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F0rger123F0rger123/claude-meta-ads-god-mode/skills/ads-strategy/SKILL.md

ads-strategy

Skill1 starsChanged 23 days agoMITView on GitHub

Paid-media strategy and campaign planning - channel roles (Meta demand generation vs Google Search demand capture), offer and funnel, campaign architecture, budget split, cross-platform comparison, and campaign briefs for new launches. Use for "build/launch/plan a campaign", "compare Meta and Google", "where should the budget go", "media plan".

1 other project uses a version of this.

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The file

We split this skill into the rules it gives an agent

5 rules. About 0 are common, 5 are distinctive, and 0 are very specific to this project.

  • ≈0

    Common · estimate

    Many files like this have a rule of this kind.

  • ≈5

    Distinctive · estimate

    This author's own choices. Worth a look.

  • 0

    Very specific

    Tied to their project's names, files or tools. Probably skip.

  • Common
  • Distinctive
  • Very specific
  1. Distinctive:

    Do not move budget based on last-click ROAS alone.

    line 22
  2. Distinctive:

    Prefer evidence in this order: CRM-qualified outcomes > blended metrics (total leads / total spend over time, MER) > platform-reported.

    line 23
  3. Distinctive:

    Check for overlap: branded search volume and direct traffic rising with Meta spend suggests Meta contributes beyond its reported numbers …

    line 24
  4. Distinctive:

    If Search is budget-limited at good CPA, fund it first (capturing existing demand is cheapest).

    line 25
  5. Distinctive:

    Use workflows/campaign-planning.md then workflows/campaign-launch.md.

    line 34

≈ “Common” is an estimate: at least 1 in 5 of the 350,495 skill files we read have a rule of the same kind, not the same words. “Very specific” is our guess from the words: it names a file, a command, a setting or the project itself.

Keep what fits and drop the rest. Your version, ready for your agents.
Files
SKILL.md

Ads strategy

Channel roles (BEST PRACTICE, not interchangeable)

MetaGoogle Search
Roledemand generation, discovery, interruptiondemand capture, people already searching
Lever that matters mostcreative + offerkeyword/intent coverage + message match
Lead quality patternmore top-of-funnel; qualification mattershigher intent; volume capped by search demand
Attribution biasview-through and cross-device undercount/overcount; last-click undercredits itlast-click overcredits it (captures demand others created)
Scaling limitcreative fatigue, audience size in small geossearch volume, impression share

Cross-platform comparison ("Compare Meta and Google for this client")

Report side by side for the same dates: spend, leads, qualified leads (CRM), revenue if known, CPL, cost per qualified lead, CPA, ROAS, conversion rate, and attribution confidence per platform (how each counts, window, tracking health). Then interpret:

  • Do not move budget based on last-click ROAS alone. Google Search often harvests demand Meta created.
  • Prefer evidence in this order: CRM-qualified outcomes > blended metrics (total leads / total spend over time, MER) > platform-reported.
  • Check for overlap: branded search volume and direct traffic rising with Meta spend suggests Meta contributes beyond its reported numbers (HEURISTIC; test with a holdout or geo split before concluding).
  • If Search is budget-limited at good CPA, fund it first (capturing existing demand is cheapest). Meta budget then scales demand.
  • Recommend reallocations as small steps (10-20%) with a read date - EXPERIMENT unless evidence is strong.

Niche research first

New client or new niche? Run workflows/niche-research.md before planning. Use the playbook (adsgm niche show <niche>) and niche patterns (adsgm learn summary --niche <niche>) to set expected CPL and conversion-rate ranges, offers and first hooks. Label every number with its source.

Planning a new campaign

Use workflows/campaign-planning.md then workflows/campaign-launch.md. Brief: templates/campaign-brief.md; launch plan: templates/launch-plan.md.

Decide in this order: business goal and unit economics -> offer -> audience and geo -> channel -> campaign architecture -> conversion event and tracking readiness -> budget and bidding -> creative and copy requirements -> risks -> measurement and read dates.

Budget split heuristics (HEURISTIC; replace with client data)

  • New local service client, modest budget: Google Search first for demand capture at the CPL target; Meta for volume and awareness once creative exists.
  • Minimum to learn: enough budget per campaign for several conversions a week. If total budget cannot fund both platforms to that level, recommend one platform first and say why.
  • Hold back 10-20% for tests.

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