_id matching between Pixel and CAPI
4. EMQ Optimization → pass email, phone, fbp, fbc, external_id

Event Match Quality (EMQ) Scoring

Key parameters by impact:

• Email: +4.0 points
• Phone: +3.0 points
• External ID: significant
• fbp (browser ID): important
• fbc (click ID): important

87% of advertisers have poor EMQ — fixing it improves performance 20-40%.

Event Deduplication

Same event_id + same event_name = deduplicated (correct)
Missing event_id = potential double-counting (broken)

Check: Events Manager > Overview > Deduplication Rate
Target: 90%+ deduplication rate

CAPI Performance Impact

• Without CAPI: 30-40% data loss post-iOS 14.5 (pixel-only tracking is critically insufficient)
• With CAPI: 15-20% performance increase over pixel-only
• Bypasses ad blockers and iOS ATT limitations
• 87% of advertisers have poor Event Match Quality — fixing CAPI improves performance 20-40%
• Offline Conversions API deprecated May 2025 → CAPI replaces

Standard Events (Use These, Not Custom)

Purchase, AddToCart, InitiateCheckout, AddPaymentInfo,
Lead, CompleteRegistration, Subscribe, ViewContent,
Search, AddToWishlist, Contact, CustomizeProduct,
FindLocation, Schedule, StartTrial, SubmitApplication

Attribution

• 7-day click / 1-day view (default and recommended)
• Top 8 events configured in AEM (Aggregated Event Measurement)
• Domain verification required in Business Manager
• Financial Products & Services = new Special Ad Category (Jan 2025)

---

TikTok Ads Conversion Tracking

Required Stack

1. TikTok Pixel → base code + standard events on all pages
2. Events API → server-side event forwarding
3. ttclid Passback → capture from URL params, send with events
4. Advanced Matching → hashed email/phone

Key Difference: ttclid

• TikTok Click ID (ttclid) comes in landing page URL parameters
• MUST be captured and stored on first page load
• MUST be sent back with all conversion events
• Without ttclid: attribution breaks for many conversions

Learning Phase

• ~50 conversions in 7 days to exit learning
• Budget ≥50× target CPA per ad group (provides sufficient learning room)

---

LinkedIn Ads Conversion Tracking

Required Stack

1. LinkedIn Insight Tag → all pages
2. Conversions API (CAPI) → server-side events (launched 2025)
3. Offline Conversion Import → CRM data (opportunity, deal closed)

Best Practice: Track Full Funnel

Stage 1: Lead (form submit, content download)
Stage 2: MQL (marketing qualified)
Stage 3: SQL (sales qualified)
Stage 4: Opportunity Created
Stage 5: Deal Closed-Won

• Import offline conversions within 90 days of click
• Use for lead quality optimization (bid for SQLs not just leads)
• Lead Gen Forms: 13% CVR (3.25× landing pages) but lower SQL rates

Attribution

• 30-day click / 7-day view window
• Last touch model default

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Microsoft Ads Conversion Tracking

Required Stack

1. UET (Universal Event Tracking) tag → all pages
2. Enhanced Conversions → improved matching
3. Offline Conversion Import → CRM integration
4. Auto-tagging (MSCLKID) → ensure CMS doesn't strip

Import Validation

• If importing from Google: verify conversion goals transferred
• Google-imported goals often break during import
• Always validate conversion tracking after import

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Cross-Platform Tracking Health Audit

Critical Checks (Run for All Platforms)

Server-Side Tracking Priority

IF business_type IN [ecommerce, lead_gen, saas]:
  server_side_tracking = CRITICAL

IF platform == "Meta":
  CAPI = CRITICAL (30-40% data loss without post-iOS 14.5)

IF region == "EU/EEA":
  consent_mode_v2 = CRITICAL (90-95% metric drops without)

server_side_recovery = 10-30% accuracy improvement

Google Ads Audit Checklist

<!-- Updated: 2026-02-11 --> <!-- Sources: Google Research PDF 1 (G01-G61), Claude Research (74-item extended), Gemini Research --> <!-- Total Checks: 74 | Categories: 7 | See scoring-system.md for weights and algorithm -->

Quick Reference

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Conversion Tracking (25% weight)

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Wasted Spend / Negatives (20% weight)

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Account Structure (15% weight)

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Keywords & Quality Score (15% weight)

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Ads & Assets (15% weight)

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Settings & Targeting (10% weight)

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Performance Max Extended (scored within Ads & Assets)

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Context Notes

• ECPC deprecation (March 2025): Enhanced CPC is no longer available for new campaigns. Existing ECPC campaigns should migrate to Target CPA, Target ROAS, or Maximize Conversions.
• Call Campaigns sunset (Feb 2026): Google stopped allowing creation of new Call campaigns in February 2026; existing Call campaigns continue serving until February 2027. Migrate to Search campaigns with call assets (call extensions, call-only ad format) before the serving deadline.
• Power Pack framework: Google recommends running PMax + Demand Gen + AI Max for Search as a unified campaign stack for maximum coverage across all inventory.
• AI Max for Search (2025): Extends broad match and automated creative to Search campaigns. Evaluate adoption if account has sufficient conversion data.

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Bidding & Budget (scored within Settings & Targeting)

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Quick Wins (Google)

Items flagged as Quick Win when severity is Critical or High AND fix takes <15 minutes:

LinkedIn Ads Audit Checklist

<!-- Updated: 2026-02-11 --> <!-- Sources: Google Research PDF 1 (L01-L25), Claude Research, Gemini Research --> <!-- Total Checks: 25 | Categories: 5 | See scoring-system.md for weights and algorithm -->

Quick Reference

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Technical Setup (25% weight)

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Audience Quality (25% weight)

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Creative & Formats (20% weight)

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Lead Gen Forms (15% weight)

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Bidding & Budget (15% weight)

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Structure & Performance (scored across categories)

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Quick Wins (LinkedIn)

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Context Notes

• Connected TV Ads (2025): LinkedIn extended reach to CTV inventory via partnerships, allowing B2B brand campaigns on streaming platforms.
• BrandLink (2025): Premium video placement alongside trusted publisher content on LinkedIn. Ideal for awareness-stage B2B campaigns.
• Live Event Ads (2025): Sponsored LinkedIn Live events with built-in registration and reminder flows. Effective for webinar-driven lead gen.
• Accelerate campaigns: LinkedIn's AI-optimized campaign type delivers 42% lower CPA and 21% lower CPL on average. Recommended for advertisers with sufficient conversion history.

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LinkedIn-Specific Context

Meta Ads Audit Checklist

<!-- Updated: 2026-02-11 --> <!-- Sources: Google Research PDF 1 (M01-M40), Claude Research (42-item extended), Gemini Research --> <!-- Total Checks: 46 | Categories: 4 | See scoring-system.md for weights and algorithm -->

Quick Reference

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Pixel / CAPI Health (30% weight)

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Creative — Diversity & Fatigue (30% weight)

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Account Structure (20% weight)

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Audience & Targeting (20% weight)

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Context Notes

• Detailed targeting exclusions removal (2025-2026): Meta phased out detailed targeting exclusions starting March 2025, with full removal by January 2026. Advertisers must now use Custom Audience exclusions or Advantage+ Audience instead.
• Flexible Ads (2024): Format launched mid-2024 that automatically optimizes creative elements (headline, image, video) per placement. Evaluate adoption alongside Advantage+ Creative enhancements.
• Financial Products Special Ad Category (Jan 2025): Financial products (loans, insurance, credit cards, investment services) are now enforced as a Special Ad Category with the same targeting restrictions as Housing/Employment/Credit.

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Quick Wins (Meta)

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Special Ad Categories Compliance

If running ads in restricted categories, these ADDITIONAL checks apply:

Must declare Special Ad Category BEFORE campaign creation. See compliance.md for full details.

Microsoft Ads Audit Checklist

<!-- Updated: 2026-02-11 --> <!-- Sources: Google Research PDF 1 (MS01-MS20), Claude Research, Gemini Research --> <!-- Total Checks: 20 | Categories: 5 | See scoring-system.md for weights and algorithm -->

Quick Reference

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Technical Setup (25% weight)

Import Validation Critical Note

Google Ads imports are the most common Microsoft Ads setup method. Common import issues:

• Conversion goals often break during import
• Tracking templates may not transfer
• Extensions may be partially imported
• Bid adjustments may not match
• ALWAYS validate conversion tracking after import

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Syndication & Bidding (20% weight)

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Structure & Audience (20% weight)

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Creative & Extensions (20% weight)

Microsoft-Unique Formats

These extensions are ONLY available on Microsoft Ads:

• Action Extension: Predefined action buttons (clickable CTAs)
• Filter Link Extension: Category-based deep links (product filters)
• Multimedia Ads: Rich visual search ads (image + headline + description)
• Review Extension: Third-party review quotes in ads

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Settings & Performance (15% weight)

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Quick Wins (Microsoft)

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Microsoft-Specific Context

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Copilot Integration (2026)

Microsoft's Copilot represents the biggest unique advantage:

1. Copilot Chat Placement — Ads appear within conversational search 2. Copilot Checkout (Jan 2026) — Full commerce within conversations 3. Higher engagement — 73% CTR lift, 16% CVR lift, 33% shorter journeys 4. Shopping intent — Users 194% more likely to purchase 5. Launch partners — Urban Outfitters, Etsy, Ashley Furniture

Ensure PMax campaigns have Copilot placement enabled to capture this growing channel.

Platform Creative Specifications

<!-- Updated: 2026-02-10 --> <!-- Sources: Google Research PDF 3, Claude Research -->

Google Ads

Responsive Search Ads (RSA)

Best practice: 8-10 headlines, 2-3 descriptions (Claude), 12-15 for Excellent (Google).

Pinning Rules:

• Pin 1 headline to Position 1 (brand/main keyword)
• Pin 1 headline to Position 2 (secondary angle)
• Each pinned position: provide 2-3 variants
• Leave Position 3 unpinned
• Never pin all positions (kills Ad Strength)

Dynamic Insertion:

{KeyWord:Default Text}              # Keyword insertion
{COUNTDOWN(YYYY/MM/DD HH:MM:SS)}   # Countdown timer
{LOCATION(City)}                    # Location insertion
{CUSTOMIZER.attribute:default}      # Ad customizer

Performance Max Asset Groups

Image: Min 128×128, max 5120×5120, max 5MB, JPG/PNG Video: Min 10s, rec 60s, min 480p, rec 1080p+, MP4/MOV, max 256MB

YouTube Ad Formats

YouTube Shorts Safe Zone: Center 1080×1420px. Bottom 480px = UI overlay.

Google Extensions / Assets

Ad Strength Scoring

• Headline uniqueness (Levenshtein distance)
• Keyword inclusion in headlines
• 3-7 headlines = Poor/Average, 8-10 = Good, 11-15 = Excellent
• "Excellent" → ~12-15% more conversions (diagnostic, not direct factor)

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Meta Ads

Image Specs

Video Specs

Reels Safe Zone: Center 1080×1300px. Bottom 35% (~670px) = CTA, caption, reactions.

Text Limits

Carousel

• 2-10 cards, all 1:1 (1080×1080)
• Per card: Headline 40 chars, Description 20 chars
• Unique URL per card supported

Advantage+ Creative Enhancements

Auto-adjustments when enabled: brightness/contrast, art filters, aspect ratio crops, music addition, text variations, video from static images. Test via A/B split.

Quality Rankings

Three signals: Quality Ranking, Engagement Rate Ranking, Conversion Rate Ranking. Rated: Above Average / Average / Below Average (10th, 35th, 55th percentile).

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TikTok Ads

Video Specs

Recommended: 1080×1920, MP4/MOV, H.264, audio required, captions required.

TikTok Safe Zone

Top:    0-150px   → Status bar, account info
Right:  0-140px   → Like, comment, share, profile
Bottom: 0-450px   → Caption, music, CTA, nav bar

SAFE BOX: X:40-940px, Y:150-1470px (900×1320px)

All critical text, logos, CTAs MUST be within safe box.

Smart+ Specs

• Up to 30 ad groups per campaign
• Up to 50 creatives per asset group
• Symphony AI auto-generates variations

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LinkedIn Ads

Single Image

Video

Document Ads

• PDF, DOC, DOCX, PPT, PPTX
• 100MB max, 300 pages max (10-20 rec)

Messaging

Audience Requirements

• Minimum: 500 members for delivery
• Recommended: 50,000-300,000
• Predictive Audiences seed: 300+ members
• Company list upload: up to 300,000

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Microsoft Ads

RSA (mirrors Google)

Multimedia Ads (unique)

Microsoft-Unique Extensions

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Cross-Platform Standards

Universal Safe Zone (Vertical Video)

For content running across TikTok + Reels + Shorts + Stories:

Safe intersection: 900×1000px center
X: 40-940px (900px wide)
Y: 450-1450px (1000px tall)

Character Normalization

Video Encoding Standard

Aspect Ratio Master Chart

Ad Account Audit Scoring System

<!-- Updated: 2026-02-10 --> <!-- Sources: Google Research PDF 1, Claude Research, Gemini Research -->

Weighted Scoring Algorithm

S_total = Σ(C_pass × W_sev × W_cat) / Σ(C_total × W_sev × W_cat) × 100

• C_pass = check passed (1) or failed (0); WARNING = 0.5
• W_sev = severity multiplier of the individual check
• W_cat = category weight for that platform
• Result: 0-100 Health Score

Severity Multipliers

Scoring Per Check Item

Category Weights by Platform

Google Ads

Meta Ads

LinkedIn Ads

TikTok Ads

Microsoft Ads

Grading Thresholds

Quick Wins Logic

IF severity == "Critical" OR severity == "High"
AND estimated_remediation_time < 15 minutes
THEN flag as "Quick Win"
PRIORITY: Quick Wins sorted by (severity × estimated_impact) DESC

Quick Win examples:

• Enable Enhanced Conversions (Critical, 5 min)
• Turn on Search Ads Toggle in TikTok (High, 2 min)
• Add negative keyword lists (Critical, 10 min)
• Fix location targeting method (Critical, 2 min)
• Enable Advantage+ Placements (Medium, 2 min)

Weighting Rationale

Category weights are calibrated for paid advertising accounts where conversion tracking infrastructure is the highest-impact factor (25-30% weight across platforms). This differs from generic scoring systems because:

• Broken tracking invalidates all optimization decisions downstream
• Creative and targeting quality follow tracking in priority
• Settings and compliance are important but have lower direct revenue impact
• Weights sum to 100% per platform, enabling direct cross-platform comparison

The grading thresholds (A=90-100, B=75-89, C=60-74, D=40-59, F=<40) use wider bands than academic-style scoring because ad account health is typically distributed lower — a score of 75+ represents genuinely well-managed accounts.

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Cross-Platform Aggregate Score

When auditing multiple platforms, calculate per-platform scores then aggregate:

Aggregate Score = Σ(Platform_Score × Platform_Budget_Share)

Example: Google (82) × 40% + Meta (71) × 35% + LinkedIn (90) × 25%
       = 32.8 + 24.85 + 22.5 = 80.15 → Grade B

TikTok Ads Audit Checklist

<!-- Updated: 2026-02-11 --> <!-- Sources: Google Research PDF 1 (T01-T25), Claude Research, Gemini Research --> <!-- Total Checks: 25 | Categories: 5 | See scoring-system.md for weights and algorithm -->

Quick Reference

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Creative Quality (30% weight)

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Technical Setup (25% weight)

ttclid Critical Note

The TikTok Click ID (ttclid) comes in landing page URL parameters and MUST be: 1. Captured on first page load 2. Stored in session/cookie 3. Sent back with ALL conversion events

Without ttclid, attribution breaks for many conversions. This is TikTok's key technical difference from other platforms.

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Bidding & Learning (20% weight)

Learning Phase Rules

• Exit criteria: ~50 conversions in 7 days per ad group
• Campaign minimum budget: $50/day
• Ad group minimum budget: $20/day
• Daily budget should be ≥50x target CPA for sufficient learning room
• Avoid changes during learning (resets the phase)

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Structure & Settings (15% weight)

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Performance (10% weight)

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Quick Wins (TikTok)

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TikTok-Specific Context

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TikTok Safe Zone Diagram

┌──────────────────────────────┐
│  0-150px: Status bar, account│  ← TOP UNSAFE
├──────────────────────────────┤
│                         │    │
│    SAFE ZONE            │140 │  ← RIGHT: Like, comment,
│    X: 40-940px          │ px │     share, profile icons
│    Y: 150-1470px        │    │
│    (900×1320px)         │    │
│                         │    │
├──────────────────────────────┤
│  0-450px: Caption, music,    │  ← BOTTOM UNSAFE
│  CTA, navigation bar         │
└──────────────────────────────┘

All critical text, logos, and CTAs MUST be within the safe box.

Claude Deep Research — The Definitive Paid Advertising Reference for 2026

Source: Claude Deep Research, February 2026

Original: ~/Documents/Ads Documentation & Research/

492 lines — Most comprehensive and up-to-date source

Key Unique Data Points (Not in Other Sources)

Google Ads

• Average Search CPC now $5.26 (up 5th consecutive year)
• Search CTR 6.66% (up 3.74% YoY) — WordStream/LocaliQ 16K campaigns
• Search CVR 7.52% (up for 65% of industries)
• "Power Pack" framework: PMax + Demand Gen + AI Max (replaces "Power Pair")
• AI Max for Search: LLM-based text customization + final URL expansion
• Demand Gen: 3B monthly users, 58% higher ROAS than Video Action Campaigns
• PMax negative keywords expanded to 10,000 (from 100)
• Search themes: 50 per asset group
• Call Campaigns stop new creation Feb 2026, sunset Feb 2027
• Smart Bidding Exploration: 18% more unique queries, 19% more conversions
• Customer Match: $50K+ lifetime spend required, 540-day max duration (changed April 2025)
• DDA mandatory default (Sep 2025), only DDA + Last Click remain
• Asset Studio with Nano Banana Pro (Nov 2025, Gemini 3): images in <10s with people
• API v23 released January 27, 2026

Meta Ads

• Advantage+ Shopping renamed to Advantage+ Sales (2025)
• Advantage+ ROAS $4.52 (22% higher than manual), CPA reduced up to 32%
• 35% of US retail ad spend on Advantage+, $60B annualized run rate
• Detailed targeting exclusions removed (March-June 2025, existing stopped Jan 15, 2026)
• Andromeda: 10,000× more ad variants in parallel
• Flexible Ads: new 2025 format, auto-tests up to 10 images/videos
• GEM AI model (Nov 2025): Instagram conversions +5%, Facebook Feed +3%
• Offline Conversions API deprecated May 2025 → CAPI replaces
• 87% of advertisers have poor EMQ
• Global CPC trend: Jan 2026 at $0.85 (24% below prior January)

TikTok

• Smart+ adoption surged 9% → 42% of US TikTok performance campaigns
• Smart+: up to 30 ad groups/campaign, 50 creatives/asset group
• GMV Max = default for TikTok Shop Ads (July 2025)
• TikTok Shop CVR >10% (vs 0.46-2.4% standard)
• Search Ads launched 2025 for Web Conversion and Traffic
• CPM 40-60% cheaper than Meta

LinkedIn

• Lookalike audiences discontinued Feb 29, 2024 → Predictive Audiences (300+ seed)
• Connected TV Ads (US/Canada, 60M+ households)
• Campaign hierarchy renamed Oct 2025
• Lead Gen Form CVR 13% (3.25× higher than landing pages)
• ROAS 113% ($1.13 per $1)
• Accelerate campaigns: 42% lower CPA, 21% lower CPL
• Cost per company influenced €154 (25% cheaper than Google, 70% cheaper than Meta for B2B)

Microsoft

• Copilot: 73% higher CTR, 16% stronger CVR, journeys 33% shorter
• Copilot Checkout launched Jan 2026 (in-conversation commerce)
• Users 194% more likely to purchase with shopping intent in Copilot
• CPC $1.20-$1.55 (20-35% discount vs Google)
• US desktop share 16.75-17.58%, with partners ~25%
• 37% of advertisers report higher ROAS vs Google

Cross-Platform

• Triple Whale 2025: Median CPA $23.74 (up 12.35%), median ROAS 3.68 (down 10.03%)
• 82.9% of landing page traffic is mobile
• Pages loading 1s = 3× higher CVR vs 5s
• Median landing page CVR 6.6%, top 10% achieve 20%+
• QS landing page component: 50% CPC discount (high) vs 400% extra CPC (low)

Privacy & Compliance

• Privacy Sandbox officially dead (October 2025)
• 20 US state privacy laws in effect by Jan 2026
• Texas AG: $1.4B settlement for tracking violations
• iOS ATT opt-in: ~35% average (Q2 2025)
• ~31% of users accept tracking cookies globally
• Consent Mode v2 enforcement tightened July 2025 (90-95% metric drops without)

API Details

• Google: GAQL query language, v23 Jan 2026, Test/Basic 15K ops/day
• Meta: v22.0/Marketing v24.0, v25.0 Q1 2026 deprecates legacy ASC/AAC APIs
• LinkedIn: Versioned monthly (202601), dev access read-only unlimited accounts
• TikTok: 600 req/min default
• Microsoft: v13 stable, SOAP-based with REST emerging

Full document preserved at original location.

Gemini Deep Research — The State of Paid Advertising 2026

Source: Gemini Deep Research, February 2026

Original file: ~/Downloads/the state of paid advertising 2026.txt

344 lines, 36 cited sources

Executive Summary

The 2026 advertising ecosystem operates under a signal-based paradigm — transition from keyword-centric targeting to signal-based intent modeling. Key shifts:

1. Privacy Sandbox is dead — Google retired it October 2025 (CMA pressure + performance issues) 2. Third-party cookies persist in Chrome but signal fidelity is degraded 3. Server-side integrations (CAPI) are the standard — pixel-only = vulnerability 4. AI Max for Search — LLMs match landing page content to conversational queries, bypassing keyword matching 5. Media Mix Modeling (MMM) renaissance — Google Meridian, Meta Robyn for budget allocation 6. Platform "black boxes" dominate — PMax, Advantage+, Smart+ are the norm

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Section 1: Macro-Environment & Privacy

Post-Sandbox Reality

• Privacy Sandbox APIs (Topics, Protected Audience, Attribution Reporting) shut down on Chrome AND Android
• Third-party cookies remain but with browser-level protections + iOS ATT
• Audit implication: Penalize accounts lacking dual-tagging (Pixel + Server-Side)
• Must verify Enhanced Conversions (Google) and EMQ (Meta)

AI Max & Generative Search

• Ads now appear in AI Overviews (AIO) via "AI Max"
• Landing pages need machine-interpretability: Schema markup (FAQPage, Product), semantic hierarchy
• Keyword density less relevant than structured data

MMM Renaissance

• Hybrid strategy: MTA for tactical optimization + MMM for strategic budget setting
• Platform-reported ROAS often overclaims — weight down by ~30% based on MMM incrementality
• Tools: Google Meridian, Meta Robyn (Bayesian methods)

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Section 2: Google Ads Architecture

Broad Match + Smart Bidding = "Power Pairing"

• Exact Match now captures "same meaning"
• Broad Match captures "intent" from user history + landing page context
• Critical error: Broad Match + Manual CPC = unrestricted spend on irrelevant queries
• Negative keyword lists mandatory: "Competitor," "Cheap/Free," "Jobs" themes
• Brand Guidelines must be configured in PMax/Search

Performance Max (PMax) Maturity

• Now a "grey box" — campaign-level negatives, brand exclusions, improved reporting
• Share of Voice reporting + Search Term Insights available
• Structure Asset Groups by User Intent not Product Category
• Asset requirements: Max 15 headlines, 5 descriptions, 20 images per group
• Missing video assets → PMax generates low-quality robotic videos (High Risk)
• New Customer Acquisition (NCA) rules essential for prospecting

Quality Score 2026

• Ad Rank = CPC Bid × Quality Score (unchanged formula)
• Priority: Expected CTR (heaviest) > Landing Page Experience > Ad Relevance
• Score < 5 = Critical, 5-7 = Warning, 8-10 = Healthy
• Actual CPC = (Ad Rank Below / Your QS) + $0.01

Google Ads API v23 (January 2026)

• InvoiceService: campaign-level cost breakdowns
• PMax Share of Voice: impression share lost to budget/rank
• Ad Strength Diagnostic: "Good"/"Excellent" ratings for RSA assets
• Campaign scheduling: start/end down to the minute

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Section 3: Meta Ads — Andromeda Engine

Andromeda Algorithm Update (2025/2026)

• AI-driven matching system, not simple auction
• Optimizes for "creative portfolios" not single ads
• Requires larger creative volume (old "3-5 ads per ad set" = obsolete)
• Creative IS the targeting — broad targeting + specific creative angles

3-Stage Account Structure

1. Testing Campaign (ABO): Test new concepts, multiple batches per ad set 2. Challenger ASC: Graduate winners, prevents budget starvation 3. Core/Evergreen Campaign (CBO): Proven, scalable assets

Red Flags

• >5 active campaigns targeting same country/funnel stage = fragmentation
• High auction overlap rates = bidding against yourself

Creative Signals

• Social-native content rewarded: 9:16, handheld, selfie POV, lo-fi
• Hook Rate: first 3 seconds critical, >50% skip rate = flag for refresh
• Organic boosting (Reels → partnership ads) most effective strategy

Meta API

• Rate limits: rolling 1-hour window, check X-Business-Use-Case-Usage header
• >75% usage = pause 5 min, error 613/80004 = exponential backoff
• EMQ score < 7.0 = severe data loss = high-priority alert

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Section 4: TikTok Ads

TikTok as Search Engine

• Primary search for Gen Z by 2026
• "Search Ads Toggle" ON → 70% stronger CPA
• Captions = SEO meta descriptions (high-intent keywords in text overlays)

Smart+ Campaigns

• Automates targeting, bidding, creative selection
• Creative fatigue: >7 days + declining CTR = flag for replacement
• Minimum 6 creative assets per ad group

TikTok Shop

• Primary e-commerce conversion engine
• Video Shopping Ads (VSA) = in-app purchase
• Spark Ads outperform non-Spark (creator authority + profile linkage)

API

• Rate limit: 600 req/min for core endpoints
• Implement queuing for multi-client, respect Retry-After on 429s

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Section 5: LinkedIn Ads

Thought Leader Ads (TLA) — Dominant B2B Format

• 1.7x higher CTR, 1.6x more engagement vs standard
• CPC: $4.14 (TLA) vs $22+ (standard brand)
• Allocate 30% budget to TLAs for trust-building

Conversation Ads vs Message Ads

• Conversation Ads: 12% CTR, choose-your-own-path, for complex offers
• Message Ads: Linear, single CTA, for direct invites
• Frequency cap: 1 message per 30-45 days per user

Benchmarks

• CPC: $13.23 (single image), $2.29 (TLA)
• CTR benchmark: 0.44%-0.65%, >1% = exceptional
• Video ads lowest efficiency (1.5), TLAs highest (9.5)

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Section 6: Microsoft Ads & Copilot

• PMax inventory includes Copilot chat sessions → 63% conversion rate increase
• "Target New Customers" goal in PMax (Beta 2026)
• Google Ads PMax import available — validate URL settings transfer

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Section 7: Cross-Platform Benchmarks 2026

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Section 8: Universal Audit Framework

Category A: Conversion Data Hygiene (25%)

1. Enhanced Conversions enabled? (Pass/Fail) 2. Server-Side Tracking (CAPI/OCI) active? (Pass/Fail) 3. Micro vs Primary conversions separated in bidding? (Pass/Fail) 4. New Customer value rule applied? (Pass/Fail)

Category B: Account Structure & Bidding (20%)

1. Broad Match only with Smart Bidding? (Pass/Fail) 2. Portfolio Bid Strategies used? (Pass/Fail) 3. <5 active campaigns per funnel stage? (Pass/Fail) 4. Brand vs Non-Brand traffic separated? (Pass/Fail)

Category C: Creative Diversity & Health (25%)

1. (Meta) >3 distinct formats active? (Pass/Fail) 2. (Google) PMax has 9:16 video assets? (Pass/Fail) 3. <10% ads with "Poor" Ad Strength? (Pass/Fail) 4. No CTR drop >30% in last 14 days? (Pass/Fail)

Category D: Targeting & Exclusions (15%)

1. Account-level placement exclusions applied? (Pass/Fail) 2. Customer Match lists refreshed <30 days? (Pass/Fail) 3. (Meta) Advantage+ Audience enabled? (Pass/Fail)

Category E: Landing Page Experience (15%)

1. Mobile LCP < 2.0s? (Pass/Fail) 2. Valid Schema markup present? (Pass/Fail) 3. H1 matches Ad Headline? (Semantic similarity)

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Section 9: Industry Playbooks

B2B SaaS — "SME Engine"

• TOFU: LinkedIn TLAs + Meta Video Views (ungated value)
• MOFU: Conversation Ads / Lead Forms (calculators, audits)
• BOFU: Google Search retargeting (brand + competitor keywords)
• Key metric: Pipeline ROI via Offline Conversion Import

E-Commerce DTC — "Four Peaks" Theory

• Plan quarterly peaks to reset algorithmic fatigue
• Acquisition: PMax + ASC + TikTok Shop (1 hero campaign per platform)
• Retention: Email/SMS + Customer Match cross-sells
• Key metric: MER (Marketing Efficiency Ratio), POAS

Local Services

• Google LSA (pay-per-lead) + Google Guaranteed badge
• Geo-fenced Meta/YouTube retargeting (+5 miles)
• Key metric: Cost Per Booked Appointment
• Dispute invalid LSA leads weekly, sync CRM for Smart Bidding

Info Products — "Selfie-Style" Authority

• Founder-led video on Meta/YouTube
• Funnel: Short video → VSL/Webinar → Low-ticket tripwire ($27-$97) → High-ticket upsell
• Monitor Hook Rate (<30% = rewrite intro) and Hold Rate (ThruPlay)

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Section 10: API Engineering

Rate Limits

Authentication

• Google: Refresh Token → short-lived Access Token (1hr), handle invalid_grant
• Meta: Short-lived → Long-lived tokens (60 days), warn if <7 days remain

Critical Audit Endpoints

Safe Write Operations

• All write ops = "Dry Run" or explicit user confirmation
• Log every change to claude-ads.log with timestamps + previous values
• Generative copy must use platform character limits as strict constraints

Research Sources — claude-ads

Raw processed research documents used to build the claude-ads reference database. These preserve the full context from each research source for future reference.

Sources

How These Feed Into References

Research sources → extracted into structured ads/references/ files → loaded on-demand by agents. Each reference file cites which research source(s) it draws from.