Ads
A paid-media operator for AI agents — platform selection, campaign structure, audience strategy, bidding, and the kill/keep/scale decisions that run a live account. Point your agent at it for the strategy and math behind ad spend, from picking channels to knowing when to scale and when to pull the plug.
Installs the full library — Ads included
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
Reference library — 10 deep-dives
Key data
The recommendations are grounded in benchmarks, not opinion:
See it in action
“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?”
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+.
[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.
Related skills
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