Planning a paid campaign end to end

Campaign Planning & Execution

by swan-gtm · MIT license · ★ 159 on GitHub · updated Sep 23

Use this skill when planning a paid campaign end to end — objectives, audiences, offers, creative, and measurement locked before launch.

---
name: "ads-campaign-planning"
title: "Campaign planning and execution"
description: "Use this skill when planning a paid campaign end to end — objectives, audiences, offers, creative, and measurement locked before launch."
category: Ads
---

# Campaign Planning & Execution

"Prepare to plan or plan to fail." Taking the time to map out campaigns before launching makes execution 10x easier.

## 4 Essential Elements of Any Campaign Plan

1. **Campaign Names & Objectives**: How you'll name campaigns (naming convention) and their purpose. How you name campaigns dramatically affects your ability to report in the future. Follow a consistent naming convention.

2. **Channels & Budget**: How much budget is available and which channels to invest in.

3. **Locations & Targeting**: What locations you're focusing on and how you'll target your ideal customer (reference the ad persona document).

Overview

"Prepare to plan or plan to fail." Taking the time to map out campaigns before launching makes execution 10x easier.

Manual install (npx, ZIP)

Claude Codenpx skills add swan-gtm/gtm-skills --skill ads-campaign-planning -g -a claude-code

Claude Code (manual)

mkdir -p ~/.claude/skills && curl -sL https://codeload.github.com/swan-gtm/gtm-skills/tar.gz/e65d97205fd2 \
  | tar -xz -C ~/.claude/skills --strip-components=3 gtm-skills-e65d97205fd2/skills/ivan-falco/ads-campaign-planning

Windows (PowerShell)

New-Item -ItemType Directory -Force "$HOME\.claude\skills" | Out-Null; Invoke-WebRequest "https://m.agentalley.io/zip/dbb45394fcd682cde07d/ads-campaign-planning.zip" -OutFile "$env:TEMP\ads-campaign-planning.zip"; Expand-Archive "$env:TEMP\ads-campaign-planning.zip" -DestinationPath "$HOME\.claude\skills" -Force

Claude.ai / desktopDownload the ZIP and upload it under Settings → Capabilities → Skills.

Codex, Cursor, other agentsPoint them at SKILL.md. The other files are plain text.

Connects with Agent Alley MCP · agentalley.io/mcp

Files included

SKILL.md1.9 KB

Read the files here

swan-gtm/e65d9721 file

SKILL.md1.9 KB

SKILL.md

Show the full text45 lines

ads-campaign-planning/SKILL.md45 lines · 1.9 KB

PreviewCode

Outline

RawView on GitHub

Campaign Planning & Execution

"Prepare to plan or plan to fail." Taking the time to map out campaigns before launching makes execution 10x easier.

4 Essential Elements of Any Campaign Plan

Campaign Names & Objectives: How you'll name campaigns (naming convention) and their purpose. How you name campaigns dramatically affects your ability to report in the future. Follow a consistent naming convention.
Channels & Budget: How much budget is available and which channels to invest in.
Locations & Targeting: What locations you're focusing on and how you'll target your ideal customer (reference the ad persona document).
Creative & Copy: How you'll design creative and write messaging that resonates.

There are nuances by channel (e.g., Google = keywords, LinkedIn = audiences) but the overall process is the same.

Naming Convention Best Practice

Use the 5-Stage Demand Engine to inform your naming convention. Structure: [Region][Stage][Awareness][Objective][Persona]

Example: NA_Capture_SolutionAware_Prospecting_ProductManagers

Execution Options

Option 1 - DIY

Use bulk import options and power editors (e.g., Google Ads Editor) for launching 10+ campaigns
Campaign plan templates can be formatted for bulk import into LinkedIn and Google Ads

Option 2 - Outsource

If you have money but not time, outsource to an internal performance marketing resource or hire an agency/contractor
Start by asking your network for referrals before using freelancing sites like Upwork or MarketerHire

Key Takeaway

Keep your plans simple and repeatable. Regardless of how well-thought-out a plan is, it doesn't mean anything until it's actually launched.

1	---
2	name: "ads-campaign-planning"
3	title: "Campaign planning and execution"
4	description: "Use this skill when planning a paid campaign end to end — objectives, audiences, offers, creative, and measurement locked before launch."
5	category: Ads
6	---
7
8	# Campaign Planning & Execution
9
10	"Prepare to plan or plan to fail." Taking the time to map out campaigns before launching makes execution 10x easier.
11
12	## 4 Essential Elements of Any Campaign Plan
13
14	1. Campaign Names & Objectives: How you'll name campaigns (naming convention) and their purpose. How you name campaigns dramatically affects your ability to report in the future. Follow a consistent naming convention.
15
16	2. Channels & Budget: How much budget is available and which channels to invest in.
17
18	3. Locations & Targeting: What locations you're focusing on and how you'll target your ideal customer (reference the ad persona document).
19
20	4. Creative & Copy: How you'll design creative and write messaging that resonates.
21
22	There are nuances by channel (e.g., Google = keywords, LinkedIn = audiences) but the overall process is the same.
23
24	## Naming Convention Best Practice
25
26	Use the 5-Stage Demand Engine to inform your naming convention. Structure: [Region]_[Stage]_[Awareness]_[Objective]_[Persona]
27
28	Example: NA_Capture_SolutionAware_Prospecting_ProductManagers
29
30	## Execution Options
31
32	### Option 1 - DIY
33
34	- Use bulk import options and power editors (e.g., Google Ads Editor) for launching 10+ campaigns
35	- Campaign plan templates can be formatted for bulk import into LinkedIn and Google Ads
36
37	### Option 2 - Outsource
38
39	- If you have money but not time, outsource to an internal performance marketing resource or hire an agency/contractor
40	- Start by asking your network for referrals before using freelancing sites like Upwork or MarketerHire
41
42	## Key Takeaway
43
44	Keep your plans simple and repeatable. Regardless of how well-thought-out a plan is, it doesn't mean anything until it's actually launched.
45