Paid Ads

Paid Ads

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

Before Starting

Check for product marketing context first: If .claude/product-marketing-context.md exists, read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

1. Campaign Goals

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

2. Product & Offer

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

3. Audience

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

4. Current State

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

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Platform Selection Guide

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Campaign Structure Best Practices

Account Organization

Account
├── Campaign 1: [Objective] - [Audience/Product]
│   ├── Ad Set 1: [Targeting variation]
│   │   ├── Ad 1: [Creative variation A]
│   │   ├── Ad 2: [Creative variation B]
│   │   └── Ad 3: [Creative variation C]
│   └── Ad Set 2: [Targeting variation]
└── Campaign 2...

Naming Conventions

[Platform]_[Objective]_[Audience]_[Offer]_[Date]

Examples (use the current year/quarter — {YYYY}/{Qn} are placeholders):
META_Conv_Lookalike-Customers_FreeTrial_{YYYY}Q1
GOOG_Search_Brand_Demo_Ongoing
LI_LeadGen_CMOs-SaaS_Whitepaper_{MonYY}

Budget Allocation

Testing phase (first 2-4 weeks):

• 70% to proven/safe campaigns
• 30% to testing new audiences/creative

Scaling phase:

• Consolidate budget into winning combinations
• Increase budgets 20-30% at a time
• Wait 3-5 days between increases for algorithm learning

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Ad Copy Frameworks

Key Formulas

Problem-Agitate-Solve (PAS):

[Problem] → [Agitate the pain] → [Introduce solution] → [CTA]

Before-After-Bridge (BAB):

[Current painful state] → [Desired future state] → [Your product as bridge]

Social Proof Lead:

[Impressive stat or testimonial] → [What you do] → [CTA]

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

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Audience Targeting Overview

Platform Strengths

Key Concepts

• Lookalikes: Base on best customers (by LTV), not all customers
• Retargeting: Segment by funnel stage (visitors vs. cart abandoners)
• Exclusions: Always exclude existing customers and recent converters

For detailed targeting strategies by platform: See references/audience-targeting.md

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Creative Best Practices

Image Ads

• Clear product screenshots showing UI
• Before/after comparisons
• Stats and numbers as focal point
• Human faces (real, not stock)
• Bold, readable text overlay (keep under 20%)

Video Ads Structure (15-30 sec)

1. Hook (0-3 sec): Pattern interrupt, question, or bold statement 2. Problem (3-8 sec): Relatable pain point 3. Solution (8-20 sec): Show product/benefit 4. CTA (20-30 sec): Clear next step

Production tips:

• Captions always (85% watch without sound)
• Vertical for Stories/Reels, square for feed
• Native feel outperforms polished
• First 3 seconds determine if they watch

Creative Testing Hierarchy

1. Concept/angle (biggest impact) 2. Hook/headline 3. Visual style 4. Body copy 5. CTA

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Campaign Optimization

Key Metrics by Objective

Optimization Levers

If CPA is too high: 1. Check landing page (is the problem post-click?) 2. Tighten audience targeting 3. Test new creative angles 4. Improve ad relevance/quality score 5. Adjust bid strategy

If CTR is low:

• Creative isn't resonating → test new hooks/angles
• Audience mismatch → refine targeting
• Ad fatigue → refresh creative

If CPM is high:

• Audience too narrow → expand targeting
• High competition → try different placements
• Low relevance score → improve creative fit

Bid Strategy Progression

1. Start with manual or cost caps 2. Gather conversion data (50+ conversions) 3. Switch to automated with targets based on historical data 4. Monitor and adjust targets based on results

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Retargeting Strategies

Funnel-Based Approach

Retargeting Windows

Exclusions to Set Up

• Existing customers (unless upsell)
• Recent converters (7-14 day window)
• Bounced visitors (<10 sec)
• Irrelevant pages (careers, support)

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Reporting & Analysis

Tools

Weekly Review

Run both tools on the week's numbers, then review:

• Spend vs. budget pacing
• CPA/ROAS vs. targets — from roas_calculator.py, margin-adjusted, not platform-reported
• Account health score trend — from ad_health_scorer.py; investigate any category that dropped
• Top and bottom performing ads
• Audience performance breakdown
• Frequency check (fatigue risk)
• Landing page conversion rate

Attribution Considerations

• Platform attribution is inflated
• Use UTM parameters consistently
• Compare platform data to GA4
• Look at blended CAC, not just platform CPA

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Platform Setup

Before launching campaigns, ensure proper tracking and account setup.

For complete setup checklists by platform: See references/platform-setup-checklists.md

Universal Pre-Launch Checklist

• [ ] Conversion tracking tested with real conversion
• [ ] Landing page loads fast (<3 sec)
• [ ] Landing page mobile-friendly
• [ ] UTM parameters working
• [ ] Budget set correctly
• [ ] Targeting matches intended audience

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Common Mistakes to Avoid

Strategy

• Launching without conversion tracking
• Too many campaigns (fragmenting budget)
• Not giving algorithms enough learning time
• Optimizing for wrong metric

Targeting

• Audiences too narrow or too broad
• Not excluding existing customers
• Overlapping audiences competing

Creative

• Only one ad per ad set
• Not refreshing creative (fatigue)
• Mismatch between ad and landing page

Budget

• Spreading too thin across campaigns
• Making big budget changes (disrupts learning)
• Stopping campaigns during learning phase

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Task-Specific Questions

1. What platform(s) are you currently running or want to start with? 2. What's your monthly ad budget? 3. What does a successful conversion look like (and what's it worth)? 4. Do you have existing creative assets or need to create them? 5. What landing page will ads point to? 6. Do you have pixel/conversion tracking set up?

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Tool Integrations

Key advertising platforms:

For tracking and attribution, pair these with GA4 and Segment.

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Related Skills

• ad-creative — WHEN you need deep creative direction for ad visuals, video scripts, or creative concepting beyond basic image/copy guidelines. NOT for campaign strategy, targeting, or bidding decisions.
• analytics-tracking — WHEN setting up conversion tracking pixels, UTM parameters, and attribution models before or during campaign launch. NOT for campaign creation or creative work.
• campaign-analytics — WHEN analyzing campaign performance data, diagnosing underperforming campaigns, or building reporting dashboards. NOT for initial campaign setup or creative production.
• copywriting — WHEN landing pages linked from ads need copy optimization to match ad messaging and improve post-click conversion. NOT for the ad copy itself.
• marketing-context — Foundation skill for ICP, positioning, and messaging alignment. ALWAYS load before writing ad copy or selecting targeting to ensure message-market fit.

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Communication

Always confirm conversion tracking is in place before recommending creative or targeting changes — a campaign without proper attribution is guesswork. When recommending budget allocation, state the rationale (testing vs. scaling phase). Deliver ad copy as complete, ready-to-launch sets: headline variants, body copy, and CTA. Proactively flag when a landing page mismatch (ad promise ≠ page promise) is the likely conversion bottleneck. Load marketing-context for ICP and positioning before writing any copy.

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Proactive Triggers

• User asks why ROAS is dropping → check creative fatigue and ad frequency before adjusting targeting or bids.
• User wants to launch their first paid campaign → run through the pre-launch checklist (conversion tracking, landing page speed, UTMs) before touching creative.
• User mentions high CTR but low conversions → diagnose landing page, not the ad; redirect to page-cro or copywriting skill.
• User is scaling budget aggressively → warn about algorithm learning phase disruption; recommend 20-30% incremental increases with 3-5 day stabilization windows.
• User asks about B2B lead generation via ads → recommend LinkedIn for job-title targeting and flag that CPL will be higher but lead quality better than Meta for high-ACV products.

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Output Artifacts

Ad Copy Templates Reference

Detailed formulas and templates for writing high-converting ad copy.

Primary Text Formulas

Problem-Agitate-Solve (PAS)

[Problem statement]
[Agitate the pain]
[Introduce solution]
[CTA]

Example:

Spending hours on manual reporting every week?

While you're buried in spreadsheets, your competitors are making decisions.

[Product] automates your reports in minutes.

Start your free trial →

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Before-After-Bridge (BAB)

[Current painful state]
[Desired future state]
[Your product as the bridge]

Example:

Before: Chasing down approvals across email, Slack, and spreadsheets.

After: Every approval tracked, automated, and on time.

[Product] connects your tools and keeps projects moving.

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Social Proof Lead

[Impressive stat or testimonial]
[What you do]
[CTA]

Example:

"We cut our reporting time by 75%." — Sarah K., Marketing Director

[Product] automates the reports you hate building.

See how it works →

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Feature-Benefit Bridge

[Feature]
[So that...]
[Which means...]

Example:

Real-time collaboration on documents

So your team always works from the latest version

Which means no more version confusion or lost work

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Direct Response

[Bold claim/outcome]
[Proof point]
[CTA with urgency if genuine]

Example:

Cut your reporting time by 80%

Join 5,000+ marketing teams already using [Product]

Start free → First month 50% off

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Headline Formulas

For Search Ads

For Social Ads

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CTA Variations

Soft CTAs (awareness/consideration)

Best for: Top of funnel, cold audiences, complex products

• Learn More
• See How It Works
• Watch Demo
• Get the Guide
• Explore Features
• See Examples
• Read the Case Study

Hard CTAs (conversion)

Best for: Bottom of funnel, warm audiences, clear offers

• Start Free Trial
• Get Started Free
• Book a Demo
• Claim Your Discount
• Buy Now
• Sign Up Free
• Get Instant Access

Urgency CTAs (use when genuine)

Best for: Limited-time offers, scarcity situations

• Limited Time: 30% Off
• Offer Ends [Date]
• Only X Spots Left
• Last Chance
• Early Bird Pricing Ends Soon

Action-Oriented CTAs

Best for: Active voice, clear next step

• Start Saving Time Today
• Get Your Free Report
• See Your Score
• Calculate Your ROI
• Build Your First Project

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Platform-Specific Copy Guidelines

Google Search Ads

• Headline limits: 30 characters each (up to 15 headlines)
• Description limits: 90 characters each (up to 4 descriptions)
• Include keywords naturally
• Use all available headline slots
• Include numbers and stats when possible
• Test dynamic keyword insertion

Meta Ads (Facebook/Instagram)

• Primary text: 125 characters visible (can be longer, gets truncated)
• Headline: 40 characters recommended
• Front-load the hook (first line matters most)
• Emojis can work but test
• Questions perform well
• Keep image text under 20%

LinkedIn Ads

• Intro text: 600 characters max (150 recommended)
• Headline: 200 characters max (70 recommended)
• Professional tone (but not boring)
• Specific job outcomes resonate
• Stats and social proof important
• Avoid consumer-style hype

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Copy Testing Priority

When testing ad copy, focus on these elements in order of impact:

1. Hook/angle (biggest impact on performance) 2. Headline 3. Primary benefit 4. CTA 5. Supporting proof points

Test one element at a time for clean data.

Audience Targeting Reference

Detailed targeting strategies for each major ad platform.

Google Ads Audiences

Search Campaign Targeting

Keywords:

• Exact match: [keyword] — most precise, lower volume
• Phrase match: "keyword" — moderate precision and volume
• Broad match: keyword — highest volume, use with smart bidding

Audience layering:

• Add audiences in "observation" mode first
• Analyze performance by audience
• Switch to "targeting" mode for high performers

RLSA (Remarketing Lists for Search Ads):

• Bid higher on past visitors searching your terms
• Show different ads to returning searchers
• Exclude converters from prospecting campaigns

Display/YouTube Targeting

Custom intent audiences:

• Based on recent search behavior
• Create from your converting keywords
• High intent, good for prospecting

In-market audiences:

• People actively researching solutions
• Pre-built by Google
• Layer with demographics for precision

Affinity audiences:

• Based on interests and habits
• Better for awareness
• Broad but can exclude irrelevant

Customer match:

• Upload email lists
• Retarget existing customers
• Create lookalikes from best customers

Similar/lookalike audiences:

• Based on your customer match lists
• Expand reach while maintaining relevance
• Best when source list is high-quality customers

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Meta Audiences

Core Audiences (Interest/Demographic)

Interest targeting tips:

• Layer interests with AND logic for precision
• Use Audience Insights to research interests
• Start broad, let algorithm optimize
• Exclude existing customers always

Demographic targeting:

• Age and gender (if product-specific)
• Location (down to zip/postal code)
• Language
• Education and work (limited data now)

Behavior targeting:

• Purchase behavior
• Device usage
• Travel patterns
• Life events

Custom Audiences

Website visitors:

• All visitors (last 180 days max)
• Specific page visitors
• Time on site thresholds
• Frequency (visited X times)

Customer list:

• Upload emails/phone numbers
• Match rate typically 30-70%
• Refresh regularly for accuracy

Engagement audiences:

• Video viewers (25%, 50%, 75%, 95%)
• Page/profile engagers
• Form openers
• Instagram engagers

App activity:

• App installers
• In-app events
• Purchase events

Lookalike Audiences

Source audience quality matters:

• Use high-LTV customers, not all customers
• Purchasers > leads > all visitors
• Minimum 100 source users, ideally 1,000+

Size recommendations:

• 1% — most similar, smallest reach
• 1-3% — good balance for most
• 3-5% — broader, good for scale
• 5-10% — very broad, awareness only

Layering strategies:

• Lookalike + interest = more precision early
• Test lookalike-only as you scale
• Exclude the source audience

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LinkedIn Audiences

Job-Based Targeting

Job titles:

• Be specific (CMO vs. "Marketing")
• LinkedIn normalizes titles, but verify
• Stack related titles
• Exclude irrelevant titles

Job functions:

• Broader than titles
• Combine with seniority level
• Good for awareness campaigns

Seniority levels:

• Entry, Senior, Manager, Director, VP, CXO, Partner
• Layer with function for precision

Skills:

• Self-reported, less reliable
• Good for technical roles
• Use as expansion layer

Company-Based Targeting

Company size:

• 1-10, 11-50, 51-200, 201-500, 501-1000, 1001-5000, 5000+
• Key filter for B2B

Industry:

• Based on company classification
• Can be broad, layer with other criteria

Company names (ABM):

• Upload target account list
• Minimum 300 companies recommended
• Match rate varies

Company growth rate:

• Hiring rapidly = budget available
• Good signal for timing

High-Performing Combinations

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Twitter/X Audiences

Targeting options:

• Follower lookalikes (accounts similar to followers of X)
• Interest categories
• Keywords (in tweets)
• Conversation topics
• Events
• Tailored audiences (your lists)

Best practices:

• Follower lookalikes of relevant accounts work well
• Keyword targeting catches active conversations
• Lower CPMs than LinkedIn/Meta
• Less precise, better for awareness

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TikTok Audiences

Targeting options:

• Demographics (age, gender, location)
• Interests (TikTok's categories)
• Behaviors (video interactions)
• Device (iOS/Android, connection type)
• Custom audiences (pixel, customer file)
• Lookalike audiences

Best practices:

• Younger skew (18-34 primarily)
• Interest targeting is broad
• Creative matters more than targeting
• Let algorithm optimize with broad targeting

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Audience Size Guidelines

Too narrow = expensive, slow learning Too broad = wasted spend, poor relevance

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Exclusion Strategy

Always exclude:

• Existing customers (unless upsell)
• Recent converters (7-14 days)
• Bounced visitors (<10 sec)
• Employees (by company or email list)
• Irrelevant page visitors (careers, support)
• Competitors (if identifiable)

Ad Copy Frameworks

Reference for selecting the right copy framework based on product type and campaign goal. Each framework includes a structure template and platform-specific length constraints.

Framework selection matrix

The 6 frameworks

PAS — Problem → Agitate → Solve

Best for: Pain-point products, SaaS solving specific frustrations

Problem:  Name the exact pain (1 sentence)
Agitate:  Twist the knife — what happens if they don't fix it (1-2 sentences)
Solve:    Your product is the answer (1 sentence + CTA)

BAB — Before → After → Bridge

Best for: Transformation products, coaching, courses

Before:   Current painful state (1 sentence)
After:    Desired state they'll achieve (1 sentence)
Bridge:   Your product connects the two (1 sentence + CTA)

AIDA — Attention → Interest → Desire → Action

Best for: Content marketing, info products, broad audiences

Attention: Hook with a surprising stat or question
Interest:  Explain why this matters to them
Desire:    Show social proof or specific outcomes
Action:    Clear CTA with urgency

FAB — Features → Advantages → Benefits

Best for: Product-led, ecommerce, feature-rich offerings

Feature:    What it has (spec/capability)
Advantage:  Why that matters vs alternatives
Benefit:    What the user gains (outcome)

4P — Promise → Picture → Proof → Push

Best for: App launches, tools, direct response

Promise:  Bold claim (1 headline)
Picture:  Vivid scenario of life with the product
Proof:    Social proof, stats, testimonial
Push:     Strong CTA with urgency/scarcity

Star-Story-Solution

Best for: Personal brands, services, consulting

Star:      Introduce the hero (the customer, not you)
Story:     Their struggle (relatable narrative)
Solution:  How your service transforms their situation

Platform-specific constraints

Brand DNA extraction (7 voice axes)

Before writing ad copy, extract the brand's voice profile on these 7 axes:

{
  "formal_casual": 0.7,       // 0 = corporate formal, 1 = casual/friendly
  "bold_subtle": 0.6,         // 0 = understated, 1 = bold/provocative
  "technical_human": 0.4,     // 0 = jargon-heavy, 1 = plain language
  "serious_playful": 0.5,     // 0 = gravitas, 1 = humor/wit
  "traditional_innovative": 0.8, // 0 = established, 1 = cutting-edge
  "exclusive_inclusive": 0.6,  // 0 = luxury/elite, 1 = accessible/everyone
  "data_emotional": 0.5       // 0 = stats-driven, 1 = story-driven
}

Save as brand-profile.json for reuse across campaigns. Each axis is 0.0-1.0.

Platform Setup Checklists

Complete setup checklists for major ad platforms.

Google Ads Setup

Account Foundation

• [ ] Google Ads account created and verified
• [ ] Billing information added
• [ ] Time zone and currency set correctly
• [ ] Account access granted to team members

Conversion Tracking

• [ ] Google tag installed on all pages
• [ ] Conversion actions created (purchase, lead, signup)
• [ ] Conversion values assigned (if applicable)
• [ ] Enhanced conversions enabled
• [ ] Test conversions firing correctly
• [ ] Import conversions from GA4 (optional)

Analytics Integration

• [ ] Google Analytics 4 linked
• [ ] Auto-tagging enabled
• [ ] GA4 audiences available in Google Ads
• [ ] Cross-domain tracking set up (if multiple domains)

Audience Setup

• [ ] Remarketing tag verified
• [ ] Website visitor audiences created:
• All visitors (180 days)
• Key page visitors (pricing, demo, features)
• Converters (for exclusion)
• [ ] Customer match lists uploaded
• [ ] Similar audiences enabled

Campaign Readiness

• [ ] Negative keyword lists created:
• Universal negatives (free, jobs, careers, reviews, complaints)
• Competitor negatives (if needed)
• Irrelevant industry terms
• [ ] Location targeting set (include/exclude)
• [ ] Language targeting set
• [ ] Ad schedule configured (if B2B, business hours)
• [ ] Device bid adjustments considered

Ad Extensions

• [ ] Sitelinks (4-6 relevant pages)
• [ ] Callouts (key benefits, offers)
• [ ] Structured snippets (features, types, services)
• [ ] Call extension (if phone leads valuable)
• [ ] Lead form extension (if using)
• [ ] Price extensions (if applicable)
• [ ] Image extensions (where available)

Brand Protection

• [ ] Brand campaign running (protect branded terms)
• [ ] Competitor campaigns considered
• [ ] Brand terms in negative lists for non-brand campaigns

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Meta Ads Setup

Business Manager Foundation

• [ ] Business Manager created
• [ ] Business verified (if running certain ad types)
• [ ] Ad account created within Business Manager
• [ ] Payment method added
• [ ] Team access configured with proper roles

Pixel & Tracking

• [ ] Meta Pixel installed on all pages
• [ ] Standard events configured:
• PageView (automatic)
• ViewContent (product/feature pages)
• Lead (form submissions)
• Purchase (conversions)
• AddToCart (if e-commerce)
• InitiateCheckout (if e-commerce)
• [ ] Conversions API (CAPI) set up for server-side tracking
• [ ] Event Match Quality score > 6
• [ ] Test events in Events Manager

Domain & Aggregated Events

• [ ] Domain verified in Business Manager
• [ ] Aggregated Event Measurement configured
• [ ] Top 8 events prioritized in order of importance
• [ ] Web events prioritized for iOS 14+ tracking

Audience Setup

• [ ] Custom audiences created:
• Website visitors (all, 30/60/90/180 days)
• Key page visitors
• Video viewers (25%, 50%, 75%, 95%)
• Page/Instagram engagers
• Customer list uploaded
• [ ] Lookalike audiences created (1%, 1-3%)
• [ ] Saved audiences for common targeting

Catalog (E-commerce)

• [ ] Product catalog connected
• [ ] Product feed updating correctly
• [ ] Catalog sales campaigns enabled
• [ ] Dynamic product ads configured

Creative Assets

• [ ] Images in correct sizes:
• Feed: 1080x1080 (1:1)
• Stories/Reels: 1080x1920 (9:16)
• Landscape: 1200x628 (1.91:1)
• [ ] Videos in correct formats
• [ ] Ad copy variations ready
• [ ] UTM parameters in all destination URLs

Compliance

• [ ] Special Ad Categories declared (if housing, credit, employment, politics)
• [ ] Landing page complies with Meta policies
• [ ] No prohibited content in ads

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LinkedIn Ads Setup

Campaign Manager Foundation

• [ ] Campaign Manager account created
• [ ] Company Page connected
• [ ] Billing information added
• [ ] Team access configured

Insight Tag & Tracking

• [ ] LinkedIn Insight Tag installed on all pages
• [ ] Tag verified and firing
• [ ] Conversion tracking configured:
• URL-based conversions
• Event-specific conversions
• [ ] Conversion values set (if applicable)

Audience Setup

• [ ] Matched Audiences created:
• Website retargeting audiences
• Company list uploaded (for ABM)
• Contact list uploaded
• [ ] Lookalike audiences created
• [ ] Saved audiences for common targeting

Lead Gen Forms (if using)

• [ ] Lead gen form templates created
• [ ] Form fields selected (minimize for conversion)
• [ ] Privacy policy URL added
• [ ] Thank you message configured
• [ ] CRM integration set up (or CSV export process)

Document Ads (if using)

• [ ] Documents uploaded (PDF, PowerPoint)
• [ ] Gating configured (full gate or preview)
• [ ] Lead gen form connected

Creative Assets

• [ ] Single image ads: 1200x627 (1.91:1) or 1080x1080 (1:1)
• [ ] Carousel images ready
• [ ] Video specs met (if using)
• [ ] Ad copy within character limits:
• Intro text: 600 max, 150 recommended
• Headline: 200 max, 70 recommended

Budget Considerations

• [ ] Budget realistic for LinkedIn CPCs ($8-15+ typical)
• [ ] Audience size validated (50K+ recommended)
• [ ] Daily vs. lifetime budget decided
• [ ] Bid strategy selected

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Twitter/X Ads Setup

Account Foundation

• [ ] Ads account created
• [ ] Payment method added
• [ ] Account verified (if required)

Tracking

• [ ] Twitter Pixel installed
• [ ] Conversion events created
• [ ] Website tag verified

Audience Setup

• [ ] Tailored audiences created:
• Website visitors
• Customer lists
• [ ] Follower lookalikes identified
• [ ] Interest and keyword targets researched

Creative

• [ ] Tweet copy within 280 characters
• [ ] Images: 1200x675 (1.91:1) or 1200x1200 (1:1)
• [ ] Video specs met (if using)
• [ ] Cards configured (website, app, etc.)

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TikTok Ads Setup

Account Foundation

• [ ] TikTok Ads Manager account created
• [ ] Business verification completed
• [ ] Payment method added

Pixel & Tracking

• [ ] TikTok Pixel installed
• [ ] Events configured (ViewContent, Purchase, etc.)
• [ ] Events API set up (recommended)

Audience Setup

• [ ] Custom audiences created
• [ ] Lookalike audiences created
• [ ] Interest categories identified

Creative

• [ ] Vertical video (9:16) ready
• [ ] Native-feeling content (not too polished)
• [ ] First 3 seconds are compelling hooks
• [ ] Captions added (most watch without sound)
• [ ] Music/sounds selected (licensed if needed)

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Universal Pre-Launch Checklist

Before launching any campaign:

• [ ] Conversion tracking tested with real conversion
• [ ] Landing page loads fast (<3 sec)
• [ ] Landing page mobile-friendly
• [ ] UTM parameters working
• [ ] Budget set correctly (daily vs. lifetime)
• [ ] Start/end dates correct
• [ ] Targeting matches intended audience
• [ ] Ad creative approved
• [ ] Team notified of launch
• [ ] Reporting dashboard ready

Ad Account Scoring System

Reference for ad_health_scorer.py. Defines the weighted scoring algorithm, severity multipliers, and platform-specific category weights.

Scoring formula

Category_Score = Σ(Check_Result × Severity_Multiplier) / Σ(Severity_Multiplier) × 100
Platform_Score = Σ(Category_Score × Category_Weight)
Aggregate_Score = Σ(Platform_Score × Budget_Share)

Severity multipliers

Critical issues dominate the score. A single critical failure drops the category score significantly, which is the correct behavior — a missing conversion tag invalidates everything downstream.

Platform category weights

Google Ads

Meta (Facebook/Instagram)

LinkedIn

TikTok

Grade bands

Bands are calibrated wider than SEO scoring because ad accounts typically have more actionable but non-critical issues (e.g., missing extensions, suboptimal ad copy).

Quick Wins formula

Quick Win = severity ∈ {critical, high} AND result = "warn" (not full fail)

Quick wins are issues that are important (high severity) but partially working (warn, not fail) — meaning the fix is usually small: enable a toggle, add a few negative keywords, activate an extension.

Hard rules (quality gates)

These combinations should NEVER be recommended together:

• Broad Match + Manual CPC (wastes budget without smart bidding control)
• CPA target below $5 with < $50/day budget (can't exit learning phase)
• Conversion action = page view as primary (inflates numbers, misleads bidding)

The scorer doesn't enforce these directly but the SKILL.md workflow should flag them as critical failures.