git:20260518.2cb652a to git:20260711.c346837

16 added, 177 removed. Audit A to A.

---

name: ads-plan

- description: "Strategic paid advertising planning with industry-specific templates. Covers platform selection, campaign architecture, budget planning, creative strategy, and phased implementation roadmap. Use when user says ad plan, ad strategy, campaign planning, media plan, PPC strategy, or advertising plan."

- user-invokable: false

- tested_date: 2026-05-17

- tested_with: claude-code v2.x

+ description: "Create a professional paid-advertising strategy covering objectives, economics, platform selection, campaign architecture, audiences, budget, creative, measurement, experiments, governance, rollout, and reporting. Use for ad plan, media plan, PPC strategy, paid-social strategy, campaign architecture, advertising roadmap, or channel planning."

---

- # Strategic Paid Advertising Plan

- Strategic planning is where the **10-Principle Thinking Framework** (see

- `ads/references/thinking-framework.md`) earns its weight. THINK and

- CONNECT (Lateral) dominate — first-principles unit economics combined

- with cross-platform leverage are what make a plan strategic rather than

- prescriptive. FEEL gates the messaging and audience choices; ACCEPT

- gates the constraints (budget, timeline, team capacity).

- ## Process

- ### 1. Discovery

- - Business type, products/services, target audience

- - Current advertising status (active platforms, spend, performance)

- - Goals: brand awareness, lead generation, e-commerce sales, app installs

- - Budget range (monthly/quarterly)

- - Timeline and urgency

- - In-house team capacity vs agency needs

- ### 2. Competitive Analysis

- - Identify top 3-5 competitors

- - Analyze their ad presence across platforms (Google Ads Transparency, Meta Ad Library)

- - Estimate competitor spend levels and platform mix

- - Identify messaging themes and creative approaches

- - Note keyword/audience gaps (opportunities competitors are missing)

- ### 3. Platform Selection

- - Load industry template from `assets/` directory

- - Match business type to recommended platform mix

- - Read `ads/references/budget-allocation.md` for platform selection matrix

- - Read `ads/references/conversion-tracking.md` for tracking setup requirements

- - Assess platform fit based on:

- - Target audience demographics per platform

- - Product/service type suitability

- - Budget requirements per platform (minimums)

- - Sales cycle length and attribution needs

- - Creative capabilities and content availability

- ### 4. Campaign Architecture

- #### Naming Convention

- ```

- [Platform]_[Objective]_[Audience]_[Geo]_[Date]

- ```

- Example: `META_CONV_Prospecting_US_2026Q1`

- #### Campaign Structure Template

- ```

- Account

- ├── Brand Campaign (always-on, protect brand terms)

- ├── Non-Brand Prospecting

- │ ├── Campaign 1: [Top Funnel - Awareness]

- │ │ ├── Ad Group/Set 1: [Audience A]

- │ │ └── Ad Group/Set 2: [Audience B]

- │ ├── Campaign 2: [Mid Funnel - Consideration]

- │ │ ├── Ad Group/Set 1: [Interest-based]

- │ │ └── Ad Group/Set 2: [Lookalike/Similar]

- │ └── Campaign 3: [Bottom Funnel - Conversion]

- │ ├── Ad Group/Set 1: [High-intent]

- │ └── Ad Group/Set 2: [Custom audience]

- ├── Retargeting

- │ ├── Website Visitors (7-30 days)

- │ ├── Engaged Users (video views, social engagement)

- │ └── Cart Abandoners / Form Starters

- └── Testing

- └── New audiences, formats, or messaging

- ```

- ### 5. Budget Planning

- #### Monthly Budget Distribution

- Read `ads/references/budget-allocation.md` for the 70/20/10 framework.

- | Tier | Allocation | Purpose |

- |------|-----------|---------|

- | Proven (70%) | Primary platforms with proven ROI | Revenue engine |

- | Scaling (20%) | Platforms showing promise | Growth engine |

- | Testing (10%) | New platforms or strategies | Innovation |

- #### Budget Pacing

- - Month 1-2: heavy testing, expect higher CPA (learning)

- - Month 3-4: optimize based on data, tighten targeting

- - Month 5-6: scale winners, kill losers, expand

- - Ongoing: 70/20/10 maintenance with quarterly reviews

- ### 6. Creative Strategy

- #### Content Pillars

- - **Pain Point**: address specific problems your audience faces

- - **Social Proof**: testimonials, case studies, reviews

- - **Product Demo**: show the product/service in action

- - **Offer**: promotions, free trials, lead magnets

- - **Education**: teach something valuable related to your product

- #### Creative Production Plan

- |----------|-----------|-----------|----------|

- | P1 | Product/service videos (15-30s) | Meta, TikTok, YouTube | 5-10 |

- | P2 | Static images with copy | Google, Meta, LinkedIn | 10-15 |

- | P3 | Carousel/collection | Meta, LinkedIn | 3-5 |

- | P4 | UGC/testimonial video | TikTok, Meta | 3-5 |

- | P5 | Long-form video (1-3 min) | YouTube | 2-3 |

- ### 7. Tracking Setup Plan

- Before launching any ads, ensure tracking is configured:

- |----------|------------|-------------|----------|

- ### 8. Implementation Roadmap

- #### Phase 1: Foundation (Weeks 1-2)

- - Install all tracking pixels and server-side tracking

- - Set up conversion events and goals

- - Create campaign structure and naming conventions

- - Build initial audiences (custom, lookalike/predictive)

- - Produce first batch of creative assets

- #### Phase 2: Launch (Weeks 3-4)

- - Launch campaigns on primary platform(s) first

- - Set conservative budgets and bidding (Maximize Clicks / Lowest Cost)

- - Monitor daily for the first 7 days

- - Verify conversion tracking is firing correctly

- #### Phase 3: Optimize (Weeks 5-8)

- - Analyze initial data (minimum 2 weeks of data)

- - Adjust bidding strategies based on conversion volume

- - Kill underperforming ad groups/creatives (3x Kill Rule)

- - Launch secondary platforms

- - Begin A/B testing (creative, landing pages, audiences)

- #### Phase 4: Scale (Weeks 9-12)

- - Scale winning campaigns (20% rule)

- - Expand to testing platforms (10% budget)

- - Implement advanced strategies (ABM, Shopping feeds, Smart+)

- - Monthly performance reviews

- ## Industry Templates

- Load from `assets/` directory based on detected or specified business type:

- - `saas.md`: SaaS companies

- - `ecommerce.md`: E-commerce stores

- - `local-service.md`: Local service businesses

- - `b2b-enterprise.md`: B2B enterprise

- - `info-products.md`: Info products and courses

- - `mobile-app.md`: Mobile app companies

- - `real-estate.md`: Real estate

- - `healthcare.md`: Healthcare

- - `finance.md`: Financial services

- - `agency.md`: Marketing agencies

- - `generic.md`: General business template

+ # Paid Media Plan

- ## Output

+ 1. Read the setup profile, business economics, evidence, current account state, and

+ relevant industry template as optional input.

+ 2. Define objective, customer, offer, conversion, value, constraints, geography,

+ regulated category, time horizon, and success criteria.

+ 3. Evaluate channel roles and exclusions from first principles; do not require every

+ supported platform.

+ 4. Specify campaign architecture, audience strategy, creative system, budget and

+ pacing, measurement, experiments, policy controls, and operating cadence.

+ 5. Phase prerequisites before launch, learning, optimization, and scale.

+ 6. Assign every action an owner, timing, dependency, guardrail, evidence, success

+ measure, and rollback or exit condition.

+ 7. Return canonical JSON and render the requested human plan.

- ### Deliverables

- - `ADS-STRATEGY.md`: Complete strategic advertising plan

- - `CAMPAIGN-ARCHITECTURE.md`: Campaign structure with naming conventions

- - `BUDGET-PLAN.md`: Budget allocation with monthly pacing

- - `CREATIVE-BRIEF.md`: Creative production plan with specifications

- - `TRACKING-SETUP.md`: Tracking implementation checklist

- - `IMPLEMENTATION-ROADMAP.md`: Phased rollout timeline

+ A plan is advisory. It becomes an account change only through launch or optimize

+ mutation gates.

- ### KPI Targets

- |--------|---------|---------|---------|----------|

- | CVR | Baseline | +10% | +20% | +30% |

- | CTR | Baseline | +15% | +25% | +30% |