/ads-plan

name: ads-plan
description: >
  Strategic paid advertising planning with industry-specific templates.
  Covers platform selection, campaign architecture, budget planning,
  creative strategy, and phased implementation roadmap. Use when user says
  "ad plan", "ad strategy", "campaign planning", "media plan", "PPC strategy",
  or "advertising plan".

Strategic Paid Advertising Plan

Process

0. Brand Context Setup

Check for `./branding.md` in the project root.

**If found:** Load brand identity, voice, audience, visual guidelines, competitor positioning. Confirm with the user: "I found your brand context (branding.md). Using it for this plan." Skip to step 1.

**If not found:** Collect brand context before proceeding. This information shapes every downstream step — platform selection, creative strategy, audience targeting, and budget allocation.

> "Before building your ad strategy, I need to understand your brand. What's your brand name and website URL?"

0.1 — Brand Identity + Website (required)

Ask for the brand name and website URL first. If the user provides a URL, immediately run the full website extraction (step 0.2) before asking any further questions. Everything that can be extracted from the website should be extracted — never ask the user for information that's already on their site.

Also collect (if not already clear from the website):

• Industry
• Business model (SaaS, e-commerce, service, B2B, B2C, hybrid)

0.2 — Website Extraction (when URL provided)

This is the most important part of brand context setup. **Do not guess or assume anything.** Extract the actual values the business uses on their live website.

0.2a — Fetch the homepage

Use WebFetch on the homepage URL. Instruct it to extract ALL of the following:

**Visual identity:**

• All colors used prominently: backgrounds, buttons, headers, links, text, borders,

footer. Report exact hex values. Identify which is primary (most prominent brand color, usually on CTAs and headers), secondary, accent, background, and text color.

• Font families: read the actual `font-family` declarations used on headings and body text.

Look in CSS, `<link>` tags for Google Fonts / Typekit / custom font URLs, and inline styles. Report the exact font names (e.g., "Plus Jakarta Sans", "DM Sans", "Geist"), not generic fallbacks like "sans-serif".

• Logo: describe the logo from the header/nav. Note if it's text-based, icon-based, or both.
• Visual style: describe what you observe — is it minimal with lots of whitespace? Bold with

saturated colors? Dark mode? Gradient-heavy? Illustration-driven? Corporate?

• Button styles: rounded, square, pill-shaped? What color? What text color on buttons?
• Spacing and density: tight and information-dense, or airy and spacious?

**Copy and messaging:**

• Tagline / slogan: extract from the hero section
• Hero headline: the main H1 or hero text
• Value proposition: what the homepage says they do and why it matters
• Key benefits: any benefit sections, feature highlights, or selling points
• Social proof: testimonials, customer logos, metrics ("10,000+ customers"), awards,

trust badges, star ratings

• CTAs: every call-to-action button text on the page (e.g., "Get Started Free",

"Book a Demo", "See Pricing")

• Navigation items: main nav labels reveal product/service categories and priorities

**Brand voice signals:**

• Tone of the copy: formal or casual? Technical or plain? Playful or serious?
• Person: first person ("We help...") or second person ("You can...") or third?
• Specific words/phrases: any repeated brand language, trademarked terms

0.2b — Fetch additional pages (if needed)

If the homepage alone doesn't give a complete picture, also fetch:

• `/about` or `/about-us` — for company story, mission, team info, more voice signals
• `/pricing` — for pricing model (free trial, freemium, contact-us, subscription tiers)

Only fetch these if there are genuine gaps after the homepage. Don't fetch for the sake of it.

0.2c — Present extraction to user

Show the user everything extracted, organized clearly:

Here's what I found on [website]:

  Brand: [name]
  Tagline: "[extracted tagline]"
  Industry: [detected industry]
  Business model: [detected model]

  Colors:
    Primary:    [name] #[hex] — used on [CTAs, headers, etc.]
    Secondary:  [name] #[hex] — used on [subheadings, etc.]
    Accent:     [name] #[hex] — used on [highlights, badges, etc.]
    Background: #[hex]
    Text:       #[hex]

  Fonts:
    Headings: [exact font name]
    Body:     [exact font name]

  Visual style: [description of what you observed]
  Button style: [pill/rounded/square], [color], [hover behavior if visible]

  Voice: [formal/casual], [serious/playful], [technical/simple]
  Hero: "[exact hero headline]"
  Value prop: "[extracted value proposition]"
  CTAs found: "[CTA 1]", "[CTA 2]", "[CTA 3]"
  Social proof: [what's shown — logos, metrics, testimonials]

Does this look right? Anything to correct or add?

The user confirms or corrects. Only after confirmation, proceed with remaining questions.

0.3 — Fill gaps with questions

After the website extraction, only ask about things that **could not** be determined from the website. Skip any section where the website gave a clear answer.

**Likely still needed (websites rarely cover these):**

Target audience specifics:

• Who is your primary customer? (job title/role, age range)
• What are their biggest pain points?
• What motivates them to buy?
• Where do they spend time online?
• Secondary audience?

Competitor positioning:

• Who are your top 2-3 competitors?
• How are you different from each?

(If skipped, note: "To be completed — run `/ads-competitor` for analysis.")

Ad-specific guidelines:

• Preferred CTAs (pre-fill from extracted CTAs, ask user to confirm/adjust)
• Show pricing in ads?
• Required elements? (trust badges, ratings, certifications)
• Anything forbidden in ads?

Brand voice refinement (if t