Ads Plan

Strategic Paid Advertising Plan

Strategic planning is where the 10-Principle Thinking Framework (see ads/references/thinking-framework.md) earns its weight. THINK and CONNECT (Lateral) dominate — first-principles unit economics combined with cross-platform leverage are what make a plan strategic rather than prescriptive. FEEL gates the messaging and audience choices; ACCEPT gates the constraints (budget, timeline, team capacity).

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 their 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 (opportunities competitors are missing)

3. Platform Selection

• Load industry template from assets/ directory
• Match business type to recommended platform mix
• Read ads/references/budget-allocation.md for platform selection matrix
• Read ads/references/conversion-tracking.md for tracking setup requirements
• Assess platform fit based on:
• Target audience demographics per platform
• Product/service type suitability
• Budget requirements per platform (minimums)
• Sales cycle length and attribution needs
• Creative capabilities and content availability

4. Campaign Architecture

Naming Convention

[Platform]_[Objective]_[Audience]_[Geo]_[Date]

Example: META_CONV_Prospecting_US_2026Q1

Campaign Structure Template

Account
├── Brand Campaign (always-on, protect brand terms)
├── Non-Brand Prospecting
│   ├── Campaign 1: [Top Funnel - Awareness]
│   │   ├── Ad Group/Set 1: [Audience A]
│   │   └── Ad Group/Set 2: [Audience B]
│   ├── Campaign 2: [Mid Funnel - Consideration]
│   │   ├── Ad Group/Set 1: [Interest-based]
│   │   └── Ad Group/Set 2: [Lookalike/Similar]
│   └── Campaign 3: [Bottom Funnel - Conversion]
│       ├── Ad Group/Set 1: [High-intent]
│       └── Ad Group/Set 2: [Custom audience]
├── Retargeting
│   ├── Website Visitors (7-30 days)
│   ├── Engaged Users (video views, social engagement)
│   └── Cart Abandoners / Form Starters
└── Testing
    └── New audiences, formats, or messaging

5. Budget Planning

Monthly Budget Distribution

Read ads/references/budget-allocation.md for the 70/20/10 framework.

Budget Pacing

• Month 1-2: heavy testing, expect higher CPA (learning)
• Month 3-4: optimize based on data, tighten targeting
• Month 5-6: scale winners, kill losers, expand
• Ongoing: 70/20/10 maintenance with quarterly reviews

6. Creative Strategy

Content Pillars

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

Creative Production Plan

7. Tracking Setup Plan

Before launching any ads, ensure tracking is configured:

8. Implementation Roadmap

Phase 1: Foundation (Weeks 1-2)

• Install all tracking pixels and server-side tracking
• Set up conversion events and goals
• Create campaign structure and naming conventions
• Build initial audiences (custom, lookalike/predictive)
• Produce first batch of creative assets

Phase 2: Launch (Weeks 3-4)

• Launch campaigns on primary platform(s) first
• Set conservative budgets and bidding (Maximize Clicks / Lowest Cost)
• Monitor daily for the first 7 days
• Verify conversion tracking is firing correctly

Phase 3: Optimize (Weeks 5-8)

• Analyze initial data (minimum 2 weeks of data)
• Adjust bidding strategies based on conversion volume
• Kill underperforming ad groups/creatives (3x Kill Rule)
• Launch secondary platforms
• Begin A/B testing (creative, landing pages, audiences)

Phase 4: Scale (Weeks 9-12)

• Scale winning campaigns (20% rule)
• Expand to testing platforms (10% budget)
• Implement advanced strategies (ABM, Shopping feeds, Smart+)
• Monthly performance reviews

Industry Templates

Load from assets/ directory based on detected or specified business type:

• saas.md: SaaS companies
• ecommerce.md: E-commerce stores
• local-service.md: Local service businesses
• b2b-enterprise.md: B2B enterprise
• info-products.md: Info products and courses
• mobile-app.md: Mobile app companies
• real-estate.md: Real estate
• healthcare.md: Healthcare
• finance.md: Financial services
• agency.md: Marketing agencies
• generic.md: General business template

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 with specifications
• TRACKING-SETUP.md: Tracking implementation checklist
• IMPLEMENTATION-ROADMAP.md: Phased rollout timeline

KPI Targets

<!-- Updated: 2026-02-11 -->

Marketing Agency Paid Advertising Template

Industry Characteristics

• Multi-client management; each client has different goals, budgets, and industries
• White-label reporting and branding requirements
• Standardized processes needed for scalable delivery
• Client retention depends on measurable results (ROAS, CPA, pipeline)
• Platform expertise across Google, Meta, LinkedIn, TikTok, Microsoft required
• Agency margin pressure; efficiency and automation are critical
• Client onboarding is a make-or-break phase (first 90 days)
• Continuous education required (platform updates happen weekly)

Client Onboarding Checklist

Discovery Phase (Week 1)

• [ ] Business type identified (map to industry template)
• [ ] Goals defined: brand awareness, leads, sales, app installs
• [ ] Current advertising status: platforms, spend, performance history
• [ ] Target audience: demographics, interests, behaviors, company size (B2B)
• [ ] Competitive landscape: top 3-5 competitors identified
• [ ] Budget confirmed: monthly, quarterly, and annual
• [ ] Creative assets inventory: existing images, videos, copy
• [ ] Brand guidelines provided: colors, fonts, tone, do/don't list
• [ ] Access granted: ad accounts, Google Analytics, CRM, product feed

Technical Setup (Week 2)

• [ ] Tracking audit: pixels, tags, conversions events verified
• [ ] CAPI / server-side tracking configured (Meta, TikTok)
• [ ] Enhanced Conversions enabled (Google, Microsoft)
• [ ] UTM parameter structure defined
• [ ] Google Tag Manager setup verified
• [ ] CRM integration tested (offline conversion import)
• [ ] Attribution model selected and documented
• [ ] Reporting dashboard configured

Campaign Launch (Weeks 3-4)

• [ ] Campaign architecture built (from industry template)
• [ ] Ad copy written and client-approved
• [ ] Creative assets produced or received
• [ ] Landing pages reviewed (message match, speed, mobile)
• [ ] Audiences built (custom, lookalike, keyword lists)
• [ ] Bid strategy set (conservative for learning phase)
• [ ] Budget pacing configured
• [ ] Conversion tracking verified (test conversion fired)

Client Industry Template Selection

Map each client to the appropriate industry template:

Agency Platform Selection Matrix

Client Budget → Platform Recommendations

Reporting Framework

Weekly Report (Internal)

• Spend pacing (budget vs actual)
• Key metric trends (CPA, ROAS, CTR, CVR)
• Anomaly alerts (sudden performance drops)
• Action items for the week

Monthly Client Report

• Executive summary (3-5 key takeaways)
• KPI dashboard (target vs actual)
• Platform-by-platform performance
• Top-performing campaigns, ad groups, creatives
• Recommendations and next steps
• Budget allocation review

Quarterly Business Review (QBR)

• Goal progress (are we on track?)
• MER analysis (blended efficiency)
• Competitive landscape changes
• Platform updates and new opportunities
• Budget reallocation recommendations
• Next quarter strategy and goals

Key Metrics by Client Type

Agency Operations

Campaign Naming Convention (Standardized)

[Client]_[Platform]_[Objective]_[Audience]_[Geo]_[Date]

Example: ACME_META_CONV_Lookalike1pct_US_2026Q1

QA Checklist (Before Launch)

• [ ] Naming convention followed
• [ ] Budget set correctly (daily/lifetime)
• [ ] Targeting verified (geo, audience, exclusions)
• [ ] Ad copy proofread (no typos, brand-compliant)
• [ ] Landing page URL correct and loads <3s
• [ ] Conversion tracking verified (test event)
• [ ] UTM parameters attached
• [ ] Negative keywords added (Search)
• [ ] Ad schedule set (if applicable)
• [ ] Client approval documented

Optimization Cadence

LinkedIn Accelerate (for B2B Clients)

• Auto-optimized campaigns with 42% lower CPA and 21% lower CPL (LinkedIn benchmarks)
• Recommend for SaaS, B2B Enterprise, Finance, and Agency clients
• Combine with Thought Leader Ads for best results

3x Kill Rule (Agency Standard)

Apply across all clients:

• CPA >3x target for 7+ days → pause ad group/campaign
• No conversions after $100 spend or 50 clicks → pause and diagnose
• CTR >50% below benchmark after 1,000 impressions → kill creative
• Creative running >2x refresh cadence → flag for replacement

Scaling Client Accounts

When to Scale (Green Light)

• CPA consistently below target for 2+ weeks
• Client satisfied with lead/sale quality
• Creative pipeline can support increased volume
• Landing pages can handle increased traffic
• Budget approved for increase

20% Rule (Applied Per Client)

• Never increase budget >20% per week
• Monitor 3-5 days after each increase
• Document performance at each scale step
• Roll back if CPA exceeds target by 30%+

Common Pitfalls

• No standardized onboarding; every client setup is different (causes errors)
• Not using industry templates; reinventing strategy for every client
• Reporting vanity metrics (impressions, clicks) instead of business outcomes
• Not having a creative production pipeline (creative dies → performance dies)
• Over-promising in sales process (unrealistic ROAS/CPA targets)
• Not tracking MER; per-platform ROAS masks true efficiency
• Skipping the QA checklist; one wrong decimal in budget = client trust destroyed
• Not documenting what works; tribal knowledge leaves with departing team members

<!-- Updated: 2026-02-11 -->

B2B Enterprise Paid Advertising Template

Industry Characteristics

• Long sales cycles (3-12+ months)
• Multiple decision makers per deal (6-10 stakeholders average)
• High deal values justify very high CPA ($200-$1,000+)
• Account-based marketing (ABM) is the dominant strategy
• Content consumption heavy; whitepapers, webinars, case studies
• LinkedIn is the primary social platform for B2B decision makers
• Pipeline and revenue metrics matter more than lead volume

Recommended Platform Mix

Campaign Architecture

Account; LinkedIn
├── ABM; Target Account List
│   ├── Tier 1 Accounts (named accounts, highest spend)
│   ├── Tier 2 Accounts (ICP match, moderate spend)
│   └── Tier 3 Accounts (broader ICP, lower spend)
├── Thought Leader Ads (TLA)
│   ├── CEO/Founder content
│   ├── Subject matter expert content
│   └── Customer success stories
├── Demand Gen
│   ├── Whitepaper/guide offers
│   ├── Webinar registration
│   └── Industry report downloads
├── Retargeting
│   ├── Website visitors (matched audiences)
│   └── Content engagers (video views, lead form opens)
└── Always-On Brand
    └── Company page content promotion

Account; Google
├── Brand Search
├── High-Intent Category
│   ├── [Solution category] + software/platform/solution
│   ├── Enterprise [category]
│   └── [Industry] + [solution type]
├── Competitor
│   ├── [Competitor] alternative
│   └── [Competitor] vs
└── Retargeting (RLSA)
    └── Past visitors searching category terms

Creative Strategy

What Works for B2B Enterprise

• Thought Leader Ads (LinkedIn): exec-authored content (CPC $2.29-$4.14 vs $13.23 standard)
• Customer case studies: specific metrics (ROI, time saved, revenue impact)
• Industry research: original data and insights (gated as lead magnet)
• Product demos: 60-90s focused on enterprise-grade capabilities
• Webinar promotion: live events with industry experts
• Document Ads (LinkedIn): gated content preview; native PDF viewer

Content by Buyer Stage

ABM Creative Personalization

• Company-name personalization in ad copy (LinkedIn matched audiences)
• Industry-specific pain points for vertical campaigns
• Role-specific messaging (IT vs Finance vs Operations)
• Stage-specific offers (awareness: report → consideration: demo → decision: pilot)

Targeting Strategy

LinkedIn (Primary)

• Job titles: VP, Director, C-suite of [target function]
• Company size: 500-1000, 1000-5000, 5000+ (match your ICP)
• Industries: your top-converting verticals
• ABM lists: upload CRM account lists (matched audiences)
• Seniority + Function: layer seniority on top of job function
• Exclusions: competitors, existing customers, job seekers

Google

• Keywords: enterprise [solution], [solution] for [industry], [competitor] alternative
• RLSA: bid up 50-100% for past website visitors searching category terms
• Audience layers: in-market audiences for B2B software, business services

Account-Based Marketing Tiers

Budget Guidelines

Budget Allocation for ABM

Bidding Strategy Selection

Attribution & Measurement

• Attribution window: 90-day click minimum (enterprise sales cycles)
• Multi-touch attribution: track every touchpoint across LinkedIn + Google + direct
• CRM integration: map ad interactions to Salesforce/HubSpot pipeline stages
• Key metrics: pipeline generated > leads generated (quality > quantity)
• Influence reporting: how many deals had ad touchpoints (even if not first/last touch)
• MQA (Marketing Qualified Account): account-level qualification, not just lead-level

KPI Targets

Common Pitfalls

• Optimizing for MQL volume instead of pipeline/revenue (MQL farming)
• LinkedIn targeting too narrow (<50K audience); algorithm can't optimize
• Not using Thought Leader Ads; paying 3-5x more for standard Sponsored Content
• Same content for all buyer stages (one-size-fits-all nurture)
• Ignoring the buying committee; targeting only one persona
• No CRM integration; can't measure true pipeline impact
• Running ABM without a sales alignment plan (marketing generates, sales ignores)
• Short attribution windows (7-day) for 6-month sales cycles (undercounts everything)

E-Commerce Creative Playbook

Updated: 2026-04-01

Source: Used by ads-plan skill for e-commerce campaign planning

Overview

This playbook covers 5 core campaign types for e-commerce businesses, each with recommended creative assets, platform priorities, banana domain modes, and budget guidance. Use alongside copy-frameworks.md for ad copy structure.

Product Launch

Creative assets needed:

• Hero product shot (white background, studio lighting)
• Lifestyle image (product in real-world context)
• Carousel showcasing 3 to 5 key features
• Unboxing UGC video (15 to 30 seconds)
• Comparison graphic (new product vs. previous version)

Platforms (by priority): Meta > Google Shopping > TikTok > YouTube Banana domain mode: Product Aspect ratios: 1:1 (Meta feed), 9:16 (Stories, Reels, TikTok), 16:9 (YouTube) Copy framework: AIDA (cold audience, new product awareness) Budget allocation: 30 to 40% of total campaign budget Key metrics: Impressions, CTR, add-to-cart rate, cost per acquisition

Sale / Promotion

Creative assets needed:

• Bold sale banner with discount percentage
• Before/after price comparison graphic
• Countdown timer overlay for urgency
• Bundle deal carousel (3 to 4 product combos)
• Customer testimonial video with savings highlight

Platforms (by priority): Meta > Google RSA > Microsoft Shopping > TikTok Banana domain mode: Editorial Aspect ratios: 1:1 (Meta feed), 9:16 (Stories, TikTok), 1.91:1 (Google Display) Copy framework: PAS (agitate fear of missing the deal, solve with discount) Budget allocation: 20 to 30% of total campaign budget Key metrics: ROAS, conversion rate, average order value, revenue per click

Seasonal

Creative assets needed:

• Themed hero image (holiday, back-to-school, summer, etc.)
• Gift guide carousel (5 to 8 products per guide)
• Lifestyle video showing seasonal product use (15 seconds)
• Limited edition product spotlight
• Social proof overlay (ratings, reviews, bestseller badges)

Platforms (by priority): Meta > Google Shopping > YouTube > LinkedIn (B2B gifting) Banana domain mode: Cinema Aspect ratios: 1:1 (Meta feed), 9:16 (Stories, Reels), 16:9 (YouTube), 1.91:1 (Display) Copy framework: BAB (before: seasonal struggle; after: solved with product) Budget allocation: 15 to 25% of total campaign budget Key metrics: Revenue, ROAS, new customer acquisition rate, repeat purchase rate

Retargeting

Creative assets needed:

• Dynamic product ad (auto-populated from catalog)
• Cart abandonment reminder with product image
• Customer review spotlight (star rating overlay)
• Limited stock or low inventory urgency graphic
• Cross-sell carousel (complementary products)

Platforms (by priority): Meta > Google Display > Microsoft Audience > TikTok Banana domain mode: Product Aspect ratios: 1:1 (Meta feed), 1.91:1 (Google Display), 9:16 (Stories) Copy framework: PAS (problem: they left without buying; solution: come back with incentive) Budget allocation: 10 to 15% of total campaign budget Key metrics: Return on ad spend, cost per conversion, cart recovery rate, frequency

Brand Awareness

Creative assets needed:

• Brand story video (30 to 60 seconds, cinematic quality)
• Founder or team behind-the-scenes footage
• Value proposition infographic
• UGC compilation reel (customer stories)
• Aspirational lifestyle imagery (product in dream setting)

Platforms (by priority): YouTube > Meta > TikTok > LinkedIn Banana domain mode: Cinema Aspect ratios: 16:9 (YouTube), 1:1 (Meta feed), 9:16 (Reels, TikTok) Copy framework: Star-Story-Solution (brand as the hero narrative) Budget allocation: 10 to 15% of total campaign budget Key metrics: Video view rate, reach, brand lift, engagement rate, CPM

Platform-Specific Creative Rules

Meta:

• Text overlay must cover less than 20% of image area for best delivery
• Primary text truncates after 125 characters on mobile; front-load the hook
• Reels outperform static images for awareness campaigns (2 to 3x reach)

Google:

• Shopping images require white or neutral background, no overlays or watermarks
• RSA headlines: 30 chars max; descriptions: 90 chars max; pin sparingly
• Performance Max asset groups need at least 5 images, 1 video, 5 headlines

TikTok:

• First 3 seconds determine watch-through rate; start with a hook, not a logo
• Vertical 9:16 only; repurposed landscape content underperforms by 40 to 60%
• Native, lo-fi aesthetics outperform polished studio ads

LinkedIn:

• Single image ads: 1.91:1 ratio for sponsored content
• Carousel cards: 1:1 ratio, up to 10 cards
• Professional tone; avoid aggressive sales language or emoji-heavy copy

A/B Testing Matrix

Run each test for a minimum of 7 days or 1,000 impressions per variant (whichever comes first) before drawing conclusions. Allocate 10 to 15% of campaign budget to testing, then scale the winning variant with the remaining budget.

<!-- Updated: 2026-02-11 -->

E-commerce Paid Advertising Template

Industry Characteristics

• Transaction-focused with short purchase cycles
• ROAS is the primary success metric
• Product catalog/feed drives Shopping and PMax performance
• Seasonal demand patterns (Q4 holiday, back-to-school, etc.)
• High creative volume needed across formats (static, video, UGC)
• Price competition and margin pressure require efficiency focus
• Mobile commerce dominates (82.9% of ad clicks)

Recommended Platform Mix

Campaign Architecture

Account; Google
├── Brand Search (always-on)
├── PMax; Core Products
│   ├── Asset Group: Best Sellers
│   ├── Asset Group: New Arrivals
│   └── Asset Group: Sale Items
├── PMax; Categories
│   ├── Asset Group: Category A
│   └── Asset Group: Category B
├── Standard Shopping (price-sensitive categories)
└── Search; Non-Brand (category terms)

Account; Meta
├── Advantage+ Sales Campaign (formerly ASC)
│   └── 150+ creatives (image + video + UGC mix)
├── Prospecting; Interest/Lookalike
│   ├── Ad Set: Top Performers lookalike
│   └── Ad Set: Interest stacks
├── Retargeting
│   ├── Ad Set: View Content (7 days)
│   ├── Ad Set: Add to Cart (14 days)
│   └── Ad Set: Past Purchasers (180 days, upsell/cross-sell)
└── Testing
    └── New creatives, audiences, formats

Account; TikTok
├── TikTok Shop (if eligible)
├── Smart+ Campaigns
├── Spark Ads (creator content)
└── Standard In-Feed (product demos)

Creative Strategy

What Works for E-commerce

• UGC unboxing/review: authentic customer content outperforms studio (Spark Ads ~3% CTR vs ~2% standard)
• Product demos: show product in use, feature close-ups
• Before/after: transformation content for applicable products
• Price anchoring: was/now pricing, bundle savings
• Social proof: review count, star ratings, "best seller" badges
• Lifestyle imagery: product in context, aspirational

Creative Volume Requirements

Seasonal Creative Calendar

• Q1: New year deals, resolution products
• Q2: Mother's Day, spring/summer launch
• Q3: Back-to-school, Labor Day, early fall
• Q4: Black Friday, Cyber Monday, holiday gifting (increase budget 2-3x)

Targeting Strategy

Google

• Shopping/PMax: feed-driven, optimize product titles and descriptions
• Search: category terms, "buy [product]", "[product] near me"
• Exclusions: negative keywords for informational queries, competitor brands (unless strategic)

Meta

• Advantage+ Audiences: let Meta's algorithm optimize (broad works with good creative)
• Lookalike: top 5% purchasers, high AOV customers
• Interest stacks: combine 3-5 interests for refined prospecting
• Exclusions: past purchasers (unless cross-sell campaign)

Product Feed Optimization (Critical)

• Product titles: [Brand] + [Product Name] + [Key Attribute] + [Size/Color]
• High-quality images: white background for Shopping, lifestyle for PMax
• Accurate pricing and availability (stale data = disapprovals)
• Custom labels for bid segmentation (margin tiers, best sellers, seasonal)
• Supplemental feeds for additional attributes

Budget Guidelines

Bidding Strategy Selection

Seasonal Budget Adjustments

• Q4 (Oct-Dec): increase 2-3x (CPMs rise 30-50%, but CVR rises too)
• January: reduce to baseline or below (post-holiday dip)
• Sale events: allocate 20% budget surge 3 days before through event

KPI Targets

Common Pitfalls

• Running PMax without a well-optimized product feed (garbage in, garbage out)
• Not segmenting products by margin tier (bidding same for 10% and 60% margin)
• Ignoring new vs returning customer tracking (ROAS looks great on repeat buyers)
• Creative fatigue on Meta; not refreshing every 2-4 weeks
• TikTok Shop eligibility: only available in 11 countries (US, UK, Southeast Asia)
• Q4 panic: starting holiday campaigns in November instead of October (learning phase)
• Not running brand campaigns; letting competitors steal your branded traffic
• Measuring platform-reported ROAS without blended MER check (double-counting)

<!-- Updated: 2026-02-11 -->

Financial Services Paid Advertising Template

Industry Characteristics

• Special Ad Category: credit, lending, and insurance ads have targeting restrictions
• Heavy regulatory compliance (FINRA, SEC, state regulations, UDAAP)
• Trust and credibility are essential; consumers are risk-averse with finances
• High CPCs but high customer lifetime value justifies aggressive bidding
• Complex products require education-first marketing
• Compliance review slows creative production cycles
• Interest rate / market conditions heavily influence demand
• Insurance, lending, investing, banking; each sub-vertical has different rules

Compliance Requirements

Special Ad Category (Meta)

• Credit ads (loans, mortgages, credit cards): must declare Special Ad Category
• Restricted targeting: no age, gender, ZIP code targeting
• Minimum radius: 15 miles
• Special Ad Audiences: instead of lookalikes

Google Financial Services Policies

• Mortgage, loan, and credit ads: must display APR, fees, repayment terms
• Crypto ads: only allowed with Google certification in approved countries
• Complex speculative products (CFDs, spread betting): restricted
• Local regulations: state-specific licensing requirements must be met

Required Disclosures

Compliance Review Process

• All ad copy requires legal/compliance team approval
• Typical review cycle: 3-7 business days
• Pre-approved copy library recommended (reduces iteration time)
• Disclaimer character count: factor into ad copy planning

Recommended Platform Mix

Campaign Architecture

Account; Google
├── Brand
│   └── [Company name], [product names]
├── Product Campaigns
│   ├── Campaign: [Product A] (e.g., "Personal Loans")
│   │   ├── Ad Group: personal loan rates
│   │   ├── Ad Group: best personal loans 2026
│   │   └── Ad Group: [specific loan type]
│   ├── Campaign: [Product B] (e.g., "Savings Accounts")
│   │   ├── Ad Group: high yield savings
│   │   └── Ad Group: best savings account rates
│   └── Campaign: [Product C]
├── Competitor
│   ├── Ad Group: [competitor] alternative
│   └── Ad Group: [competitor] vs [your brand]
├── Educational
│   ├── Ad Group: how to [financial topic]
│   └── Ad Group: [financial term] explained
└── Retargeting (RLSA)
    └── Rate checker visitors, application starters

Account; Meta (Special Ad Category: Credit; if applicable)
├── Awareness / Education
│   ├── Financial literacy content
│   ├── Product explainer videos
│   └── Market insight content
├── Consideration
│   ├── Rate comparison tools
│   ├── Calculator landing pages
│   └── Customer success stories
├── Retargeting
│   ├── Website visitors (product pages)
│   ├── Application starters (not completed)
│   └── Rate checker users
└── Trust Building
    └── Awards, ratings, security certifications

Account; LinkedIn (B2B Financial Products)
├── Commercial Banking / Corporate Solutions
├── Wealth Management (high-net-worth targeting)
├── Insurance (B2B, group plans)
└── Thought Leader Ads (CEO/CFO content)

Creative Strategy

What Works for Financial Services

• Rate callouts: "APY as high as X.XX%" (attention-grabbing, verifiable)
• Calculator tools: interactive landing pages (mortgage, savings, ROI calculators)
• Security messaging: "FDIC Insured", "Bank-level encryption", "A+ BBB rated"
• Comparison content: transparent rate comparisons (builds trust)
• Customer testimonials: with compliance-approved quotes
• Educational video: "How compound interest works" → subtle product promotion
• Award/rating badges: J.D. Power, Bankrate, NerdWallet ratings

Creative Compliance Checklist

• [ ] Required disclosures included (APR, fees, terms)
• [ ] "Past performance" disclaimer (investments)
• [ ] License/NMLS number displayed (lending)
• [ ] Equal Housing Lender logo (mortgage)
• [ ] No guaranteed return language
• [ ] Legal/compliance team approval documented
• [ ] State-specific variations if needed

Ad Copy Framework

• Headline: [Product] + [Key Benefit] + [Rate/Offer]
• Description: [Value prop] + [Trust signal] + [Disclosure] + [CTA]
• Example: "Personal Loans from 6.99% APR | No Origination Fees | Check Your Rate in 2 Minutes: No Credit Impact. FDIC Insured. NMLS #123456"

Targeting Strategy

Google

• Keywords: [product] rates, best [product] 2026, [product] calculator, [product] near me
• Negative keywords: free, scam, complaint, lawsuit, jobs
• Audiences: in-market for financial services, financial planning, insurance
• Location: national or state-specific (licensing considerations)
• Ad schedule: business hours + evening research (7-10 PM peak for financial research)

Meta (Special Ad Category for Credit Products)

• Broad targeting: let algorithm optimize with good creative
• Special Ad Audiences: based on converters/applicants
• Retargeting: website visitors, video viewers, partial applications
• Cannot use: ZIP code, age, gender targeting for credit products

LinkedIn (B2B Financial Products)

• Job titles: CFO, VP Finance, Treasury, Risk Management
• Company size/industry: match your ICP
• Seniority: Director+ for enterprise financial products
• TLA: thought leadership from senior execs

Budget Guidelines

Budget by Financial Product

Bidding Strategy Selection

KPI Targets

Common Pitfalls

• Not declaring Special Ad Category for credit products on Meta (account ban)
• Missing required disclosures (APR, fees, NMLS); ad disapproval and legal risk
• Compliance review bottleneck; not maintaining pre-approved ad copy library
• Promising guaranteed returns or specific outcomes (regulatory violation)
• Running Google Ads for crypto/CFDs without proper certification
• Ignoring state-specific licensing requirements in ad targeting
• Not tracking application start → completion funnel (high drop-off is common)
• Generic landing pages instead of product-specific pages with compliance disclaimers
• Bidding on competitor brand terms without legal team review (trademark risks in finance)

<!-- Updated: 2026-02-11 -->

Generic Paid Advertising Template

Overview

This template applies to businesses that don't fit neatly into SaaS, e-commerce, local service, B2B enterprise, info products, mobile app, real estate, healthcare, finance, or agency categories. Customize based on your specific business model, goals, and audience.

Platform Selection Questionnaire

Answer these to determine the right platform mix:

Universal Campaign Architecture

Account
├── Brand Campaign (always-on)
│   └── Brand name, branded terms, common misspellings
├── Prospecting; High Intent
│   ├── Ad Group/Set: [Product/service] + commercial intent
│   ├── Ad Group/Set: [Category] + buying keywords
│   └── Ad Group/Set: Competitor terms (if strategic)
├── Prospecting; Mid Intent
│   ├── Ad Group/Set: Problem-aware searches
│   └── Ad Group/Set: Category research queries
├── Retargeting
│   ├── Website visitors (7-30 days)
│   ├── Engaged users (video viewers, social engagers)
│   └── Cart abandoners / form starters
└── Testing (10% of budget)
    └── New platforms, audiences, creative formats

Universal Creative Principles

Ad Copy Framework

Every ad should include: 1. Hook: grab attention in first line/3 seconds 2. Benefit: lead with what the customer gets (not features) 3. Proof: social proof, numbers, credentials 4. CTA: clear, specific action ("Get Your Free Quote", not "Learn More")

Creative Format Priorities

Extensions / Enhancements (Google/Microsoft)

• Sitelinks (≥4): key pages (pricing, about, contact, reviews)
• Callouts (≥4): unique selling points (free shipping, 24/7 support, etc.)
• Structured snippets: types, services, brands
• Call extension: if phone leads matter
• Location extension: if physical location exists
• Image extension: product or service visuals

Universal Targeting Principles

Start Narrow, Then Expand

1. Month 1: exact/phrase match keywords (Google), tight interests (Meta), narrow audiences 2. Month 2-3: add broad match with smart bidding (Google), expand interest stacks (Meta) 3. Month 4+: test broad targeting, let algorithms optimize with sufficient conversion data

Universal Negative Keywords (Google/Microsoft)

Add these to every account:

• Job seekers: jobs, salary, hiring, careers, internship, resume
• Information seekers: what is, Wikipedia, definition, history, PDF
• Free seekers: free, cheap, DIY (unless you offer free products)
• Students: assignment, homework, essay, university project

Audience Exclusions

• Existing customers (unless running upsell/retention campaigns)
• Employees and competitors (by company domain or IP exclusion)
• Non-converters with high frequency (Meta: frequency >8 = stale audience)

Budget Allocation Framework

70/20/10 Rule

Minimum Viable Budgets

Tracking Setup (Universal)

Before Launching Any Ads

• [ ] Google Tag Manager installed
• [ ] Google Analytics 4 configured with conversion events
• [ ] Platform pixels installed (Meta, TikTok, LinkedIn, Microsoft)
• [ ] Server-side tracking configured (Meta CAPI, Google Enhanced Conversions)
• [ ] UTM parameter structure defined
• [ ] CRM integration tested (if applicable)
• [ ] Phone call tracking configured (if applicable)
• [ ] Test conversions fired on all platforms

UTM Structure

utm_source=[platform]
utm_medium=paid-[type]
utm_campaign=[campaign-name]
utm_content=[ad-name]
utm_term=[keyword] (search only)

Bidding Strategy Selection

Google/Microsoft

Meta

Key Rules

• Never change bidding strategy during learning phase
• Wait for 50+ conversions before switching to target-based bidding
• Allow 7-14 days after changes before evaluating results

Implementation Roadmap

Phase 1: Foundation (Weeks 1-2)

• Install tracking (pixels, tags, server-side)
• Set up conversion events and goals
• Build campaign structure and audiences
• Produce first batch of creative
• Launch on primary platform

Phase 2: Learn (Weeks 3-6)

• Gather data with conservative budgets
• Identify top-performing campaigns, ads, audiences
• Add negative keywords (search)
• Test 2-3 creative variations

Phase 3: Optimize (Weeks 7-12)

• Kill underperformers (3x Kill Rule)
• Scale winners (20% rule)
• Launch secondary platform
• A/B test landing pages
• Upgrade bidding strategy (if conversion threshold met)

Phase 4: Scale (Months 4-6)

• Increase budget on proven campaigns
• Expand to testing platforms (10% budget)
• Implement advanced features (PMax, Advantage+, TLA)
• Monthly performance reviews

KPI Targets

Common Pitfalls

• Launching on too many platforms at once with limited budget
• Not installing conversion tracking before spending money
• Optimizing for vanity metrics (clicks, impressions) instead of conversions
• Changing too many variables at once (can't identify what worked)
• Pausing campaigns during learning phase (resets the algorithm)
• No negative keywords (Google/Microsoft); paying for irrelevant searches
• Not refreshing creative (fatigue kills performance on all platforms)
• Ignoring mobile experience (82.9% of ad clicks come from mobile devices)
• Measuring platform-reported ROAS without blended MER check
• No retargeting; missing the easiest, highest-converting audience

<!-- Updated: 2026-02-11 -->

Healthcare Paid Advertising Template

Industry Characteristics

• HIPAA compliance governs all marketing involving patient data
• Restricted ad policies on all major platforms (health conditions, treatments)
• LegitScript certification required for addiction treatment and pharmacy ads
• Trust and credibility are paramount; patients research extensively
• High CPCs ($40+ for competitive medical terms)
• Phone calls are a primary conversion (appointment booking)
• Local focus for practices, national for health systems and telehealth
• Insurance acceptance and cost transparency influence decisions

Compliance Requirements

HIPAA Marketing Rules

• Never use patient data for ad targeting without explicit written authorization
• Customer Match lists: use ONLY for exclusions, never for targeting with health data
• Retargeting pixel data: cannot be combined with health condition data
• Landing pages: must have privacy policy, cannot collect PHI in ad forms
• Meta CAPI / Google Enhanced Conversions: ensure no PHI transmitted

Platform-Specific Restrictions

LegitScript Certification

• Required for: addiction treatment, online pharmacy, telehealth prescribing
• Process: application, documentation review, site inspection (4-8 weeks)
• Cost: $1,000-$2,000 annually
• Without it: Google and Microsoft will reject healthcare ads in these categories

Recommended Platform Mix

Campaign Architecture

Account; Google
├── Brand
│   └── [Practice/hospital name], [doctor names]
├── Service-Specific
│   ├── Campaign: [Specialty A] (e.g., "Orthopedics")
│   │   ├── Ad Group: [condition] treatment [city]
│   │   ├── Ad Group: [specialty] doctor near me
│   │   └── Ad Group: [specific procedure]
│   ├── Campaign: [Specialty B]
│   │   └── Same structure
│   └── Campaign: Urgent/Walk-In
│       ├── Ad Group: urgent care near me
│       └── Ad Group: walk in clinic [city]
├── Location Campaigns
│   ├── Ad Group: [practice name] [location A]
│   └── Ad Group: [practice name] [location B]
├── Retargeting (RLSA)
│   └── Website visitors searching health terms
└── YouTube
    └── Doctor introductions, patient education

Account; Meta
├── Awareness
│   ├── Doctor/provider introduction videos
│   ├── Patient success stories (with consent)
│   └── Health education content
├── Lead Generation
│   ├── New patient appointment (Lead Form)
│   ├── Free health screening offer
│   └── Insurance acceptance info
├── Retargeting
│   ├── Website visitors (service page viewers)
│   └── Video viewers (doctor intro, facility tour)
└── Community
    └── Health tips, seasonal wellness, events

Creative Strategy

What Works for Healthcare

• Doctor-to-camera videos: builds trust, shows bedside manner
• Facility tours: clean, modern environments reassure patients
• Patient testimonials: with explicit consent, specific outcomes (within HIPAA)
• Educational content: "5 signs you need to see a [specialist]"
• Staff introductions: humanize the practice
• Insurance/cost transparency: "We accept [insurance]", "Affordable payment plans"

Compliance-Safe Creative Guidelines

Ad Copy Framework

• Headline: [Specialty/Condition] + [Location] + [Differentiator]
• Description: [Benefit] + [Trust signal] + [CTA]
• Example: "Board-Certified Orthopedic Surgeons in [City] | Same-Week Appointments | Call Now"

Targeting Strategy

Google

• Location: radius around practice locations (5-20 miles)
• Keywords: [condition] treatment [city], [specialty] doctor near me, [procedure] cost
• Negative keywords: home remedies, DIY, Wikipedia, jobs, salary, nursing school
• Ad schedule: match office hours + evening research (common for health)

Meta (Restricted Targeting)

• Cannot target: specific health conditions, symptoms, medications
• Can target: age ranges (general), geography, general wellness interests
• Retargeting: website visitors, video viewers, lead form openers
• Lookalike/Special Ad Audiences: based on existing patients (email list, with consent)

Call Tracking

• Dedicated tracking numbers per campaign
• Call recording (check state consent laws; one-party vs two-party)
• Minimum call duration for qualified lead (30+ seconds)
• Track call → appointment → patient acquisition

Budget Guidelines

Budget by Practice Type

Bidding Strategy Selection

KPI Targets

Common Pitfalls

• Violating HIPAA in retargeting (combining health page visits with ad targeting)
• Not obtaining LegitScript certification for addiction/pharmacy (ads rejected)
• Running health condition ads with restricted targeting (policy violations)
• Sending ad traffic to generic homepage instead of condition-specific landing page
• No call tracking; can't measure patient acquisition from ads
• Promising specific medical outcomes in ad copy (policy and legal risk)
• Ignoring after-hours calls; patients searching for urgent care won't wait
• Not tracking appointment show rate; high no-show rates inflate true CPA
• Patient testimonials without proper HIPAA authorization (legal liability)

<!-- Updated: 2026-02-11 -->

Info Products & Courses Paid Advertising Template

Industry Characteristics

• Impulse-buy potential for low-ticket ($7-$97) products
• Webinar/VSL funnels dominate for high-ticket ($500-$5,000+)
• Creator/founder personal brand is the biggest asset
• Emotional decision making; transformation promises drive sales
• High margins (80-95%) allow aggressive ad spend
• Retargeting is critical; multi-touchpoint journeys
• Seasonal peaks around New Year (resolution buying) and September (back-to-learning)

Recommended Platform Mix

Campaign Architecture

Account; Meta
├── Cold Traffic; Prospecting
│   ├── Ad Set: Interest stacks (3-5 related interests)
│   ├── Ad Set: Lookalike 1% of purchasers
│   ├── Ad Set: Lookalike 1% of email list
│   └── Ad Set: Broad (no targeting, creative-driven)
├── Warm Traffic; Lead Nurture
│   ├── Ad Set: Lead magnet downloaders (not yet purchased)
│   ├── Ad Set: Webinar registrants (not yet attended)
│   └── Ad Set: Email subscribers (no purchase)
├── Hot Traffic; Retargeting
│   ├── Ad Set: Sales page visitors (3 days)
│   ├── Ad Set: Cart abandoners
│   ├── Ad Set: Webinar attendees (didn't buy)
│   └── Ad Set: Video viewers 75%+ (7 days)
├── Buyer Campaigns
│   ├── Ad Set: Upsell to next product
│   └── Ad Set: Cross-sell related products
└── Advantage+ Shopping (if product catalog)

Account; YouTube
├── Brand
│   └── Brand terms + course name
├── Discovery
│   ├── In-stream: 2-5 min VSL-style ads (skippable)
│   ├── In-feed: educational content thumbnails
│   └── Shorts: hook → value → CTA
├── Custom Intent
│   ├── Competitor course names
│   ├── "[Topic] course" queries
│   └── "[Topic] tutorial" queries
└── Retargeting
    └── Channel viewers, website visitors

Creative Strategy

What Works for Info Products

• Founder-to-camera video: authentic, personal, story-driven
• Student testimonials: specific results with numbers ("made $10K in 30 days")
• Free value content: teach something valuable, then pitch the course
• Webinar/challenge ads: "Join my free 5-day challenge"
• Before/after transformation: student journey stories
• Carousel: key takeaways or curriculum preview
• UGC-style: casual, phone-recorded testimonials (TikTok/Reels)

Funnel-Specific Creative

Video Ad Structure (Meta/YouTube)

1. Hook (0-3s): pattern interrupt, bold claim, or question 2. Problem (3-15s): agitate the pain point 3. Solution (15-45s): introduce your framework/method 4. Proof (45-60s): testimonials, results, credentials 5. CTA (60-75s): clear next step with urgency

Targeting Strategy

Meta

• Interests: Tony Robbins, Gary Vee, Marie Forleo (or niche equivalents)
• Behaviors: engaged shoppers, recent online course purchasers
• Lookalikes: 1% of purchasers (best), 1% of email list, 1% of webinar attendees
• Broad: no targeting, let creative and algorithm decide (works at scale)
• Exclusions: existing purchasers of the same product, email unsubscribes

YouTube

• Custom intent: search terms for your topic ("learn [skill]", "[topic] course")
• Competitor channels: target viewers of competitor YouTube channels
• In-market: education, online courses
• Affinity: lifelong learners, business professionals
• Placements: specific high-traffic videos in your niche

Email List Integration (Critical)

• Upload customer lists monthly for exclusions and lookalikes
• Segment by: purchasers, webinar attendees, email opens, lead magnet downloads
• Dynamic retargeting based on funnel stage

Budget Guidelines

Budget by Funnel Type

Bidding Strategy Selection

KPI Targets

Common Pitfalls

• Spending big on cold traffic to sales page without a lead magnet/webinar warm-up
• Not tracking backend revenue (upsells, email sales); front-end ROAS looks terrible
• Same creative running for 60+ days (Meta fatigue sets in at 2-4 weeks)
• YouTube ads without strong hooks; skip rate kills you in the first 5 seconds
• Broad targeting too early (need 50+ conversions/week for Broad to work on Meta)
• Not testing price points before scaling ad spend
• Ignoring email nurture; ads drive leads, email closes sales
• Over-promising in ad copy; leads to refund requests and policy violations

<!-- Updated: 2026-02-11 -->

Local Service Business Paid Advertising Template

Industry Characteristics

• Geographic-focused with tight radius targeting (5-30 miles)
• Phone calls are the primary conversion (60%+ of leads)
• High intent; emergency/urgent service needs drive immediate action
• Reviews and trust signals heavily influence decisions
• Mobile-first user behavior (82.9% of local searches on mobile)
• Seasonal demand patterns (HVAC, plumbing, roofing, landscaping)
• Competitive local markets with limited keyword volume

Recommended Platform Mix

Campaign Architecture

Account; Google
├── LSA (Local Services Ads)
│   └── Google Guaranteed; all services listed
├── Brand Search
│   └── Brand name + brand + city terms
├── Service-Specific Campaigns
│   ├── Campaign: [Service A] (e.g., "Plumbing")
│   │   ├── Ad Group: Emergency [service]
│   │   ├── Ad Group: [service] + [city]
│   │   └── Ad Group: [specific sub-service]
│   └── Campaign: [Service B]
│       └── Same structure
├── Competitor Campaign
│   └── Competitor brand names (if strategic)
└── Seasonal/Promotional
    └── Seasonal offers, maintenance specials

Account; Meta
├── Local Awareness
│   └── 10-20 mile radius, age 25-65
├── Retargeting
│   ├── Website visitors (30 days)
│   └── Engaged Facebook/IG users
└── Seasonal Promotions
    └── Time-sensitive offers, maintenance reminders

Creative Strategy

What Works for Local Services

• Before/after photos: transformation content (roofing, landscaping, painting)
• Team/truck photos: real people, real vehicles, builds trust
• Video testimonials: local customers sharing their experience
• Offer-driven: "$50 off first service", "free estimate", seasonal pricing
• Emergency messaging: "Same-day service", "24/7 available", "Call now"
• Review highlights: screenshot or quote from Google reviews

Ad Copy Priorities

Extensions (Google)

• Call extension: on every campaign (primary conversion)
• Location extension: linked to Google Business Profile
• Sitelinks: services, reviews, about us, contact
• Callout: licensed, insured, free estimates, X years experience
• Structured snippets: service types offered

Targeting Strategy

Google

• Location: 10-20 mile radius around service area (or specific ZIP codes)
• Keywords: [service] + [city], [service] near me, emergency [service]
• Match type: Exact and Phrase (Broad only with smart bidding and sufficient data)
• Negative keywords: DIY, jobs, salary, training, how to (informational intent)
• Ad schedule: match business hours unless 24/7 emergency service

Meta

• Radius targeting: 10-20 miles from business location
• Age: 25-65 (homeowners, decision makers)
• Interests: homeownership, home improvement, recently moved
• Exclusions: renters (if targeting homeowners), existing customers (if new-only)

Call Tracking (Critical)

• Google forwarding numbers on all ads
• Separate tracking numbers for LSA vs Search vs Meta
• Call recording enabled (legal compliance check per state)
• Minimum 30-second call = qualified lead
• Track call → appointment → completed job for true CPA

Budget Guidelines

Budget by Service Type (Monthly Minimums)

Bidding Strategy Selection

KPI Targets

Seasonal Strategy

Common Pitfalls

• Under-investing in LSA; should be 40-50% of budget (cheapest leads for local services)
• Targeting too wide a radius (30+ miles when you serve 15 miles)
• No call tracking; can't measure true lead volume or quality
• Running ads outside business hours without after-hours answering
• Same bid for emergency keywords and non-emergency (emergency CPC tolerance is higher)
• Not linking Google Business Profile to Google Ads (location extensions, LSA)
• Ignoring seasonality; flat budget year-round instead of scaling with demand
• Sending Meta traffic to homepage instead of dedicated landing page with phone number

<!-- Updated: 2026-05-17 -->

Mobile App Paid Advertising Template

Industry Characteristics

• App install is the primary conversion event
• Post-install events (registration, purchase, subscription) determine true value
• LTV (lifetime value) optimization is critical; not all installs are equal
• App store optimization (ASO) and paid acquisition work together
• Deep linking required for seamless ad-to-app experience
• Attribution complexity; AdAttributionKit/SKAdNetwork (iOS); Google Play Install Referrer + GA4 + MMP (Android, post Privacy Sandbox retirement Oct 17, 2025)
• High install volume needed for algorithm optimization (especially Google UAC)

Recommended Platform Mix

Campaign Architecture

Account; Meta
├── Advantage+ App Campaigns (AAC)
│   └── Auto-optimized for app events
├── App Install; Prospecting
│   ├── Ad Set: Lookalike 1% of high-LTV users
│   ├── Ad Set: Interest-based (app category relevant)
│   └── Ad Set: Broad (creative-driven, at scale)
├── App Install; Value Optimization
│   └── Optimize for purchase/subscription (not just install)
├── Re-engagement
│   ├── Ad Set: Lapsed users (30-60 days inactive)
│   ├── Ad Set: Trial users (didn't subscribe)
│   └── Ad Set: Free users (upsell to premium)
└── Testing
    └── New creative, new audiences, new events

Account; Google
├── UAC; Install Volume
│   └── Maximize conversions (install)
├── UAC; In-App Action
│   └── Optimize for registration/purchase/subscription
├── UAC; Value
│   └── Target ROAS on in-app purchases
└── UAC; Pre-Registration (if applicable)

Account; Apple Ads
├── Brand
│   └── Exact match on app name
├── Category
│   ├── Discovery: Search Match enabled
│   └── Exact: [category] + app, best [category] app
├── Competitor
│   └── Competitor app names
└── Discovery
    └── Broad match, search match for keyword research

Account; TikTok
├── App Install
│   ├── Spark Ads (organic content boosted)
│   └── In-Feed (demo/tutorial style)
├── Smart+ App Campaigns
│   └── Auto-optimized
└── Re-engagement
    └── Lapsed user deep links

Creative Strategy

What Works for Mobile Apps

• App demo videos: 15-30s showing core functionality
• Screen recordings: actual app usage with finger taps/swipes
• UGC reactions: users discovering the app for the first time
• Problem → solution: "Tired of [problem]? This app fixes it in 10 seconds"
• Social proof: "10M+ downloads", "4.8★ on App Store"
• Before/after: life without app vs with app

Creative by Platform

App Store Creative Alignment

• Ad creative should match App Store listing (message match)
• Custom Product Pages (Apple) for different ad campaigns
• Custom Store Listings (Google Play) for different campaigns
• App preview video on store listing should match ad creative themes

Targeting Strategy

Meta

• Lookalikes: 1% of highest-LTV users (best), subscribers, power users
• Interest-based: app category interests, competitor apps
• Broad: works well at scale with Advantage+ App Campaigns
• Exclusions: existing app users (device-based), past installers

Google UAC

• Targeting is automated: Google optimizes across Search, YouTube, Play, Display
• Control levers: creative assets, bid strategy, geography, language
• Budget: minimum $50/day for algorithm learning

Apple Ads

• Exact match: high-intent category keywords, competitor names
• Broad match + Search Match: keyword discovery
• Custom Product Pages: match search intent to landing experience

Deep Linking (Critical)

• Deferred deep links: new users → install → open to specific content
• Standard deep links: existing users → open to specific screen
• Universal Links (iOS) and App Links (Android) configured
• Attribution parameters passed through deep links

Budget Guidelines

Budget Allocation by App Type

Bidding Strategy Selection

Attribution & Measurement

• MMP required: AppsFlyer, Adjust, Branch, or Singular
• AdAttributionKit (iOS): dual attribution with SKAdNetwork (SKAN v1-3), configurable windows per WWDC 2025, view-through 24h post-impression; SKAN alone limited to 63 conversion values
• Android attribution (post Oct 2025): Google Play Install Referrer + GA4 + MMP — Privacy Sandbox (Attribution Reporting API, Topics API, Protected Audience) was retired Oct 17, 2025
• Cohort analysis: Day 1, Day 7, Day 30 retention rates
• LTV modeling: predict 180-day LTV from Day 7 behavior
• Key formula: LTV > (CPI × 3) for sustainable growth

KPI Targets

Common Pitfalls

• Optimizing for installs instead of post-install events (low-quality users)
• Not using an MMP (Mobile Measurement Partner); no cross-platform attribution
• Ignoring organic ASO; paid and organic should work together
• Same creative for iOS and Android (different user behaviors and store layouts)
• Not setting up Custom Product Pages (Apple) / Custom Store Listings (Google Play)
• Deep linking not configured; users land on App Store instead of specific content
• Budget too low for Google UAC (<$50/day, algorithm can't learn)
• Not tracking Day 7+ LTV; overspending on low-retention user segments
• Ignoring SKAdNetwork postback configuration (iOS attribution data lost)

<!-- Updated: 2026-02-11 -->

Real Estate Paid Advertising Template

Industry Characteristics

• Special Ad Category: housing ads require Fair Housing compliance (Meta, Google)
• Geographic hyper-targeting essential (neighborhoods, ZIP codes, school districts)
• Visual-first; high-quality property photos and video tours drive engagement
• Lead generation focus; phone calls, form fills, showing requests
• Seasonal patterns: spring/summer peak, winter slowdown
• Dual audience: buyers and sellers require different campaigns
• Agent personal brand often matters as much as brokerage brand
• Long consideration phase but individual listings have time pressure

Special Ad Category Requirements

Meta: Special Ad Category: Housing

• Must declare housing category for all real estate ads
• Restricted targeting: no age, gender, ZIP code, or detailed demographics
• Minimum radius: 15 miles (cannot target tighter)
• Lookalike unavailable: use Special Ad Audiences instead
• Interest exclusions limited: cannot exclude based on demographics

Google: Fair Housing Compliance

• Housing/real estate ads subject to personalized ad policies
• Cannot target based on protected characteristics
• Location targeting allowed but cannot exclude specific demographics
• Employment and credit ads have similar restrictions

Recommended Platform Mix

Campaign Architecture

Account; Google
├── Brand
│   └── [Brokerage name], [agent name]
├── Buyer Intent
│   ├── Campaign: Homes for Sale
│   │   ├── Ad Group: homes for sale in [city]
│   │   ├── Ad Group: [neighborhood] real estate
│   │   └── Ad Group: [property type] for sale
│   ├── Campaign: Property Types
│   │   ├── Ad Group: condos for sale [area]
│   │   ├── Ad Group: luxury homes [area]
│   │   └── Ad Group: new construction [area]
│   └── Campaign: Open Houses
│       └── Ad Group: open houses near me / this weekend
├── Seller Intent
│   ├── Ad Group: sell my house [city]
│   ├── Ad Group: home value estimate
│   └── Ad Group: best realtor [city]
├── Retargeting (RLSA)
│   └── Website visitors searching real estate terms
└── YouTube
    └── Property tour videos, neighborhood guides

Account; Meta (Special Ad Category: Housing)
├── Listing Promotion
│   ├── Carousel: featured listings (auto-updated)
│   └── Video: property tour/walkthrough
├── Buyer Lead Gen
│   ├── Lead Form: home search criteria
│   └── Traffic: IDX/MLS search page
├── Seller Lead Gen
│   ├── Lead Form: free home valuation
│   └── Video: market update + "thinking of selling?"
├── Retargeting
│   ├── Website visitors (listing page viewers)
│   └── Video viewers (property tours)
└── Agent Brand
    └── Community content, market updates, testimonials

Creative Strategy

What Works for Real Estate

• Property tour videos: 30-60s walkthrough with agent narration
• Drone footage: aerial views of property and neighborhood
• Carousel ads: multiple listings or room-by-room tour
• Market update videos: agent-to-camera with local market data
• Just Sold/Just Listed posts: social proof + urgency
• Home valuation offer: "What's your home worth?" (seller leads)
• Neighborhood guides: lifestyle content showing the area

Creative by Audience

Targeting Strategy

Google

• Location: city, county, or ZIP code level
• Keywords: "[city] homes for sale", "realtor near me", "sell my house [city]"
• Negative keywords: rent, rental, apartment (unless targeting rentals), jobs, salary
• Ad schedule: active during showing hours + evening research (6-10 PM peak)

Meta (Special Ad Category Restrictions Apply)

• Radius: 15+ miles around target area (minimum enforced)
• Special Ad Audiences: based on purchaser data or website visitors
• Interests: limited options; home improvement, real estate related
• Retargeting: website visitors, video viewers, lead form openers
• Cannot use: age, gender, ZIP code, income, family status targeting

Listing Feed Integration

• Dynamic ads from MLS/IDX feed (if available)
• Auto-update listing status (active, pending, sold)
• Custom labels: price range, property type, neighborhood

Budget Guidelines

Budget by Agent Type

Bidding Strategy Selection

KPI Targets

Common Pitfalls

• Not declaring Special Ad Category on Meta (account suspension risk)
• Running same campaigns for buyers and sellers (different intent, different creative)
• Listing ads for properties already under contract (stale data)
• Ignoring seller leads; focusing only on buyer acquisition
• No IDX/MLS integration; sending traffic to generic website
• Geographic targeting too broad (city-wide when you serve specific neighborhoods)
• Not tracking lead → showing → closing pipeline (can't calculate true ROI)
• Video tours without agent on-camera (missed personal branding opportunity)

<!-- Updated: 2026-02-11 -->

SaaS Paid Advertising Template

Industry Characteristics

• Long sales cycles with multiple touchpoints (30-90+ days)
• Free trial or demo request as primary conversion event
• High customer lifetime value justifies high CPA ($100-$200+)
• Heavy comparison shopping; competitor keyword bidding critical
• Integration and ecosystem considerations influence decisions
• Self-serve (low-touch) vs sales-assisted (high-touch) paths differ significantly

Recommended Platform Mix

Campaign Architecture

Account
├── Brand Defense
│   └── Brand terms + competitor "vs" terms
├── Non-Brand; High Intent
│   ├── [Product Category] + software/tool/platform
│   ├── Competitor alternatives (best [competitor] alternative)
│   └── Pricing/comparison queries
├── Non-Brand; Mid Intent
│   ├── Problem-aware searches (how to [solve problem])
│   └── Category research (best [category] tools 2026)
├── Retargeting
│   ├── Free trial → paid conversion (CRM audience)
│   ├── Pricing page visitors (7-day window)
│   └── Blog/resource visitors (30-day window)
├── LinkedIn ABM
│   ├── Target account list (matched audiences)
│   ├── Job title targeting (decision makers)
│   └── Thought Leader Ads (founder/exec content)
└── Testing
    └── New audiences, platforms, content angles

Creative Strategy

What Works for SaaS

• Product demos: 30-60s screen recordings showing key workflows
• Customer testimonials: video case studies with specific metrics (ROI, time saved)
• Comparison content: side-by-side feature comparisons with competitors
• Founder/CEO content: authentic thought leadership (LinkedIn TLA, TikTok)
• ROI calculators: interactive tools as lead magnets

Creative by Funnel Stage

Targeting Strategy

Google Keywords

• Brand: [brand name], [brand] pricing, [brand] vs [competitor]
• High intent: [category] software, best [category] tool, [category] platform
• Competitor: [competitor] alternative, [competitor] vs, switch from [competitor]
• Problem: how to [problem your product solves], [workflow] automation

LinkedIn Audiences

• Job titles: VP/Director/Manager of [relevant function]
• Company size: match your ICP (SMB, mid-market, enterprise)
• Industries: your top-performing verticals
• ABM: upload target account lists from CRM

Exclusions (Critical)

• Existing customers (CRM exclusion list)
• Job seekers (LinkedIn: exclude "Job Seeker" interest)
• Competitors (exclude competitor company employees)
• Students/interns (if targeting decision-makers)

Budget Guidelines

Bidding Strategy Selection

Attribution Model

• Default: data-driven (Google), 7-day click / 1-day view (Meta)
• Track micro-conversions: pricing page view, demo video watch, feature page visits
• Long attribution windows: 30-90 day click for Google (SaaS sales cycles are long)
• CRM integration: connect ad click → MQL → SQL → closed-won for true ROAS
• MER (Marketing Efficiency Ratio): Total ARR / Total ad spend

KPI Targets

Common Pitfalls

• Optimizing for trial signups without tracking trial → paid conversion (vanity metric)
• Not excluding existing customers from prospecting campaigns
• Running LinkedIn without Thought Leader Ads (standard ads CPC is 3-5x higher)
• Broad match without smart bidding on Google (budget waste)
• Ignoring competitor keyword bidding while competitors bid on your brand
• Same landing page for all funnel stages (demo page for awareness traffic)
• Not implementing offline conversion import (Google) or CAPI (Meta) for lead quality