/suede-ads

name: suede-ads
description: "Suede AI paid-acquisition operating system for channel choice, campaign structure, audiences, bidding, budget pacing, negative keywords, retargeting, B2B and ABM playbooks, and kill-or-scale decisions, with platform facts checked in October 2026 (Meta Andromeda and attribution windows, Performance Max controls). Use when planning, auditing, or optimizing paid campaigns on Google, Meta, LinkedIn, X, TikTok, or comparable platforms. NOT FOR: producing ad copy or creative variants (use suede-ad-creative), implementing tracking (use suede-analytics), attribution models or reconciliation (use suede-attribution), or the landing page (use suede-site-alchemy)."
metadata:
  version: 2.3.0

Suede AI Paid Ads

Use this paid-acquisition playbook to create, optimize, and scale campaigns against explicit acquisition economics. Never assume account access.

Before Starting

**Check for product marketing context first:** If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

1. Campaign Goals

• Which platform(s) are running now, or which do you want to start with?
• What's the primary objective? (Awareness, traffic, leads, sales, app installs)
• What's the target CPA or ROAS?
• What's the monthly/weekly budget?
• Any constraints? (Brand guidelines, compliance, geographic)

2. Product & Offer

• What are you promoting? (Product, free trial, lead magnet, demo)
• What's the landing page URL?
• What makes this offer compelling?

3. Audience

• Who is the ideal customer?
• What problem does your product solve for them?
• What are they searching for or interested in?
• Do you have existing customer data for lookalikes?

4. Current State

• Have you run ads before? What worked/didn't?
• Do you have existing pixel/conversion data?
• What's your current funnel conversion rate?
• Do you have creative assets already, or do they need to be produced?

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Reference Routing

This skill's depth lives in references: load by intent. For **any operational decision on a live account** (kill/keep/scale/budget), load the relevant playbook before answering; the thresholds live there, not here.

| User intent | Load | Covers | |---|---|---| | B2B strategy, funnel stages, budget splits, kill rules, lead quality, breakeven math | [b2b-paid-playbook.md](references/b2b-paid-playbook.md) | Demand lifecycle, leading/lagging signals, kill rules, offline conversion loop, U/B/F lead scoring, scaling quadrant | | Meta operations: when to kill/graduate/scale an ad, fatigue, testing structure | [meta-decision-system.md](references/meta-decision-system.md) | TCPL-anchored decision tree, ad-count ceiling, 80/20 CBO structure, fatigue bands, lead forms, Advantage+ transition | | LinkedIn operations: bidding, audience sizing, scaling, benchmarks, TLAs, formats | [linkedin-b2b-playbook.md](references/linkedin-b2b-playbook.md) | Bidding progression, penetration scaling, sizing rules, funnel benchmarks, document/conversation ads, audit shortlist | | Google Search: what to spend on first, structure, match types, negatives, PMax | [google-search-playbook.md](references/google-search-playbook.md) | Intent ladder, account structure, match-type gates, negatives, bidding by volume, offline conversions, PMax guardrails | | Named-account targeting, pipeline acceleration, cross-channel retargeting | [abm-playbook.md](references/abm-playbook.md) | LinkedIn/Meta ABM, list mechanics, acceleration campaigns, UTM cross-channel remarketing, ABM measurement | | Generating Google RSAs | [rsa-output-spec.md](references/rsa-output-spec.md) | Mandatory output spec: limits, sidecars, template, self-check | | Audience setup, tracking setup, launch checklists, copy formulas | [audience-targeting.md](references/audience-targeting.md) · [conversion-tracking.md](references/conversion-tracking.md) · [platform-setup-checklists.md](references/platform-setup-checklists.md) · [ad-copy-templates.md](references/ad-copy-templates.md) | Existing foundations |

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Platform Selection Guide

| Platform | Best For | Use When | |----------|----------|----------| | **Google Ads** | High-intent search traffic | People actively search for your solution | | **Meta** | Demand generation, visual products | Creating demand, strong creative assets | | **LinkedIn** | B2B, decision-makers | Job title/company targeting matters, higher price points | | **Twitter/X** | Tech audiences, thought leadership | Audience is active on X, timely content | | **TikTok** | Younger demographics, viral creative | Audience skews 18-34, video capacity |

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Campaign Structure Best Practices

Account Organization

Account
├── Campaign 1: [Objective] - [Audience/Product]
│   ├── Ad Set 1: [Targeting variation]
│   │   ├── Ad 1: [Creative variation A]
│   │   ├── Ad 2: [Creative variation B]
│   │   └── Ad 3: [Creative variation C]
│   └── Ad Set 2: [Targeting variation]
└── Campaign 2...

Naming Conventions

[Platform]_[Objective]_[Audience]_[Offer]_[Date]

Examples:
META_Conv_Lookalike-Customers_FreeTrial_[YYYYQ#]
GOOG_Search_Brand_Demo_Ongoing
LI_LeadGen_CMOs-SaaS_Whitepaper_[MMMYY]

Budget Allocation

**Testing phase (first 2-4 weeks):**

• 70% to proven/safe campaigns
• 30% to testing new audiences/creative

**Scaling phase:**

• Consolidate budget into winning combinations
• Increase budgets ~20% at a time: never 30%+ in one move (resets platform learning)
• Wait 3-5 days between increases for algorithm learning

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Ad Copy

Copy formulas, angle libraries, and character limits belong to `suede-ad-creative`. This skill decides which campaign, audience, and offer the copy serves. Quick structures for a brief live in [references/ad-copy-templates.md](re