---
name: paid-ads
description: "Paid advertising on Google (PMax, AI Max), Meta (Advantage+ Shopping/Sales), LinkedIn (Accelerate), TikTok (Symphony), X — campaign strategy, ad copy, audience targeting, ROAS/CPA. Use when user mentions PPC, paid media, ad creative, retargeting, or campaign optimization."
---
# Paid Ads — Expert Playbook

## Reference guide

Read only the references needed for the current request:

- **When to Use This Skill**: [references/when-to-use-this-skill.md](references/when-to-use-this-skill.md)
- **Campaign Architecture**: [references/campaign-architecture.md](references/campaign-architecture.md)
- **Budget Allocation Frameworks**: [references/budget-allocation-frameworks.md](references/budget-allocation-frameworks.md)
- **Bidding Strategies**: [references/bidding-strategies.md](references/bidding-strategies.md)
- **Ad Copy Formulas**: [references/ad-copy-formulas.md](references/ad-copy-formulas.md)
- **Audience Targeting**: [references/audience-targeting.md](references/audience-targeting.md)
- **Negative Keyword Strategy (Google)**: [references/negative-keyword-strategy-google.md](references/negative-keyword-strategy-google.md)
- **Retargeting Sequences**: [references/retargeting-sequences.md](references/retargeting-sequences.md)
- **Creative Testing Framework (Meta Ads)**: [references/creative-testing-framework-meta-ads.md](references/creative-testing-framework-meta-ads.md)
- **Landing Page Alignment**: [references/landing-page-alignment.md](references/landing-page-alignment.md)
- **ROAS Benchmarks by Industry**: [references/roas-benchmarks-by-industry.md](references/roas-benchmarks-by-industry.md)
- **Measurement & Attribution**: [references/measurement-attribution.md](references/measurement-attribution.md)
- **Platform-Specific Playbooks**: [references/platform-specific-playbooks.md](references/platform-specific-playbooks.md)
- **Performance Max (Google) Playbook**: [references/performance-max-google-playbook.md](references/performance-max-google-playbook.md)
- **Audit Checklist**: [references/audit-checklist.md](references/audit-checklist.md)
- **Ad Policy & Restricted Categories**: [references/ad-policy-restricted-categories.md](references/ad-policy-restricted-categories.md)
- **Common Mistakes**: [references/common-mistakes.md](references/common-mistakes.md)