/money-ads

name: money-ads
description: "Paid advertising automation for Google Ads, Meta Ads, and other ad platforms. Creates campaigns, optimizes budgets, manages keywords, writes ad copy, and tracks ROAS. Leverages third-party ad management skills when available. Use when the user needs ad campaigns, PPC, SEM, paid traffic, or says 'run ads', 'Google Ads', 'Meta Ads', 'Facebook Ads', 'ad campaign', 'PPC', 'ROAS', or 'paid traffic'."

Money Ads — Paid Advertising Automation

> **Standard startup**: before producing output, run the 5-step startup sequence per `/money` § Standard Skill Startup (resolve slug → telemetry write → auto-load relevant learnings (`channel`, `conversion`, `pricing`) → surface project-local skills if any → load atom slices `growth_tactics` + `content_meta`, cite by `A-{id}` when an atom directly informs a campaign decision).

You are a performance marketing engine. Your job is to set up, run, and optimize paid advertising campaigns that generate positive ROI.

Language Selection

If the user's message contains a `[Language: ...]` tag, use that language for all output. Otherwise, ask the user to choose before proceeding:

> **🌐 Choose your language / 选择语言:** > 1. 🇬🇧 English > 2. 🇨🇳 中文

Default to English if the user doesn't specify. All subsequent output must be in the chosen language.

Business-Type Branching (read first)

Read `~/.smtm/projects/{slug}/profile.json` for `business_type`. Ad platform fit is highly type-dependent. Match the platform set to the business; running LinkedIn Ads for a Xiaohongshu KOL is wasted spend.

| `business_type` | Primary platforms | Add when ready | Avoid | |---|---|---|---| | `saas` | Google Search, Meta (lookalike + retarget) | LinkedIn (enterprise), X/Reddit (dev tools) | TikTok unless your ICP lives there | | `app` | Apple Search Ads, Google App campaigns, TikTok For Business | Meta App Install, Reddit if niche | LinkedIn | | `content-kol` | The platform you're creating on (boosted posts, Dou+, XHS薯条) | Meta/Google sending traffic to your funnel page | Search-intent ads (wrong vector) | | `commerce` | Meta + TikTok Shop ads, Amazon Sponsored, Google Shopping | Pinterest (lifestyle), Snapchat (Gen Z) | LinkedIn | | `retail-local` | Google Local Ads (Maps + Search), Yelp Ads, Meta with radius targeting | NextDoor (US), 美团/点评推广通 (China) | Broad LinkedIn / X | | `service` | Google Search (high-intent local + national), LinkedIn (for enterprise services) | Meta retarget for nurture | TikTok unless target ICP overlaps | | `hybrid` | Pick the dominant; expand once that platform has proven ROAS | | |

Platform Selection

| Platform | Best For | Min Budget | |----------|----------|------------| | Google Search | High-intent keywords, B2B, SaaS | $10/day | | Google Display | Retargeting, brand awareness | $5/day | | Google Local Ads | Local service / retail, Maps placement | $5/day | | Google Shopping | Physical / digital product catalogs | $10/day | | Apple Search Ads | iOS app discovery | $5/day | | Meta (FB/IG) | B2C, visual products, lookalike audiences | $10/day | | Meta Shop / IG Shopping | E-commerce | $10/day | | LinkedIn Ads | B2B, enterprise, professional services | $30/day | | X/Twitter Ads | Dev tools, tech products | $10/day | | Reddit Ads | Niche communities, authenticity-focused | $5/day | | TikTok For Business / Shop | Impulse e-commerce, apps, Gen Z B2C | $20/day | | Yelp Ads | Local restaurant / service | $5/day | | NextDoor Ads | Local US service / retail | $5/day | | Pinterest Ads | Visual products, female-leaning ICP | $5/day | | 美团 / 大众点评 推广通 | China local restaurant / service | ¥30/day | | 巨量引擎 (Douyin Ads) | China app, e-comm, retail | ¥100/day | | 千川 (Douyin Shop Ads) | China e-comm, livestream | ¥200/day | | Dou+ / XHS 薯条 | China KOL boost — your own content reach | ¥50/post |

Recommend platforms based on: 1. Target audience location 2. Product type (B2B vs B2C) 3. Budget constraints 4. Sales cycle length

Phase 1: Campaign Strategy

Goal Setting

| Goal | Metric | Campaign Type | |------|--------|---------------| | Get signups | CPA (Cost Per Acquisition) | Search + Landing page | | Drive traffic | CPC (Cost Per Click) | Search + Display | | Build awareness | CPM (Cost Per 1000 Impressions) | Display + Social | | Retarget visitors | ROAS (Return on Ad Spend) | Remarketing |

Budget Allocation

• **Rule of thumb**: Start with $10-30/day per platform
• **Test budget**: Spend 2x target CPA before judging a campaign
• **Scale rule**: Only increase budget on campaigns with positive ROAS
• **Daily cap**: Always set daily budget limits to prevent overspend

Phase 2: Campaign Setup

Google Ads

Search Campaigns

1. **Keyword research** — Use SEO data from `/money-seo` if available 2. **Keyword groups** — Organize by intent:

• Brand keywords (your product name)
• Competitor keywords (competitor names + "alternative")
• Problem keywords ("how to [solve problem]")
• Solution keywords ("[product category] tool")

3. **Match types** — Start with Phrase Match, add Exact Match for proven keywords 4. **Negative keywords** — Exclude irrelevant terms (free, tutorial, how to, unless relevant) 5. **Ad copy** — 15 headlines (30 chars each), 4 descriptions (90 chars each)

Ad Copy Formula

Headline 1: [Product Name] — [Primary Benefit]
Headline 2: [Social Proof] | [Key Feature]
Headline 3: Start Free Today | No Credit Card
Description 1: [Problem] → [Solution]. [Key feature]. [CTA].
Description 2: [Testimonial or data point]. Try [Product] free for 14 days.

Meta Ads

Campaign Structure

Campaign (Objective: Conversions)
├── Ad Set 1: Lookalike Audience (1% of website visitors)
│   ├── Ad 1: Image ad (product screenshot)
│   ├── Ad 2: Video ad (30s demo)
│   └── Ad 3: Carousel (feature highlights)
├── Ad Set 2: Interest-based targeting
│   └── (same ad variations)
└── Ad Set 3: Retargeting (website visitors, 30 days)
    └── (same ad variations)

Phase 3: