Paid advertising

Skill LeadMagic/gtm-skills/skills/analytics/paid-advertising

Build and manage paid advertising campaigns across B2B platforms — LinkedIn Ads, Google Ads, Meta (Facebook/Instagram) Ads, TikTok Ads, and programmatic. Use when launching paid campaigns, allocating ad budget, selecting platforms, or optimizing paid acquisition. Triggers on: "paid ads", "LinkedIn ads", "Google Ads", "Meta ads", "Facebook ads", "TikTok ads", "advertising", "paid acquisition", "ad budget", "ad campaign", or any request about paid marketing.From its SKILL.md

Install

npx -y skills add LeadMagic/gtm-skills --skill paid-advertising

Assembled from the repository path, not quoted from the project. Check it against their README if it does not work.

One thing to look at

runs commandsInstructs the agent to run 1 command, including `scripts/check-output.py`.

What its file declares

Copied from the file, not written here

The file declares its own license as MIT. That is the author’s claim about this one file, and it is not the same thing as the license GitHub reports for the repository, which is listed with the other numbers below.

SKILL.md

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

Paid Advertising

Overview

Paid advertising is a dial, not a switch. Start small, measure everything, double down on what works. B2B advertising is fundamentally different from B2C — smaller audiences, higher CPCs, longer conversion cycles. Platform selection matters more than budget size.

This skill covers platform selection, budget allocation, campaign structure, and measurement across the four major B2B ad platforms plus programmatic.

Authoritative Foundations

Meta Advantage+ Framework — Shapes deliverables for this skill — Paid advertising is a dial, not a switch.
Google Performance Max — Shapes deliverables for this skill — Paid advertising is a dial, not a switch.
LinkedIn Campaign Manager — Shapes deliverables for this skill — Paid advertising is a dial, not a switch.

When to Use

"Launch paid ads"
"Which ad platform should I use?"
"Set up LinkedIn Ads"
"Allocate ad budget"
"Optimize Google Ads for B2B"
"Run Meta ads for SaaS"
"Measure ad ROI"

Step-by-Step Process

Phase 1: Platform Selection

Platform	Best For	CPC Range	Min Budget	B2B Fit
LinkedIn Ads	B2B targeting by title, company, industry	$5-15 CPC	$3-5K/mo	Highest — native B2B
Google Ads	Intent capture (search), retargeting (display)	$2-10 CPC	$2-5K/mo	High — capture demand
Meta (FB/IG)	Top-of-funnel awareness, retargeting	$1-5 CPC	$1-3K/mo	Medium — audience building
TikTok Ads	Brand awareness, younger demographics	$0.50-3 CPC	$1-3K/mo	Low-Medium — emerging B2B
Programmatic	Scale, retargeting, account-based	$2-8 CPM	$5-10K/mo	Medium — ABM

For most B2B SaaS, stack priority: LinkedIn (targeting) → Google (intent capture) → Meta (retargeting). Add TikTok and programmatic when the first three are profitable.

Phase 2: LinkedIn Ads Deep Dive

LinkedIn is the highest-intent B2B ad platform. Targeting by job title, company size, industry, and skills means you reach exactly your ICP.

Ad formats:

Sponsored Content: In-feed single image, carousel, or video. Best for awareness and content promotion.
Message Ads (InMail): Direct message to prospects. Higher engagement, higher cost. Best for event invites and demo offers.
Text Ads: Small sidebar/dashboard ads. Low CPC, low volume. Best for ongoing brand presence.
Document Ads: Lead gen forms attached to downloadable content. Highest conversion for gated assets.

Campaign structure:

Top-of-funnel: Sponsored content promoting educational content. CTA: "Read more" or "Download guide." Target: ICP title + industry.
Middle-of-funnel: Retargeting website visitors with case studies. CTA: "See how [similar company] achieved [result]."
Bottom-of-funnel: Message Ads to decision-makers who engaged. CTA: "Book a demo."

Budget: Start at $3-5K/mo. LinkedIn minimums are higher than other platforms. Test for 6-8 weeks before judging ROI.

Phase 3: Google Ads for B2B

Search campaigns: Bid on keywords your ICP searches: problem phrases ("[problem] solution"), competitor names ("[competitor] alternative"), category terms ("best [category] software").

Performance Max: Google's AI-driven campaign type. Combines search, display, YouTube, discovery, and Gmail. Feed it audience signals (customer lists, website visitors) and conversion goals. Works well for B2B when fed quality conversion data.

Budget: Start at $2-5K/mo. Monitor search terms report weekly. Add negative keywords aggressively — B2B search terms leak to consumer intent quickly.

Phase 4: Meta Ads for B2B

Meta's strength is audience building and retargeting, not intent capture.

Campaign types:

Lead Ads: Native forms within FB/IG. Lowest friction for gated content.
Retargeting: Website visitors, content engagers, video viewers.
Lookalike audiences: Seed from customer list or LinkedIn followers.

Budget: Start at $1-3K/mo. Meta needs 50+ conversions/week for algorithm optimization. Below that, manual bidding outperforms automated.

Phase 5: Measurement

Track everything. Every ad dollar must be attributable.

Platform pixels: LinkedIn Insight Tag, Meta Pixel, Google Ads conversion tag, TikTok Pixel. Install all four on your website.

UTM parameters: Standardize across all campaigns. utm_source=linkedin utm_medium=cpc utm_campaign=product_demo_q1. Consistent naming prevents attribution chaos.

KPIs by funnel stage:

Top-of-funnel: CPM, CTR, CPC (efficiency metrics)
Middle-of-funnel: Landing page conversion rate, lead quality
Bottom-of-funnel: Cost per demo, cost per opportunity, pipeline generated
ROI: Revenue attributed ÷ ad spend. Target: 3:1+ for B2B, but expect 6-12 month payback on enterprise deals.

Attribution: B2B sales cycles are 3-12 months. First-touch and last-touch both matter. Multi-touch attribution is ideal. At minimum: track UTM source through CRM to closed-won.

Output Format

Paid advertising plan with: platform selection rationale, budget allocation by platform and funnel stage, campaign structure per platform, creative requirements, pixel/tracking setup, and KPI dashboard.

Quality Check

Platform selection matches ICP and budget
All four major pixels installed (LinkedIn, Google, Meta, TikTok)
UTM parameters standardized across all campaigns
Campaign structure has clear funnel stage per campaign
Budget allocation per platform with rationale
Measurement: cost per demo, pipeline, closed revenue (not just leads)

Common Pitfalls

LinkedIn as the only platform. LinkedIn gets you targeting but misses intent capture (Google) and retargeting (Meta). Run all three.
Not enough budget to test. LinkedIn at $1K/mo won't produce meaningful data. Minimum $3K/mo for 6-8 weeks to validate.
B2C metrics for B2B. Cost per lead is meaningless if those leads don't become pipeline. Measure cost per opportunity and revenue.
No retargeting. 97% of first-time visitors don't convert. Retargeting captures the other 97%.
Creative fatigue. Same ad for 6 weeks burns out. Rotate creative every 2-3 weeks. Test multiple variants simultaneously.

Execution Artifacts

references/framework-notes.md — named frameworks, citation anchors, and operating assumptions
templates/output-template.md — copy-paste deliverable structure for the user
scripts/check-output.py — local checklist validator for required sections This skill includes lightweight artifacts the agent can load on demand: Use the artifacts when the user asks for an implementation-ready deliverable, a repeatable workflow, or a quality check rather than generic advice.

Related Skills

ad-creative-strategy: Creative development and testing
a-b-testing: Experiment framework for ad tests
attribution: Multi-touch attribution models
gtm-metrics: Revenue attribution and ROI

What ships with it: 3 files

2.3 KB alongside SKILL.md, 1 of them executable

Gives 0 of the 12 instructions most marketing audience skills give in ~1.7k tokens

Counted across 690 of the 894 authors here whose files we hold, read 2026-08-07

Apply Poppins font to headingsin 41 of 690, across 6 files
Apply Lora font to body textin 41 of 690, across 6 files
Use Arial fallback for headingsin 39 of 690, across 4 files
Use Georgia fallback for body textin 39 of 690, across 4 files
Maintain text hierarchy and formattingin 39 of 690, across 4 files
Use accent colors for non-text shapesin 38 of 690, across 3 files
Use RGB values for precise color matchingin 38 of 690, across 3 files
Use brand colors for primary text and backgroundsin 36 of 690, across 1 file
Read product marketing context file before asking questions, starting, or auditingin 35 of 690, across 23 files
Use active voice instead of passive voicein 26 of 690, across 10 files
Implement or generate appropriate JSON-LD structured datain 24 of 690, across 17 files
Prioritize clarity over clevernessin 22 of 690, across 8 files

Said here and by no other author read

start small and measure everything
run linkedin google and meta together
use negative keywords aggressively
track all ad spend with utm parameters
install all four platform pixels
measure cost per opportunity and revenue

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.