paid-advertising

# Paid Advertising ## Overview Paid advertising is a dial, not a switch. Start small, measure everything, double down on what works. B2B advertising is fundamentally different from B2C — smaller audiences, higher CPCs, longer conversion cycles. Platform selection matters more than budget size. This skill covers platform selection, budget allocation, campaign structure, and measurement across the four major B2B ad platforms plus programmatic. ## Authoritative Foundations - **Meta Advantage+ Framework** — Shapes deliverables for this skill — Paid advertising is a dial, not a switch. - **Google Performance Max** — Shapes deliverables for this skill — Paid advertising is a dial, not a switch. - **LinkedIn Campaign Manager** — Shapes deliverables for this skill — Paid advertising is a dial, not a switch. ## When to Use - "Launch paid ads" - "Which ad platform should I use?" - "Set up LinkedIn Ads" - "Allocate ad budget" - "Optimize Google Ads for B2B" - "Run Meta ads for SaaS" - "Measure ad ROI" ## Step-by-Step Process ### Phase 1: Platform Selection | Platform | Best For | CPC Range | Min Budget | B2B Fit | |---|---|---|---|---| | **LinkedIn Ads** | B2B targeting by title, company, industry | $5-15 CPC | $3-5K/mo | Highest — native B2B | | **Google Ads** | Intent capture (search), retargeting (display) | $2-10 CPC | $2-5K/mo | High — capture demand | | **Meta (FB/IG)** | Top-of-funnel awareness, retargeting | $1-5 CPC | $1-3K/mo | Medium — audience building | | **TikTok...