Ads Strategy Planner

Paid ads strategy

by kostja94 · MIT license · ★ 1,006 on GitHub

When the user wants to plan paid ads strategy, allocate ad budget, or choose paid channels. Also use when the user mentions "paid ads," "paid media," "PPC," "SEM," "web ads," "app ads," "TV ads," "CTV," "OOH," "banner ads," "ad…

---
name: paid-ads-strategy
description: When the user wants to plan paid ads strategy, allocate ad budget, or choose paid channels. Also use when the user mentions "paid ads," "paid media," "PPC," "SEM," "web ads," "app ads," "TV ads," "CTV," "OOH," "banner ads," "ad network," "ad alliance," "Taaft ads," "Shopify App Store ads," "Google Ads," "Meta Ads," "PMF testing," "PMF validation," "test product-market fit with ads," "ad spend," "ad budget," "ROAS," "paid acquisition," "Quality Score," or "ad-to-page alignment." For Google Ads execution, use google-ads. For Meta Ads execution, use meta-ads. For landing page alignment, use landing-page-generator.
metadata:
  version: 1.7.0
---

# Strategies: Paid Ads

Guides paid ads strategy: when to use paid acquisition, channel selection, budget allocation, ad-to-landing-page alignment, and cross-platform best practices. Paid ads (Google Ads, Meta, LinkedIn, Reddit, TikTok, etc.) deliver immediate reach and targeting; use when PMF is validated and budget allows.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

**Platform-specific execution**: Web: **google-ads**, **meta-ads**, **linkedin-ads**, **reddit-ads**, **tiktok-ads**. App: **app-ads**. TV/Streaming: **ctv-ads**.

## Before Starting

**Project context:** Read root `contextus.md` when present and load only the modules relevant to this task. Without Contextus, use available project material or user-provided facts and ask for missing information; do not create a parallel context system.

Overview

Guides paid ads strategy: when to use paid acquisition, channel selection, budget allocation, ad-to-landing-page alignment, and cross-platform best practices. Paid ads (Google Ads, Meta, LinkedIn, Reddit, TikTok, etc.) deliver immediate reach and targeting; use when PMF is validated and budget allows.

What you get

Channelrecommendation (and route to platform skill if needed)
When to start(PMF check; budget readiness)
Budgetapproach (test budget; ROAS target)
Landing pagerequirement (ad-to-page alignment)
Metricsto track (ROAS, CAC, Quality Score)

Manual install (npx, ZIP)

Claude Codenpx skills add kostja94/marketing-skills --skill paid-ads-strategy -g -a claude-code

Claude Code (degit)npx degit kostja94/marketing-skills/skills/strategies/commercial/paid-ads#main ~/.claude/skills/paid-ads-strategy

Claude.ai / desktopZip the folder and upload it under Settings → Capabilities → Skills.

Codex, Cursor, other agentsPoint them at SKILL.md. The other files are plain text.

Connects with Agent Alley MCP · agentalley.io/mcp

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Strategies: Paid Ads

When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

Platform-specific execution: Web: google-ads, meta-ads, linkedin-ads, reddit-ads, tiktok-ads. App: app-ads. TV/Streaming: ctv-ads.

Before Starting

Project context: Read root contextus.md when present and load only the modules relevant to this task. Without Contextus, use available project material or user-provided facts and ask for missing information; do not create a parallel context system.

Gather this context (ask if not provided):

Area	Questions
Goals	Primary objective? (Awareness, traffic, leads, sales, app installs) Target CPA/ROAS? Monthly budget? Constraints?
Product & offer	What are you promoting? Landing page URL? What makes it compelling?
Audience	Ideal customer? Problem you solve? What do they search for or care about? Existing customer data for lookalikes?
Current state	Run ads before? What worked/didn't? Pixel/conversion data? Funnel conversion rate?

Two Modes: PMF Testing vs Conversion-Driven

Mode	When	Goal	Budget	Metrics
PMF testing	Pre-PMF; idea validation	Validate demand, messaging, pricing, audience before building	$47–500; small	CTR, sign-up rate, bounce rate; low CTR/high bounce = messaging issue
Conversion-driven	PMF validated	Commercialization; scale; efficient acquisition	Scale; ROAS target	ROAS, CAC, conversion rate

PMF testing: Use paid ads as a learning tool—simple landing page, "Join Waitlist" or "Get Early Access" CTA, test ad variations (value props, price points, audiences). No full product needed. See google-ads for PMF testing setup.

Conversion-driven: Full funnel; conversion tracking; scale budget. Avoid large-scale paid acquisition before PMF—see cold-start-strategy.

Reference: Marketing Cactus – Using Google Ads to Test Product-Market Fit

When to Use Paid Ads

Condition	Rationale
PMF validated (conversion mode)	Product-market fit confirmed; scale acquisition
PMF testing (validation mode)	Small budget; validate demand, messaging, pricing before building
Budget available	CAC and LTV modeled (conversion); or $47–500 for testing
Need speed	Organic takes months; paid delivers traffic immediately

When NOT to Use Paid Ads

Condition	Rationale
Pre-PMF + large scale	Large-scale paid acquisition before PMF wastes budget; use PMF testing mode or cold-start channels first
No conversion tracking	Can't measure ROAS; optimize blindly (PMF testing uses CTR/sign-up)
Organic can work	SEO, content, community may achieve goal at lower cost; see seo-strategy

Cold start: For acquisition, use Product Hunt, Reddit, directories, founder-led outbound first. For PMF validation, small-budget Google Ads + landing page is valid. See cold-start-strategy, google-ads.

Ad Formats by Medium

Paid ads span multiple media beyond web. Choose by product type and audience.

Medium	Format	Best for	Skill
Web	Search, Display, Social (landing page)	Websites, SaaS, e-commerce, leads	google-ads, meta-ads, linkedin-ads, reddit-ads, tiktok-ads
Display / Banner	Ad networks, programmatic, banner ads	Brand awareness; retargeting; publisher sites	display-ads
App	App install, in-app ads, App Store/Play Store	Mobile apps; user acquisition (UA)	app-ads
TV / Streaming	CTV, OTT, linear TV	Brand awareness; streaming viewers; 95% ad completion	ctv-ads
Directory / Marketplace	Taaft, Shopify App Store, G2, Capterra	High-intent directory visitors; app/software discovery	directory-listing-ads
Out-of-home (OOH)	Billboards, transit, DOOH	Brand reach; unskippable; real-world exposure	—

Web drives to landing pages; Display = banner/network on publisher sites; App = install or in-app; TV/CTV = awareness or QR/URL; Directory = paid placements within Taaft, Shopify App Store, G2, Capterra.

Platform Selection (Web)

Platform	Best for	Use when
Google Ads	High-intent search traffic	People actively search for your solution
Meta (FB/IG)	Demand gen, visual products	Creating demand; strong creative assets
LinkedIn Ads	B2B, decision-makers	Job title/company targeting matters; higher ACV
Reddit Ads	Niche communities, discussion-driven	Audience in specific subreddits; authentic, value-first messaging
TikTok Ads	Younger demographics, viral creative	Audience 18–34; video capacity
X (Twitter) Ads	Tech audiences, thought leadership	Audience active on X; timely content

Decision tree: High intent? → Google Search. No? → Awareness: Meta/TikTok/YouTube. B2B: LinkedIn. E-commerce: Meta + Google Shopping. App? → app-ads. Streaming/TV? → ctv-ads. Display/banner? → display-ads. Directory (Taaft, Shopify, G2)? → directory-listing-ads.

Dual-Channel Strategy

Treat Google Ads and Meta Ads as complementary, not competing. Google captures high-intent search at moment of need; Meta creates and shapes demand by introducing brands to new audiences. A dual-channel approach often outperforms single-channel; use unified KPIs (prioritize profit over volume). See google-ads, meta-ads for platform setup.

Budget Allocation

Phase	Approach
Testing (2–4 weeks)	70% proven/safe; 30% new audiences/creative
Scaling	Consolidate into winners; increase 20–30% at a time; wait 3–5 days between increases

Ad Copy Frameworks (Cross-Platform)

Framework	Structure
PAS	Problem → Agitate pain → Introduce solution → CTA
BAB	Current painful state → Desired future state → Your product as bridge
Social Proof	Impressive stat/testimonial → What you do → CTA

Creative Best Practices

Image ads: Clear product screenshots; before/after; stats as focal point; human faces (real); text overlay <20%.

Video ads (15–30 sec): Hook (0–3s) → Problem (3–8s) → Solution (8–20s) → CTA (20–30s). Captions always; vertical for Stories/Reels; native feel outperforms polished.

Creative testing order: 1) Concept/angle 2) Hook/headline 3) Visual style 4) Body copy 5) CTA.

Retargeting Overview

Funnel stage	Audience	Message
Top	Blog readers, video viewers	Educational, social proof
Middle	Pricing/feature visitors	Case studies, demos
Bottom	Cart abandoners, trial users	Urgency, objection handling

Exclusions: Existing customers; recent converters (7–14d); bounced visitors (<10s).

Budget & Metrics

Metric	Purpose
ROAS	Return on ad spend; primary paid channel metric
CAC	Cost per acquisition; compare to LTV
Quality Score (Google)	Ad relevance, LP experience; higher = lower CPC
CPC/CPM	Cost per click/impression; platform-specific

Quantified benchmarks: Quality Score 5→7 can reduce CPC by 30–50%. Smart bidding (Target CPA/ROAS) typically needs ≥30 conversions in 30 days to work effectively. Proper optimization can increase conversion rates 30–150% and reduce CPA 20–50%.

Attribution & Incrementality

Incrementality measures the additional value marketing creates beyond what would occur without it—causal impact, not just correlation. Essential in privacy-first environments (cookies limited, third-party data restricted); incrementality testing does not depend on cross-device tracking.

Approach	Use when
Incrementality testing	Holdout experiments (geo, channel); isolate true lift; justify budget
Attribution	UTM, last-click, multi-touch; compare channels; see traffic-analysis
Advanced conversion	Server-side (Enhanced Conversions, CAPI); better accuracy

Principle: Measure incrementality and downstream value, not just cost metrics. Major platforms have lowered experiment thresholds (e.g., Google Ads incrementality experiments from $100K+ to ~$5K minimum spend).

Ad-to-Landing-Page Alignment

Principle	Practice
Ad promise on page	Ad copy (e.g. "15% off") must appear immediately; mismatch increases bounce
Post-click experience	Ads drive traffic; LPs drive conversions; optimize full funnel
Quality Score	Well-optimized LPs improve Google Quality Score → lower CPC
Mobile-first	CTA above fold; thumb-reachable; fast load (<3s)

See landing-page-generator for LP structure and conversion optimization.

Common Mistakes to Avoid

Launching without conversion tracking
Too many campaigns (fragmenting budget)
Not giving algorithms learning time (2–4 weeks; PMax needs 6+ weeks)
Single ad per ad set; not refreshing creative (fatigue)
Spreading budget too thin; big budget changes

Weekly Optimization Cadence

Check	Action
Creative fatigue	Refresh when CTR or conversion rate drops; test new concepts
Learning phase	Ensure sufficient volume (e.g., 50+ conv/week Meta; 30+ conv/30d Google for smart bidding)
Brand term share	If brand terms >30% of conversions, consider reallocating to non-brand
Placement/spend	Flag if any single placement exceeds 15% of total spend

Affiliate Brand Bidding

When running affiliate programs: prohibit affiliates from bidding on your brand terms in Google Ads. Monitor paid search; use brand monitoring tools. See affiliate-page-generator.

Competitor Brand Bidding

When: Bid on "[Competitor] alternative," "[Competitor] vs [You]" to intercept high-intent traffic. Google allows competitor terms as keywords; ad copy cannot use competitor names without permission.

Landing page: Use a dedicated comparison/alternatives page, not a blog. Users searching competitor brands expect direct alternatives; blog increases bounce. See alternatives-page-generator, google-ads Competitor Brand Keywords.

Output Format

Channel recommendation (and route to platform skill if needed)
When to start (PMF check; budget readiness)
Budget approach (test budget; ROAS target)
Landing page requirement (ad-to-page alignment)
Metrics to track (ROAS, CAC, Quality Score)

google-ads, meta-ads, linkedin-ads, reddit-ads, tiktok-ads: Web platform setup
reddit-posts, linkedin-posts, tiktok-captions, twitter-x-posts: Platform (organic) skills; creative alignment with reddit-ads, linkedin-ads, tiktok-ads, X Ads
app-ads: App install, UA; Google App Campaigns, Apple Search Ads
ctv-ads: CTV, OTT, streaming ads
display-ads: Ad networks, banner ads, programmatic display
directory-listing-ads: Taaft, Shopify App Store, G2, Capterra paid placements
landing-page-generator: LP structure for paid traffic; ad-to-page alignment
alternatives-page-generator: Competitor brand keyword ads → dedicated LP (not blog); comparison page structure
cold-start-strategy: When NOT to use paid ads
pmf-strategy: PMF validation; when to use PMF testing vs conversion-driven mode
seo-strategy: Organic vs paid
integrated-marketing: PESO model; paid as one channel
keyword-research: Keywords inform paid search targeting
traffic-analysis: UTM for paid attribution
analytics-tracking: Conversion tracking; ROAS measurement; incrementality experiments

1	---
2	name: paid-ads-strategy
3	description: When the user wants to plan paid ads strategy, allocate ad budget, or choose paid channels. Also use when the user mentions "paid ads," "paid media," "PPC," "SEM," "web ads," "app ads," "TV ads," "CTV," "OOH," "banner ads," "ad network," "ad alliance," "Taaft ads," "Shopify App Store ads," "Google Ads," "Meta Ads," "PMF testing," "PMF validation," "test product-market fit with ads," "ad spend," "ad budget," "ROAS," "paid acquisition," "Quality Score," or "ad-to-page alignment." For Google Ads execution, use google-ads. For Meta Ads execution, use meta-ads. For landing page alignment, use landing-page-generator.
4	metadata:
5	version: 1.7.0
6	---
7
8	# Strategies: Paid Ads
9
10	Guides paid ads strategy: when to use paid acquisition, channel selection, budget allocation, ad-to-landing-page alignment, and cross-platform best practices. Paid ads (Google Ads, Meta, LinkedIn, Reddit, TikTok, etc.) deliver immediate reach and targeting; use when PMF is validated and budget allows.
11
12	When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
13
14	Platform-specific execution: Web: google-ads, meta-ads, linkedin-ads, reddit-ads, tiktok-ads. App: app-ads. TV/Streaming: ctv-ads.
15
16	## Before Starting
17
18	Project context: Read root `contextus.md` when present and load only the modules relevant to this task. Without Contextus, use available project material or user-provided facts and ask for missing information; do not create a parallel context system.
19
20	Gather this context (ask if not provided):
21
22	\| Area \| Questions \|
23	\|------\|-----------\|
24	\| Goals \| Primary objective? (Awareness, traffic, leads, sales, app installs) Target CPA/ROAS? Monthly budget? Constraints? \|
25	\| Product & offer \| What are you promoting? Landing page URL? What makes it compelling? \|
26	\| Audience \| Ideal customer? Problem you solve? What do they search for or care about? Existing customer data for lookalikes? \|
27	\| Current state \| Run ads before? What worked/didn't? Pixel/conversion data? Funnel conversion rate? \|
28
29	## Two Modes: PMF Testing vs Conversion-Driven
30
31	\| Mode \| When \| Goal \| Budget \| Metrics \|
32	\|------\|------\|------\|--------\|---------\|
33	\| PMF testing \| Pre-PMF; idea validation \| Validate demand, messaging, pricing, audience before building \| $47–500; small \| CTR, sign-up rate, bounce rate; low CTR/high bounce = messaging issue \|
34	\| Conversion-driven \| PMF validated \| Commercialization; scale; efficient acquisition \| Scale; ROAS target \| ROAS, CAC, conversion rate \|
35
36	PMF testing: Use paid ads as a learning tool—simple landing page, "Join Waitlist" or "Get Early Access" CTA, test ad variations (value props, price points, audiences). No full product needed. See google-ads for PMF testing setup.
37
38	Conversion-driven: Full funnel; conversion tracking; scale budget. Avoid large-scale paid acquisition before PMF—see cold-start-strategy.
39
40	Reference: [Marketing Cactus – Using Google Ads to Test Product-Market Fit](https://mktcactus.com/en/using-google-ads-to-test-product-market-fit-before-launching/)
41
42	## When to Use Paid Ads
43
44	\| Condition \| Rationale \|
45	\|-----------\|-----------\|
46	\| PMF validated (conversion mode) \| Product-market fit confirmed; scale acquisition \|
47	\| PMF testing (validation mode) \| Small budget; validate demand, messaging, pricing before building \|
48	\| Budget available \| CAC and LTV modeled (conversion); or $47–500 for testing \|
49	\| Need speed \| Organic takes months; paid delivers traffic immediately \|
50
51	## When NOT to Use Paid Ads
52
53	\| Condition \| Rationale \|
54	\|-----------\|-----------\|
55	\| Pre-PMF + large scale \| Large-scale paid acquisition before PMF wastes budget; use PMF testing mode or cold-start channels first \|
56	\| No conversion tracking \| Can't measure ROAS; optimize blindly (PMF testing uses CTR/sign-up) \|
57	\| Organic can work \| SEO, content, community may achieve goal at lower cost; see seo-strategy \|
58
59	Cold start: For acquisition, use Product Hunt, Reddit, directories, founder-led outbound first. For PMF validation, small-budget Google Ads + landing page is valid. See cold-start-strategy, google-ads.
60
61	## Ad Formats by Medium
62
63	Paid ads span multiple media beyond web. Choose by product type and audience.
64
65	\| Medium \| Format \| Best for \| Skill \|
66	\|--------\|--------\|----------\|-------\|
67	\| Web \| Search, Display, Social (landing page) \| Websites, SaaS, e-commerce, leads \| google-ads, meta-ads, linkedin-ads, reddit-ads, tiktok-ads \|
68	\| Display / Banner \| Ad networks, programmatic, banner ads \| Brand awareness; retargeting; publisher sites \| display-ads \|
69	\| App \| App install, in-app ads, App Store/Play Store \| Mobile apps; user acquisition (UA) \| app-ads \|
70	\| TV / Streaming \| CTV, OTT, linear TV \| Brand awareness; streaming viewers; 95% ad completion \| ctv-ads \|
71	\| Directory / Marketplace \| Taaft, Shopify App Store, G2, Capterra \| High-intent directory visitors; app/software discovery \| directory-listing-ads \|
72	\| Out-of-home (OOH) \| Billboards, transit, DOOH \| Brand reach; unskippable; real-world exposure \| — \|
73
74	Web drives to landing pages; Display = banner/network on publisher sites; App = install or in-app; TV/CTV = awareness or QR/URL; Directory = paid placements within Taaft, Shopify App Store, G2, Capterra.
75
76	## Platform Selection (Web)
77
78	\| Platform \| Best for \| Use when \|
79	\|----------\|----------\|----------\|
80	\| Google Ads \| High-intent search traffic \| People actively search for your solution \|
81	\| Meta (FB/IG) \| Demand gen, visual products \| Creating demand; strong creative assets \|
82	\| LinkedIn Ads \| B2B, decision-makers \| Job title/company targeting matters; higher ACV \|
83	\| Reddit Ads \| Niche communities, discussion-driven \| Audience in specific subreddits; authentic, value-first messaging \|
84	\| TikTok Ads \| Younger demographics, viral creative \| Audience 18–34; video capacity \|
85	\| X (Twitter) Ads \| Tech audiences, thought leadership \| Audience active on X; timely content \|
86
87	Decision tree: High intent? → Google Search. No? → Awareness: Meta/TikTok/YouTube. B2B: LinkedIn. E-commerce: Meta + Google Shopping. App? → app-ads. Streaming/TV? → ctv-ads. Display/banner? → display-ads. Directory (Taaft, Shopify, G2)? → directory-listing-ads.
88
89	## Dual-Channel Strategy
90
91	Treat Google Ads and Meta Ads as complementary, not competing. Google captures high-intent search at moment of need; Meta creates and shapes demand by introducing brands to new audiences. A dual-channel approach often outperforms single-channel; use unified KPIs (prioritize profit over volume). See google-ads, meta-ads for platform setup.
92
93	## Budget Allocation
94
95	\| Phase \| Approach \|
96	\|-------\|----------\|
97	\| Testing (2–4 weeks) \| 70% proven/safe; 30% new audiences/creative \|
98	\| Scaling \| Consolidate into winners; increase 20–30% at a time; wait 3–5 days between increases \|
99
100	## Ad Copy Frameworks (Cross-Platform)
101
102	\| Framework \| Structure \|
103	\|-----------\|-----------\|
104	\| PAS \| Problem → Agitate pain → Introduce solution → CTA \|
105	\| BAB \| Current painful state → Desired future state → Your product as bridge \|
106	\| Social Proof \| Impressive stat/testimonial → What you do → CTA \|
107
108	## Creative Best Practices
109
110	Image ads: Clear product screenshots; before/after; stats as focal point; human faces (real); text overlay <20%.
111
112	Video ads (15–30 sec): Hook (0–3s) → Problem (3–8s) → Solution (8–20s) → CTA (20–30s). Captions always; vertical for Stories/Reels; native feel outperforms polished.
113
114	Creative testing order: 1) Concept/angle 2) Hook/headline 3) Visual style 4) Body copy 5) CTA.
115
116	## Retargeting Overview
117
118	\| Funnel stage \| Audience \| Message \|
119	\|--------------\|----------\|---------\|
120	\| Top \| Blog readers, video viewers \| Educational, social proof \|
121	\| Middle \| Pricing/feature visitors \| Case studies, demos \|
122	\| Bottom \| Cart abandoners, trial users \| Urgency, objection handling \|
123
124	Exclusions: Existing customers; recent converters (7–14d); bounced visitors (<10s).
125
126	## Budget & Metrics
127
128	\| Metric \| Purpose \|
129	\|--------\|---------\|
130	\| ROAS \| Return on ad spend; primary paid channel metric \|
131	\| CAC \| Cost per acquisition; compare to LTV \|
132	\| Quality Score (Google) \| Ad relevance, LP experience; higher = lower CPC \|
133	\| CPC/CPM \| Cost per click/impression; platform-specific \|
134
135	Quantified benchmarks: Quality Score 5→7 can reduce CPC by 30–50%. Smart bidding (Target CPA/ROAS) typically needs ≥30 conversions in 30 days to work effectively. Proper optimization can increase conversion rates 30–150% and reduce CPA 20–50%.
136
137	## Attribution & Incrementality
138
139	Incrementality measures the additional value marketing creates beyond what would occur without it—causal impact, not just correlation. Essential in privacy-first environments (cookies limited, third-party data restricted); incrementality testing does not depend on cross-device tracking.
140
141	\| Approach \| Use when \|
142	\|----------\|----------\|
143	\| Incrementality testing \| Holdout experiments (geo, channel); isolate true lift; justify budget \|
144	\| Attribution \| UTM, last-click, multi-touch; compare channels; see traffic-analysis \|
145	\| Advanced conversion \| Server-side (Enhanced Conversions, CAPI); better accuracy \|
146
147	Principle: Measure incrementality and downstream value, not just cost metrics. Major platforms have lowered experiment thresholds (e.g., Google Ads incrementality experiments from $100K+ to ~$5K minimum spend).
148
149	## Ad-to-Landing-Page Alignment
150
151	\| Principle \| Practice \|
152	\|-----------\|----------\|
153	\| Ad promise on page \| Ad copy (e.g. "15% off") must appear immediately; mismatch increases bounce \|
154	\| Post-click experience \| Ads drive traffic; LPs drive conversions; optimize full funnel \|
155	\| Quality Score \| Well-optimized LPs improve Google Quality Score → lower CPC \|
156	\| Mobile-first \| CTA above fold; thumb-reachable; fast load (<3s) \|
157
158	See landing-page-generator for LP structure and conversion optimization.
159
160	## Common Mistakes to Avoid
161
162	- Launching without conversion tracking
163	- Too many campaigns (fragmenting budget)
164	- Not giving algorithms learning time (2–4 weeks; PMax needs 6+ weeks)
165	- Single ad per ad set; not refreshing creative (fatigue)
166	- Spreading budget too thin; big budget changes
167
168	## Weekly Optimization Cadence
169
170	\| Check \| Action \|
171	\|-------\|--------\|
172	\| Creative fatigue \| Refresh when CTR or conversion rate drops; test new concepts \|
173	\| Learning phase \| Ensure sufficient volume (e.g., 50+ conv/week Meta; 30+ conv/30d Google for smart bidding) \|
174	\| Brand term share \| If brand terms >30% of conversions, consider reallocating to non-brand \|
175	\| Placement/spend \| Flag if any single placement exceeds 15% of total spend \|
176
177	## Affiliate Brand Bidding
178
179	When running affiliate programs: prohibit affiliates from bidding on your brand terms in Google Ads. Monitor paid search; use brand monitoring tools. See affiliate-page-generator.
180
181	## Competitor Brand Bidding
182
183	When: Bid on "[Competitor] alternative," "[Competitor] vs [You]" to intercept high-intent traffic. Google allows competitor terms as keywords; ad copy cannot use competitor names without permission.
184
185	Landing page: Use a dedicated comparison/alternatives page, not a blog. Users searching competitor brands expect direct alternatives; blog increases bounce. See alternatives-page-generator, google-ads Competitor Brand Keywords.
186
187	## Output Format
188
189	- Channel recommendation (and route to platform skill if needed)
190	- When to start (PMF check; budget readiness)
191	- Budget approach (test budget; ROAS target)
192	- Landing page requirement (ad-to-page alignment)
193	- Metrics to track (ROAS, CAC, Quality Score)
194
195	## Related Skills
196
197	- google-ads, meta-ads, linkedin-ads, reddit-ads, tiktok-ads: Web platform setup
198	- reddit-posts, linkedin-posts, tiktok-captions, twitter-x-posts: Platform (organic) skills; creative alignment with reddit-ads, linkedin-ads, tiktok-ads, X Ads
199	- app-ads: App install, UA; Google App Campaigns, Apple Search Ads
200	- ctv-ads: CTV, OTT, streaming ads
201	- display-ads: Ad networks, banner ads, programmatic display
202	- directory-listing-ads: Taaft, Shopify App Store, G2, Capterra paid placements
203	- landing-page-generator: LP structure for paid traffic; ad-to-page alignment
204	- alternatives-page-generator: Competitor brand keyword ads → dedicated LP (not blog); comparison page structure
205	- cold-start-strategy: When NOT to use paid ads
206	- pmf-strategy: PMF validation; when to use PMF testing vs conversion-driven mode
207	- seo-strategy: Organic vs paid
208	- integrated-marketing: PESO model; paid as one channel
209	- keyword-research: Keywords inform paid search targeting
210	- traffic-analysis: UTM for paid attribution
211	- analytics-tracking: Conversion tracking; ROAS measurement; incrementality experiments
212