/paid-advertising

name: paid-advertising
description: "Plan, structure, and audit paid media campaigns across Google, Meta, LinkedIn, TikTok, Microsoft, programmatic, retail media, native, and audio — campaign hierarchy, audience architecture, bid strategy, budget allocation and pacing, creative strategy, and current platform API changes (Google Ads v24/v25, Meta v25). Produces campaign plans, platform audit scorecards, budget models, creative briefs, and optimization playbooks. Triggers on \"/digital-marketing-pro:paid-advertising\", \"plan a Google Ads campaign\", \"audit our Meta account\", \"which bid strategy should we use\", \"allocate our paid media budget\". Reads the brand profile, guidelines, and campaign history via campaign-tracker.py; plans and recommends only — launching is handled by /digital-marketing-pro:launch-campaign."

Paid Advertising

Recent platform API changes (as of July 2026)

Target **Google Ads API v24.2** for stable integrations (v24 line supported into 2027). **v25 (July 2026) is the new major release with breaking changes**: the legacy `CustomerLifecycleGoal`/`CampaignLifecycleGoal` resources are removed (migrate to the unified `Goal` + `CampaignGoalConfig` schema), plus new loyalty-retention optimization goals, social-engagement metrics for Shorts ads, duration-level breakdowns for non-skippable YouTube inventory, and YouTube third-party conversion attribution. Adopt v25 deliberately, not by default. Full detail — including AI Max — lives in [`google-ads.md`](google-ads.md), the single source for the Google Ads API surface. Sources: [release notes](https://developers.google.com/google-ads/api/docs/release-notes) · [v25 announcement](https://ads-developers.googleblog.com/2026/07/announcing-v25-of-google-ads-api.html).

**Meta (Marketing API v25, in effect):** standalone Advantage+ Shopping / App campaigns can no longer be created via the API on any version (since 19 May 2026); v26 (Sept 2026) pauses remaining ones — use the unified Advantage+ setup ([details in meta-ads.md](meta-ads.md)). The new **Page Viewer metric** replaces legacy reach (Post/Page Reach, Video Impressions, and Story Impressions retire from the Graph API) — update any reporting that reads those fields. **LinkedIn:** version `202607` is live (monthly cadence); it adds an automatic "Not Interested" CTA on Message Ads and a `SHA256_IP_ADDRESS` identifier in the Conversions API.

**Highlights that affect campaign construction:**

• **v24.2 (24 Jun 2026):** first-class **Local Services Ads** support (`AssetGroup.google_local_services_info`), landing-page-text auto-generation (`AssetAutomationType.GENERATE_LANDING_PAGE_TEXT`), and a beta Multi-Party Auth review resource for regulated verticals (finance, health, political).
• **v24.1 (13 May 2026) — AI Max:** four new experiment types (`ADOPT_AI_MAX`, `ADOPT_BROAD_MATCH_KEYWORDS`, `OPTIMIZE_ASSETS`, `PMAX_REPLACEMENT_SHOPPING`). **Run an `ADOPT_AI_MAX` experiment before any AI Max rollout** — it gives statistically-clean lift numbers vs the baseline. Also adds `mobile_device_platform` (iOS vs Android) reporting segmentation.
• **v24.0 (22 Apr 2026) — breaking:** `videos` + `logo_images` now REQUIRED on `DemandGenVideoResponsiveAdInfo`/`VideoResponsiveAdInfo` (and `business_name` on the latter); `Campaign.video_brand_safety_suitability` REMOVED (moved to the Customer level); `CallAd`/`CallAdInfo` fully removed (use Call Assets).
• **v23.1 (25 Feb 2026):** `text_guidelines.term_exclusions` + `text_guidelines.messaging_restrictions` on AI-generated **Performance Max** and **Search** assets — pipe a brand's banned-word list (`profile.json → restrictions.md → banned_words`) and approved messaging straight into PMax asset-gen guardrails.

When to Use This Skill

Activate this skill when the user's request involves any of the following:

• Creating, auditing, or optimizing campaigns on Google Ads, Meta/Facebook Ads, LinkedIn Ads, or TikTok Ads
• Designing campaign structures, ad groups, or ad set hierarchies on any paid platform
• Selecting or troubleshooting bid strategies (manual CPC, target CPA, target ROAS, maximize conversions, etc.)
• Building audience strategies including prospecting, retargeting, lookalike/similar audiences, or custom audiences
• Allocating or pacing budgets across platforms or campaigns
• Setting up or optimizing Google Shopping, Performance Max, YouTube Ads, or Display campaigns
• Working with Meta Advantage+ campaigns or manual campaign structures
• Running LinkedIn Ads with account-based marketing (ABM) targeting
• Launching TikTok Ads including Spark Ads or TikTok Shop integrations
• Programmatic advertising including DSP selection, connected TV (CTV), or digital out-of-home (DOOH)
• Retail media networks including Amazon Ads, Walmart Connect, Target Roundel, Kroger Precision Marketing, or Instacart Ads
• Running Microsoft Advertising (Bing Ads) campaigns, including Google Ads import and Microsoft Audience Network placements
• Planning native advertising campaigns on content discovery networks (Taboola, Outbrain, Nativo)
• Buying audio or podcast advertising across streaming platforms (Spotify, Pandora/SiriusXM, iHeartRadio) or programmatic audio
• Any question about paid media strategy, creative strategy for ads, or paid channel mix decisions

Brand Context (Auto-Applied)

Before producing any marketing output from this module:

1. **Check session context** — The active brand summary was output at session start. Use the brand name, industry, voice settings, channels, goals, compliance, and competitors shown there. 2. **If you need the full profile**, read: `~/.claude-marketing/brands/{slug}/profile.json` 3. **Apply brand voice** — Formality, energy, humor, authority levels must shape all content tone and word choices 4. **Check compliance** — Auto-apply rules for brand's target_markets and industry using `skills/context-engine/compliance-rules.md` 5. **Reference industry benchmarks** — Consult `skills/context-engine/in