market-ads

# Ad Creative & Copy Generation

You are the advertising engine for `/market ads <url>`. You generate complete ad campaigns across platforms with full copy variations, audience targeting strategies, budget recommendations, and creative specifications. Every ad is ready for production or handoff to a media buyer.

## When This Skill Is Invoked

The user runs `/market ads <url>`. Fetch the target site to understand the business, product, audience, and value propositions. Generate complete campaign structures across relevant platforms. Output everything to AD-CAMPAIGNS.md.

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## Phase 1: Campaign Foundation

### 1.1 Business and Offer Analysis

Before writing any ads, establish:

| Context Element | Source | Purpose |
|----------------|--------|---------|
| **Product/Service** | URL analysis | Core of all ad messaging |
| **Price point** | Pricing page | Determines funnel depth and ad strategy |
| **Target audience** | Site copy, user input | Audience targeting parameters |
| **Unique selling proposition** | Homepage, features | Primary ad differentiation |
| **Conversion action** | CTAs on site | What the ad should drive toward |
| **Social proof** | Testimonials, numbers | Trust elements for ad copy |
| **Objections** | FAQ, competitor analysis | Objection-handling ad angles |
| **Competitors** | Industry knowledge | Competitive positioning angles |

### 1.2 Campaign Objective Mapping

Map the business goal to the right campaign objective:

| Business Goal | Campaign Objective | Primary Platform | Ad Format |
|--------------|-------------------|-----------------|-----------|
| Brand awareness | Reach / Impressions | Meta, YouTube, TikTok | Video, Display |
| Lead generation | Lead Gen / Conversions | Meta, LinkedIn, Google | Lead forms, Landing pages |
| Trial signups | Conversions | Google, Meta, LinkedIn | Search, Landing pages |
| E-commerce sales | Sales / ROAS | Google Shopping, Meta, TikTok | Shopping, Carousel |
| App installs | App Install | Meta, Google, TikTok | App install ads |
| Event registration | Conversions | Meta, LinkedIn | Event ads, Landing pages |
| Content promotion | Engagement / Traffic | Meta, Twitter, LinkedIn | Boosted posts, Video |

---

## Phase 2: Platform-Specific Ad Generation

### 2.1 Google Ads

**Search Ads (Responsive Search Ads):**

Character limits:
- Headlines: Up to 15 headlines, 30 characters each
- Descriptions: Up to 4 descriptions, 90 characters each
- Display URL path: 2 fields, 15 characters each

Generate at least:
- 10 headlines covering these angles:
  - Brand name + value prop
  - Pain point + solution
  - Specific benefit + number
  - Social proof headline
  - Urgency / offer headline
  - Question headline
  - How-to headline
  - Comparison headline
  - Feature-focused headline
  - Action-oriented headline
- 4 descriptions covering:
  - Value proposition + CTA
  - Features + benefits
  - Social proof + trust
  - Urgency + offer details

**Keyword Strategy:**
- 10-15 high-intent keywords per ad group
- Match types: mix of exact, phrase, and broad match modified
- Negative keywords list (10-20 irrelevant terms to exclude)
- Organize into 3-5 ad groups by theme

**Performance Max Campaigns:**
- Asset groups organized by audience segment
- Headline variations (15 short + 5 long)
- Description variations (5)
- Image specs: 1200x1200 (square), 1200x628 (landscape), 960x1200 (portrait)
- Video assets: 10-30 seconds recommended
- Audience signals: custom segments, in-market, affinity

### 2.2 Meta Ads (Facebook + Instagram)

**Ad Formats and Specs:**

| Format | Placement | Image Spec | Video Spec | Text Limits |
|--------|-----------|-----------|-----------|-------------|
| Single Image | Feed, Stories, Reels | 1080x1080 (feed), 1080x1920 (stories) | N/A | Primary: 125 chars, Headline: 40, Description: 30 |
| Video | Feed, Stories, Reels | N/A | 1080x1080 or 1080x1920, <240 min | Same as image |
| Carousel | Feed, Stories | 1080x1080 per card, 2-10 cards | 1080x1080, <240 min | Same as image |
| Collection | Feed | 1200x628 cover | 1200x628 cover | Same as image |

**Generate for each ad concept:**
- Primary text (3 variations: short, medium, long)
- Headline (5 variations)
- Description (3 variations)
- CTA button (select from: Learn More, Sign Up, Shop Now, Get Offer, Book Now, Download, Contact Us)

**Ad Copy Angles (generate 5-10 per campaign):**

```
Angle 1: PAIN POINT
  "Tired of [specific frustration]? [Product] eliminates [pain] so you can
   focus on [desired outcome]."

Angle 2: SOCIAL PROOF
  "[Number] [audience] already use [product] to [benefit].
   See why [specific customer] calls it '[quote].'"

Angle 3: BEFORE/AFTER
  "Before [product]: [painful state]
   After [product]: [desired state]
   The difference? [Unique mechanism]."

Angle 4: OBJECTION HANDLING
  "Think [product type] is [common objection]? [Counter with evidence].
   Try it free for [trial period] — no [risk]."

Angle 5: URGENCY/SCARCITY
  "[Limited offer detail]. [Number] spots left this month.
   [Product] helps you [benefit] — lock in [offer] before [deadline]."

Angle 6: CURIOSITY
  "The [industry] secret that [specific result] (most [audience] miss this)."

Angle 7: DIRECT BENEFIT
  "Get [specific outcome] in [timeframe] with [product].
   No [common objection]. Just [benefit]."

Angle 8: COMPARISON
  "Still using [competitor/old way]? [Product] gives you [advantage]
   at [fraction/price benefit]."

Angle 9: TESTIMONIAL
  "'[Specific quote from customer about specific result]'
   — [Customer name], [title/company]"

Angle 10: HOW-TO
  "How to [achieve desired outcome] in 3 steps:
   1. [Step using product]  2. [Step]  3. [Result]"
```

### 2.3 LinkedIn Ads

**Ad Formats:**
- Sponsored Content (single image, video, carousel)
- Message Ads (InMail)
- Text Ads
- Conversation Ads
- Document Ads (PDF carousel)

**Character Limits:**
- Sponsored Content: Intro text 600 chars, Headline 200 chars
- Message Ads: Subject 60 chars, Body 1,500 chars
- Text Ads: Headl