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,' 'ad copy,' 'ad creative,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' or 'audience targeting.' This skill covers campaign strategy, ad creation, audience targeting, and optimization.
60
70%
Does it follow best practices?
Impact
—
No eval scenarios have been run
Advisory
Suggest reviewing before use
Optimize this skill with Tessl
npx tessl skill review --optimize ./config/claude/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 clear 'when to use' guidance. The main weakness is that the capability descriptions ('campaign strategy, ad creation, audience targeting, and optimization') are somewhat high-level and could be more specific about concrete actions the skill performs. The description effectively distinguishes itself from adjacent marketing skills through platform-specific and metric-specific terminology.
Suggestions
Replace the high-level capability summary with more specific concrete actions, e.g., 'write ad copy and headlines, structure campaign hierarchies, define audience segments, set bidding strategies, and analyze performance metrics.'
| Dimension | Reasoning | Score |
|---|---|---|
Specificity | The description names the domain (paid advertising) and some actions ('campaign strategy, ad creation, audience targeting, and optimization'), but these are fairly high-level categories rather than multiple specific concrete actions like 'write ad copy, set up A/B tests, calculate bid strategies, analyze campaign performance.' | 2 / 3 |
Completeness | Clearly answers both 'what' (campaign strategy, ad creation, audience targeting, optimization across multiple platforms) and 'when' with explicit trigger guidance ('When the user wants help with paid advertising campaigns...' and 'Also use when the user mentions...' with a comprehensive list of trigger terms). | 3 / 3 |
Trigger Term Quality | Excellent coverage of natural trigger terms users would say: 'Google Ads,' 'Meta,' 'Facebook/Instagram,' 'LinkedIn,' 'Twitter/X,' 'PPC,' 'paid media,' 'ad copy,' 'ad creative,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' 'audience targeting.' These are all terms users would naturally use when seeking help with paid advertising. | 3 / 3 |
Distinctiveness Conflict Risk | The description carves out a clear niche around paid advertising specifically, with platform-specific mentions (Google Ads, Meta, LinkedIn, Twitter/X) and domain-specific acronyms (PPC, ROAS, CPA) that are unlikely to conflict with organic marketing, SEO, or general content creation skills. | 3 / 3 |
Total | 11 / 12 Passed |
Implementation
50%Reviews the quality of instructions and guidance provided to agents. Good implementation is clear, handles edge cases, and produces reliable results.
This is a comprehensive paid advertising skill that covers the full campaign lifecycle from planning through optimization. Its main weakness is verbosity — it includes substantial general marketing knowledge that Claude already knows (creative best practices, attribution concepts, common mistakes) rather than focusing on novel, specific, actionable guidance. The progressive disclosure structure is well-designed in theory but undermined by missing bundle files and too much inline content that duplicates what the referenced files should contain.
Suggestions
Trim general marketing knowledge Claude already knows (creative best practices, attribution basics, common mistakes) and focus on specific, novel guidance like exact naming conventions, budget change thresholds, and platform-specific quirks.
Add concrete, executable examples — e.g., actual ad copy examples for each framework, specific UTM parameter templates, or sample campaign configurations rather than abstract descriptions.
Move the detailed retargeting tables, creative testing hierarchy, and optimization diagnostics into the referenced files (audience-targeting.md, ad-copy-templates.md) and keep only summaries in the main skill.
Integrate the pre-launch checklist earlier in the workflow as an explicit validation gate before any campaign launch, rather than burying it near the bottom of the document.
| Dimension | Reasoning | Score |
|---|---|---|
Conciseness | The skill is reasonably well-organized but includes substantial content that could be more concise. The platform selection table, creative best practices, and common mistakes sections contain general marketing knowledge Claude already possesses. The retargeting windows, bid strategy progression, and reporting sections are largely standard industry knowledge that doesn't need this level of detail. | 2 / 3 |
Actionability | The skill provides structured frameworks (PAS, BAB), naming conventions, and checklists which are somewhat actionable, but lacks executable code or concrete platform-specific commands. Most guidance is strategic/conceptual rather than copy-paste ready — e.g., the optimization levers are diagnostic lists rather than specific steps with concrete implementations. | 2 / 3 |
Workflow Clarity | There's a reasonable implied workflow (gather context → select platform → structure campaign → create ads → optimize), and the budget allocation has a testing-to-scaling progression. However, there are no explicit validation checkpoints — for instance, no step to verify conversion tracking is actually firing before spending budget, and the pre-launch checklist is buried near the bottom rather than integrated into the workflow. | 2 / 3 |
Progressive Disclosure | The skill references several external files (ad-copy-templates.md, audience-targeting.md, platform-setup-checklists.md, tool integrations) which is good progressive disclosure design. However, no bundle files are provided, meaning all those references are broken. Additionally, the main file itself is quite long (~250 lines of substantive content) with material that could be offloaded to those reference files instead of being partially duplicated inline. | 2 / 3 |
Total | 8 / 12 Passed |
Validation
90%Checks the skill against the spec for correct structure and formatting. All validation checks must pass before discovery and implementation can be scored.
Validation — 10 / 11 Passed
Validation for skill structure
| Criteria | Description | Result |
|---|---|---|
frontmatter_unknown_keys | Unknown frontmatter key(s) found; consider removing or moving to metadata | Warning |
Total | 10 / 11 Passed | |
- Repository
- freekmurze/dotfiles
- Commit
3974caa
- Reviewed
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