--- 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 ## When to Use This Skill - Planning or launching paid ad campaigns (Google, Meta, LinkedIn, Twitter/X) - Writing ad copy or reviewing creative - Setting up audience targeting or retargeting - Diagnosing poor ROAS or high CPA - Budget allocation across channels - Attribution and measurement setup --- ## Campaign Architecture ### Google Ads Structure ``` Account ├── Campaign (Budget + Settings) │ ├── Ad Group (Keywords + Targeting) │ │ ├── Ad 1 (RSA — 15 headlines, 4 descriptions) │ │ ├── Ad 2 │ │ └── Assets (sitelinks, callouts, structured snippets — formerly "extensions") │ ├── Ad Group 2 │ └── Ad Group 3 ├── Campaign 2 └── Campaign 3 ``` **Golden rule:** One theme per ad group. 5-20 tightly related keywords per ad group. ### Google Ads Campaign Types CPC ranges below are **directional priors (as of Jun 2026)** — actuals vary 5-10x by vertical/geo/competition; verify against your own account. | Type | Best For | Avg CPC Range (directional) | |------|----------|---------------| | Search | High-intent queries, bottom-funnel | $1-$8 (insurance/legal/finance run $20-$80+) | | Display | Awareness, retargeting | $0.20-$1.50 | | Performance Max | Full-funnel, ecommerce + lead gen | Varies — Google controls placements | | Shopping | Ecommerce product listings | $0.30-$2.00 | | YouTube/Video | Brand awareness, consideration | $0.02-$0.15 per view | | Demand Gen | Mid-funnel, visual/social discovery | $0.50-$3.00 | > **Google AI Max (rolling out 2026):** "AI Max for Search campaigns" is Google's opt-in setting that layers PMax-style AI onto *Search* — broad keyword-free matching, automatically created/optimized assets, and AI-driven URL/landing-page selection, while keeping search-term reporting and negative keywords. Treat it as a toggle on top of Search (not a separate campaign type): turn it on for an existing well-tracked Search campaign, keep tight negatives and brand exclusions, and watch search terms closely for query drift. Availability/behavior is still rolling out — verify current capabilities at https://support.google.com/google-ads. ### Meta Ads Structure ``` Campaign (Objective + Budget) ├── Ad Set (Audience + Placement + Schedule) │ ├── Ad 1 (Creative + Copy + CTA) │ ├── Ad 2 │ └── Ad 3 ├── Ad Set 2 (Different audience) └── Ad Set 3 (Retargeting) ``` ### LinkedIn Ads Structure ``` Campaign Group (Budget cap) ├── Campaign (Objective + Audience + Format) │ ├── Ad 1 (Single Image / Carousel / Video / Text) │ ├── Ad 2 │ └── Ad 3 └── Campaign 2 ``` --- ## Budget Allocation Frameworks ### The 70/20/10 Rule - **70%** → Proven channels and campaigns with positive ROAS - **20%** → Scaling what's working — new audiences, expanded geo, new ad formats - **10%** → Experiments — new channels, creative concepts, audience tests ### Channel Budget Split by Funnel Stage ``` AWARENESS (20-30% of budget) ├── YouTube / Meta Video / Display ├── Goal: Impressions, reach, video views └── KPI: CPM, VTR, brand lift CONSIDERATION (30-40% of budget) ├── Meta engagement, Google Display remarketing, LinkedIn ├── Goal: Clicks, engagement, lead gen └── KPI: CPC, CTR, CPL CONVERSION (30-50% of budget) ├── Google Search, Shopping, Meta conversion campaigns ├── Goal: Purchases, signups, demos └── KPI: CPA, ROAS, conversion rate ``` ### Monthly Budget Minimums (to gather signal) These are **rules of thumb (as of Jun 2026)**, not platform mandates — the real floor is *enough conversions to exit learning*. Derive it: `min monthly spend ≈ target_CPA × 50 conversions` per ad set/campaign (Meta needs ~50 optimization events/ad set/week; Google smart bidding wants ~30+ conv/30 days). High-CPA verticals need far more than the table. | Channel | Minimum Monthly | Recommended | |---------|----------------|-------------| | Google Search | $1,500 | $3,000-$10,000 | | Meta Ads | $1,000 | $3,000-$15,000 | | LinkedIn Ads | $3,000 | $5,000-$15,000 | | X (Twitter) Ads | $1,000 | $2,000-$5,000 | Below these thresholds you won't gather enough data for meaningful optimization. --- ## Bidding Strategies ### Google Ads Bidding | Strategy | When to Use | Prerequisite | |----------|-------------|--------------| | Maximize Clicks | New campaigns, data gathering | None | | Maximize Conversions | Have 15+ conversions/month | Conversion tracking set up | | Target CPA | Stable CPA, want to scale | 30+ conversions in last 30 days | | Target ROAS | Ecommerce, revenue optimization | 50+ conversions with value data | | Manual CPC | Full control, small budgets | Experience + time to manage | | Maximize Conversion Value | Revenue-focused scaling | Revenue tracking, 50+ conversions | **Migration path:** Manual CPC → Maximize Clicks → Maximize Conversions → Target CPA/ROAS ### Meta Ads Bidding | Strategy | When to Use | |----------|-------------| | Lowest Cost (default) | Starting out, learning phase | | Cost Cap | Maintain profitability at scale | | Bid Cap | Strict CPA ceiling, auction control | | ROAS Goal | Ecommerce with revenue tracking | **Learning phase:** Meta needs ~50 optimization events per ad set per week. Don't touch campaigns during learning phase (usually 3-7 days). --- ## Ad Copy Formulas ### Formula 1: PAS (Problem → Agitate → Solve) ``` Headline: Tired of [Problem]? Description: [Problem] costs you [consequence]. [Product] [solves it] in [timeframe]. [CTA]. Example: Headline: Tired of Losing Leads to Slow Follow-Up? Description: Every hour of delay drops conversion rates 7x. LeadSnap auto-responds in under 60 seconds. Start free trial. ``` ### Formula 2: Before → After → Bridge ``` Headline: From [Bad State] to [Good State] Description: [Before situation]. Now imagine [after situation]. [Product] bridges the gap. [CTA]. Example: Headline: From Spreadsheet Chaos to Real-Time Dashboards Description: Stop wasting 10hrs/week on manual reports. DataFlow auto-generates dashboards from your data. Try free. ``` ### Formula 3: Social Proof Lead ``` Headline: [Number] [Users] Trust [Product] for [Outcome] Description: Join [specific companies/users] who [achieved result]. [Key differentiator]. [CTA]. Example: Headline: 12,000+ Teams Run Projects on TaskForge Description: Join Stripe, Notion, and Linear in shipping faster. AI-powered project management. Free for teams up to 10. ``` ### Formula 4: Specific Number ``` Headline: [Action] [X]% [Faster/Cheaper/Better] Description: [Product] helps [audience] [specific outcome] with [mechanism]. [Proof point]. [CTA]. Example: Headline: Close Deals 34% Faster Description: SalesOS gives reps AI-generated follow-ups, meeting prep, and deal scoring. Avg customer sees ROI in 3 weeks. Book demo. ``` ### Formula 5: Question Hook ``` Headline: What If You Could [Desirable Outcome]? Description: [Product] makes it possible. [How it works in one line]. [Proof]. [CTA]. ``` ### Formula 6: Urgency/Scarcity ``` Headline: [Offer] — [Time Limit] Description: [Value prop]. [What they get]. [Deadline/scarcity element]. [CTA]. Example: Headline: 50% Off Annual Plans — Ends Friday Description: Get enterprise-grade security for startup prices. All features included. Only 200 seats at this price. Upgrade now. ``` ### RSA Best Practices (Google) - Write 15 headlines (use all slots) — mix branded, benefit, feature, CTA, proof - Pin sparingly — only pin H1 if brand compliance requires it - 4 descriptions — lead with different angles (benefit, proof, urgency, feature) - Include keywords naturally in at least 5 headlines - At least 3 headlines should work standalone without the others ### Meta Ad Copy Structure ``` PRIMARY TEXT (125 chars visible before "See more"): Hook line — stop the scroll. Lead with pain, outcome, or surprise. BODY (after "See more"): - Expand on the hook - 2-3 bullet points of benefits - Social proof line - Clear CTA HEADLINE (below creative): Short, benefit-driven (5-7 words) DESCRIPTION: Supporting detail or offer terms ``` --- ## Audience Targeting ### Meta Ads — Audience Layering Strategy **Layer 1: Broad (Prospecting)** - Advantage+ audience (let Meta optimize) - Interest stacking: 3-5 related interests per ad set - Lookalike audiences: 1% of purchasers/high-value customers **Layer 2: Warm (Consideration)** - Website visitors (30-90 days) - Video viewers (50%+ watched) - Social engagers (90 days) - Email list uploads (non-customers) **Layer 3: Hot (Retargeting)** - Add-to-cart but no purchase (7-14 days) - Pricing page visitors (14 days) - Trial users who haven't converted - Past purchasers for upsell (exclude from prospecting!) **Audience size guidance:** - Prospecting: 1M-10M+ (let the algorithm work) - Retargeting: As large as your traffic allows - Lookalikes: Seed audience of 1,000+ for quality; 1% for precision, 3-5% for scale ### Google Ads Audiences | Type | Use Case | |------|----------| | In-Market | Users actively researching your category | | Affinity | Broad interest targeting for awareness | | Custom Intent | Your own keyword-based audience | | Customer Match | Upload email lists for targeting/exclusion | | RLSA | Layer search with site visitor data | | Similar Audiences | Deprecated — use optimized targeting instead | ### LinkedIn Targeting Best-performing combos (layer these): - **Job Title + Company Size** — most precise - **Job Function + Seniority + Industry** — broader reach - **Skills + Seniority** — catches non-obvious titles - **Member Groups + Seniority** — high-intent communities **Matched Audiences (current options, as of Jun 2026):** - **Website retargeting** — segment by URL visited (needs the Insight Tag firing) - **Contact/email list upload** — match against LinkedIn members for targeting or *exclusion* (suppress current customers/closed-lost) - **Company list upload** — ABM: upload your target-account list (CSV of up to ~300k companies) - **Engagement retargeting** — people who engaged with your single-image/video ads, opened/submitted a Lead Gen Form, viewed your company page or event - **Audience Expansion** — opt-in toggle that broadens delivery to members similar to your defined audience (the closest live replacement for the old lookalikes) - **Predictive Audiences** — LinkedIn builds a model from a seed (matched audience, conversions, or Lead Gen Form data) to find net-new high-propensity members; verify availability for your account/region at https://www.linkedin.com/help/lms > **Discontinued:** LinkedIn **Lookalike Audiences were retired on 29 Feb 2024.** Do not promise lookalikes — use **Audience Expansion** or **Predictive Audiences** plus strict profile + matched-audience targeting instead. Minimum audience size: **300 members** to launch; aim for **50,000+** for sponsored content delivery. Below ~50k, delivery and learning stall. --- ## Negative Keyword Strategy (Google) ### Starter Negative Keyword List Apply at campaign or account level: ``` // Job-seekers jobs, careers, hiring, salary, interview, resume, glassdoor // Education/Research what is, definition, meaning, tutorial, course, certification, how to become, examples, PDF, wiki // Free-seekers (if not freemium) free, cheap, discount, coupon, open source // Wrong intent review, comparison, vs, alternative (add these to branded campaigns) // Irrelevant DIY, template, sample, internship ``` ### Negative Keyword Mining Process 1. **Weekly:** Review Search Terms report 2. **Flag:** Any term with spend > $5 and 0 conversions 3. **Flag:** Any term clearly off-topic regardless of spend 4. **Add as:** Exact match negative for specific terms, phrase match for patterns 5. **Create shared negative keyword lists** by theme (job-seekers, researchers, etc.) ### Negative Keyword Match Types - **Negative broad match** (default): Blocks if ALL negative words appear (any order) - **Negative phrase match**: Blocks if negative phrase appears in that order - **Negative exact match**: Blocks only that exact query Use phrase and exact for precision. Broad negatives can over-block. --- ## Retargeting Sequences ### Standard Retargeting Funnel ``` DAY 0-3: Visited site, no action → Show: Value prop ad + social proof → Frequency cap: 3/day DAY 4-7: Still no conversion → Show: Case study / testimonial ad → Frequency cap: 2/day DAY 8-14: Getting cold → Show: Offer/incentive ad (discount, extended trial, bonus) → Frequency cap: 1/day DAY 15-30: Last chance → Show: FOMO / urgency ad → Frequency cap: 1/day DAY 30+: Exclude from retargeting → Move to nurture (email) or broad prospecting ``` ### Cart Abandonment Retargeting (Ecommerce) ``` HOUR 1-6: Dynamic product ad — exact items left in cart HOUR 6-24: Same + "Still thinking about it?" copy DAY 2-3: Add social proof — "X people bought this today" DAY 4-7: Offer incentive — free shipping or small discount DAY 7+: Broader category ads, not specific products ``` ### SaaS Trial Retargeting ``` TRIAL DAY 1-3: "Getting started" content — help them activate TRIAL DAY 4-7: Feature highlight ads — show what they haven't used TRIAL DAY 8-12: Case study — show outcomes from similar companies TRIAL DAY 13-14: Urgency — "Trial ends in X days" + conversion offer POST-TRIAL DAY 1-7: Win-back — extended trial or discount POST-TRIAL DAY 7+: Exclude or move to long-term nurture ``` --- ## Creative Testing Framework (Meta Ads) ### What to Test (Priority Order) 1. **Creative concept** — The big idea, angle, or hook (highest impact) 2. **Format** — Static vs video vs carousel vs UGC 3. **Hook** — First 3 seconds of video / headline of static 4. **Body copy** — Supporting text after the hook 5. **CTA** — Button text and action 6. **Offer** — Discount vs free trial vs demo vs content ### Testing Structure ``` Campaign: [Product] — Creative Testing ├── Ad Set: Broad Audience (1% LAL or Advantage+) │ ├── Ad A: Concept 1 — Static + Benefit hook │ ├── Ad B: Concept 2 — UGC video + Problem hook │ ├── Ad C: Concept 3 — Carousel + Feature walkthrough │ └── Ad D: Concept 4 — Testimonial video ``` **Rules:** - Test 3-6 ads per ad set - Same audience for fair comparison - Let each ad spend at least 2x your target CPA before judging - Winner = lowest CPA with sufficient volume (not just highest CTR) - Graduate winners to scaling campaigns ### Creative Fatigue Signals - CTR drops >20% from peak - Frequency >3 for prospecting, >8 for retargeting - CPA increases >30% week-over-week - Relevance/quality score drops Refresh creative every 2-4 weeks for prospecting, 4-6 weeks for retargeting. --- ## Landing Page Alignment ### Message Match Checklist - [ ] Headline on landing page matches or mirrors ad headline - [ ] Same offer mentioned in ad appears above the fold - [ ] Visual continuity — similar imagery/colors as ad creative - [ ] CTA on page matches the promised action (don't bait-and-switch) - [ ] No navigation menu (for campaign-specific landing pages) - [ ] Mobile-optimized (60%+ of paid traffic is mobile) - [ ] Page loads in <3 seconds (every extra second = ~7% drop in conversions) ### Landing Page Types by Campaign Goal | Goal | Page Type | Key Elements | |------|-----------|-------------| | Lead Gen | Squeeze page | Headline, 3 bullets, form, trust badges | | Demo Request | Demo page | Value prop, social proof, short form, calendar embed | | Purchase | Product page | Features, pricing, reviews, FAQ, CTA | | Free Trial | Signup page | Benefit headline, feature list, single CTA, no CC messaging | | Content/Lead Magnet | Download page | Preview of content, short form, instant delivery | --- ## ROAS Benchmarks by Industry > **Use as rough priors, not targets (as of Jun 2026, unsourced/directional).** Public CPC/CPL/ROAS averages are stale the moment they're published and vary 5-10x by vertical, geo, season, auction competition, and account maturity. Always compute *your* break-even from margin and validate with the diagnostic formulas below. For live vertical benchmarks, pull from your own historical data or current vendor reports (e.g., WordStream/LocaliQ, Meta/Google interface comparisons) and date them. ### Diagnostic Formulas (use these instead of trusting static averages) ``` Break-even ROAS = 1 / gross_margin% (e.g., 50% margin → break-even ROAS = 2.0; you profit above 2.0) Break-even CPA = gross_margin_per_order ($) (max you can pay per conversion before losing money) Contribution-margin ROAS = (revenue − COGS − variable costs) / ad_spend (the only ROAS that reflects real profit, not top-line) Target CPA (from LTV) = LTV × target_CAC% (e.g., 30% of LTV) Payback period (months)= CAC / monthly_gross_profit_per_customer (SaaS/subscription: aim < 12 months, ideally < 6) MER (blended) = total_revenue / total_ad_spend (all channels) (sanity-check platform-reported ROAS against this) Incrementality lift % = (test_conversions − control_conversions) / control_conversions (geo or PSA holdout — the truest measure of ad-driven value) ``` ### Google Ads (directional priors, Jun 2026) | Industry | Avg ROAS | Good ROAS | Great ROAS | |----------|----------|-----------|------------| | Ecommerce (general) | 2:1 | 4:1 | 8:1+ | | SaaS | 3:1 | 5:1 | 10:1+ | | B2B Services | 2:1 | 4:1 | 7:1+ | | Education | 3:1 | 5:1 | 8:1+ | | Finance/Insurance | 2:1 | 3:1 | 5:1+ | | Healthcare | 2:1 | 4:1 | 6:1+ | | Legal | 2:1 | 3:1 | 5:1+ | | Real Estate | 2:1 | 4:1 | 8:1+ | ### Meta Ads (directional priors, Jun 2026) | Industry | Avg ROAS | Good ROAS | |----------|----------|-----------| | Ecommerce (DTC) | 2:1 | 4:1+ | | SaaS (trial) | 1.5:1 | 3:1+ | | B2B Lead Gen | 1:1 | 2:1+ (measure LTV) | | Info Products | 3:1 | 6:1+ | | Apps (install) | Measure CPI vs LTV | CPI < 30% of 90-day LTV | ### LinkedIn Ads (directional priors, Jun 2026 — verify in-platform) | Metric | Average | Good | |--------|---------|------| | CPC | $8-$15 | <$7 | | CPL | $60-$200 | <$60 | | CTR | 0.4-0.6% | >0.8% | | CPM | $30-$90 | <$30 | LinkedIn pricing trends up year over year and skews higher in NA/competitive functions (engineering, finance, exec). Treat these as priors only and confirm against your own auction. LinkedIn is expensive — only worth it if LTV justifies it (B2B enterprise, high ACV). **Important:** ROAS varies wildly by product price, margin, and sales cycle. For SaaS and B2B, measure blended CAC:LTV ratio (target 1:3+) rather than immediate ROAS. --- ## Measurement & Attribution ### Attribution Models **Reality check (as of Jun 2026):** Google deprecated first-click, linear, time-decay, and position-based attribution across Google Ads and GA4 in 2023. The only models you can actually *select* for conversions today are **data-driven (default)** and **last click**. The legacy models survive only as analytical lenses in third-party tools (e.g., a CRM, an MMP, or warehouse-native attribution) — never assume you can switch to them inside Google Ads. | Model | How It Works | Status (Jun 2026) | Best For | |-------|-------------|-------------------|----------| | Data-Driven (DDA) | ML assigns fractional credit by measured contribution | **Active — Google/GA4 default** | Default for everyone; needs enough conversion volume to model, otherwise silently falls back to last click | | Last Click | 100% credit to final ad-clicked touchpoint | **Active in Google Ads/GA4** | Short cycles, direct response, low-volume accounts where DDA can't model | | First Click | 100% credit to discovery touchpoint | **Removed from Google** — third-party analytics only | Top-of-funnel analysis outside Google | | Linear | Equal credit to all touchpoints | **Removed from Google** — third-party only | Full-journey lens in MMP/warehouse | | Time Decay | More credit to recent touchpoints | **Removed from Google** — third-party only | Long-cycle lens in MMP/warehouse | | Position-Based (U-shaped) | 40% first, 40% last, 20% middle | **Removed from Google** — third-party only | Balanced lens in MMP/warehouse | Meta uses its own attribution settings (default **7-day click / 1-day view**) configured per ad set, independent of Google's models. For cross-channel truth, reconcile platform-reported conversions against a single source (GA4, CRM, or an MMP) plus periodic incrementality tests — platforms each over-claim credit for the same conversion. ### What to Track **Conversion actions (set up BEFORE launching ads):** ``` PRIMARY (optimize toward these): - Purchase / Signup / Demo booked / Lead form submitted SECONDARY (observe, don't optimize): - Add to cart / Pricing page view / Key page engagement - Phone calls / Chat initiated MICRO (for funnel analysis): - Video views / Content downloads / Email signups ``` ### UTM Parameter Standard ``` utm_source=google|meta|linkedin|twitter utm_medium=cpc|paid-social|display|video utm_campaign={campaign_name} utm_content={ad_name_or_variant} utm_term={keyword} (Google only) ``` Naming convention: `platform_objective_audience_creative` Example: `meta_conversions_lal1pct_ugc-testimonial-v2` ### Post-Click Tracking Setup 1. **Google Ads:** Install Google tag + enhanced conversions 2. **Meta:** Pixel + Conversions API (server-side) — CAPI is essential post-iOS 14.5 3. **LinkedIn:** Insight Tag + offline conversion uploads for long sales cycles 4. **GA4:** Link to Google Ads, import conversions, set up audiences 5. **CRM integration:** Pass GCLID/FBCLID to CRM for closed-loop attribution ### Privacy & Signal Loss (post-iOS, cookie deprecation, consent) The 2021 iOS App Tracking Transparency era was just the start; by 2026 the binding constraints are server-side data quality, consent enforcement, and platform modeling — not the pixel alone. **Meta:** - **Conversions API (CAPI) is mandatory, not optional** — run it alongside the pixel (or via the **Conversions API Gateway**, Meta's self-hosted server-side relay) so server events backstop browser signal loss. Deduplicate with a shared `event_id` on both pixel and CAPI events, or you'll double-count. - **Event Match Quality (EMQ)** is the number that matters now — pass hashed email, phone, name, IP, `fbc`/`fbp`, and external ID. Aim for an EMQ of **6.0+/10** per event; low EMQ is the #1 cause of "CAPI didn't help." - **Aggregated Event Measurement (AEM)** still caps configurable web events per domain (historically 8, ranked by priority) for users who opted out of tracking — **verify the current limit and your domain's configuration in Events Manager**, since Meta has adjusted AEM rules over time. Rank your most valuable event (e.g., Purchase) highest. - **Value optimization & VBO** need clean revenue values on the Purchase event; without them you can't bid to ROAS. - **Advantage+** placements/audiences and **Advantage+ Shopping (ASC)** lean on modeled + broad signals — feed them strong server-side conversions and a good product catalog rather than over-narrowing the audience. **Google:** - **Enhanced Conversions** (hashed first-party data) + **Consent Mode v2** (required in the EEA/UK to keep modeling and personalization) recover signal as third-party cookies erode. Without Consent Mode v2, EEA conversion data and remarketing degrade sharply. - Server-side tagging (sGTM) improves durability and data control. **All platforms:** - **First-party data** (email/CRM lists, server-side events, logged-in IDs) is now your most valuable targeting and matching asset. - **Modeled reporting:** Platform-reported conversions include modeled/estimated conversions — they are *estimates*, not deterministic counts. Expect **20-40% underreporting** of true incremental impact on Meta when only browser-side. Validate with **geo holdout / conversion-lift / incrementality tests**, not last-click dashboards. --- ## Platform-Specific Playbooks ### Google Search Ads — Quick Launch 1. Research keywords (Google Keyword Planner, SEMrush, Ahrefs) 2. Group into tight themes (5-15 keywords per ad group) 3. Write 1 RSA per ad group (15 headlines, 4 descriptions) 4. Add all relevant **assets** (Google renamed "extensions" → "assets" in 2022). Current asset types: sitelink, callout, structured snippet, image, business name, business logo, promotion, price, lead form, call, location, app. Set up sitelinks + callouts + structured snippets at minimum. 5. Start with Maximize Clicks, set a max CPC bid limit 6. Add negative keywords from starter list 7. Set up conversion tracking before spending a dollar 8. After 30+ conversions: switch to Maximize Conversions or Target CPA 9. Review search terms weekly, add negatives 10. Test new ad copy monthly ### Meta Ads — Quick Launch 1. Install Pixel + set up Conversions API 2. Define conversion event (purchase, lead, trial signup) 3. Create Campaign: Conversions objective, **Advantage+ Campaign Budget** (Meta's 2023 rename of "CBO" — budget set at campaign level, distributed across ad sets) 4. Ad Set 1: Broad/Advantage+ targeting (let Meta find the audience) 5. Ad Set 2: 1% Lookalike of best customers 6. Ad Set 3: Retargeting (website visitors 30 days) 7. 3-4 ads per ad set — different creative concepts 8. Let learning phase complete (50 events per ad set per week) 9. Kill underperformers after 2x CPA spend, scale winners 10. Refresh creative every 2-4 weeks ### LinkedIn Ads — Quick Launch 1. Install Insight Tag on website 2. Campaign objective: Lead Gen or Website Visits 3. Target: Job titles OR job function + seniority + industry 4. Audience size: 50,000-500,000 5. Format: Single image for testing, then expand to video/carousel 6. Bid: Maximum delivery (start), then manual CPC once you have data 7. Use Lead Gen Forms (higher conversion than landing pages on LinkedIn) 8. Budget: Minimum $50/day per campaign 9. Run for 2+ weeks before judging performance 10. Upload offline conversions from CRM for true ROI measurement --- ## Performance Max (Google) Playbook ### Asset Groups ``` Asset Group = theme-based collection of: ├── Images: 15+ (landscape, square, portrait) ├── Logos: 5+ ├── Videos: 5+ (or Google auto-generates — they're bad, provide your own) ├── Headlines: 5 (30 char) + 5 long headlines (90 char) ├── Descriptions: 4 (60 char) + 1 (90 char) ├── Final URL ├── Display path ├── CTA └── Audience signals (suggestions, not restrictions) ``` ### Audience Signals (Critical) Audience signals don't restrict targeting — they guide the algorithm. Provide strong signals: - **Custom segments:** Your best keywords + competitor URLs + apps - **Your data:** Customer lists, converters, high-value segments - **Interests/demographics:** In-market segments relevant to your product ### PMax Gotchas - **PMax cannibalizes brand search.** Stop it from eating cheap branded clicks (and over-reporting credit) using, in order of preference (as of Jun 2026): - **Brand exclusion lists** — apply a brand list at the *campaign* level to keep PMax off your own + others' brand terms. This is the modern, self-serve replacement for begging a Google rep, available in the campaign settings UI and Google Ads API. - **Account-level negative keywords** — supported self-serve in the UI/API; use to block brand or junk queries account-wide. - **Campaign-level negative keywords for PMax** — Google has been rolling these out; if available in your account, use them for finer control than account-level. - Legacy path: request negatives via a Google rep only if the above aren't yet enabled for you. - **Limited placement/audience reporting** — you can't fully see which placements/audiences convert; use the asset-group and (limited) insights reports plus search-term insights. - **Run PMax alongside standard Search** — keep a dedicated branded Search campaign and exact-match high-value terms in standard Search; don't let PMax replace Search entirely. - Asset performance ratings (Low/Good/Best) guide optimization — replace "Low" assets. - Give it 4-6 weeks and 50+ conversions before major changes. --- ## Audit Checklist ### Monthly Paid Ads Audit - [ ] Review ROAS/CPA trends vs targets - [ ] Check search terms report (Google) — add negatives - [ ] Review audience overlap between campaigns - [ ] Check frequency (Meta) — replace fatigued creative - [ ] Verify conversion tracking is firing correctly - [ ] Review landing page performance (bounce rate, load time) - [ ] Check budget pacing — is spend on track? - [ ] Review quality scores (Google) — improve below 5/10 - [ ] Test new ad copy or creative - [ ] Update negative keyword lists - [ ] Check bid strategy performance — time to graduate? - [ ] Review device performance — adjust bids if needed - [ ] Competitive analysis — any new entrants or messaging changes? - [ ] Update ROAS benchmarks and targets ### Pre-Launch Checklist - [ ] Conversion tracking verified (test conversion) - [ ] UTM parameters on all destination URLs - [ ] Landing page live, mobile-optimized, fast - [ ] Negative keyword lists applied - [ ] Audience exclusions set (existing customers if needed) - [ ] Budget and schedule confirmed - [ ] Ad copy reviewed for policy compliance (see Ad Policy & Restricted Categories — check Special Ad Category + personalized-attribute rules) - [ ] Assets complete (sitelinks, callouts, structured snippets, image, logo, business name — "extensions" in old UI) - [ ] Billing method active - [ ] Notification settings configured --- ## Ad Policy & Restricted Categories Disapprovals and account suspensions usually come from *policy*, not strategy. Check your category before writing copy — restricted verticals have extra rules, limited targeting, and sometimes mandatory certification. **This is not legal advice; the platforms are the source of truth and rules change — verify at Google Ads Policies and Meta Advertising Standards before launch.** ### Categories that trigger extra rules / certification (verify current requirements) | Category | Typical constraints (as of Jun 2026 — confirm in-platform) | |----------|-----------------------------------------------------------| | **Credit, housing, employment** | Meta **Special Ad Categories**: forced broad targeting, no age/gender/ZIP/many detailed targeting options, no lookalike-style narrowing. Google has parallel restrictions for these "sensitive" verticals. | | **Financial products / financial services** | Disclosures required; many regions need advertiser identity verification/licensing; crypto and CFDs often need explicit certification or are blocked by geo. | | **Health, drugs, supplements** | No personalized health claims ("treat your diabetes"), no PII-implying targeting language; pharmacy/telehealth often need certification; before/after imagery restricted. | | **Political / social issues / elections** | Identity + location verification, paid-for-by disclaimers, public ad library logging, and per-country eligibility. | | **Gambling / betting** | License + certification per geo; age-gating; many regions blocked entirely. | | **Crypto / digital assets** | Certification and/or regional bans; "guaranteed returns" language prohibited. | | **Alcohol** | Age/geo targeting limits; no targeting minors; some countries blocked. | | **Personalized attributes (copy rule)** | Do **not** assert or imply you know the user's race, religion, sexual orientation, health condition, financial status, or membership in a protected class ("Are *you* depressed?", "As a [group], you…"). This is a frequent disapproval cause across platforms. | ### Pre-launch policy guardrails (do this for every campaign) - Identify if your offer is in a restricted/Special Ad Category; if so, plan for the *reduced* targeting up front (don't build a precise audience you can't use). - Strip personalized-attribute language from all copy and creative. - Avoid prohibited claims: guaranteed income/returns, miracle cures, "100% approval," sensational/shock imagery, fake countdowns/UI. - Confirm landing-page compliance too — destination must match the ad and the category rules (no cloaking, working privacy policy, functional contact info). - For regulated verticals, complete any required advertiser verification/certification *before* spending, and keep substantiation for claims on file. ## Common Mistakes 1. **No conversion tracking** — You're flying blind. Set this up first. 2. **Too many keywords per ad group** — Keep it tight. One theme per group. 3. **Broad match without smart bidding** — Broad match + manual CPC = budget drain. 4. **Editing during learning phase** — Let Meta learn. Don't touch for 3-7 days. 5. **Ignoring search terms** — Check weekly. You'll be shocked what you're paying for. 6. **Same creative for 3+ months** — Refresh regularly. Creative fatigue is real. 7. **No retargeting** — Cheapest conversions you'll ever get. Set it up day one. 8. **Optimizing for vanity metrics** — CTR doesn't pay bills. Optimize for revenue. 9. **Not excluding converters** — Stop showing ads to people who already bought. 10. **Giving up too early** — Most campaigns need 2-4 weeks to optimize. Be patient.