paid-ads
When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' 'audience targeting,' 'Google Ads,' 'Facebook ads,' 'LinkedIn ads,' 'ad budget,' 'cost per click,' 'ad spend,' or 'should I run ads.' Use this for campaign strategy, audience targeting, bidding, and optimization. For bulk ad creative generation and iteration, see ad-creative. For landing page optimization, see page-cro.
85
80%
Does it follow best practices?
Impact
89%
1.17xAverage score across 3 eval scenarios
Advisory
Suggest reviewing before use
Optimize this skill with Tessl
npx tessl skill review --optimize ./skills/paid-ads/SKILL.mdQuality
Discovery
89%Based on the skill's description, can an agent find and select it at the right time? Clear, specific descriptions lead to better discovery.
This is a strong skill description with excellent trigger term coverage and completeness. The explicit 'Use when' clause with extensive natural keywords and the cross-references to related skills are particularly effective. The main weakness is that the capability descriptions could be more concrete with specific actions rather than general categories.
Suggestions
Replace general capability categories ('campaign strategy, audience targeting, bidding, and optimization') with more specific concrete actions like 'create campaign structures, define audience segments, set bidding strategies, analyze ROAS metrics, troubleshoot underperforming ads.'
| Dimension | Reasoning | Score |
|---|---|---|
Specificity | Names the domain (paid advertising) and mentions some actions like 'campaign strategy, audience targeting, bidding, and optimization,' but these are somewhat general categories rather than multiple specific concrete actions like 'create ad groups, set bid strategies, analyze conversion data.' | 2 / 3 |
Completeness | Clearly answers both what (help with paid advertising campaigns, campaign strategy, audience targeting, bidding, optimization) and when (explicit 'Use when' clause with extensive trigger terms and platform mentions). Also includes helpful cross-references to related skills. | 3 / 3 |
Trigger Term Quality | Excellent coverage of natural terms users would say: 'PPC,' 'paid media,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' 'Google Ads,' 'Facebook ads,' 'LinkedIn ads,' 'ad budget,' 'cost per click,' 'ad spend,' and conversational trigger 'should I run ads.' | 3 / 3 |
Distinctiveness Conflict Risk | Clear niche focused on paid advertising with distinct platform-specific triggers (Google Ads, Meta, LinkedIn, Twitter/X) and explicit boundaries distinguishing it from ad-creative and page-cro skills, reducing conflict risk. | 3 / 3 |
Total | 11 / 12 Passed |
Implementation
70%Reviews the quality of instructions and guidance provided to agents. Good implementation is clear, handles edge cases, and produces reliable results.
This is a well-structured skill with excellent workflow clarity and progressive disclosure. The content provides solid strategic frameworks and decision trees for paid advertising. However, it could be more concise by moving detailed tables to reference files, and more actionable by including executable code/API examples rather than purely conceptual guidance.
Suggestions
Move detailed platform comparison tables and retargeting windows to reference files to reduce main skill length
Add executable code examples for common tasks (e.g., UTM parameter generation, budget calculation scripts, API calls for campaign creation)
Remove explanatory content Claude already knows (e.g., basic platform descriptions in the selection guide)
| Dimension | Reasoning | Score |
|---|---|---|
Conciseness | The skill is comprehensive but includes some unnecessary explanation (e.g., explaining what each platform is 'best for' when Claude knows this). Tables and frameworks are efficient, but the overall length (~400 lines) could be tightened by moving more content to reference files. | 2 / 3 |
Actionability | Provides good frameworks, naming conventions, and checklists, but lacks executable code examples. The guidance is concrete (specific metrics, percentages, timeframes) but mostly conceptual rather than copy-paste ready commands or scripts for actual platform APIs. | 2 / 3 |
Workflow Clarity | Clear sequences throughout: budget allocation phases, bid strategy progression, optimization decision trees ('If CPA is too high' → numbered steps), and pre-launch checklists with explicit validation checkpoints. The funnel-based retargeting approach shows clear stage progression. | 3 / 3 |
Progressive Disclosure | Excellent structure with clear overview sections and well-signaled one-level-deep references to detailed materials (ad-copy-templates.md, audience-targeting.md, platform-setup-checklists.md). Navigation to related skills and tool integrations is clearly organized. | 3 / 3 |
Total | 10 / 12 Passed |
Validation
100%Checks the skill against the spec for correct structure and formatting. All validation checks must pass before discovery and implementation can be scored.
Validation — 11 / 11 Passed
Validation for skill structure
No warnings or errors.
- Repository
- coreyhaines31/marketingskills
- Commit
9d4d29a
- Reviewed
Table of Contents
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