Social Ad Campaign Skill

This skill produces a complete paid social advertising campaign plan covering campaign objective, audience targeting, funnel structure, ad set architecture, ad copy and creative briefs for each format, budget allocation, bidding strategy, and a measurement framework. Output is ready for a media buyer, performance marketer, or social team to execute.

Required Inputs

Ask the user for these if not provided:

• Brand / product name
• Campaign objective — what are you trying to achieve? (traffic / leads / conversions / brand awareness / app installs / video views / event promotion)
• Platform(s) — Meta (Facebook/Instagram), LinkedIn, TikTok, X/Twitter, Pinterest, Snapchat
• Target audience — who are you trying to reach? (demographics, interests, job titles, behaviours, lookalikes)
• Budget — total campaign budget and timeframe (e.g. £5,000 over 4 weeks)
• Offer / landing page — what is the ad driving to? (free trial, product page, lead form, event sign-up)
• Key message — the single most important thing the ad must communicate

Output Structure

Paid Social Campaign Plan: Brand] — Campaign Name]

Campaign objective: e.g. Lead generation — 200 qualified leads in 30 days] Platform(s): e.g. Meta (Instagram + Facebook), LinkedIn] Budget: £/$/€ X total over X weeks] Campaign period: Start date → End date] Owner: Media buyer / performance marketer / agency] Date: Date]

1. Campaign Strategy Overview

Why paid social for this objective: 2–3 sentences justifying the platform and format choice for this specific goal and audience. E.g. "LinkedIn is the right channel for this B2B SaaS campaign — we can target by job title, company size, and seniority, ensuring budget reaches decision-makers, not browsers."]

Funnel structure:

| Stage | Objective | Audience | Budget allocation | |---|---|---|---| | Top of funnel (TOFU) | Awareness / reach | Cold audience — interest/behaviour targeting | X%] | | Middle of funnel (MOFU) | Consideration / engagement | Warm audience — video viewers, page engagers, website visitors | X%] | | Bottom of funnel (BOFU) | Conversion / lead | Hot audience — retargeting, custom audiences, lookalikes | X%] |

2. Audience Targeting

Audience 1: Cold — Primary Target]

Platform: Meta / LinkedIn / TikTok] Audience size target: e.g. 500K–2M — broad enough to learn, narrow enough to be relevant]

| Targeting dimension | Settings | |---|---| | Location | Country / region / city] | | Age | e.g. 28–45] | | Gender | All / specify if relevant] | | Interests / behaviours | e.g. SaaS tools, productivity apps, small business owners] | | Job titles (LinkedIn) | e.g. Head of Marketing, Marketing Director, CMO] | | Company size (LinkedIn) | e.g. 50–500 employees] | | Industry (LinkedIn) | e.g. Technology, Financial Services, Healthcare] | | Exclude | e.g. Existing customers — upload suppression list] |

Audience 2: Warm — Engagement Retargeting]

Platform: Meta] Source: People who engaged with content / visited website in last 30 days

| Signal | Action | |---|---| | Watched 50%+ of a video ad | Retarget with a case study or testimonial ad | | Visited product page but didn't convert | Retarget with a direct offer / free trial CTA | | Engaged with Instagram / Facebook page | Retarget with social proof ad |

Audience 3: Hot — Conversion Retargeting]

Platform: Meta / LinkedIn] Source: Website visitors (last 7 days), abandoned cart, form started but not completed

Retargeting message: More direct. Address the specific action they took. Time-sensitive CTA.

Audience 4: Lookalike]

Source: Existing customers / email list / best-converting website visitors] Lookalike similarity: 1%–3% (tight match) / 3%–10% (broader reach)] Platform: Meta

3. Campaign Structure

Meta Campaign Architecture

Campaign: [Campaign Name] — [Objective: Lead Generation / Traffic / Conversions]
│
├── Ad Set 1: TOFU — Cold Interests
│   ├── Ad 1A: [Video ad — hook format]
│   ├── Ad 1B: [Static image — benefit-led headline]
│   └── Ad 1C: [Carousel — feature/use case showcase]
│
├── Ad Set 2: MOFU — Warm Retargeting (30-day engagers)
│   ├── Ad 2A: [Social proof / testimonial]
│   └── Ad 2B: [Case study / before & after]
│
└── Ad Set 3: BOFU — Hot Retargeting (7-day website visitors)
    ├── Ad 3A: [Direct offer — free trial / discount / demo]
    └── Ad 3B: [Objection handling — FAQ / reassurance]

LinkedIn Campaign Architecture

Campaign Group: [Campaign Name]
│
├── Campaign 1: [Job Title Targeting — Awareness]
│   ├── Single Image Ad: [Thought leadership hook]
│   └── Video Ad: [Problem/solution story]
│
├── Campaign 2: [Company Size + Industry — Consideration]
│   ├── Single Image Ad: [Case study / proof point]
│   └── Lead Gen Form: [Gated asset / webinar / demo]
│
└── Campaign 3: [Retargeting — Conversion]
    └── Sponsored Message / Lead Gen Form: [Direct CTA with personalisation]

4. Ad Copy

Format 1: Video Ad (15–30 seconds) — TOFU

Hook (first 3 seconds — must stop the scroll): > "Pattern interrupt question or statement — e.g. 'Are you still doing painful thing] manually?']"

Core message (seconds 4–20): > "Agitate the problem → introduce the solution → show the specific outcome]"

CTA (final 5 seconds): > "Clear, single action — e.g. 'Try free for 14 days — link in bio' / 'Get your demo today']"

Visual direction:

• e.g. Founder talking to camera in natural setting — authentic, not polished ad]
• e.g. Screen recording showing the product in use — show the outcome, not the feature]
• e.g. Customer testimonial — real person, real result, first-person story]

Caption copy: > Headline — max 40 chars] > Body copy — 1–3 sentences max] > CTA button label: e.g. "Learn More" / "Sign Up" / "Get Started"]

Format 2: Static Image Ad — TOFU/MOFU

Ad variant A — Benefit-led headline:

| Element | Copy | |---|---| | Headline | "Single-sentence benefit statement — e.g. 'Cut reporting time by 80% with Product]']" | | Body copy | "Problem → solution in 2 sentences. Proof point if available.]" | | CTA | "Start free trial" / "Book a demo" / "Get 20% off" | | Image | Product UI / result visual / human context shot — no stock photos of people in suits] |

Ad variant B — Social proof headline:

| Element | Copy | |---|---| | Headline | "'Result] in timeframe]' — real customer result, or '500+ teams use Product] to...']" | | Body copy | "Expand on the proof. 1–2 sentences. Add a second proof point if available.]" | | CTA | "See how it works" / "Try it free" | | Image | Customer photo + quote overlay / logo wall / before/after data visual] |

Ad variant C — Curiosity/question headline:

| Element | Copy | |---|---| | Headline | "'Common misconception or challenging question]' — e.g. 'What if painful process] took 10 minutes, not 2 hours?']" | | Body copy | "Answer the question → introduce product → specific outcome]" | | CTA | "Find out how" |

Format 3: Carousel Ad — Features / Use Cases

Headline (shown above carousel): "Problem-first statement or benefit hook]"

| Card # | Headline | Description | Image | |---|---|---|---| | Card 1 (hook) | "Compelling hook — why this matters]" | "1-sentence setup]" | Eye-catching visual / stat] | | Card 2 | "Use case / feature 1]" | "Specific outcome this delivers]" | Product UI or illustration] | | Card 3 | "Use case / feature 2]" | "Specific outcome this delivers]" | Product UI or illustration] | | Card 4 | "Use case / feature 3]" | "Specific outcome this delivers]" | Product UI or illustration] | | Card 5 (CTA card) | "Strong CTA headline]" | "Reinforce the offer / urgency]" | CTA-focused visual / button] |

Format 4: Lead Gen Form Ad (LinkedIn / Meta)

Intro text (shown before form): > "1–2 sentences on what they'll get and why it's worth 60 seconds of their time]"

Form headline: "Value-led headline — e.g. 'Get your free asset] / Book your 20-min demo']"

Form fields (keep to minimum — each extra field reduces conversion):

• First name
• Work email
• One qualifying question — e.g. "Company size" / "Current tool used" / "Biggest challenge"]

Privacy notice: Standard GDPR / CCPA compliance text — "By submitting, you agree to our Privacy Policy and may be contacted by Brand] about relevant products and services."]

Thank you message: > "What happens next — e.g. 'Thanks! You'll receive asset] in your inbox within 5 minutes. Our team will be in touch within 1 business day.']"

Format 5: Retargeting Ad — BOFU

For website visitors (7 days) — direct offer: > Headline: "Specific nudge — e.g. 'Still thinking about Product]? Here's 20% off to make the decision easier.']" > Body: "Reinforce the primary benefit. Add urgency if genuine — e.g. 'Offer ends date]'.]" > CTA: "Claim offer" / "Start free trial" / "Book demo"

For video viewers (50%+) — social proof bridge: > Headline: "Continue the story — e.g. 'See what 50/100/500] teams achieved with Product]']" > Body: "Customer result quote or specific outcome. Bridge from awareness to consideration.]" > CTA: "Read the case study" / "See how it works"

5. Budget Allocation

Total budget: £/$/€ X over X weeks]

| Ad Set | Stage | Budget | % of total | Expected CPM | Expected CPC | Expected conversions | |---|---|---|---|---|---|---| | Ad Set 1 — Cold interests | TOFU | £X/week] | X%] | £X] | £X] | X leads / clicks] | | Ad Set 2 — Warm retargeting | MOFU | £X/week] | X%] | £X] | £X] | X] | | Ad Set 3 — Hot retargeting | BOFU | £X/week] | X%] | £X] | £X] | X] | | Total | — | £X/week] | 100% | — | — | X total] |

Bidding strategy:

• TOFU: Lowest cost / Maximum reach — optimise for video views or link clicks]
• MOFU: Lowest cost — optimise for landing page views or lead form opens]
• BOFU: Cost cap / Target cost — optimise for conversions or lead form submits]

Budget reallocation rule: After 7] days, pause ad sets with CPL > £X]. Reallocate budget to best-performing ad sets. Review weekly.

6. Measurement Framework

Primary KPI (tied to campaign objective):

| KPI | Target | Why | |---|---|---| | Cost per lead (CPL)] | ≤ £/$/€ X] | Primary success metric — every pound spent measured against leads generated] | | Conversion rate (ad → lead form)] | ≥ X%] | Quality of targeting and ad relevance] | | Total leads] | ≥ X in X weeks] | Volume target] |

Secondary metrics (optimisation signals):

| Metric | Target | Action if off-target | |---|---|---| | CTR (click-through rate) | ≥ X%] | Test new headlines / hook variations] | | CPM (cost per 1K impressions) | ≤ £/$/€ X] | Broaden audience / test new placements] | | Video completion rate (if video) | ≥ X%] | Test shorter video / stronger hook] | | Lead form completion rate | ≥ X%] | Reduce form fields / test form intro copy] | | Lead-to-opportunity rate (post-campaign) | ≥ X%] | Review lead quality — tighten audience targeting] |

Reporting cadence:

• Daily: Check spend, CTR, and CPL — pause clearly underperforming ads
• Weekly: Full performance review + budget reallocation decision
• Campaign end: Final report with learnings for next campaign

Attribution model: Last-click / 7-day click + 1-day view / data-driven (if volume sufficient)]

Tracking setup checklist:

• ] Pixel / conversion API installed and verified on landing page
• ] Conversion event firing correctly (lead form submit / purchase / sign-up)
• ] UTM parameters set on all ad destination URLs
• ] Lead form CRM integration tested
• ] Lookalike audiences seeded from customer list upload

7. A/B Testing Plan

Run structured tests — change one variable at a time:

| Test # | Variable | Control | Variant | Success metric | Min budget to run | |---|---|---|---|---|---| | 1 | Hook / headline | Current headline] | Challenger headline] | CTR | £X / 500 impressions] | | 2 | Creative format | Static image | Video | CPL | £X / 1,000 impressions] | | 3 | CTA | "Learn More" | "Start free trial" | Conversion rate | £X / 200 clicks] | | 4 | Audience | Interest-based | Lookalike 1% | CPL | Equal budget split] |

Testing rules:

• Run each test for minimum 7] days or 1,000 impressions] — whichever comes first
• Change one variable at a time — never two in the same test
• Document results and apply winning variant to all future campaigns

Quality Checks

• ] Campaign objective is single and measurable — not "awareness and leads"
• ] Full-funnel structure: TOFU, MOFU, and BOFU ad sets are separate
• ] Each ad has a specific hook, benefit, and CTA — not generic copy
• ] Ad copy has been tested against the "1-second scroll stop" rule — does the hook compel a pause?
• ] Budget allocation reflects funnel logic — BOFU gets proportionally more per lead
• ] Tracking setup checklist completed before campaign goes live
• ] A/B test plan is in place — one variable per test, minimum budget defined
• ] Retargeting suppression is set — existing customers excluded from acquisition campaigns

Example Trigger Phrases

• "Plan a paid social campaign for product launch]"
• "Build Meta ad copy for our lead generation campaign"
• "Create a LinkedIn ad campaign for B2B SaaS product]"
• "Write TikTok ad copy for consumer brand]"
• "Structure a paid social funnel for offer]"

Anti-Patterns

• ] Do not combine multiple campaign objectives in one campaign — pick one measurable goal or the algorithm cannot optimise correctly
• ] Do not skip retargeting suppression — existing customers receiving acquisition ads wastes budget and damages brand perception
• ] Do not launch without completing the tracking setup checklist — campaigns without verified pixel firing cannot be optimised or attributed
• ] Do not run A/B tests changing more than one variable at a time — multi-variable tests produce uninterpretable results
• ] Do not allocate equal budget across TOFU, MOFU, and BOFU — BOFU audiences convert at higher rates and deserve proportionally more budget per conversion