Paid Ads v2

Campaign Structure

Google Ads

Account
├── Campaign (budget + geo + bidding)
│   ├── Ad Group (keyword theme)
│   │   ├── Keywords (10-20 per group)
│   │   ├── Ads (3-5 responsive search ads)
│   │   └── Extensions (sitelinks, callouts, structured snippets)
│   └── Ad Group 2...
└── Campaign 2...

Meta (Facebook/Instagram)

Ad Account
├── Campaign (objective: conversions/traffic/awareness)
│   ├── Ad Set (audience + placement + budget + schedule)
│   │   ├── Ad (creative + copy + CTA)
│   │   └── Ad 2...
│   └── Ad Set 2 (different audience)
└── Campaign 2...

Ad Copy Formulas

Google Search Ads (30 char headlines, 90 char descriptions)

• H1: {Keyword} — {Benefit}
• H2: {Social Proof} | {Offer}
• H3: {CTA} — {Risk Reversal}
• D1: {Expand on benefit}. {Specific result}. {CTA with urgency}.
• D2: {Address objection}. {Trust signal}. {Secondary CTA}.

Meta Ads

• Hook (first line, before "See more"): Bold claim, question, or stat
• Body: Problem → Solution → Proof → CTA
• CTA button: Match to funnel stage (Learn More → top, Sign Up → mid, Shop Now → bottom)

Platform specs and character limits: references/platform-specs.md

Audience Targeting

Google

• Keywords: exact [keyword], phrase "keyword", broad +keyword
• Negative keywords: exclude irrelevant searches (add weekly)
• In-market audiences: people actively researching your category
• Custom intent: target by URLs and keywords competitors use

Meta

• Core audiences: demographics + interests + behaviors
• Custom audiences: website visitors, email list, video viewers, engagers
• Lookalike audiences: 1% (best quality) to 10% (more reach) of source
• Exclusions: existing customers, converters, irrelevant audiences

LinkedIn

• Job title + seniority + company size + industry
• Matched audiences: website retargeting, email list, lookalikes
• Tip: Layer job function + seniority for best results

Bidding Strategy

Start with automated bidding, switch to manual only when you have 30+ conversions/month of data.

Budget Framework

• Test budget: $50-100/day per campaign minimum (need statistical significance)
• Scale: Increase 20% every 3-5 days (avoid learning phase resets)
• Split: 70% proven campaigns, 20% testing, 10% experimental

A/B Testing

Test one variable at a time:

1. Headlines (highest impact)
2. Creative/image (Meta, LinkedIn)
3. CTA (button text and offer)
4. Audience (different targeting)
5. Landing page (post-click experience)

Minimum: 1000 impressions and 100 clicks per variant before declaring winner.

Retargeting

Funnel-based retargeting:

• 1-3 days: Cart abandoners → urgency/discount
• 3-7 days: Product page visitors → social proof/benefits
• 7-14 days: Blog readers → lead magnet/free trial
• 14-30 days: Homepage visitors → brand story/value prop
• 30-90 days: All visitors → seasonal offers/new features

Frequency cap: 3-5 impressions per person per week.

References

• references/platform-specs.md — Character limits, image sizes, placements per platform
• references/ad-copy-formulas.md — 30+ proven ad copy templates