ads-plan · diff
git:20260223.63345e4 to git:20260223.62c2c17
195 added, 13 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".
---
# Strategic Paid Advertising Plan
## Process
- ### 0. Brand Context (if available)
- - Check for `./branding.md` in the project root
- - If found: load brand identity, voice, audience, visual guidelines, competitor positioning
- - If not found: display note — "No branding.md detected. Run `/ads-creative` first to set up brand context for personalized creative briefs."
- - Brand context feeds into Creative Strategy (step 6) and CREATIVE-BRIEF.md output
+ ### 0. Brand Context Setup
+ Check for `./branding.md` in the project root.
+
+ **If found:** Load brand identity, voice, audience, visual guidelines, competitor positioning. Confirm with the user: "I found your brand context (branding.md). Using it for this plan." Skip to step 1.
+
+ **If not found:** Collect brand context before proceeding. This information shapes every downstream step — platform selection, creative strategy, audience targeting, and budget allocation.
+
+ > "Before building your ad strategy, I need to understand your brand. Let me ask a few questions."
+
+ #### 0.1 — Brand Identity (required)
+ Ask:
+ - What is your brand name?
+ - What industry are you in?
+ - What is your website URL?
+ - Do you have a tagline or slogan?
+ - What is your business model? (SaaS, e-commerce, service, B2B, B2C, hybrid)
+
+ If the user provides a website URL, use WebFetch to pre-fill what you can (company name, tagline, colors, fonts, value proposition) before asking remaining questions.
+
+ #### 0.2 — Visual Identity
+ Ask:
+ - What are your brand colors? (primary, secondary, accent — hex codes if known)
+ - What fonts do you use for headlines and body text?
+ - How would you describe your visual style? (clean/minimal, bold/colorful, professional, playful)
+
+ If the user doesn't know hex codes, offer to extract from their website.
+
+ #### 0.3 — Brand Voice
+ Ask:
+ - On a scale of 1-10, how formal vs casual is your brand? (1=very formal, 10=very casual)
+ - Is your tone more serious or playful?
+ - Technical language or plain/simple?
+ - Are there specific words or phrases you always use?
+ - Any words or phrases you never use in marketing?
+
+ #### 0.4 — Target Audience
+ Ask:
+ - Who is your primary customer? (job title/role, age range, key characteristics)
+ - What are their biggest pain points that your product/service solves?
+ - What motivates them to buy? (triggers, goals)
+ - Where do they spend time online? (LinkedIn, Instagram, TikTok, YouTube, etc.)
+ - Is there a secondary audience?
+
+ #### 0.5 — Value Proposition
+ Ask:
+ - In one sentence, what makes you different from competitors?
+ - What are your top 3 benefits? (with proof points if possible)
+ - Do you have social proof you'd like to highlight? (testimonials, metrics, awards)
+
+ #### 0.6 — Competitor Positioning (optional)
+ Ask:
+ - Who are your top 2-3 competitors?
+ - How do they position themselves?
+ - How are you different from each?
+
+ If the user skips this, note it as "To be completed — run `/ads-competitor` for analysis."
+
+ #### 0.7 — Ad-Specific Guidelines (optional)
+ Ask:
+ - What CTAs do you prefer? (e.g., "Start Free Trial", "Book a Demo", "Shop Now")
+ - Do you show pricing in ads?
+ - Are there any required elements? (trust badges, ratings, certifications)
+ - Anything forbidden in your ads? (competitor mentions, specific claims, certain imagery)
+
+ #### 0.8 — Save branding.md
+
+ Write `./branding.md` in the project root using the canonical format from `ads/references/brand-context.md`. Validate before writing:
+ - Brand name is not empty
+ - At least one color is specified (or extracted from URL)
+ - At least one audience description exists
+ - Business model is identified
+
+ Display summary:
+
+ ```
+ Brand context saved: ./branding.md
+
+ Brand: [name]
+ Industry: [industry]
+ Voice: [tone summary]
+ Audience: [persona summary]
+ USP: [one-line value prop]
+ Colors: [primary] [secondary] [accent]
+
+ Now building your ad strategy...
+ ```
+
+ **Note:** Many of these answers feed directly into step 1 (Discovery) — do not re-ask questions the user already answered. Carry forward business type, audience, goals, and budget context.
+
### 1. Discovery
- - Business type, products/services, target audience
+ - Carry forward from step 0: business type, target audience, value proposition
- 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
| Priority | Asset Type | Platforms | Quantity |
|----------|-----------|-----------|----------|
| 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 |
#### Brand-Aware Creative Production
If `branding.md` is available, personalize CREATIVE-BRIEF.md with:
- Ad copy written in brand voice (tone dimensions from Brand Voice section)
- Visual descriptions referencing brand colors (hex values) and typography
- CTAs pulled from approved CTA list (Ad-Specific Guidelines)
- Headlines using brand words; avoiding forbidden words
- Audience messaging mapped to primary/secondary persona pain points
- Competitor differentiation woven into positioning
Read `ads/references/creative-volume.md` for per-platform volume requirements.
### 7. Tracking Setup Plan
Before launching any ads, ensure tracking is configured:
| Platform | Client-Side | Server-Side | Priority |
|----------|------------|-------------|----------|
| Google | gtag.js | Enhanced Conversions, GTM SS | P1 |
| Meta | Pixel | CAPI | P1 |
| LinkedIn | Insight Tag | CAPI (2025) | P2 |
| TikTok | Pixel | Events API + ttclid | P2 |
| Microsoft | UET Tag | Enhanced Conversions | P2 |
### 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
- `hybrid.md` — Multi-model businesses (product + service, B2B + B2C)
- `seasonal.md` — Seasonal businesses (holiday, summer, event-driven)
- `nonprofit.md` — 501(c)(3) organizations, Google Ad Grants compliance
- `government.md` — Public sector, WCAG accessibility, government compliance
- `generic.md` — General business template
## Output
- ### 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 (brand-personalized if branding.md exists)
- - `TRACKING-SETUP.md` — Tracking implementation checklist
- - `IMPLEMENTATION-ROADMAP.md` — Phased rollout timeline
+ ### Deliverables (Markdown + PDF)
+
+ Every deliverable is written as markdown first, then converted to a brand-styled PDF.
+
+ | Markdown | PDF | Contents |
+ |----------|-----|----------|
+ | `ADS-STRATEGY.md` | `ADS-STRATEGY.pdf` | Complete strategic advertising plan |
+ | `CAMPAIGN-ARCHITECTURE.md` | `CAMPAIGN-ARCHITECTURE.pdf` | Campaign structure with naming conventions |
+ | `BUDGET-PLAN.md` | `BUDGET-PLAN.pdf` | Budget allocation with monthly pacing |
+ | `CREATIVE-BRIEF.md` | `CREATIVE-BRIEF.pdf` | Creative production plan (brand-personalized) |
+ | `TRACKING-SETUP.md` | `TRACKING-SETUP.pdf` | Tracking implementation checklist |
+ | `IMPLEMENTATION-ROADMAP.md` | `IMPLEMENTATION-ROADMAP.pdf` | Phased rollout timeline |
+
+ ### PDF Generation
+
+ After writing all markdown deliverables, generate branded PDFs using `md-to-pdf`.
+ The stylesheet is **not a template** — it is generated from scratch every time by reading
+ `./branding.md` and translating the brand's full identity into CSS.
+
+ #### Step 1: Read branding.md and generate a stylesheet
+
+ Read `./branding.md` in full. Extract everything relevant to visual presentation:
+
+ - **Colors:** primary, secondary, accent hex values. Derive tints (lighten for backgrounds,
+ hover states) and shades (darken for borders, emphasis) from those base colors.
+ - **Typography:** heading and body font families. If Google Fonts, add an `@import` rule.
+ If the fonts are not web-available, pick the closest system font match.
+ - **Visual style:** the described style (clean/minimal, bold/colorful, professional, playful,
+ premium) drives the overall design personality:
+ - **Clean/minimal** — generous whitespace, thin borders, light backgrounds, subtle accents
+ - **Bold/colorful** — saturated colors, strong contrasts, colored section backgrounds
+ - **Professional** — muted palette, structured grid feel, heavier typography
+ - **Playful** — rounded corners, warmer tones, lighter font weights
+ - **Premium** — dark accents, generous padding, restrained color use, serif headings
+ - **Brand voice:** formal vs casual tone influences typographic choices — formal brands
+ get tighter letter-spacing and traditional headings; casual brands get looser, friendlier type.
+ - **Industry:** tailor the aesthetic — finance/healthcare lean conservative, SaaS/tech lean
+ modern, e-commerce leans vibrant.
+
+ Write a complete CSS file to `_brand-pdf.css` that covers:
+
+ ```
+ @page setup — A4, margins, page numbers in brand font/color
+ Body — Brand body font, size, line-height, text color
+ Headings (h1-h4) — Brand heading font, h1 in primary color with a styled underline
+ (solid, gradient, or accent-colored depending on visual style)
+ Tables — thead background in primary color (white text), striped rows
+ using a light tint of the primary, borders in a derived border color
+ Blockquotes — Left border in accent color, light tint background
+ Code blocks — Light background, left border in primary, brand monospace stack
+ Links — Primary color
+ Lists — Appropriate spacing and markers
+ Horizontal rules — Styled with brand colors
+ Print helpers — page-break-after: avoid on headings, page-break-inside: avoid
+ on tables/code/blockquotes
+ ```
+
+ **Every color in the CSS must trace back to branding.md.** Do not use any hardcoded
+ colors that don't derive from the brand palette. Derive light backgrounds, border colors,
+ and muted text from the primary/secondary using opacity or HSL manipulation.
+
+ **Example derivation for a brand with primary #2563eb:**
+ - Light background: `#2563eb0a` (primary at 4% opacity) or manually lighten to `#eff6ff`
+ - Border: `#2563eb20` (primary at 12% opacity) or manually lighten to `#dbeafe`
+ - Muted text: secondary color, or primary darkened
+
+ #### Step 2: Convert each deliverable
+
+ ```bash
+ npx md-to-pdf --stylesheet _brand-pdf.css ADS-STRATEGY.md
+ npx md-to-pdf --stylesheet _brand-pdf.css CAMPAIGN-ARCHITECTURE.md
+ npx md-to-pdf --stylesheet _brand-pdf.css BUDGET-PLAN.md
+ npx md-to-pdf --stylesheet _brand-pdf.css CREATIVE-BRIEF.md
+ npx md-to-pdf --stylesheet _brand-pdf.css TRACKING-SETUP.md
+ npx md-to-pdf --stylesheet _brand-pdf.css IMPLEMENTATION-ROADMAP.md
+ ```
+
+ Each command produces a `.pdf` alongside the `.md`.
+
+ #### Step 3: Clean up
+
+ ```bash
+ rm _brand-pdf.css
+ ```
+
+ #### Step 4: Confirm
+
+ ```
+ PDFs generated with [Brand Name] styling:
+ ADS-STRATEGY.pdf
+ CAMPAIGN-ARCHITECTURE.pdf
+ BUDGET-PLAN.pdf
+ CREATIVE-BRIEF.pdf
+ TRACKING-SETUP.pdf
+ IMPLEMENTATION-ROADMAP.pdf
+
+ Brand applied:
+ Colors: [primary] [secondary] [accent]
+ Fonts: [heading font] / [body font]
+ Style: [visual style description]
+ ```
+
+ **If `npx md-to-pdf` fails** (Node.js not installed, network error, Puppeteer issue),
+ inform the user and suggest `npm install -g md-to-pdf` then retry. The markdown files
+ are always the primary deliverables — PDFs are supplementary.
### KPI Targets
| Metric | Month 1 | Month 3 | Month 6 | Month 12 |
|--------|---------|---------|---------|----------|
| ROAS | Baseline | Target -20% | Target | Target +20% |
| CPA | Baseline | Target +30% | Target | Target -10% |
| CVR | Baseline | +10% | +20% | +30% |
| CTR | Baseline | +15% | +25% | +30% |
| Budget | Testing | Optimizing | Scaling | Maintaining |