Paid Advertising

Name: Paid Advertising
Author: aitytech

aitytech/agentkits-marketing

72 installs
578 repo stars
Updated July 15, 2026
aitytech/agentkits-marketing

Paid Advertising is a Claude skill for planning and optimizing paid media across Google, Meta, and LinkedIn for customer acquisition.

About

This skill plans and optimizes paid media across Google, Meta, and LinkedIn. It covers campaign objectives, funnel-based audience targeting, platform-specific campaign types, key metrics and benchmarks, and budget allocation. A developer uses it when launching or troubleshooting paid campaigns and managing spend for profitable acquisition.

Campaign objectives, funnel-based targeting, and platform guidelines for Google, Meta, and LinkedIn
Key metrics and benchmarks (CTR, CPC, CPL, CPA, ROAS, CVR)
Budget allocation frameworks and campaign-setup best practices

Paid Advertising by the numbers

72 all-time installs (skills.sh)
Ranked #1,217 of 1,879 Marketing & SEO skills by installs in the Skillselion catalog
Data as of Aug 5, 2026 (Skillselion catalog sync)

At a glance

paid-advertising capabilities & compatibility

Capabilities: page cro · launch strategy · marketing fundamentals
Use cases: marketing · copywriting · planning
Pricing: Free

From the docs

What paid-advertising says it does

Paid media strategy and optimization across platforms for profitable customer acquisition.

SKILL.md

**Pixel/Tracking First**: Never launch without proper tracking

SKILL.md

npx skills add https://github.com/aitytech/agentkits-marketing --skill paid-advertising

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Installs	72
repo stars	★ 578
Last updated	July 15, 2026
Repository	aitytech/agentkits-marketing ↗

What it does

Plan, launch, and optimize paid ad campaigns across platforms for profitable acquisition.

Who is it for?

Planning campaign objectives, funnel targeting, and budgets and optimizing ROAS across ad platforms.

Skip if: Organic or lifecycle channels like SEO and email.

When should I use this skill?

Planning paid campaigns, optimizing ad performance, managing budgets, or setting up paid-channel tracking.

What you get

A tracked, funnel-targeted paid program optimized against CTR, CPC, CPA, and ROAS benchmarks.

paid campaign plan
funnel-based targeting strategy
budget allocation plan

By the numbers

70-20-10 budget rule
50+ conversions before major changes
3-5 creatives per ad set minimum

Files

SKILL.mdMarkdownGitHub ↗

Paid Advertising

Paid media strategy and optimization across platforms for profitable customer acquisition.

Language & Quality Standards

CRITICAL: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.

Standards: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.

---

When to Use This Skill

Apply paid advertising expertise when:

Planning paid campaign strategy
Optimizing ad performance and ROAS
Managing budgets across platforms
Setting up tracking and attribution
Creating ad copy and creative briefs
Troubleshooting underperforming campaigns

Core Concepts

Campaign Objectives by Goal

Objective	Use When	Primary KPI	Platform Features
Awareness	Building brand	CPM, Reach	Brand awareness, video views
Traffic	Driving site visits	CPC, CTR	Traffic campaigns
Engagement	Growing social	CPE, engagement rate	Engagement campaigns
Leads	Generating contacts	CPL, lead quality	Lead forms, conversions
Conversions	Driving sales	ROAS, CPA	Purchase, signup events
App Installs	Mobile acquisition	CPI, install rate	App campaigns

Funnel-Based Targeting Strategy

TOFU (Awareness) - Cold Audiences

Broad interest targeting
Lookalike audiences (1-3%)
Video viewers (3s+)
Content: Educational, entertaining
Bid: CPM or ThruPlay

MOFU (Consideration) - Warm Audiences

Website visitors (7-30 days)
Email list matches
Engaged social audiences
Content: Case studies, comparisons
Bid: Landing page views

BOFU (Decision) - Hot Audiences

High-intent visitors (pricing, demo pages)
Cart abandoners (1-7 days)
Trial users, demo requesters
Content: Offers, urgency, testimonials
Bid: Conversions, ROAS

Platform-Specific Guidelines

Google Ads

Campaign Type	Best For	Key Settings
Search	High intent, BOFU	Exact match, SKAG
Display	Awareness, retargeting	Placement exclusions
Shopping	E-commerce	Feed optimization
Performance Max	Full-funnel automation	Asset variety
YouTube	Awareness, TOFU	Audience targeting

Meta Ads (Facebook/Instagram)

Campaign Type	Best For	Key Settings
Traffic	Website visits	Landing page optimization
Conversions	Sales, signups	Pixel setup, CAPI
Leads	B2B, services	Lead form optimization
Catalog Sales	E-commerce	Dynamic product ads
Advantage+	Automation	Broad targeting

LinkedIn Ads

Campaign Type	Best For	Key Settings
Sponsored Content	Awareness, leads	Job title targeting
Message Ads	Direct response	Personalization
Lead Gen Forms	B2B leads	Pre-filled forms
Document Ads	Thought leadership	Gated content

Key Metrics & Benchmarks

Metric	Formula	Good Range	Action If Below
CTR	Clicks / Impressions	1-3%	Improve creative/targeting
CPC	Spend / Clicks	<$1-5 (varies)	Improve quality score
CPL	Spend / Leads	<$20-100	Optimize landing page
CPA	Spend / Conversions	< 1/3 LTV	Full funnel review
ROAS	Revenue / Ad Spend	3:1+	Improve AOV or CVR
CVR	Conversions / Clicks	2-5%	Landing page optimization

Budget Allocation Framework

70-20-10 Rule for Mature Programs:

70% to proven, profitable campaigns
20% to optimization tests
10% to new channel/audience experiments

Startup/Testing Phase:

Equal split across channels until data
Minimum viable spend per test ($500-1000)
2 weeks minimum per test

Best Practices

Campaign Setup Excellence

1. Pixel/Tracking First: Never launch without proper tracking 2. Exclusion Lists: Exclude converters, competitors, irrelevant audiences 3. Naming Conventions: Consistent, searchable campaign names 4. UTM Discipline: Track all campaigns in analytics

Creative Excellence

1. Hook in 3 Seconds: Capture attention immediately 2. Mobile-First: Design for mobile, adapt to desktop 3. Test Variations: 3-5 creatives per ad set minimum 4. Refresh Regularly: Combat creative fatigue

Optimization Excellence

1. Let Data Accumulate: 50+ conversions before major changes 2. One Variable at a Time: Isolate what's working 3. Weekly Review Cadence: Regular but not daily changes 4. Segment Performance: Break down by audience, placement

Agent Integration

Agent	How They Use This Skill
`attraction-specialist`	Paid campaign strategy and setup
`copywriter`	Ad copy creation
`researcher`	Competitor ad analysis
`planner`	Budget allocation planning

Anti-Patterns to Avoid

Anti-Pattern	Why It's Wrong	Do This Instead
Launching without tracking	Can't measure success	Pixel first, always
Too broad targeting	Wasted spend	Start narrow, expand
One creative only	No learning, fatigue	Test 3-5 variations
Daily bid changes	Disrupts algorithm	Weekly optimization
Ignoring landing page	Blames ads for LP issues	Optimize full funnel

Platform-Specific Resources

references/meta-ads.md - Facebook/Instagram advertising
references/google-ads.md - Search and display
references/linkedin-ads.md - B2B advertising
references/tiktok-ads.md - TikTok advertising

Related Commands

/content/ads - Create ad copy for platforms
/analytics/roi - Calculate campaign ROI
/campaign/plan - Full campaign planning

Google Ads

Search, display, and YouTube advertising guide.

Campaign Types

Search Campaigns

Text ads on search results
Keyword-triggered
High intent traffic
CPC bidding

Display Campaigns

Visual ads across web
Audience/placement targeting
Brand awareness focus
CPM or CPC bidding

Shopping Campaigns

Product listing ads
Feed-based
E-commerce focused
High purchase intent

Video Campaigns

YouTube ads
Multiple formats
Awareness to conversion
CPV or CPM bidding

Performance Max

AI-optimized
All Google properties
Goal-based
Conversion focused

Keyword Match Types

Type	Symbol	Example	Matches
Broad	none	running shoes	Related terms
Phrase	"..."	"running shoes"	Contains phrase
Exact	[...]	[running shoes]	Exact or close

Quality Score

Components (1-10)

Expected CTR
Ad relevance
Landing page experience

Impact

Ad position
Cost per click
Ad extensions eligibility

Improvement

Tighter ad groups
Keyword-ad alignment
Landing page optimization
CTR improvement

Ad Extensions

Extension	Use Case
Sitelinks	Multiple landing pages
Callouts	Key benefits
Structured Snippets	Product/service types
Call	Phone leads
Location	Local businesses
Price	Product pricing

Bidding Strategies

Strategy	Goal
Manual CPC	Full control
Maximize Clicks	Traffic
Maximize Conversions	Volume
Target CPA	Cost control
Target ROAS	Efficiency

LinkedIn Ads

B2B advertising on LinkedIn.

Campaign Objectives

Objective	Use Case
Brand Awareness	Top of funnel reach
Website Visits	Traffic to site
Engagement	Social interaction
Video Views	Video content promotion
Lead Generation	Native lead forms
Website Conversions	Bottom funnel

Ad Formats

Message Ads (InMail)

Direct message delivery
CTA button
Personal approach
Best for high-value offers

Text Ads

Right column placement
Small image + text
Lower cost, lower CTR

Dynamic Ads

Personalized to viewer
Follower ads
Spotlight ads

Targeting Options

Professional Targeting

Job title
Job function
Seniority level
Industry
Company size
Company name

Interest/Trait Targeting

Member groups
Member interests
Member traits

Account-Based Marketing

Company list upload
Website retargeting
Contact targeting

Best Practices

Creative

Professional imagery
Clear value proposition
Statistics and data
Thought leadership angle

Copy

Speak to pain points
Business outcomes
Social proof
Professional tone

Lead Gen Forms

Minimize fields (3-5)
Pre-filled from profile
Thank you message
CRM integration

Benchmarks

Metric	Average
CTR	0.4-0.6%
CPC	$5-10
CPM	$25-35
Lead Form CVR	10-15%

Meta Ads

Facebook and Instagram advertising guide.

Campaign Structure

Hierarchy

Campaign → Ad Set → Ad

Campaign Level

Objective selection
Budget optimization (CBO)
A/B testing

Ad Set Level

Audience targeting
Placements
Budget and schedule
Optimization goal

Ad Level

Creative (image/video)
Copy and CTA
Destination URL
Tracking

Audience Types

Core Audiences

Demographics
Interests
Behaviors
Connections

Custom Audiences

Website visitors
Customer list uploads
App users
Engagement audiences

Lookalike Audiences

Based on custom audiences
1-10% similarity range
1% = most similar

Ad Formats

Format	Best For	Specs
Image	Simple messages	1:1, 1.91:1
Video	Storytelling	15-60 sec
Carousel	Multiple products	2-10 cards
Collection	E-commerce	Instant experience
Stories	Full-screen	9:16 vertical

Optimization Tips

Creative

Use high contrast
Front-load value
Show product in use
Include social proof
Test multiple variants

Copy

Hook in first line
Focus on benefits
Include CTA
Keep mobile-first

Targeting

Start broad, narrow down
Use exclusions
Layer interests carefully
Refresh audiences regularly

Pixel Setup

Standard Events

PageView
ViewContent
AddToCart
InitiateCheckout
Purchase

Best Practices

Use Conversions API
Match customer data
Test event firing
Use aggregated event measurement

Paid Advertising Playbook

Based on research from Google Ads, Meta Business, WordStream.

---

Platform Comparison

Audience & Intent

Platform	Audience	Intent Level
Google Search	Active searchers	Very High
Google Display	Passive browsers	Low
Meta (FB/IG)	Social users	Medium
LinkedIn	Professionals	Medium-High
TikTok	Entertainment seekers	Low-Medium
YouTube	Video viewers	Medium
Programmatic	Across web	Low

Best Use Cases

Platform	Best For
Google Search	High-intent capture, B2B, local
Google Display	Retargeting, brand awareness
Meta	B2C, e-commerce, lookalikes
LinkedIn	B2B, enterprise, recruiting
TikTok	Gen Z, D2C, viral
YouTube	Brand, tutorials, reviews
Twitter/X	Tech, events, announcements

---

Google Ads

Campaign Types

Type	Best For	Bidding
Search	High-intent keywords	CPC, Target CPA
Display	Retargeting, awareness	CPM, CPA
Performance Max	Full funnel automation	Target ROAS
Video (YouTube)	Brand, tutorials	CPV, CPM
Shopping	E-commerce	CPC
App	Mobile installs	CPI

Search Structure

Account
└── Campaign (Budget, Settings)
    └── Ad Group (Keywords, Ads)
        ├── Keywords
        └── Ads (Headlines, Descriptions)

Match Types

Match Type	Symbol	Behavior
Broad	none	Wide reach, AI matching
Phrase	"keyword"	Contains phrase
Exact	[keyword]	Exact or close variants

Quality Score Factors

Factor	Weight	Improvement
CTR	High	Better ad copy
Ad relevance	Medium	Match keywords to copy
Landing page	Medium	Relevance, speed, UX

Google Ads Benchmarks (Search)

Industry	Avg CTR	Avg CPC	Avg CVR
B2B	2.4%	$3.33	3.0%
Technology	2.1%	$3.80	2.9%
E-commerce	2.7%	$1.16	2.8%
Finance	2.9%	$3.44	5.1%
SaaS	2.0%	$4.50	2.5%

---

Meta Ads (Facebook/Instagram)

Campaign Objectives

Objective	Optimization	Use Case
Awareness	Reach, impressions	Brand building
Traffic	Link clicks	Site visits
Engagement	Reactions, comments	Social proof
Leads	Form submissions	Lead gen
Sales	Purchases	E-commerce
App promotion	Installs	Mobile apps

Audience Types

Type	Description	Best For
Core	Demographics, interests	Prospecting
Custom	Your data (email, site)	Retargeting
Lookalike	Similar to custom	Scaling
Saved	Pre-built combinations	Efficiency

Lookalike Strategy

Source Audience	Lookalike %	Purpose
Customers	1%	Highest quality
Purchasers	1-2%	Best converters
Leads	2-3%	More volume
Engagers	3-5%	Broader reach

Ad Formats

Format	Best For	Specs
Single image	Simple message	1080x1080, 1080x1350
Carousel	Multiple products	3-10 cards
Video	Storytelling	15-60s
Collection	E-commerce	Hero + products
Stories	Mobile, casual	1080x1920
Reels	Entertainment	9:16 vertical

Meta Ads Benchmarks

Objective	Avg CTR	Avg CPC	Avg CPM
Awareness	0.5-1%	$0.50-1.00	$5-10
Traffic	1-2%	$0.30-0.80	$8-15
Conversions	1-3%	$0.50-2.00	$10-20
Lead gen	2-5%	$2-10	$15-30

---

LinkedIn Ads

Campaign Objectives

Objective	Optimization
Brand awareness	Impressions
Website visits	Link clicks
Engagement	Reactions, comments
Lead generation	Lead form submissions
Conversions	Website actions

Targeting Options

Category	Options
Company	Industry, size, name
Job	Title, function, seniority
Education	Degree, field, school
Demographics	Age, gender, location
Interests	Groups, skills
Matched	Email lists, retargeting

Ad Formats

Format	Best For
Single image	Standard promotion
Carousel	Multiple messages
Video	Brand storytelling
Document	Lead magnets
Message	Direct outreach
Text	Simple, cost-effective

LinkedIn Benchmarks

Metric	B2B Average
CTR	0.4-0.6%
CPC	$5-10
CPM	$30-50
CVR (leads)	5-15%
CPL	$50-200

---

Bidding Strategies

By Objective

Goal	Strategy	Platform
Awareness	CPM, Reach	All
Traffic	CPC	All
Conversions	Target CPA	Google, Meta
Revenue	Target ROAS	Google, Meta
Efficiency	Maximize conversions	Google

Bidding Progression

Start: Manual CPC → Understand baseline
Then: Maximize clicks → Volume
Then: Target CPA → Efficiency
Scale: Target ROAS → Profitability

Budget Pacing

Setting	Use Case
Standard	Even spend throughout day
Accelerated	Time-sensitive campaigns
Lifetime	Flexible daily spend
Daily	Strict daily control

---

Creative Best Practices

Ad Copy Framework

Headline: [Pain point or benefit]
Primary text: [Problem] → [Solution] → [Proof] → [CTA]
CTA: [Action verb] + [What they get]

Video Ad Structure

Time	Content
0-3s	Hook (stop scroll)
3-15s	Problem/pain point
15-30s	Solution intro
30-45s	Proof/demo
45-60s	CTA

Creative Testing Framework

Variable	Test Variations
Visual	Image vs video, UGC vs branded
Headline	Benefit vs pain, question vs statement
CTA	Different actions
Format	Single vs carousel
Length	Short vs long copy

Ad Fatigue Signs

CTR declining
Frequency >3 (prospecting)
Frequency >7 (retargeting)
CPM increasing
Conversion rate dropping

---

Retargeting Strategy

Audience Segments

Segment	Window	Priority
Cart abandoners	1-7 days	Highest
Product viewers	7-14 days	High
Site visitors	14-30 days	Medium
Engaged (video, social)	30-60 days	Medium
Past customers	90-180 days	Low

Retargeting Exclusions

Exclude	From
Purchasers	Conversion campaigns
Recent converters	Short-term
Bouncers (<10s)	All
Spam/bot traffic	All

Sequential Retargeting

Day 1-3: Reminder ad (simple)
Day 4-7: Benefit ad (value)
Day 8-14: Social proof ad (testimonial)
Day 15-21: Offer ad (incentive)
Day 22+: Last chance ad (urgency)

---

Measurement & Optimization

Key Metrics

Metric	Formula	Target
CTR	Clicks / Impressions	>1% (search), >0.5% (display)
CPC	Spend / Clicks	Varies
CVR	Conversions / Clicks	>2%
CPA	Spend / Conversions	< LTV/3
ROAS	Revenue / Spend	>3x
Quality Score	Google metric	>7/10

Optimization Checklist

Frequency	Action
Daily	Check spend, pause losers
Weekly	Bid adjustments, add negatives
Bi-weekly	Creative refresh
Monthly	Structure review, strategy
Quarterly	Full audit

Attribution Windows

Platform	Default	Options
Google	30-day click	1-90 days
Meta	7-day click, 1-day view	1-28 days
LinkedIn	30-day click, 7-day view	Various

---

Budget Allocation

New Campaign Testing

Phase	Budget	Duration
Test	10-20% of total	2-4 weeks
Validate	30-40% of total	4-8 weeks
Scale	50-70% of total	Ongoing

Channel Mix by Goal

Goal	Search	Social	Display
Awareness	10%	60%	30%
Consideration	30%	50%	20%
Conversion	60%	30%	10%

Scaling Rules

Signal	Action
CPA < Target, Volume < Goal	Increase budget 20%
CPA at Target, Volume at Goal	Maintain
CPA > Target	Optimize before scaling
Diminishing returns	Diversify channels

TikTok Ads

Advertising on TikTok.

Ad Formats

In-Feed Ads

Native format
Up to 60 seconds
Full-screen vertical
Swipe up CTA

TopView

First ad seen
Premium placement
Up to 60 seconds
High impact, high cost

Branded Hashtag Challenge

User participation
Viral potential
High engagement
Significant investment

Branded Effects

Custom filters/stickers
Interactive experiences
Brand awareness focus

Spark Ads

Boost organic posts
Native appearance
Higher engagement
Lower production cost

Targeting Options

Demographics

Age
Gender
Location
Language

Interests & Behaviors

Interest categories
Video interactions
Creator interactions
Hashtag interactions

Custom Audiences

Customer file upload
App activity
Website traffic
Engagement audiences

Creative Best Practices

Format

9:16 vertical
15-30 seconds optimal
Native TikTok style
Sound on design

Content

Hook in first 3 seconds
Show product in action
Use trending sounds
Include captions
Clear CTA

Style

Authentic, not polished
User-generated aesthetic
Humor and entertainment
Trend participation

TikTok Pixel

Events to Track

PageView
ViewContent
AddToCart
CompletePayment
SubmitForm

Best Practices

Use Events Manager
Set up CAPI
Test event firing
Use UTM parameters

Performance Benchmarks

Metric	Benchmark
CTR	1-3%
CPM	$5-15
CVR	1-3%
VCR	15-25%

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FAQ

What ROAS is healthy?

The skill lists a good ROAS range of 3:1 or higher.

How should I split budget on a mature program?

It uses a 70-20-10 rule: 70% proven, 20% optimization tests, 10% new experiments.

Marketing & SEOdistributioncontent

About

Paid Advertising by the numbers

paid-advertising capabilities & compatibility

What paid-advertising says it does

Add your badge

What it does

Who is it for?

When should I use this skill?

What you get

By the numbers

Files

Paid Advertising

Language & Quality Standards

When to Use This Skill

Core Concepts

Campaign Objectives by Goal

Funnel-Based Targeting Strategy

Platform-Specific Guidelines

Key Metrics & Benchmarks

Budget Allocation Framework

Best Practices

Campaign Setup Excellence

Creative Excellence

Optimization Excellence

Agent Integration

Anti-Patterns to Avoid

Platform-Specific Resources

Related Commands

Google Ads

Campaign Types

Search Campaigns

Display Campaigns

Shopping Campaigns

Video Campaigns

Performance Max

Keyword Match Types

Quality Score

Components (1-10)

Impact

Improvement

Ad Extensions

Bidding Strategies

LinkedIn Ads

Campaign Objectives

Ad Formats

Sponsored Content

Message Ads (InMail)

Text Ads

Dynamic Ads

Targeting Options

Professional Targeting

Interest/Trait Targeting

Account-Based Marketing

Best Practices

Creative

Copy

Lead Gen Forms

Benchmarks

Meta Ads

Campaign Structure

Hierarchy

Campaign Level

Ad Set Level

Ad Level

Audience Types

Core Audiences

Custom Audiences

Lookalike Audiences

Ad Formats

Optimization Tips

Creative

Copy

Targeting

Pixel Setup

Standard Events

Best Practices

Paid Advertising Playbook

Platform Comparison

Audience & Intent

Best Use Cases