Paid Advertising
Plan paid advertising campaigns.
Marketing teams lose hours to ad-hoc, inconsistent paid advertising work — Plan paid advertising campaigns. Use when: managing Google Ads, Meta Ads, LinkedIn Ads, bid strategy, or budget optimization. This playbook turns the process into a repeatable, brand-aware workflow.
Who it's for: paid media managers, performance marketers, media buyers, growth marketers
Example
"Run /paid-advertising for our brand" → Paid Advertising workflow output with brand context, structured inputs captured, process steps executed, and a complete deliverable ready for review.
CLAUDE.md Template
New here? 3-minute setup guide → | Already set up? Copy the template below.
# Paid Advertising
# Paid Advertising
## When to Use This Skill
Activate this skill when the user's request involves any of the following:
- Creating, auditing, or optimizing campaigns on Google Ads, Meta/Facebook Ads, LinkedIn Ads, or TikTok Ads
- Designing campaign structures, ad groups, or ad set hierarchies on any paid platform
- Selecting or troubleshooting bid strategies (manual CPC, target CPA, target ROAS, maximize conversions, etc.)
- Building audience strategies including prospecting, retargeting, lookalike/similar audiences, or custom audiencesGet new playbooks like this one
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What This Does
Plan paid advertising campaigns.
Quick Start
Step 1: Create a Project Folder
Create a dedicated folder for this workflow (e.g. ~/marketing/paid-advertising).
Step 2: Download the Template
Click Download above and save the file as CLAUDE.md in that folder.
Step 3: Run the Workflow
Open the folder in Claude Code and describe your goal. Claude will prompt you for any missing inputs, follow the structured process, and produce a complete deliverable.
Inputs You'll Need
Claude will prompt for the brand context, objective, and any asset references needed to produce the deliverable.
How It Works
Standard Campaign Build (Most Common Use Case)
- Define objectives -- Clarify the primary KPI and success metric. Map to the correct campaign type per platform.
- Audience architecture -- Design the full-funnel audience strategy: cold prospecting segments, warm retargeting pools, and hot remarketing lists. Define exclusions.
- Campaign structure -- Build the campaign hierarchy with naming conventions. Determine budget allocation across campaigns.
- Bid strategy selection -- Choose the appropriate bid strategy based on data maturity, conversion volume, and goals. Reference
bid-strategy.mdfor decision trees. - Creative strategy -- Define ad formats, messaging angles, and creative variations. Map creative to funnel stage and audience segment.
- Tracking validation -- Confirm pixel/tag setup, conversion actions, and attribution model before launch.
- Launch plan -- Set launch budgets (often lower than steady-state), define learning phase expectations, and establish the first optimization checkpoint (typically 7-14 days).
- Optimization cadence -- Define weekly/biweekly optimization actions: bid adjustments, audience refinements, creative refreshes, budget reallocation.
Campaign Audit Process
- Account structure review -- Assess campaign organization, naming conventions, and segmentation logic.
- Audience overlap analysis -- Check for audience fragmentation or cannibalization across campaigns.
- Bid strategy assessment -- Evaluate whether current bid strategies match conversion volume and goals.
- Creative performance -- Identify top/bottom performers, creative fatigue signals, and testing gaps.
- Budget efficiency -- Analyze spend distribution vs performance distribution. Flag underspending winners and overspending losers.
- Tracking audit -- Verify conversion tracking accuracy, attribution consistency, and data freshness.
What You Get
A complete, brand-aligned deliverable ready to review, share, or hand off to execution.