---
name: ad-campaign-management
description: Use when creating, managing, or optimizing paid advertising campaigns across any platform. Covers ad copy generation, ad creative strategy, campaign management, and competitive intelligence. Triggers on: ad copy, ad creative, paid ads, paid advertising, Facebook ads, LinkedIn ads, Google ads, Meta ads, ad campaign, ad strategy, ad testing, competitive ads, competitor ads, ad library, ad analysis, ad creative generation, campaign management, ROAS, CPC, CTR. Use this skill whenever the user mentions ads, paid channels, ad campaigns, ad copy, ad performance, or wants to analyze competitor advertising.
---

# Ad Campaign Management

End-to-end paid advertising: write ad copy, develop creative strategy, manage campaigns, and analyze competitor ads.

**Check for product marketing context first**: if `.agents/product-marketing-context.md` exists, read it before asking questions.

---

## 1. Ad Copy Creation

### Platform Constraints

| Platform | Element | Limit |
|----------|---------|-------|
| Google Ads (RSA) | Headline | 30 chars × 15 |
| Google Ads (RSA) | Description | 90 chars × 4 |
| Meta (FB/IG) | Primary text | 125 chars visible |
| Meta (FB/IG) | Headline | 40 chars |
| LinkedIn | Intro text | 150 chars recommended |
| LinkedIn | Headline | 70 chars recommended |
| TikTok | Ad text | 80 chars recommended |
| Twitter/X | Tweet | 280 chars |

For full format specs, see [references/platform-specs.md](references/platform-specs.md).

### Copywriting Frameworks

**AIDA** — Attention → Interest → Desire → Action
**PAS** — Problem → Agitate → Solution
**4Ps** — Promise → Picture → Proof → Push
**Before-After-Bridge** — Current pain → Desired state → Your solution

### Headlines That Work

- Specific over vague: "Cut reporting time 75%" not "Save time"
- Benefits over features: "Ship code faster" not "CI/CD pipeline"
- Include numbers when possible: "3x faster," "in 5 minutes," "10,000+ teams"
- Each RSA headline must stand alone — they're combined randomly
- Include at least: 1 keyword headline, 1 benefit headline, 2–3 CTA headlines

### Platform Best Practices

**Google**: Include keywords; use numbers/stats; power words (Free, Proven, New)
**Meta**: Hook in first 3 words; ask questions; social proof performs well; emojis B2C only
**LinkedIn**: Professional but not boring; lead with value; stats resonate with B2B
**TikTok**: Casual/authentic tone; hook in 1–2 seconds; strong CTA at end

### A/B Testing Variables

- Headlines: Question vs. statement; benefit-led vs. feature-led; with/without numbers
- Primary text: Short vs. long; problem-focused vs. solution-focused; with/without social proof
- CTAs: Direct ("Buy Now") vs. soft ("Learn More"); benefit-based vs. action-based
- **Protocol**: One variable at a time; min 7 days or 1,000 impressions; 95% significance before declaring winner

### Output Format

Organize by angle with character counts:

```
## Angle: [Pain Point — Manual Reporting]

### Headlines (30 char max)
1. "Stop Building Reports by Hand" (29)
2. "Reports Done in 5 Min" (21)

### Descriptions (90 char max)
1. "Marketing teams save 10+ hours/week. Start free." (49)
```

Offer CSV format for 10+ variations:
```csv
headline_1,headline_2,description_1,platform
"Stop Manual Reporting","Automate in 5 Min","Save 10+ hrs/week. Start free.","google_ads"
```

---

## 2. Creative Strategy

### Define Angles First

Before writing copy, establish 3–5 distinct angles (different reasons someone clicks):

| Category | Example |
|----------|---------|
| Pain point | "Stop wasting time on X" |
| Outcome | "Achieve Y in Z days" |
| Social proof | "Join 10,000+ teams who..." |
| Curiosity | "The secret top companies use" |
| Comparison | "Unlike X, we do Y" |
| Identity | "Built for [specific role]" |
| Contrarian | "Why [common practice] doesn't work" |

### Generate Variations Per Angle

Vary: word choice, specificity (numbers vs. general), tone (direct/question/command), structure (short punch vs. full benefit).

### Iterating from Performance Data

1. **Analyze winners** — identify winning themes, structures, word patterns by CTR/CVR/ROAS
2. **Analyze losers** — find what falls flat (too generic, wrong tone, too long)
3. **Generate new creative** — double down on winning themes, test 1–2 new angles, avoid loser patterns
4. **Document iterations**:

```
## Iteration Log
- Round: [N] | Date: [date]
- Top performers: [list with metrics]
- Winning patterns: [summary]
- New angles tested: [list]
- Angles retired: [list]
```

### Generating Ad Visuals

For image and video creative, use AI tools. See [references/generative-tools.md](references/generative-tools.md) for:
- **Image generation**: Flux, Ideogram, Nano Banana Pro (Gemini) for static ad images
- **Video generation**: Veo, Kling, Runway, Sora, Seedance, Higgsfield
- **Voice/audio**: ElevenLabs, OpenAI TTS for voiceovers
- **Code-based video**: Remotion for templated, data-driven video at scale

**Recommended workflow**: Generate hero creative with AI → build Remotion templates from winners → batch-produce variations at scale.

---

## 3. Campaign Management

### Key Metrics

| Type | Metrics |
|------|---------|
| Cost | CPM, CPC, CPL, CPA/CAC |
| Performance | CTR, CVR, ROAS, LTV:CAC |

### Campaign Structure

**Google Ads**: Account → Campaign (budget, geo) → Ad Group (keyword theme) → Keywords + Ads

**Meta Ads**: Campaign (objective) → Ad Set (audience, placement, budget) → Ads (creative, copy)

**Bidding strategies**:
- Target CPA — optimize for conversions at target cost
- Target ROAS — optimize for conversion value
- Maximize conversions — spend budget for max conversions
- Manual — full control, time-intensive

### Audience Targeting

**Meta**:
- Core: demographics, interests, behaviors, location
- Custom: website visitors, customer lists, engagement audiences
- Lookalike: based on high-value customers, 1–10% similarity

**LinkedIn**:
- Company: industry, size, name
- Job: title, function, seniority
- Professional: skills, groups, interests

### Optimization Cadence

**Daily**: Budget pacing, cost metrics, major anomalies
**Weekly**: CTR/CVR trends, top/bottom performers, search term review (Google)
**Monthly**: Overall ROAS/ROI, audience performance, creative fatigue, strategic adjustments

### Quick Optimization Wins

1. Pause underperforming ads
2. Increase bids on top performers
3. Add negative keywords (Google)
4. Refine audience targeting
5. Refresh fatigued creative

### Budget Allocation

- **Testing phase**: 10–20% on new ideas
- **Proven performers**: 60–70% of budget
- **Retargeting**: 10–20% of budget
- **Scaling**: increase budget gradually (max 20%/week) on winning audiences/creative

---

## 4. Competitive Intelligence

Use ad libraries (Facebook Ad Library, LinkedIn Ad Library) to extract and analyze competitor ads.

### Extraction Process

```
Extract all current ads from [Competitor] on Facebook Ad Library
Scrape ads from [Company A], [Company B], [Company C] — compare approaches
Get LinkedIn ads from [Competitor] — analyze their B2B positioning
```

### Analysis Output

For each competitor, deliver:

```
# [Competitor] Ad Analysis

## Overview
- Total ads: [N] active | Primary themes: [breakdown]
- Ad formats: [static/video split] | CTA patterns: [list]

## Key Problems They're Highlighting
1. [Pain point] ([N] ads) — Copy: "..." — Why it works: [reason]

## Successful Creative Patterns
- Pattern 1: [description + frequency]
- Pattern 2: [description + frequency]

## Best Headlines
1. "[headline]" → [why it works]

## Recommendations for Your Ads
1. [Actionable insight based on their patterns]
```

### What to Analyze

- **Messaging**: What problems they emphasize, how they position vs. competitors
- **Creative patterns**: Visual styles, video vs. static, layout trends
- **Copy formulas**: Headline structures, CTA patterns, length and tone
- **Campaign strategy**: Seasonal campaigns, retargeting patterns, feature announcements

### Competitive Intelligence Workflows

**Ad Campaign Planning**: Extract competitor ads → identify patterns → note messaging gaps → draft test variations

**Positioning Research**: Analyze 5 competitors → map their positioning → find underserved angles → develop differentiated messaging

**Trend Tracking**: Compare competitor ads across quarters to spot messaging evolution

### Legal & Ethical

✓ Use for research and inspiration only
✓ Adapt patterns — don't copy ads directly
✓ Respect intellectual property
✗ Don't plagiarize copy or steal designs

---

## 5. References

- [references/platform-specs.md](references/platform-specs.md) — Full character limits and format specs for all platforms
- [references/generative-tools.md](references/generative-tools.md) — AI image/video/audio tools for ad creative production