Paid cast

Paid Cast (SAFE media)

Groundledger paid acquisition desk. Complements orbit-discovery (organic surfaces), site-signal (landing SEO), and social-cast (organic social).

Default: observe-only. No platform mutations, no budget edits, no status flips unless MutationLatch is open.

Grounding: ../blog-engine/references/grounding.md — no invented ROAS, CPAs, or “industry benchmarks” without a cited source the user accepts.

SAFE loop

Step	Name	Rule
S	Snapshot	Read exports / UI dumps; claim + evidence + confidence
A	Advise	Ranked actions with unit-econ impact hypotheses
F	Fence	Ceilings: budget delta, geo, audience, creative, date
E	Experiment	Prefer trials over permanent flips

MutationLatch (writes)

Latch stays closed until all are true:

1. User explicitly asks to draft or apply a change pack
2. Scope listed (accounts / campaigns / ad sets)
3. Ceilings set (max daily $, max % budget move, kill date)
4. Idempotency key or rollback cue recorded
5. User says approve on the exact draft

Without latch: deliver audit + draft-only recommendations.
Never pretend a change was applied in-platform.

Claim / evidence / confidence

Every material finding:

Claim: …
Evidence: … (export row, screenshot note, UI path)
Confidence: high | medium | low

Low confidence → ask or mark unknown. Do not bluff attribution.

Modes

Mode	Job
audit	Account / campaign health Snapshot
plan	Channel mix + phased media plan
math	Unit economics (CAC, payback, contribution)
brand	Brand Lattice (claims, exclusions, tone)
budget	Budget Lattice (caps, pacing, reserves)
trial	Experiment deck (hypotheses, metrics, stop rules)
attrib	Attribution comparability gate
landing	Post-click landing audit (pairs with site-signal)
creative	Fatigue / variant gaps
pace	Delivery / spend pace vs plan
optimize-draft	Change pack under MutationLatch

Platform packs (Google / Meta / LinkedIn / Microsoft-style) are draft mutation templates only — never auto-execute. references/mutation-latch.md.

Unit economics (math)

Require inputs the user can supply: AOV/LTV proxy, margin, target CAC or payback.
If missing: compute scenarios labeled assumption, not facts.
references/unit-economics.md.

Brand Lattice (brand)

Allowed claims · banned claims · competitor rules · sensitive topics · offer language. Creative and landing copy must pass the lattice before scale.

Budget Lattice (budget)

Daily/monthly caps · channel reserves · test budget slice · emergency kill.
Pace mode watches spend vs plan without changing bids.

Trial Deck (trial)

Hypothesis · primary metric · guardrails · sample / time stop · rollback.
One primary metric per trial. No “test everything.”

Attribution gate (attrib)

Before comparing channels: same window, same conversion def, same currency, same inclusion rules. If incomparable → say so; do not crown a winner.

Landing (landing)

Message match, offer clarity, speed honesty, form friction, proof proximity.
Deep SEO issues → hand off to site-signal. Copy rewrites → blog-engine / editorial-pass.

Creative (creative)

Fatigue signals from user data only. Variant matrix: angle × format × offer.
Respect Brand Lattice.

Context files

BRAND.md · ORBIT.md · optional MEDIA_LATCH.md (ceilings + approvals).

Bridges

• Landing SEO → site-signal
• Organic social → social-cast
• Long-form proof pages → blog-engine
• Surface strategy → orbit-discovery