{"slug":"suede-ads","title":"suede-ads","summary":"Suede-owned paid-acquisition operating system for channel choice, campaign structure, audiences, bidding, budget pacing, negative keywords, retargeting, and kill-or-scale decisions. Use when planning, auditing, or optimizing paid campaigns on Google, Meta, LinkedIn, X, or compara","platform":"Claude","tags":[],"authorName":"LLM Mart","authorSlug":"llm-mart","score":0,"source":"github","price":null,"verified":false,"createdAt":"2026-08-23T08:57:58.189037Z","repo":{"url":"https://github.com/JasonColapietro/suede-creator-skills","stars":125,"forks":12,"license":"MIT","updatedAt":"2026-09-24T09:44:24Z"},"bodyHtml":"
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name: suede-ads\ndescription: \"Suede-owned paid-acquisition operating system for channel choice, campaign structure, audiences, bidding, budget pacing, negative keywords, retargeting, and kill-or-scale decisions. Use when planning, auditing, or optimizing paid campaigns on Google, Meta, LinkedIn, X, or comparable platforms. NOT FOR: producing creative variants (use suede-ad-creative), implementing measurement (use suede-analytics), or optimizing the landing page (use suede-site-alchemy).\"\nmetadata:\nversion: 2.2.0

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Suede Paid Ads

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Use this Suede paid-acquisition playbook to create, optimize, and scale campaigns against explicit acquisition economics. Never assume account access.

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Before Starting

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Check for product marketing context first:\nIf .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

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Gather this context (ask if not provided):

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1. Campaign Goals

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2. Product & Offer

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3. Audience

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4. Current State

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Reference Routing

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This skill's depth lives in references — load by intent. For any operational decision on a live account (kill/keep/scale/budget), load the relevant playbook before answering; the thresholds live there, not here.

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User intentLoadCovers
B2B strategy, funnel stages, budget splits, kill rules, lead quality, breakeven mathb2b-paid-playbook.mdDemand lifecycle, leading/lagging signals, kill rules, offline conversion loop, U/B/F lead scoring, scaling quadrant
Meta operations: when to kill/graduate/scale an ad, fatigue, testing structuremeta-decision-system.mdTCPL-anchored decision tree, ad-count ceiling, 80/20 CBO structure, fatigue bands, lead forms, Advantage+ transition
LinkedIn operations: bidding, audience sizing, scaling, benchmarks, TLAs, formatslinkedin-b2b-playbook.mdBidding progression, penetration scaling, sizing rules, funnel benchmarks, document/conversation ads, audit shortlist
Google Search: what to spend on first, structure, match types, negatives, PMaxgoogle-search-playbook.mdIntent ladder, account structure, match-type gates, negatives, bidding by volume, offline conversions, PMax guardrails
Named-account targeting, pipeline acceleration, cross-channel retargetingabm-playbook.mdLinkedIn/Meta ABM, list mechanics, acceleration campaigns, UTM cross-channel remarketing, ABM measurement
Generating Google RSAsrsa-output-spec.mdMandatory output spec — limits, sidecars, template, self-check
Audience setup, tracking setup, launch checklists, copy formulasaudience-targeting.md · conversion-tracking.md · platform-setup-checklists.md · ad-copy-templates.mdExisting foundations
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Platform Selection Guide

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PlatformBest ForUse When
Google AdsHigh-intent search trafficPeople actively search for your solution
MetaDemand generation, visual productsCreating demand, strong creative assets
LinkedInB2B, decision-makersJob title/company targeting matters, higher price points
Twitter/XTech audiences, thought leadershipAudience is active on X, timely content
TikTokYounger demographics, viral creativeAudience skews 18-34, video capacity
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Campaign Structure Best Practices

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Account Organization

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Account\n├── Campaign 1: [Objective] - [Audience/Product]\n│   ├── Ad Set 1: [Targeting variation]\n│   │   ├── Ad 1: [Creative variation A]\n│   │   ├── Ad 2: [Creative variation B]\n│   │   └── Ad 3: [Creative variation C]\n│   └── Ad Set 2: [Targeting variation]\n└── Campaign 2...\n
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Naming Conventions

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[Platform]_[Objective]_[Audience]_[Offer]_[Date]\n\nExamples:\nMETA_Conv_Lookalike-Customers_FreeTrial_[YYYYQ#]\nGOOG_Search_Brand_Demo_Ongoing\nLI_LeadGen_CMOs-SaaS_Whitepaper_[MMMYY]\n
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Budget Allocation

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Testing phase (first 2-4 weeks):

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Scaling phase:

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Ad Copy Frameworks

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Key Formulas

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Problem-Agitate-Solve (PAS):

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[Problem] → [Agitate the pain] → [Introduce solution] → [CTA]

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Before-After-Bridge (BAB):

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[Current painful state] → [Desired future state] → [Your product as bridge]

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Social Proof Lead:

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[Impressive stat or testimonial] → [What you do] → [CTA]

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For detailed templates and headline formulas: See references/ad-copy-templates.md

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Audience Understanding & Targeting

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Knowing your audience deeply is still the highest-leverage work in paid ads — demographics, job titles, pain points, fears, hopes, the exact language they use, who they follow, what they've tried, why they failed, what they buy. Gather every identifier you can.

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What has changed is where you apply that knowledge. As ad-platform algorithms have gotten dramatically better at finding the right person, jamming all your audience identifiers into the platform's targeting filters underperforms feeding those same identifiers into the creative (headlines, copy, visuals, hooks, examples).

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The discipline now: audience knowledge → creative first, targeting filters second. How much that ratio tips toward \"creative\" varies meaningfully by platform.

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Platform-by-platform: where to apply audience knowledge

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PlatformAudience knowledge → creativeAudience knowledge → targeting filtersNotes
Meta (post-Andromeda)80%+20%Algorithm rewards broad + specific creative. See [[#Modern Meta playbook (Andromeda era — 2026+)]] below for the full reframe. Interest-stacking now actively hurts.
Google Search40%60%Keywords are still the dominant signal — match-types, search-intent layering, and negative keywords still drive performance. Creative (RSA headlines) matters but is downstream of the keyword.
Google Performance Max / Demand Gen70%30%Audience signals are advisory, not deterministic. Creative + product feed quality dominate.
LinkedIn40%60%Job-title / company / industry filters still produce real precision because LinkedIn's identity data is high-quality. Creative makes the click; firmographics make the right person see it.
TikTok70%30%Algorithm is closer to Meta's model — broad targeting + native-feeling creative wins. Some audience interests help but creative dominates.
Twitter/X50%50%Interest + follower targeting still meaningful, but creative differentiation is high-leverage given lower competition.
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These ratios are directional, not precise. Test in your actual account.

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For how each identifier becomes a headline, hook, or angle, use suede-ad-creative — it owns the angle-to-copy mapping.

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Key Concepts (still apply)

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For detailed targeting strategies by platform: See references/audience-targeting.md

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Modern Meta playbook (Andromeda era — 2026+)

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Meta launched the Andromeda algorithm in 2025, which fundamentally changed Meta ads. The old playbook (interest stacking, polished video creative, single-winner scaling) underperforms. The new playbook:

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Creative volume is the constraint (statics > polished video)

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Creative IS the targeting (broad audience + specific creative)

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The one-keyword hack (identity-trigger keywords)

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AI variant farming (the 100-people test)

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Zombie campaigns

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Don't make ads look like ads

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Creative Best Practices

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Image Ads

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Video Ads Structure (15-30 sec)

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  1. Hook (0-3 sec): Pattern interrupt, question, or bold statement
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  2. Problem (3-8 sec): Relatable pain point
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  3. Solution (8-20 sec): Show product/benefit
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  4. CTA (20-30 sec): Clear next step
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Production tips:

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Creative Testing Hierarchy

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  1. Concept/angle (biggest impact)
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  2. Hook/headline
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  3. Visual style
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  4. Body copy
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  5. CTA
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Campaign Optimization

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For hard kill/keep/scale thresholds, use the platform playbooks (see Reference Routing): the kill rules and breakeven CPL/CPC math live in b2b-paid-playbook.md, and Meta's full decision tree lives in meta-decision-system.md.

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Key Metrics by Objective

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ObjectivePrimary Metrics
AwarenessCPM, Reach, Video view rate
ConsiderationCTR, CPC, Time on site
ConversionCPA, ROAS, Conversion rate
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Optimization Levers

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\"Too high\" and \"low\" below are not opinions. Too high means above the break-even CPA / ROAS ceiling computed in Scaling discipline, and low means below the funnel benchmark in the platform playbook for that channel. Compute the ceiling before you pull any lever — and for hard kill/scale thresholds, use the playbooks routed at the top of Campaign Optimization.

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If CPA is too high:

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  1. Check landing page (is the problem post-click?)
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  2. Tighten audience targeting
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  3. Test new creative angles
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  4. Improve ad relevance/quality score
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  5. Adjust bid strategy
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If CTR is low:

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If CPM is high:

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Bid Strategy Progression

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  1. Start with manual or cost caps
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  2. Gather conversion data (50+ conversions)
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  3. Switch to automated with targets based on historical data
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  4. Monitor and adjust targets based on results
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Retargeting Strategies

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Funnel-Based Approach

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Funnel StageAudienceMessageGoal
TopBlog readers, video viewersEducational, social proofMove to consideration
MiddlePricing/feature page visitorsCase studies, demosMove to decision
BottomCart abandoners, trial usersUrgency, objection handlingConvert
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Retargeting Windows

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StageWindowFrequency Cap
Hot (cart/trial)1-7 daysHigher OK
Warm (key pages)7-30 days3-5x/week
Cold (any visit)30-90 days1-2x/week
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Exclusions to Set Up

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Retarget with DIFFERENT offers (not the same one)

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The conventional retargeting playbook re-shows the same product/offer to people who didn't buy. The Sabri Suby principle: the #1 reason someone didn't buy is the offer wasn't right for them. Re-showing the same thing harder doesn't help.

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Instead, retarget with different products, services, or offers from your catalog:

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The lift from this is often dramatic — a 2-3 ROAS audience on the original offer can hit 6+ ROAS on a different offer.

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The 4-component retargeting framework

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Build out your retargeting layer with these 4 ad types running simultaneously:

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  1. Objection-handling ad — directly addresses the most common reasons people didn't buy. To find these, outbound call every lead who didn't convert and ask why. The verbatim objections become the headline of this ad.
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  2. Proof testimonial carousel — multi-image/multi-slide carousel of testimonials and proof that supports the claims of your original ad
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  3. Other-offers CBO — your other best-performing ads for other products/services in one CBO, retargeted to the same audience
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  4. Value-first audit/assessment ad — wraps your call in a free piece of value. Whether they buy or not, they leave with something useful. Lowers the friction to engage.
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These four together, retargeting the same audience that didn't convert from the top-of-funnel ad, dramatically lift the ROAS of the entire funnel.

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Landing Page Alignment (the headline-mirror trick)

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The ad platform tests headlines against far more people than ever reach the landing page, so it resolves a winning headline much faster than on-page testing does. Use it that way:

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  1. Run 20-40 different headlines as ad variations
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  2. Pick the winner by CTR and downstream conversion, not CTR alone
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  3. Mirror the winning headline verbatim in the landing page H1, sub-headline, and lead-in copy
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  4. Expect a 15-20% minimum lift in landing-page conversion rate from that change alone
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Keep at least 3 split tests running somewhere in the funnel — creative, page, offer, or post-conversion flow — at any given time.

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Post-click page work itself belongs to suede-site-alchemy.

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Reporting & Analysis

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Weekly Review

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Attribution Considerations

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Scaling discipline (net cash > ROAS percentage)

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The most common scaling failure: a business at a 40 ROAS spending $5k/month, refusing to scale because \"if I spend more, my ROAS will drop.\" This is the wrong frame.

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Net cash flow > ROAS percentage at the business level:

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Find your break-even ROAS:

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  1. Calculate the absolute maximum you can pay to acquire a customer and still be profitable (factoring LTV)
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  2. That's your break-even ROAS / CPA ceiling
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  3. Scale until you approach that ceiling, not until your ad-account ROAS drops below an arbitrary preference
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The 3-hour founder review:

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Outbound-call your leads who didn't convert:

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Platform Setup

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Before launching campaigns, ensure proper tracking and account setup.

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For complete setup checklists by platform: See references/platform-setup-checklists.md

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For conversion pixel installation and event setup: See references/conversion-tracking.md

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Universal Pre-Launch Checklist

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Each box names the artifact that proves it. A box is checked when the artifact exists, not when it sounds true.

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Any unchecked box means do not recommend launch. Name the box and what is missing.

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Google RSA Output Spec (mandatory when generating RSAs)

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When the user requests Google Ads RSAs, load references/rsa-output-spec.md and follow it exactly — hard character limits, required sidecar artifacts (ad groups, negatives, sitelinks, callouts), output order, template shape, CFM medical compliance, and the pre-send self-check. Do not output any RSA that violates it.

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Common Mistakes to Avoid

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Tool Integrations

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This pack does not include ad-network integrations. Work through an authorized\nplatform UI, current export, API, or installed connector; verify current\nofficial documentation and the selected account before any mutation.

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Platform familyTypical useVerify before execution
Search adsCapture declared intentQuery scope, match behavior, negatives, location, conversion action
Social feed adsCreate or harvest demandAudience controls, placement, creative specs, attribution window
Professional-network adsReach role or account segmentsTargeting availability, minimum audience, lead form and CRM mapping
Short-video adsVisual discovery and creator-style demandPlacement specs, audio rights, age and regional policy
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For the measurement contract, use\nreferences/conversion-tracking.md and\nroute implementation and firing checks to suede-analytics.

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Boundaries

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When authorization is missing. If an authorized account or connector is present and the user asks for a mutation you have no approval for, stop before the call. Name the exact mutation and the account, campaign, or ad set it would hit. Offer: a draft-only change list they can apply themselves, a request for written approval on that specific change, or continuing read-only with an audit instead. Then wait — do not execute on assumed consent. (For the spend-cap case, the standing rule in the third boundary above already applies; don't restate it.)

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Routing

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