ad-campaign-management

What this skill does

Manage advertising campaigns across Google Ads, Meta Ads, LinkedIn Ads, and TikTok Ads using the Adspirer MCP server (175+ tools across Google Search/PMax/Display/Demand Gen/YouTube, Meta image/video/carousel/lead-gen, LinkedIn sponsored content/carousel/lead-gen with campaign groups, and TikTok in-feed/Spark/Carousel/App Promotion).

## When to Use This Skill

Activate when the user:

- Asks about ad campaign performance ("How are my Google Ads doing?")
- Wants to research keywords ("Find keywords for my plumbing business")
- Needs to create campaigns ("Launch a Google Search campaign for...")
- Wants budget optimization ("Where am I wasting ad spend?")
- Mentions advertising platforms (Google Ads, Meta, LinkedIn, TikTok)
- Asks about ad accounts or connections ("Which ad platforms are connected?")

## Required Workflow

**Follow these steps in order. Do not skip steps.**

### Step 1: Check Connected Platforms

Always start here before any ad operation:

- Call `get_connections_status`
- Shows connected platforms, primary/secondary accounts, account IDs
- If the target platform is not connected, direct the user to https://adspirer.ai/connections

### Step 2: Identify the Task

| User goal | Workflow | Key tools |
|-----------|----------|-----------|
| View campaign metrics | Performance Analysis | `get_campaign_performance`, `get_meta_campaign_performance`, `get_linkedin_campaign_performance` |
| Cross-platform overview | Cross-Platform Dashboard | See Cross-Platform section below |
| Find keywords | Keyword Research | `research_keywords` |
| Research before new campaign | Campaign Research | Web search + Adspirer tools (see Campaign Research section) |
| Research competitors | Competitive Intelligence | Web search, `analyze_search_terms`, `research_keywords` |
| Create a campaign | Campaign Creation | Campaign Research first, then platform-specific flows below |
| Reduce wasted spend | Budget Optimization | `optimize_budget_allocation`, `analyze_wasted_spend`, `analyze_search_terms` |
| Switch accounts | Account Management | `switch_primary_account` |
| Compare platforms | Cross-Platform | Call each platform's performance tool, present side-by-side |
| Check ad fatigue | Creative Management | `detect_meta_creative_fatigue`, `analyze_linkedin_creative_performance` |
| Understand audiences | Audience Analysis | `get_meta_audience_insights`, `get_linkedin_audience_insights`, `search_audiences` |
| Manage PMax search themes | PMax Search Themes | `add_pmax_search_themes`, `get_pmax_search_themes`, `remove_pmax_search_themes` |
| Manage PMax audience signals | PMax Audience Signals | `add_pmax_audience_signal`, `get_pmax_audience_signals`, `remove_pmax_audience_signal`, `search_audiences` |
| Create Demand Gen campaign | Demand Gen Creation | `discover_existing_assets`, `search_audiences`, `create_demandgen_campaign` |
| Create YouTube campaign | YouTube Creation | `discover_existing_assets`, `validate_video`, `search_audiences`, `create_youtube_campaign` |
| Add ad extensions | Ad Extensions | `add_sitelinks`, `add_callout_extensions`, `add_structured_snippets`, `list_campaign_extensions` |
| Change bidding strategy | Bidding Strategy | `update_bid_strategy`, `get_campaign_structure` |
| Add/manage keywords | Keyword Management | `add_keywords`, `remove_keywords`, `update_keyword`, `add_negative_keywords`, `remove_negative_keywords` |
| Set up alerts | Monitoring | `create_monitor`, `list_monitors` |
| Schedule reports | Reporting | `schedule_brief`, `generate_report_now` |

### Step 3: Execute Tools

Follow the workflow patterns below. Always read first (performance, status), then act (create, optimize).

### Step 4: Summarize and Recommend

Present results in tables with key metrics. Highlight top and underperforming items. Propose actionable next steps.

## Performance Analysis

- **Google Ads:** `get_campaign_performance` — params: `lookback_days` (7/30/60/90, default 30), optional `customer_id`
- **Meta Ads:** `get_meta_campaign_performance` — params: `lookback_days`, optional `ad_account_id`
- **LinkedIn Ads:** `get_linkedin_campaign_performance` — params: `lookback_days`
- **TikTok Ads:** `get_tiktok_campaign_performance` — params: `lookback_days`

Present: impressions, clicks, CTR, spend, conversions, cost/conversion, ROAS. Default to 30-day lookback.

## Cross-Platform Performance Dashboard

When the user asks for overall performance, a weekly review, or cross-platform comparison:

1. Call `get_connections_status` to identify active platforms
2. For each connected platform, pull performance:
   - Google: `get_campaign_performance`
   - LinkedIn: `get_linkedin_campaign_performance`
   - Meta: `get_meta_campaign_performance`
   - TikTok: `get_tiktok_campaign_performance`
3. For each platform, pull waste analysis:
   - Google: `analyze_wasted_spend`
   - LinkedIn: `analyze_linkedin_wasted_spend`
   - Meta: `analyze_meta_wasted_spend`
   - TikTok: `analyze_tiktok_wasted_spend`
4. Present a unified scorecard:

| Platform | Campaigns | Spend | CTR | CPA | ROAS | Waste | Health |
|----------|-----------|-------|-----|-----|------|-------|--------|
| Google   | ...       | ...   | ... | ... | ...  | ...   | ...    |
| LinkedIn | ...       | ...   | ... | ... | ...  | ...   | ...    |
| Meta     | ...       | ...   | ... | ... | ...  | ...   | ...    |
| TikTok   | ...       | ...   | ... | ... | ...  | ...   | ...    |
| **Total**| ...       | ...   |     |     |      | ...   |        |

5. Highlight:
   - Best performing platform and campaign
   - Worst performing platform and campaign
   - Total wasted spend and top waste sources
   - Budget pacing (on track, under, over)
6. Recommend top 3 actions across all platforms

## Campaign Research (run before creating ANY new campaign)

Before creating a campaign on any platform, research the brand's market position and competitive landscape. This combines web research with ad platform data (Adspirer MCP) to inform every campaign decision — targeting, messaging, differentiation, and bidding.

### Step 0: Load Strategy Directives
Read STRATEGY.md — `## Active Directives` and skim `## Decision Log`. If directives exist, note them
as context that will inform (not skip) the research steps that follow. Directives shape
which competitors to focus on and what positioning angles to explore.

Do NOT skip Campaign Research just because directives exist. Directives may be stale,
incomplete, or based on exploratory conversations. Fresh research validates and enriches
them. However, avoid fully redundant research — if a comprehensive analysis was done
recently (check Decision Log dates), tell the user: "Strategy directives from [date]
are available. I'll use them as a starting point and validate with fresh data. Want me
to do a full re-analysis instead?"

### Step 1: Understand the brand's own website
Crawl the brand's website. Extract:
- What they sell (products, services, pricing tiers)
- Key value propositions and differentiators
- Target audience language (how they describe their customers)
- Pricing (plans, tiers, free trial availability)
- Trust signals (customer logos, testimonials, case studies, awards)
- CTAs used on the site (what actions they push visitors toward)

### Step 2: Research the competitive landscape
Search for:
- `"[brand's product category] competitors"` — find who they compete with
- `"[competitor name] vs [brand name]"` — find comparison content
- `"[competitor name] pricing"` — understand competitor price points
- `"best [product category] [current year]"` — find review/comparison sites

Then crawl the top 3-5 competitor websites. Extract:
- Their positioning and messaging (how they describe themselves)
- Their pricing (cheaper? more expensive? different model?)
- Their unique claims (what do they say they do better?)
- Their target audience (who are they speaking to?)

### Step 3: Identify differentiation
Combine brand website + competitor research to answer:
- What does this brand do tha