Ads

Whether to run ads — and where — comes down to intent and audience: use Google Ads when people actively search for your solution, Meta to create demand with strong creative, and LinkedIn for B2B where job-title and company targeting justify a higher price point. In 2026 the highest-leverage work has shifted from targeting filters to creative: on Meta's Andromeda algorithm, roughly 80% of your audience knowledge should go into the creative (headlines, hooks, examples) and target broadly, because interest-stacking now actively hurts. Scale by net cash flow, not ROAS percentage — find your break-even CPA from customer LTV and scale toward that ceiling, raising budgets ~20% at a time to avoid resetting the algorithm's learning phase.

What's inside

The playbook covers

Before StartingReference RoutingPlatform Selection GuideCampaign Structure Best PracticesAd Copy FrameworksAudience Understanding & TargetingModern Meta playbook (Andromeda era — 2026+)Creative Best PracticesCampaign OptimizationRetargeting StrategiesLanding Page Alignment (the headline-mirror trick)Reporting & AnalysisPlatform SetupGoogle RSA Output Spec (mandatory when generating RSAs)Common Mistakes to AvoidTask-Specific QuestionsTool Integrations

Reference library — 10 deep-dives

ABM Playbook (Paid)Account-based marketing with ads: targeting named accounts on LinkedIn and Meta, accelerating open pipeline, and stitching channels together. ABM ads are a *pipeline influence* motion, not a lead-gen motion — measure accordingly.Ad Copy Templates ReferenceDetailed formulas and templates for writing high-converting ad copy.Audience Targeting ReferenceDetailed targeting strategies for each major ad platform.B2B Paid PlaybookCross-platform operating rules for B2B paid acquisition — where sales cycles run 2–24 months, in-platform conversions mislead, and lead *quality* matters more than lead cost. Use this alongside the platform playbooks (Meta decision system, LinkedIn, Google Search, ABM).Conversion Tracking SetupHow to set up conversion tracking pixels across ad platforms. This guide covers installation, event configuration, and validation — everything a marketer needs to ensure ad spend is properly attributed.Google Search Playbook (B2B)Intent-first operating rules for Google Ads: where to spend first, how to structure the account, when to loosen match types, and how to keep smart bidding pointed at revenue instead of junk form-fills. For RSA generation mechanics, see rsa-output-spec.md.LinkedIn B2B PlaybookOperational rules for LinkedIn Ads: bidding, audience sizing, scaling triggers, benchmarks, and format-specific tactics. LinkedIn is the precision channel — highest-quality B2B targeting at the highest cost, so the operating discipline is about not wasting that precision.Meta Decision System (B2B)A quantified kill/keep/scale engine for Meta ads. Every threshold derives from one anchor number, so decisions become arithmetic instead of vibes. Pairs with the strategy-level Meta playbook in SKILL.md (creative-as-targeting, creative volume) — this file is the *operating* layer.Platform Setup ChecklistsComplete setup checklists for major ad platforms.Google RSA Output SpecWhen the user requests Google Ads RSAs (Responsive Search Ads), output MUST comply with these platform limits and structural requirements. Do not output any RSA that violates them.

Key data

The recommendations are grounded in benchmarks, not opinion:

1:1** — add the company by name; fully personalized creative for one account.

1:few** — up to ~10–20 accounts per campaign, shared pain/industry angle.

1:many** — uploaded list (or native targeting), scaled creative.

Maintenance rule (ads past ~7–14 days): pause when an ad's CPL runs 1.5–2× over target**. Target $300 → kill at $450–600 CPL.

1. Week 1: launch on automated bidding / maximum delivery. Don't touch it — you're buying CPC data.

2. Week 2+: switch to manual CPC set ~20% below the average CPC the automated phase produced. This reliably cuts CPC without killing delivery.

See it in action

You ask

Help me plan a paid advertising strategy. We're a B2B SaaS tool for HR teams, selling at $99/month per seat. We have $15k/month to spend on ads and want to generate demo requests. Where should we advertise?

The skill delivers

Retargeting: 4-component framework

1. Objection-handling ad — verbatim reasons people didn't buy (from calling non-converters) 2. Proof testimonial carousel — supports the original ad's claims 3. Other-offers CBO — your best ads for different products 4. Value-first audit/assessment ad — wraps the ask in free value Retarget the same non-converting audience with a DIFFERENT offer — a 2-3 ROAS audience can hit 6+.

Naming convention

[Platform]_[Objective]_[Audience]_[Offer]_[Date] META_Conv_Lookalike-Customers_FreeTrial_2026Q1 LI_LeadGen_CMOs-SaaS_Whitepaper_Mar26

FAQ

Which ad platform should I start with?

Match the platform to buyer intent. Google Ads captures people already searching for your solution (high intent). Meta and TikTok create demand through native-feeling creative. LinkedIn wins for B2B when job-title, company, and industry targeting matter and your price point supports it. Twitter/X suits tech and thought-leadership audiences. Start where your buyers already are, prove it, then expand.

Is targeting or creative more important on Meta now?

Creative, by a wide margin. Since Meta's Andromeda algorithm, the model rewards broad targeting plus specific creative — put ~80% of your audience knowledge into headlines, hooks, and examples and just target by country. Stacking interests to narrow the audience now underperforms. A useful trick: duplicate a winning ad with an identity keyword ("462 dental leads per week") that acts as both a viewer trigger and a targeting signal.

When should I scale my ad budget?

Scale on net cash flow, not on holding a high ROAS. Calculate the most you can pay to acquire a customer and stay profitable given LTV — that's your break-even ceiling — and scale toward it. A ROAS dropping from 10 to 5 while spend goes from $10k to $100k nets far more total profit. Raise budgets about 20% at a time and wait 3–5 days between increases so you don't reset the platform's learning.

Build a tool for this workflow?

Marketers run this skill mid-task — the exact moment your tool matters. Partner tiers put your tool inside the skill their agent runs.

See partner tiers