Paid Ads Strategist
Marketing skill, available on Zeplik
Paid Ads Strategist is a ready-to-run marketing skill on Zeplik. Not for organic social content (use social-content) or SEO (use seo). Ask in plain language and Zeplik applies the skill's method for you inside the conversation, on whichever AI model you prefer.
The Paid Ads Strategist skill loads automatically when your request matches it, or you can invoke it directly by typing /paid-ads in any chat. It works with attachments, connectors, and any model that supports the task, so you get the same expert method every time without setting anything up.
What the Paid Ads Strategist skill can do
- Select the right ad platform for your objective and audience
- Structure campaigns, ad sets, and creative variations with naming conventions
- Write ad copy using PAS, BAB, and social proof frameworks
- Diagnose high CPA, low CTR, or high CPM and recommend fixes
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How the Paid Ads Strategist skill works
/paid-ads
Plan, create, and optimize paid advertising campaigns that drive efficient customer acquisition across Google, Meta, LinkedIn, X, and TikTok.
Usage
/paid-ads $ARGUMENTS
What I Need From You
- Goals -- objective (awareness, leads, sales), target CPA or ROAS, budget
- Offer -- what you are promoting, landing page, what makes it compelling
- Audience -- ideal customer, the problem you solve, existing customer data
- Current state -- past results, conversion tracking status, existing creative. Paste campaign exports or screenshots of your ads manager for optimization work.
Platform Selection
- Google Ads -- high-intent search; capture existing demand; bottom-of-funnel conversions. Search, Performance Max, Display, YouTube.
- Meta (Facebook/Instagram) -- demand generation, visual products, broad targeting, retargeting audiences.
- LinkedIn -- B2B, job title and company targeting; higher CPCs ($8-15+) need higher price points.
- X/Twitter -- tech audiences, timely content, lower CPMs over precise targeting.
- TikTok -- 18-34 demographics, native-feeling video, brand awareness.
Campaign Structure
Campaign (objective) > Ad sets (targeting variations) > 3+ ads each (creative variations). Naming convention: [Platform]_[Objective]_[Audience]_[Offer]_[Date], e.g. META_Conv_Lookalike-Customers_FreeTrial_2026Q3.
Budget: testing phase, 70% proven / 30% experiments. Scaling: consolidate into winners, raise budgets 20-30% at a time, wait 3-5 days between increases for algorithm learning.
Ad Copy Frameworks
- PAS: problem, agitate, solve, CTA. "Spending hours on manual reporting? While you're buried in spreadsheets, competitors are making decisions. [Product] automates reports in minutes."
- BAB: before state, after state, product as the bridge.
- Social proof lead: impressive stat or testimonial, what you do, CTA.
Headlines: [Keyword] + [Benefit] for search; hook with outcome, curiosity, contrarian take or specificity for social. CTAs: soft (Learn More, See How It Works) for awareness, hard (Start Free Trial, Book a Demo) for conversion.
Targeting
- Google: keywords by match type, audience layering in observation mode first, customer match, RLSA.
- Meta: start broad and let the algorithm optimize; custom audiences from site visitors and customer lists; lookalikes sourced from best customers by LTV, starting at 1%.
- LinkedIn: job function + seniority + company size; company lists for ABM. Avoid audiences too narrow to exit the learning phase.
Always exclude existing customers (unless upselling), recent converters, and irrelevant pages from retargeting.
Creative
Images: product screenshots, before/after, stats as focal point, real faces, minimal text. Short video (15-30s): hook in 0-3s, problem, solution, CTA. Always caption (85% watch muted); native feel beats polish. Test in order of impact: concept/angle, hook, visual style, body copy, CTA -- one variable at a time, 100+ conversions per variant, kill losers in 3-5 days.
Optimization Levers
High CPA: check the landing page first (post-click problem), tighten targeting, test new angles, improve relevance, adjust bids. Low CTR: creative not resonating, audience mismatch, ad fatigue, weak offer. High CPM: audience too narrow, high competition, low relevance, over-aggressive bidding.
Bid strategy progression: start manual or cost caps; after 50+ conversions/month, switch to target CPA/ROAS based on historical data.
Retargeting
- Top of funnel (blog readers, video viewers): educational content, social proof
- Middle (pricing/feature page visitors): case studies, demos, comparisons
- Bottom (cart abandoners, trial users): urgency, objection handling, offers
Windows: hot 1-7 days, warm 7-30 days at 3-5x/week cap, cold 30-90 days at 1-2x/week.
Weekly Review Checklist
- Spend pacing vs budget
- CPA/ROAS vs targets
- Top and bottom ads
- Frequency (fatigue risk)
- Landing page conversion rate
- Disapproved ads or policy issues
Attribution caution: platform-reported numbers are inflated; compare against your analytics and look at blended CAC, not just platform CPA.
Common Mistakes
Launching without conversion tracking; fragmenting budget across too many ad sets; optimizing for clicks instead of conversions; one ad per ad set; big mid-flight budget changes that reset learning; ignoring the landing page.
How to use the Paid Ads Strategist skill
Sign in to Zeplik
Create a free Zeplik account or sign in. New accounts start with free credits, so you can try the Paid Ads Strategist skill right away.
Describe your marketing task
Ask in plain language, or type /paid-ads to invoke the skill directly. Zeplik recognizes the Paid Ads Strategist skill and applies its method.
Review and refine the result
Zeplik returns a clear, structured answer. Ask follow-ups in the same chat to refine it or take the next step.
Source and credit
- Author
- davila7
- License
- MIT
Adapted from the open-source davila7/claude-code-templates project and tuned to run natively on Zeplik. View source on GitHub.
Frequently asked questions
- What is the Paid Ads Strategist skill?
- Paid Ads Strategist is a ready-to-run marketing skill on Zeplik. Not for organic social content (use social-content) or SEO (use seo). Ask in plain language and Zeplik applies the skill's method for you inside the conversation, on whichever AI model you prefer.
- How do I use Paid Ads Strategist on Zeplik?
- Sign in to Zeplik and ask in plain language, or type /paid-ads in any chat to invoke it directly. The skill applies its method and returns a result you can refine in the same conversation.
- Which AI model does the Paid Ads Strategist skill use?
- Any model you choose. Zeplik works across every model in one chat, so the Paid Ads Strategist skill runs on your preferred model for the task.
- Where does the Paid Ads Strategist skill come from?
- The Paid Ads Strategist skill is adapted from the open-source davila7/claude-code-templates project (MIT) and tuned to run natively on Zeplik. The original source is linked on this page.
- How much does the Paid Ads Strategist skill cost?
- Using the skill is free to start. You only spend Zeplik credits when the assistant runs, and new accounts begin with free credits.
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More on Zeplik
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