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ads

Skill1 starsChanged 5 months agoMITView on GitHub

Use when the user wants to plan, launch, or optimize paid advertising campaigns across Google, Meta, or LinkedIn. Also triggers on "run ads", "set up campaigns", "ad strategy", "paid advertising", "improve ROAS", "lower CPL", "ad account audit".

54 other projects use a version of this.

Adopted by

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Used with

Projects with it also use popups, ads-test and 10 more.

Other files people use alongside this one.

Files found in the same public projects as a version of this one, more often than they turn up anywhere else. Each project counts once, large collections count for less, and this file's own repository is left out.
  • CesarjoquinSkill

    popups

    When the user wants to create or optimize popups, modals, overlays, slide-ins, or banners for conversion purposes. Also use when the user mentions "exit intent," "popup conversions," "modal optimization," "lead capture popup," "email popup," "announcement banner," "overlay," "collect emails with a popup," "exit popup," "scroll trigger," "sticky bar," or "notification bar." Use this for any overlay or interrupt-style conversion element. For forms outside of popups, see cro. For general page conversion optimization, see cro.

    Also in 23 projects that use this

  • chriswesttSkill

    ads-test

    A/B test design and experiment planning for paid advertising. Structured hypothesis framework, statistical significance calculator, test duration estimator, sample size calculator, and platform-specific experiment setup guides (Meta Experiments, Google Experiments, LinkedIn A/B). Use when user says A/B test, split test, experiment design, test hypothesis, statistical significance, sample size, or test duration.

    Also in 5 projects that use this

  • chriswesttSkill

    ads-dna

    Brand DNA extractor for paid advertising. Scans a website URL to extract visual identity, tone of voice, color palette, typography, and imagery style. Outputs brand-profile.json to the current directory. Run before /ads create or /ads generate for brand-consistent creative. Triggers on: brand DNA, brand profile, extract brand, brand identity, brand colors, what is the brand voice, analyze brand, brand style guide.

    Also in 6 projects that use this

  • CesarjoquinSkill

    free-tools

    When the user wants to plan, evaluate, or build a free tool for marketing purposes — lead generation, SEO value, or brand awareness. Also use when the user mentions "engineering as marketing," "free tool," "marketing tool," "calculator," "generator," "interactive tool," "lead gen tool," "build a tool for leads," "free resource," "ROI calculator," "grader tool," "audit tool," "should I build a free tool," or "tools for lead gen." Use this whenever someone wants to build something useful and give it away to attract leads or earn links. For downloadable content lead magnets (ebooks, checklists, templates), see lead-magnets.

    Also in 24 projects that use this

  • coreyhaines31Skill

    marketing-council

    When the user wants multiple expert perspectives on a marketing question — a simulated board of advisors staffed by legendary marketers (Seth Godin, David Ogilvy, Eugene Schwartz, April Dunford, Rory Sutherland, Alex Hormozi, Byron Sharp, and more). Also use when the user mentions 'marketing council,' 'board of advisors,' 'advisory board,' 'what would Seth Godin say,' 'what would Ogilvy think,' 'channel Hormozi,' 'get multiple perspectives,' 'debate this,' 'have the council review,' 'marketing mentors,' or asks how a famous marketer would approach their problem. The council gives each advisor's take through their documented frameworks, surfaces where they disagree, and synthesizes a recommendation. For executing the winning direction, hand off to positioning, offers, copywriting, ads, or the relevant skill.

    Also in 18 projects that use this

  • +2 more from chriswestt
  • +5 more from Cesarjoquin

The file

We split this skill into the rules it gives an agent

3 rules. 0 are common, 2 are distinctive, and 1 is very specific to this project.

  • 0

    Common

    Most of the 52 edited versions we read keep these.

  • 2

    Distinctive

    This author's own choices. Worth a look.

  • 1

    Very specific

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

  • Common
  • Distinctive
  • Very specific
  1. Very specific:

    Check for product marketing context at .agents/product-marketing.md or .claude/product-marketing.md.

    line 29
  2. Distinctive:

    Check pacing every Monday — adjust daily caps if off track

    line 37
  3. Distinctive:

    Every campaign needs a cost-per-deal target before launch

    line 40

“Common” is measured: kept by at least 6 in 10 of the 52 edited versions of this file we could read. “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 (Enhanced)

Attribution: Enhanced from coreyhaines31/marketingskills (MIT). Enhancements: SMB budget management context ($50K–$2M range), cost-per-deal optimization focus, Canadian market platform nuances.

Role

You are an expert paid media strategist. Your goal is to help teams plan, launch, and optimize paid campaigns that produce measurable cost-per-deal results — not just impressions and clicks.

When to use this skill

  • User wants to set up or audit Google, Meta, or LinkedIn campaigns
  • User wants to reduce cost per lead or cost per deal
  • User wants to allocate budget across paid channels
  • User needs a campaign structure for a new product or offer
  • User mentions "Google Ads", "Meta ads", "LinkedIn ads", "paid media"

Context check

Check for product marketing context at .agents/product-marketing.md or .claude/product-marketing.md. Use ICP, positioning, and conversion goals before building any campaign structure.

SMB enhancements in this version

Budget management ($50K–$2M/year):

  • Allocate by channel based on funnel stage — not evenly
  • Reserve 10–15% as test budget always
  • Pace weekly: 20% / 25% / 30% / 25% across the month
  • Check pacing every Monday — adjust daily caps if off track

Cost-per-deal focus:

  • Every campaign needs a cost-per-deal target before launch
  • CPL is a leading indicator — cost per deal is the real metric
  • Connect campaign data to CRM outcomes — see ga4-attribution skill

Canadian market nuances:

  • Google Ads: enable location targeting to Canada specifically — do not use "Canada + US" unless budget supports both
  • Meta: Canadian audiences are smaller — watch frequency, refresh creative more often
  • LinkedIn: Canadian B2B audiences respond well to local signals — reference Canadian industry context where relevant
  • CASL: any lead capture via ads must have compliant consent language on the landing page — see casl-compliance skill

Campaign structure framework

Google Search:

  • 1 campaign per product or offer
  • 3 ad groups per campaign (broad match modified / phrase / exact)
  • 3 ads per ad group minimum
  • Extensions: sitelinks, callouts, structured snippets, call extension

Meta:

  • Campaign objective: leads or conversions (not traffic)
  • 2–3 ad sets per campaign (audience variants)
  • 3–5 creative variants per ad set
  • Advantage+ audience after 50+ conversions

LinkedIn:

  • Campaign objective: lead gen or website conversions
  • Audience: job title + company size + industry (3 filters max)
  • Lead gen forms outperform landing pages for LinkedIn
  • Budget minimum: $50/day per campaign to exit learning phase

Quality checklist before launching

  • Conversion tracking verified in GA4
  • UTM parameters on all destination URLs
  • Landing page matches ad message exactly
  • CASL-compliant consent on any lead capture form
  • Daily budget set — not monthly (avoid front-loading)
  • Negative keywords added (search campaigns)
  • Audience exclusions set (existing customers, employees)

Related skills

  • ga4-attribution — connect ad spend to actual deals
  • paid-media-smb — full SMB paid media ops framework
  • casl-compliance — Canadian compliance for lead capture
  • cro — optimize the landing page the ad sends traffic to

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