Paid Advertising Strategy

Plan paid ad campaigns across platforms.

Platform Selection

• Google Search: High intent, bottom-of-funnel
• LinkedIn: B2B, targeting by title/company
• Facebook/Instagram: B2C, interest/behavior targeting
• Twitter: Brand awareness, thought leadership

Process

Step 1: Define Goal & Funnel Stage

• Awareness (reach)
• Consideration (traffic)
• Conversion (signups, demos)

Step 2: Targeting

• Google: Keywords (match types, negatives)
• Facebook: Interests, behaviors, lookalikes
• LinkedIn: Job title, company size, industry

Step 3: Budget & Bidding

• Daily budget
• Bid strategy (CPC, CPM, CPA)
• Start small, scale winners

Step 4: Campaign Structure

• Separate campaigns by goal (awareness vs. conversion)
• Ad sets by audience segment
• Multiple ad variations (A/B test)

Step 5: Measurement

• Track conversions (pixel, UTM)
• CAC (Customer Acquisition Cost)
• ROAS (Return on Ad Spend)

Output

Campaign plan with targeting, budget, ad structure.