Ads plan

Skill incuca/incuca-ads/skills/ads-plan

Skill open-source de auditoria e otimização de Meta Ads (Facebook, Instagram, Threads) para o Claude Code. Comando /ads: Pixel/CAPI, diversidade de criativos e Entity-ID clustering (Andromeda + GEM + Lattice), tracking server-side, atribuição, budget, PPC math e geração de criativos por IA.

Install

npx -y skills add incuca/incuca-ads --skill ads-plan

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Strategic paid advertising planning with industry-specific templates. Covers platform selection, campaign architecture, budget planning, creative strategy, and phased implementation roadmap. Use when user says ad plan, ad strategy, campaign planning, media plan, PPC strategy, or advertising plan.

SKILL.md

7.0 KB, ~1.7k tokens by cl100k_base, as published. Nobody here has run it

Strategic Paid Advertising Plan

Strategic planning is where the 10-Principle Thinking Framework (see ads/references/thinking-framework.md) earns its weight. THINK and CONNECT (Lateral) dominate — first-principles unit economics combined with cross-platform leverage are what make a plan strategic rather than prescriptive. FEEL gates the messaging and audience choices; ACCEPT gates the constraints (budget, timeline, team capacity).

Process

1. Discovery

Business type, products/services, target audience
Current advertising status (active platforms, spend, performance)
Goals: brand awareness, lead generation, e-commerce sales, app installs
Budget range (monthly/quarterly)
Timeline and urgency
In-house team capacity vs agency needs

2. Competitive Analysis

Identify top 3-5 competitors
Analyze their ad presence across platforms (Google Ads Transparency, Meta Ad Library)
Estimate competitor spend levels and platform mix
Identify messaging themes and creative approaches
Note keyword/audience gaps (opportunities competitors are missing)

3. Platform Selection

Load industry template from assets/ directory
Match business type to recommended platform mix
Read ads/references/budget-allocation.md for platform selection matrix
Read ads/references/conversion-tracking.md for tracking setup requirements
Assess platform fit based on:
- Target audience demographics per platform
- Product/service type suitability
- Budget requirements per platform (minimums)
- Sales cycle length and attribution needs
- Creative capabilities and content availability

4. Campaign Architecture

Naming Convention

[Platform]_[Objective]_[Audience]_[Geo]_[Date]

Example: META_CONV_Prospecting_US_2026Q1

Campaign Structure Template

Account
├── Brand Campaign (always-on, protect brand terms)
├── Non-Brand Prospecting
│   ├── Campaign 1: [Top Funnel - Awareness]
│   │   ├── Ad Group/Set 1: [Audience A]
│   │   └── Ad Group/Set 2: [Audience B]
│   ├── Campaign 2: [Mid Funnel - Consideration]
│   │   ├── Ad Group/Set 1: [Interest-based]
│   │   └── Ad Group/Set 2: [Lookalike/Similar]
│   └── Campaign 3: [Bottom Funnel - Conversion]
│       ├── Ad Group/Set 1: [High-intent]
│       └── Ad Group/Set 2: [Custom audience]
├── Retargeting
│   ├── Website Visitors (7-30 days)
│   ├── Engaged Users (video views, social engagement)
│   └── Cart Abandoners / Form Starters
└── Testing
    └── New audiences, formats, or messaging

5. Budget Planning

Monthly Budget Distribution

Read ads/references/budget-allocation.md for the 70/20/10 framework.

Tier	Allocation	Purpose
Proven (70%)	Primary platforms with proven ROI	Revenue engine
Scaling (20%)	Platforms showing promise	Growth engine
Testing (10%)	New platforms or strategies	Innovation

Budget Pacing

Month 1-2: heavy testing, expect higher CPA (learning)
Month 3-4: optimize based on data, tighten targeting
Month 5-6: scale winners, kill losers, expand
Ongoing: 70/20/10 maintenance with quarterly reviews

6. Creative Strategy

Content Pillars

Pain Point: address specific problems your audience faces
Social Proof: testimonials, case studies, reviews
Product Demo: show the product/service in action
Offer: promotions, free trials, lead magnets
Education: teach something valuable related to your product

Creative Production Plan

Priority	Asset Type	Platforms	Quantity
P1	Product/service videos (15-30s)	Meta, TikTok, YouTube	5-10
P2	Static images with copy	Google, Meta, LinkedIn	10-15
P3	Carousel/collection	Meta, LinkedIn	3-5
P4	UGC/testimonial video	TikTok, Meta	3-5
P5	Long-form video (1-3 min)	YouTube	2-3

7. Tracking Setup Plan

Before launching any ads, ensure tracking is configured:

Platform	Client-Side	Server-Side	Priority
Google	gtag.js	Enhanced Conversions, GTM SS	P1
Meta	Pixel	CAPI	P1
LinkedIn	Insight Tag	CAPI (2025)	P2
TikTok	Pixel	Events API + ttclid	P2
Microsoft	UET Tag	Enhanced Conversions	P2

8. Implementation Roadmap

Phase 1: Foundation (Weeks 1-2)

Install all tracking pixels and server-side tracking
Set up conversion events and goals
Create campaign structure and naming conventions
Build initial audiences (custom, lookalike/predictive)
Produce first batch of creative assets

Phase 2: Launch (Weeks 3-4)

Launch campaigns on primary platform(s) first
Set conservative budgets and bidding (Maximize Clicks / Lowest Cost)
Monitor daily for the first 7 days
Verify conversion tracking is firing correctly

Phase 3: Optimize (Weeks 5-8)

Analyze initial data (minimum 2 weeks of data)
Adjust bidding strategies based on conversion volume
Kill underperforming ad groups/creatives (3x Kill Rule)
Launch secondary platforms
Begin A/B testing (creative, landing pages, audiences)

Phase 4: Scale (Weeks 9-12)

Scale winning campaigns (20% rule)
Expand to testing platforms (10% budget)
Implement advanced strategies (ABM, Shopping feeds, Smart+)
Monthly performance reviews

Industry Templates

Load from assets/ directory based on detected or specified business type:

saas.md: SaaS companies
ecommerce.md: E-commerce stores
local-service.md: Local service businesses
b2b-enterprise.md: B2B enterprise
info-products.md: Info products and courses
mobile-app.md: Mobile app companies
real-estate.md: Real estate
healthcare.md: Healthcare
finance.md: Financial services
agency.md: Marketing agencies
generic.md: General business template

Output

Deliverables

ADS-STRATEGY.md: Complete strategic advertising plan
CAMPAIGN-ARCHITECTURE.md: Campaign structure with naming conventions
BUDGET-PLAN.md: Budget allocation with monthly pacing
CREATIVE-BRIEF.md: Creative production plan with specifications
TRACKING-SETUP.md: Tracking implementation checklist
IMPLEMENTATION-ROADMAP.md: Phased rollout timeline

KPI Targets

Metric	Month 1	Month 3	Month 6	Month 12
ROAS	Baseline	Target -20%	Target	Target +20%
CPA	Baseline	Target +30%	Target	Target -10%
CVR	Baseline	+10%	+20%	+30%
CTR	Baseline	+15%	+25%	+30%
Budget	Testing	Optimizing	Scaling	Maintaining

Gives 0 of the 12 instructions most roadmap strategy skills give in ~1.7k tokens

Counted across 591 of the 672 authors here whose files we hold, read 2026-08-07

read product marketing context before asking questionsin 21 of 591, across 10 files
base price on perceived value, not costin 15 of 591, across 4 files
compact after finalizing a planin 14 of 591, across 9 files
differentiate tiers using features, limits, or supportin 14 of 591, across 3 files
use Van Westendorp to find acceptable price rangein 13 of 591, across 2 files
use MaxDiff to identify highly valued featuresin 13 of 591, across 2 files
map topics to buyer journey stagesin 12 of 591, across 6 files
Extract domain capabilities and classify subdomainsin 11 of 591, across 1 file
Define bounded contexts around consistency and ownershipin 11 of 591, across 1 file
Establish a ubiquitous language glossary and anti-termsin 11 of 591, across 1 file
Capture context boundaries in ADRs before implementationin 11 of 591, across 1 file
Open the strategic design template if neededin 11 of 591, across 1 file

Said here and by no other author read

Analyze competitor ad presence and spend levels
Read budget allocation and conversion tracking references
Follow naming convention for campaign architecture
Plan creative assets across five content pillars
Produce complete strategy and implementation deliverables

Grouped from the skills themselves: near-identical wordings counted once, and counted by distinct author, so one author publishing three of these counts once. Length counted with cl100k_base; the agent that loads this file may tokenize it differently.