Ads Skills

---
name: linkedin-ads
description: |
  LinkedIn Ads management skill for B2B SaaS campaigns. Routes to specialized sub-skills for campaign planning, performance analysis, account audits, and account management.
  MANDATORY TRIGGERS: LinkedIn Ads, LinkedIn campaign, LinkedIn advertising, B2B ads, paid social, LinkedIn paid, ad account, campaign manager, LinkedIn lead gen, LinkedIn retargeting, ad audit, ad performance, ad optimization, campaign plan, media plan, LinkedIn budget
---

# LinkedIn Ads Management

Orchestrator for all LinkedIn Ads tasks. Route to the correct sub-skill based on the user's request.

## Methodology

This skill implements the Ivan Falco B2B demand generation methodology - a full-funnel, 5-Stage Demand Engine approach to LinkedIn Ads that prioritizes audience precision, Thought Leader Ads, and systematic scaling through audience penetration.

## Routing Logic

Determine what the user needs and load the relevant knowledge-base files:

| User Intent | Load These Files | When to Use |
|-------------|-----------------|-------------|
| Build a new campaign plan | `full-funnel-framework.md`, `campaign-structures.md`, `audience-sizing.md`, `bidding-strategy.md`, `launch-checklist.md` | New client onboarding, new campaign setup, media plan creation, budget allocation |
| Analyze performance data | `benchmarks.md`, `bidding-strategy.md`, `scaling-strategy.md` | Weekly/monthly reporting, diagnosing underperformance, optimization recommendations |
| Audit an existing account | `audit-checklist.md`, `benchmarks.md`, `audience-sizing.md` | New client audit, periodic health check, account takeover, identifying issues |
| Creative development | `creative-strategy.md`, `copy-audit-framework.md`, `conversation-ads.md`, `document-ads.md` | Ad copy, creative briefs, format selection |
| Scaling decisions | `scaling-strategy.md`, `bidding-strategy.md`, `audience-sizing.md` | Increasing budgets, adding campaigns, expanding audiences |
| ABM campaigns | `abm-strategy.md`, `audience-sizing.md` | Account-based targeting, list management |

## Knowledge Base

All recommendations must be grounded in the knowledge base. Before executing any sub-skill, read the relevant knowledge-base files:

| File | Contains | Read When |
|------|----------|-----------|
| [full-funnel-framework.md](knowledge-base/full-funnel-framework.md) | TOF/MOF/BOF structure, budget allocation, timeline | Campaign planning, strategy discussions |
| [audience-sizing.md](knowledge-base/audience-sizing.md) | Audience size ranges, targeting rules, exclusions, job functions vs titles, splitting audiences, audience expansion models | Building audiences, reviewing targeting, scaling audiences |
| [campaign-structures.md](knowledge-base/campaign-structures.md) | 6 campaign group structure models, naming conventions, 5-Stage Demand Engine campaign groups framework, splitting methodology | Setting up campaign structure, scaling structure |
| [launch-checklist.md](knowledge-base/launch-checklist.md) | 8-part pre-launch checklist | Before launching any campaign |
| [bidding-strategy.md](knowledge-base/bidding-strategy.md) | Bidding approach, weekly optimization, audience penetration rules, group budget optimization | Optimizing bids, weekly management, budget decisions |
| [benchmarks.md](knowledge-base/benchmarks.md) | CTR/CPC/CPL benchmarks by stage | Performance analysis, setting expectations |
| [creative-strategy.md](knowledge-base/creative-strategy.md) | Creative by awareness stage, 12 angles with rationale, TLA strategy, templates | Creative development, ad copy |
| [conversation-ads.md](knowledge-base/conversation-ads.md) | Conversation ad best practices: copy, CTAs, sender, testing, TLA combo | Conversation ad campaigns, inbox messaging |
| [document-ads.md](knowledge-base/document-ads.md) | Document ad best practices: 7-slide formula, copy principles, design, audience variants | Document ad / carousel campaigns, MOF nurture |
| [copy-audit-framework.md](knowledge-base/copy-audit-framework.md) | 5-layer copy audit: accuracy, tone, structure, design, audience fit | Reviewing any ad copy before launch, quality control |
| [landing-pages.md](knowledge-base/landing-pages.md) | Landing page strategy per funnel stage, Lead Gen Form optimization | Campaign planning, conversion optimization |