---
name: paid-media-growth
description: Plan, launch, audit, and optimize paid acquisition campaigns across search, paid social, display, retargeting, Google Ads, LinkedIn Ads, Meta Ads, creative testing, budgets, bidding, audience strategy, landing pages, conversion tracking, and ROAS/CAC performance. Use when Codex is asked about paid media strategy or campaign optimization.
---

# Paid Media Growth

## Core Workflow

1. Define business goal, funnel stage, target audience, offer, budget, conversion event, and acceptable CAC/CPA/ROAS.
2. Choose platform and objective based on buyer intent, audience reach, creative format, and measurement reliability.
3. Build campaign structure around clear hypotheses: audience, message, offer, creative, landing page, and bid strategy.
4. Confirm conversion tracking before scaling.
5. Test creative and landing-page angles before over-optimizing micro settings.
6. Optimize based on qualified outcomes, not only cheap clicks or low-quality leads.

## Freshness Rule

Before giving platform-specific setup guidance, verify current official docs for Google Ads conversion goals, Meta campaign objectives/Advantage+ behavior, LinkedIn objectives/targeting, and any platform policy or UI changes. Objective names, automation defaults, conversion-location options, and bidding controls change often.

## Platform Guidance

- Google Search: use when demand exists and intent can be captured through queries.
- LinkedIn: use for B2B targeting, account/persona reach, lead gen, and high-consideration offers.
- Meta: use for creative-led demand generation, retargeting, consumer offers, and broad audience testing.
- Retargeting: use as a reminder and objection-resolution layer, not as a substitute for demand creation.

## Measurement Notes

- Google Ads optimization depends on conversion actions grouped into meaningful conversion goals, with primary actions eligible for bidding and reporting.
- Meta delivery depends heavily on the selected objective and conversion location; use the objective that matches the desired business outcome rather than optimizing for cheap proxy activity.
- LinkedIn campaign objectives determine available ad formats, bidding, and optimization choices.

## Deliverable Shape

- Campaign goal and primary conversion
- Audience and targeting plan
- Offer and message angles
- Creative testing matrix
- Landing page requirements
- Budget and bidding plan
- Measurement and optimization cadence
- Risks and stop rules

## References

- Read `references/paid-media-checklist.md` when planning or auditing paid campaigns.