Ad Campaign Optimization

• You are launching or restructuring paid campaigns and need a proven campaign hierarchy (prospecting → retargeting → retention) with audience exclusion rules.
• Your ROAS or CPA has declined and you need a diagnostic framework to identify root causes and a recovery plan.
• You manage spend across multiple platforms (Meta, Google, TikTok, LinkedIn) and need a unified attribution approach to avoid double-counting.
• You are running creative testing and want a structured phase-by-phase methodology to identify winning hooks and scale them efficiently.

• You need real-time data pulled directly from ad platform APIs — this skill provides reasoning and strategy, not live data integration.
• Your needs are purely organic social or SEO; this skill is focused exclusively on paid advertising.
• You require automated bid adjustments or script execution inside ad platforms — this skill advises on strategy, not platform automation.

Organizes ad accounts by objective — prospecting, retargeting, and retention — with clear audience exclusion rules and independent budget segmentation for cold, warm, and hot audiences.

Covers lookalike seed quality ranking, layered interest targeting, broad targeting rationale, and five-tier exclusion-layered retargeting audiences from cart abandoners down to social engagers.

Structured testing methodology: Phase 1 tests hooks/angles, Phase 2 tests variations of winners, Phase 3 scales with 20–30%/day increases. Decisions are driven by CTR, CPA, ROAS, and frequency thresholds.

Recommends the right bidding model (CPM, CPC, CPA, value-based) per funnel stage, enforces a 70/20/10 prospecting/retargeting/testing split, and applies safe scaling rules to avoid resetting algorithmic learning.

Explains last-click, first-click, time-decay, and data-driven models, and provides a practical cross-platform framework using UTM parameters, incrementality testing (10% holdout), and post-purchase surveys.

Tailors format and creative recommendations per platform: vertical video and carousels for Meta, native Spark Ads for TikTok, keyword-matched headlines for Google Search, and document or lead gen ads for LinkedIn.

Structure a full Meta Ads campaign for a new DTC brand — including prospecting and retargeting ad sets, audience definitions, exclusion rules, and a creative brief for the first five ads.

Diagnose a ROAS decline across Google Search and Performance Max campaigns, identify root causes (creative fatigue, audience saturation, seasonality, competition), and receive a prioritized 2-week action plan.

Design a single-source-of-truth attribution system across Meta, Google, TikTok, and LinkedIn using UTM structure, holdout testing, and a weekly cross-platform reporting template.

Build a hook-body-CTA creative framework, run a structured testing roadmap, and identify when to refresh fatigued ads based on frequency and performance signals.