Paid Ads

Fa'amatalaga

A senior performance-marketer skill for planning, running, and troubleshooting paid campaigns on Google, Meta, LinkedIn, X, TikTok, and the rest. It produces platform recommendations, audience structures, budget allocations, bidding approaches, and creative briefs — and pressure-tests them against the user's CPA / ROAS target and funnel reality so the budget actually buys customers, not just clicks. Use it whenever someone says "PPC," "paid media," "ROAS," "CPA," "ad campaign," "retargeting," "audience targeting," "Google Ads," "Facebook ads," "LinkedIn ads," "ad budget," "cost per click," or "should I run ads." It covers funnel-based segmentation (top, middle, bottom), retargeting logic, lookalike seeding, and copy frameworks like PAS for ad text — handing off to ad-creative for production-grade copy and to page-cro for post-click optimisation.