paid-media-strategy
Paid Media Strategy
A senior performance marketer's playbook for running paid media that produces real outcomes.
The default state of paid media is wasted spend. Most accounts have campaigns running because they always have, audiences targeting because the rep suggested it, bid strategies on auto because manual is hard, creative not refreshed because there is no system. The cost compounds. A 20% efficiency gain on a $500K-per-year account is $100K back to the business. A 50% gain on a $5M-per-year account is $2.5M.
This skill is the discipline that produces those gains. It assumes you have a paid media platform (Google Ads, Meta, LinkedIn, TikTok, or aggregators like Synter) connected. It assumes you have working analytics and conversion tracking. The hard part is the strategic discipline behind the spend, and that is what is here.
When to use this skill: any time you are designing a paid media plan, evaluating whether to scale or kill a campaign, allocating budget across channels, or auditing an existing account.
What this skill is for
This skill spans paid media strategy and operations. It does not cover ad creative production (use ads-creative-development), result interpretation in depth (use ads-performance-analytics), or platform-specific MCP tooling (consult each ad platform's official documentation for current MCP setup, auth, and example prompts).
The audience is a performance marketer (in-house or agency), a growth lead allocating spend across channels, or a founder making early paid budget decisions. The voice is tactical. There is no "evaluate every option yourself with no opinion." Paid media decisions have shape, and a senior practitioner can map a situation to a defensible plan in an afternoon.
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