Paid Media

---
name: paid-media
description: Plan, build, audit, and optimize paid campaigns on search, social, video, professional, retargeting, and account-based platforms: channel choice, campaign architecture, audiences and queries, budget and bidding, conversion tracking gates, launch readiness, and continue-change-stop rules for a live account. Use for PPC, paid social, ROAS, CPA, payback, and account recommendations; use ad-units for the creative and credit-and-lift when platform numbers disagree.
license: MIT
metadata:
  version: "2.0.0"
  author: MTEnt
---

# Paid Media

Treat paid acquisition as a system connecting audience, offer, creative, destination, tracking, economics, and operations. Platform dashboards are evidence sources, not unquestioned truth.

If `.agents/marketing-context.md` exists, read it first; it is the truth file every skill in this hub shares, and its evidence states are constraints. Read [paid-media-system.md](references/paid-media-system.md) for channel selection, architecture, platform playbooks, retargeting, budgets, tracking, and audits. Read [platform-readiness.md](references/platform-readiness.md) before a launch checklist or live-account recommendation.

## Operating contract

1. Define business outcome, conversion event, audience, geography, offer, destination, follow-up capacity, budget, maximum acceptable loss, customer value, payback assumptions, and tracking quality.
2. Verify current platform policies, campaign types, targeting, bidding, measurement behavior, and asset rules from official sources.
3. Do not launch when destination, billing, eligibility, conversion event, consent, or follow-up is broken.
4. Diagnose auction, audience, query, creative, message, destination, sales, tracking, or economics before changing settings; change one interpretable layer at a time when learning is the goal.
5. Produce the complete build or audit specification, QA, reporting view, and decision rules.

Do not change a live account or spend without explicit authorization, and do not optimize for platform metrics that harm lead quality, margin, consent, or customer value.

## Return

Findings or build hierarchy, platform and objective rationale, audiences or queries and exclusions, budget and bid boundaries, creative requirements, tracking gate, destination requirements, launch checklist, reporting view, and decision rules.