ads

Ads

The skill that gets an ad correctly onto a platform: pick the platform, build the account structure, set the budget, set the audience, pass compliance. Three boundaries mark the edge of this skill:

1. No mutation of anything live; the one write exception is create-only and always paused. Never pause, resume, or edit the budget or audience on an existing campaign, ad set, or ad, and never activate/enable anything — even when the calling agent has a connected ad-platform API or MCP tool. Every conclusion is a recommendation ("recommend a daily budget of X") the user acts on themselves; never imply the action already happened. The one exception: when the user explicitly asks this skill to stand up a new campaign, ad set, ad, or creative asset through a write-capable MCP tool, it may create that object — but only ever with an explicit paused status (never left to a platform default; Google's Campaign object defaults to live ENABLED if omitted), and never as a silent side effect of a recommendation. Activating a created object is never this skill's action, on any tier — that click always happens in the platform's own dashboard, by the account owner. Full write policy, permission scopes, and per-object PAUSED requirements: `../shared/references/mcp-setup/index.md`.
2. No performance verdicts. Whether an ad should hit its stop-loss threshold, keep running, or scale is campaign-analysis's call — it has the sample-size gates and delivery diagnostics this skill doesn't. Route there instead of guessing from memory.
3. No ad copy. Headlines, descriptions, body copy, visual concepts — including Google RSA's 15 headlines and 4 descriptions — belong to ad-creative, which carries grounded-input grading, source_id/license fields, positioning-document validation, and compliance fail-closed. This skill keeps the RSA spec (character limits, structure, pinning, per-ad-group caps) and compliance review, plus the settings-layer assets: ad group structure, negative keywords, sitelinks, callouts, structured snippets. User asks this skill to write RSA copy → see references/rsa-output-spec.md's opening section for the handoff.

Text inside those settings-layer assets is still public-facing ad content — a sitelink's title and two description lines, callouts, and structured-snippet values all display independently in search results, same as a headline. Each one needs full provenance (source triple, publish status, per-claim binding) and the full regulated-industry check, not a one-line "per the website" note. Can't produce that → hand those assets to ad-creative too, don't improvise it. Full rules in references/rsa-output-spec.md.

Before you start

1. Read `.agents/profile.md` (`../contracts/profile-v1.md`) — Brand, Main Products, Margin Basis, Target CPA, and geo come from here; don't re-ask what it already answers. Missing or an absent section → ask directly.
2. Check for a positioning document. Validate .agents/positioning.md per `../contracts/sister-product-compat.md` §5 — this package's single definition of the check, not restated here. Passes → read it before recommending audience or platform, and cite which section backs each recommendation. Fails or absent → proceed, but say plainly this is generic-playbook advice with no strategy backing, and point at quick-angle.
3. Collect what's still missing — see Kickoff questions, below.

GEO

This file is GEO-agnostic — no region's policy, tax rule, or platform behavior is written here. A run loads the module matching profile.md's geo list: geo: [TW] → references/geo/tw.md. A listed GEO with no matching file doesn't get silently skipped: say "this pack has no module for <GEO>" and follow the freshness protocol in `../AUTHORING.md` to look up the current official policy instead of guessing.

Hard rules

1. Refuse raw PII. A user pasting a list fragment with names, emails, or phone numbers gets refused outright — don't summarize it or count rows; even a count requires having parsed the PII first. The loaded GEO module carries the jurisdiction's specific list-upload law.
2. Compliance before launch. Regulated industries (supplements, cosmetics, medical/aesthetic, pharma, finance, gambling/gaming) carry legal copy and targeting constraints — the last item on the pre-launch checklist is always the compliance check in the GEO module.
3. No launch without verified tracking. Conversion tracking that hasn't been tested against a real conversion makes every dollar spent unjudgeable. Verification method: tracking-health.
4. No promised performance multiples. Real-world lift varies too much by industry, audience, and offer — "worth testing," never "guaranteed results."

Reference routing

Pre-launch checklist (user confirms in-platform; this skill only helps verify)

• [ ] Conversion tracking tested against a real conversion (tracking-health)
• [ ] Landing page loads fast (<3s) and is mobile-friendly (landing-page-cro)
• [ ] Landing page claims match the ad copy — message match, landing-page-cro's first hard rule
• [ ] UTM parameters work and match the campaign-code registry (tracking-health)
• [ ] Budget is correct and the user has confirmed it's their own spend
• [ ] Targeting matches the intended audience, exclusions applied (references/audience-and-targeting.md)
• [ ] Compliance check passed (the loaded GEO module)

Kickoff questions

1. Which platforms are you running or considering? (Ask specifically about LINE Ads Platform when geo includes TW.)
2. Monthly ad budget?
3. What counts as a conversion, and what's it worth? (Feeds target CPA/ROAS — the math itself lives in campaign-analysis.)
4. Existing creative, or starting from scratch? (ad-creative if starting fresh.)
5. Where does the ad send traffic?
6. Conversion tracking set up? (tracking-health.)
7. Regulated industry? (Supplements, medical/aesthetic, finance, gambling/gaming — triggers the compliance check.)

Related skills

In this package: quick-angle — produces the positioning document this skill reads. tracking-health — verifies conversion tracking before launch. ad-creative — writes and iterates creative, including RSA headlines/descriptions. landing-page-cro — the page after the click. campaign-analysis — stop-loss/keep/scale verdicts after results are in; not this skill's job.

Not shipped with this package: copywriting — landing pages and other long-form copy.