Paid advertising strategy for Google, Meta, TikTok, LinkedIn - campaign structure, bidding, audiences, creative, measurement, budget allocation, unit economics (CAC/LTV), revenue attribution, incrementality, payback period, and sales alignment.
日本語に翻訳 name: marketing-paid-advertising
description: Paid advertising strategy for Google, Meta, TikTok, LinkedIn - campaign structure, bidding, audiences, creative, measurement, budget allocation, unit economics (CAC/LTV), revenue attribution, incrementality, payback period, and sales alignment.
PAID ADVERTISING — ACQUISITION OS (OPERATIONAL)
No-fluff execution skill for paid acquisition across Google, Meta, TikTok, LinkedIn.
References : Google Ads , Meta Business , TikTok Ads , LinkedIn Campaign Manager
Modern Best Practices (January 2026)
Algorithmic buying wins when you provide strong signals: clean conversion events, value, and enough volume per campaign to learn.
Creative is the main lever on social: plan for volume and refresh cadence; treat creative like a product pipeline.
Default measurement: server-side signals where possible (Enhanced Conversions / Conversions API / Events API), consistent UTMs, and closed-loop revenue in CRM.
Use attribution as directional; use incrementality tests to answer budget questions (geo-lift/holdouts) when stakes are high.
Optimize to profit and payback (not just CPL/ROAS) when margins, refunds, or LTV vary materially.
Compliance is non-negotiable: platform policies, privacy consent, and avoiding sensitive targeting/claims.
When to Use
New campaigns: structure, audiences, bidding, creative
Scaling spend: budget allocation, ROAS targets
Platform selection: which channels for which goals
Unit economics: CAC/LTV modeling, payback period
Revenue attribution: multi-touch, incrementality
When NOT to Use
Quick Start (What I Need From You)
Goal: revenue, pipeline, leads, trials, purchases (pick 1 primary)
ICP/offer: who, pain, positioning, price/ACV, gross margin, refund rate (if relevant)
Geo/language + budget horizon (test budget + monthly cap)
Tracking: conversion events + where they’re recorded (GA4, CRM, Shopify, app DB), attribution window expectations
Constraints: creative/brand limits, compliance constraints, sales capacity + SLAs (B2B)
If unknown, start with assumptions and label them; then validate with data in week 1.
Platform Selection
Platform Best For Typical Cost (Relative) Google Search High intent capture Medium Meta Efficient demand creation + retargeting Low–Medium LinkedIn B2B precision, ABM High TikTok Low-cost reach + creative velocity Low
Note: Costs vary massively by industry, geo, offer, tracking quality, and seasonality. Use as directional only.
Decision Tree
HIGH INTENT?
├─ YES → Google Search (always include)
└─ NO → What's your goal?
├─ Awareness → Meta, TikTok, YouTube
├─ B2B/Enterprise → LinkedIn, Google
└─ E-commerce → Meta, Google Shopping
Measurement & Tracking (2026 Default)
Minimum viable measurement before scaling:
Conversion events defined (lead, SQL, purchase, subscription) with dedupe and clear “source of truth”
UTMs standardized across every platform
Server-side signals where feasible:
Google: Enhanced Conversions + offline conversion imports (B2B)
Meta: Pixel + Conversions API
TikTok: Pixel + Events API
LinkedIn: Insight Tag + offline conversions (when available)
Reporting views: spend → conversions → revenue/pipeline (weekly), incrementality tests (quarterly or when budgets materially change)
For deep dives: references/revenue-attribution-guide.md, references/sales-alignment-guide.md.
Campaign Structure
Google Ads
├─ Campaign: Brand (Search)
├─ Campaign: Non-Brand (Search)
├─ Campaign: Retargeting (Display)
└─ Campaign: Performance Max
Meta Ads
├─ Campaign: Prospecting
│ ├─ Ad Set: Lookalike 1%
│ └─ Ad Set: Broad (Advantage+)
├─ Campaign: Retargeting
└─ Campaign: Testing
Bidding Strategy
Strategy When to Use Manual CPC <50 conversions/month Target CPA 50-100 conversions Target ROAS >100 conversions
Budget Allocation
Stage % of Budget Brand 10-20% Prospecting 40-60% Retargeting 20-30% Testing 10-15%
Unit Economics
LTV:CAC Status Action < 1:1 Losing money Stop spending 3:1 Healthy Maintain/scale > 5:1 Under-investing Scale aggressively
Payback Targets:
B2C SaaS: < 6 months
B2B SaaS: < 12 months
E-commerce: < 3 months
Decision Tree (Triage)
CPL too high?
├─ Check audience size
├─ Check creative CTR (<1% = new creative)
├─ Check landing page CVR (<2% = landing issue)
└─ Check bid strategy
ROAS below target?
├─ Check conversion tracking
├─ Check audience quality
└─ Check offer strength
Metrics
Metric Target CTR >1% (creative health) CVR >2% (landing health) Frequency <3 (fatigue) Quality Score >6 (Google)
Anti-Patterns
Changing bids daily → Wait 2-4 weeksToo many audiences → Use 3-5 maxSingle creative → Use 3-5 variantsNo negative keywords → Build weekly
Resources
Templates
International Markets
This skill covers US-centric platforms. For regional advertising:
Tip: If your query mentions regional platforms or specific countries, also use marketing-geo-localization.
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