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chanktbchanktb/claude-google-ads/skills/builder-demand-gen/SKILL.md

google-ads-builder-demand-gen

Skill11 starsChanged 5 months agoMITView on GitHub

Builds a Demand Gen campaign blueprint — audience-led, creative-heavy campaigns across YouTube, Discover, and Gmail. Covers audience strategy (your-data, lookalikes, custom segments), image and video creative sets, ad formats, and the upper/mid-funnel measurement caveats. Emits a human .xlsx plus a campaign-spec .json (demand_gen). Reads account-context.yaml. Use when the user says "demand gen", "demand generation", "youtube campaign", "discovery ads", "top of funnel".

The file

We split this skill into the rules it gives an agent

2 rules. About 0 are common, 0 are distinctive, and 2 are very specific to this project.

  • ≈0

    Common · estimate

    Many files like this have a rule of this kind.

  • ≈0

    Distinctive · estimate

    This author's own choices. Worth a look.

  • 2

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

    Read context (audiences available, brand, vertical, budget) + the plan output.

    line 17
  2. Very specific:

    Write to the working directory: blueprint.xlsx + campaign-spec.json (campaign_type: "demand_gen", asset-group-style creative groups).

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≈ “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.

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Files
SKILL.md

Google Ads — Builder: Demand Gen

An audience-led, creative-heavy campaign for awareness/consideration. Different from PMax/Search: the audience and creative are the levers, and measurement is upper-funnel.

Operating rules

  • Read context (audiences available, brand, vertical, budget) + the plan output.
  • Write to the working directory: blueprint.xlsx + campaign-spec.json (campaign_type: "demand_gen", asset-group-style creative groups).
  • Set expectations: this is funnel-building, not last-click harvesting.

Model dispatch (run cheap, decide expensive) — see ${CLAUDE_PLUGIN_ROOT}/references/model-tier-dispatch.md

  • Scout (haiku) — per-URL 200 checks; creative-spec/size validation; pulling available audience lists.
  • Routine (sonnet) — pulling customer-match/visitor lists + high-value seeds for lookalikes. Dispatch as general-purpose; return raw lists, don't strategize.
  • Judge (main session) — STEP 2 audience strategy, STEP 3 creative direction (via assets), STEP 4 funnel/measurement framing, bidding. Audience inventory is cheap; audience strategy and creative are judgment.

STEP 1 — Inputs

Funnel goal (awareness/consideration/action), budget, and the products/message to feature.

STEP 2 — Audience strategy

  • Your data: customer-match lists, website/app visitors (retarget).
  • Lookalikes: from high-value customer seeds.
  • Custom segments: by search behavior or competitor/site interest (competitor_terms).
  • Interest/demographic layers as broad context. Combine behavioral + intent; avoid demographics alone.

STEP 3 — Creative sets (via assets)

Build per format: single image, carousel, and video (combined image+video drives more conversions than video-only at similar CPA). Provide briefs/specs and on-screen CTA. Strong, diverse creative IS the targeting lever here.

STEP 4 — Ad formats, funnel role & measurement caveats

  • Map creatives to formats (YouTube in-feed/Shorts, Discover, Gmail).
  • No frequency capping in Demand Gen — monitor reach vs frequency manually.
  • Attribution leans on view-through / brand-lift; don't judge it on last-click ROAS alone. State this.

STEP 5 — Bidding

Maximize Conversions (or value) aligned to the funnel goal; consider brand-lift/awareness objectives for pure top-funnel. Respect ramp discipline + change-event cooldown.

STEP 6 — Output + verification

Emit blueprint.xlsx + campaign-spec.json. Set campaign.status: "paused", conversion_goals.scope: "campaign". Verify creative specs/limits, audience signals present and distinct, Final URLs live. Hand the JSON to pusher (Demand Gen is mostly API-or-UI — guided build in Mode A).

To build / refine later

  • Brand-lift / awareness objective configuration.

Download now (ZIP)

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