What it does
Performance marketing playbook for the major ad platforms. Covers account structure, campaign objectives, audience building (lookalikes, retargeting, intent), bidding strategies, budget pacing, creative testing, and the naming conventions that keep reporting sane when you scale past five campaigns.
Use it when launching a new paid channel, when CPA is drifting the wrong way, when creative fatigue is eating performance, or when an agency relationship needs replacing with something you control. Also use it to decide which platform fits the product before spending dollar one.
Outputs platform recommendation with rationale, campaign structure, targeting specs, bid strategy, creative brief, and the tracking plan that proves it works. Pairs with `ad-creative` (the variants that feed campaigns), `analytics-tracking` (the measurement foundation), and `page-cro` (the landing page ads click to).
Related skills
/ad-creative
Generate 50 on-brand ad variants in the time it takes a contractor to send the first invoice.
/page-cro
Diagnose a page against value clarity, headline, CTAs, trust, friction, mobile. Then fix it.
/product-marketing-context
Capture positioning once so every other marketing skill stops asking the same questions.