Skills

Compute a business's CAC and ROAS family metrics from real spend and outcome data, then judge whether the spend is healthy against three references - the business's own break-even, its own trailing history, and provenance-labelled external benchmarks - returning healthy, watch, unhealthy, or insufficient evidence. Use whenever the user asks whether their CAC is too high, whether a ROAS is good, what ROAS to aim for, whether ads are profitable, or mentions MER, blended CAC, payback period, or a spend health

Build and maintain negative keyword lists from search term reports to cut wasted ad spend in paid search - n-gram query mining to surface irrelevant search terms, the right negative match types and exclusion levels (account, shared list, campaign, ad group), and a review cadence that avoids overblocking queries that convert. Use whenever the user mentions a search term or search query report, irrelevant clicks, junk traffic, wasted ad spend, or wants to exclude or block keywords - even if they never say 'ne

Turn a campaign goal and an audience insight into a structured creative brief a designer, video editor, or UGC creator can execute - messaging angle, hook directions, art direction, specs, testing intent, and the handoff and revision loop. Covers B2B and B2C, with variants for static image, short-form video/UGC, and search/responsive text ads. Use whenever the user needs to brief a designer or creator, asks what an ad should say, or mentions messaging pillars, creative direction, or a design handoff - even

Map the likely buying committee for an offer, deal size, and industry, and give each role a messaging angle plus the ad-targeting proxy - job function and seniority, account list, account-level intent - that actually reaches them, sequenced by buying stage. Use whenever the user mentions a buying committee or buying group, decision makers, influencers or blockers, who signs off, targeting the economic buyer or a champion, per-role ad messaging, or whether one broad message beats per-role targeting - even if

Score and force-rank the openings of candidate video ads - from a script, transcript, storyboard, shot list, or a description of a finished cut - to decide which hooks deserve test budget, returning a ranked shortlist within the batch rather than an absolute performance prediction. Use whenever the user mentions a hook, the first 3 seconds, an ad opening, hook rate, thumbstop, attention scoring, or asks which hook to test or whether a hook works - even if they never say 'hook analyzer'. Covers B2B and B2C o

Audit a landing page receiving paid traffic against post-click conversion best practice and return a prioritised fix list - message match to the ad, above-the-fold clarity, form friction, trust, speed, mobile, policy risk - with every finding labelled by evidence class and no statistical claims on thin data. Use whenever the user says their ads get clicks but no conversions, asks why a landing page isn't converting, or mentions post-click experience, message match, conversion friction, form friction, or CPA

Track daily and weekly spend against a single campaign or account budget and flag under-pacing or over-pacing before it hurts results, reporting the pacing ratio, projected period spend, and the corrective daily spend behind every alert. Use whenever the user mentions budget pacing, spend tracking, burn rate, spend vs budget, projected month-end spend, underspending or overspending, or asks whether a campaign is on pace - even if they never say 'pacing'. Covers any ad platform, B2B and B2C, calendar-month o

Split a fixed total paid-media budget across campaigns, platforms, funnel stages, and audiences based on expected marginal return - the monthly or quarterly reallocation decision, for B2B and B2C. Use whenever the user asks how to split an ad budget, which channel or campaign should get more money, how to reallocate spend, how much to put behind prospecting vs retargeting, or mentions a portfolio split, marginal return, or diminishing returns - even if they never say 'allocation'. Do NOT use to raise the to

Before starting any paid advertising work, before each recurring advertising review, and whenever routing is unclear, route the task to the right skill of the advertising-skills collection - or say plainly that none fits - and bootstrap or resume the project's shared context artifact. Use at every advertising project start, on later sessions of the same project to re-route without re-interviewing, and whenever the user mentions a new ad campaign or paid media project, asks which advertising skill they need,

Decide which paid channel families fit a business's economics, audience, funnel stage, and budget at campaign setup - paid search, paid social, short-form video, connected TV, native/discovery, retail media, programmatic display, podcast/audio, paid review listings, B2B professional networks - including whether each is affordable against allowable CAC and payback. Use whenever the user asks where to spend a new ad budget, which platform to advertise on, how to build a paid channel mix, whether a channel is

Quantify and explain the discrepancy between ad platform reporting, an analytics tool, and the source of truth (CRM or order system), classifying every unit of the gap as timing, definitional, or unexplained residual. Use whenever the user says the numbers don't match, that the platform reports more conversions or revenue than the CRM or order system, or mentions cross-platform reconciliation, double-counted conversions, an attribution discrepancy, or asks whether a reporting gap is normal - even if they ne

Select and size the seed customer list behind a lookalike, similar, or value-based audience - which customers to upload, how many, and whether the matched count (not the row count) clears the platform floor - with RFM and value-based selection, a negative-selection pass, a privacy and consent gate before any customer list upload, and a fallback ladder when the floor cannot be cleared. Use whenever the user mentions a lookalike or similar audience, a seed list, a customer list upload, match rate, an audience

Plan and advance a paid-advertising career from the candidate side - media buyer, performance marketer, PPC specialist, creative strategist, growth marketer - covering the junior to lead ladder, the five real interview formats (live account audit, mental-maths case, metric diagnosis, take-home, behavioural), an NDA-safe results portfolio, platform certifications, in-house vs agency vs freelance, and promotion and pay conversations. Use whenever the user asks how to get into paid media or PPC, preps a media-

Turn a product brief and target audience into UGC-style short-form video ad scripts a creator can film - hook, body, CTA - with 3-5 hook variants per concept written as spoken line plus on-screen text plus opening visual, with delivery notes and disclosure lines. Use whenever the user asks for a UGC ad or creator script, a short-form vertical video ad script, a founder-led video, employee-generated content, or a customer testimonial video script - even if they never say 'UGC'. Covers B2C creator scripts and

Build a personalised, time-budgeted watch list of paid-advertising information sources - PPC and paid-social podcasts, newsletters, ad-platform release notes, communities, industry events, and media buyers worth following - with a verification method that keeps it fresh and a disclosure of what each source is selling. Use whenever a media buyer, PPC specialist, or growth marketer asks how to stay current on Google Ads, Meta, LinkedIn, TikTok, or Microsoft Ads changes, which PPC newsletters or paid-social po

Design a pre-launch ad creative test plan - falsifiable hypothesis, isolation level, test cells with per-cell budgets, required sample, spend and duration, and kill/scale rules pre-registered before any money moves. Every cell carries an explicit read standard, so an underpowered screen is never dressed up as an A/B test. Use whenever the user wants to test ads, mentions an A/B or split test on creative, asks how much budget or how long a test needs, or mentions sample size, statistical significance, single

Execute git commit with conventional commit message analysis, intelligent staging, and message generation. Use when user asks to commit changes, create a git commit, or mentions "/commit". Supports: (1) Auto-detecting type and scope from changes, (2) Generating conventional commit messages from diff, (3) Interactive commit with optional type/scope/description overrides, (4) Intelligent file staging for logical grouping

Evaluate a fragmented paid-ads account and recommend which campaigns and ad sets to merge, which splits to preserve, and how to migrate without resetting learning across the account - it plans the consolidation, it never executes it. Use whenever the user mentions too many campaigns or ad sets, merging or restructuring an ad account, ad sets stuck in learning or learning limited, budget spread too thin, account simplification, or campaigns competing with each other - even if they never say 'consolidation'.

Turn one core value proposition into genuinely distinct ad copy variants - headline, primary text, description, and CTA combinations - each labelled with angle, awareness stage, formula, and version so test results stay attributable. A real variant is a new angle, never a reworded line. Use whenever the user asks to write ad copy, needs headline or CTA variations, wants copy to A/B test, has ads that all sound the same, or needs a search ad headline set or an ML asset pool - even if they never say 'variants

Narrow helper skill for README-first AI repo reproduction. Use when the task is specifically to scan a repository, read the README and common project files, extract documented commands, classify inference, evaluation, and training candidates, and return the smallest trustworthy reproduction plan to the main orchestrator. Do not use for environment setup, asset download, command execution, final reporting, paper lookup, or end-to-end orchestration.

Plan a campaign that promotes an executive's or founder's existing organic posts as paid person-fronted ads - post selection, sequencing, audience and exclusions, permission and governance, budget, and measurement. Use whenever the user mentions thought leader ads, promoting a founder's or CEO's post, sponsoring an employee's or a creator's post, executive content amplification, running ads from a personal profile, or B2B trust ads - even if they never say 'thought leadership'. Covers B2B trust-layer campai

Adapt ad messaging for conversational and AI-answer ad surfaces - the one-shot, context-aware ad occupying a single response slot inside an AI assistant reply or answer-engine result, where the copy is either rendered verbatim or rewritten by a model from the landing page and feed. Covers recommendation register, self-contained slot copy, situation-description targeting, grounding and disclosure discipline, and reading performance without creative-level reporting. Use whenever the user mentions ads inside C

Flag ad formats that are a poor fit or commonly misused for a given objective and platform - formats the objective does not even expose, formats built for a different funnel stage, formats the team cannot produce - then, post-launch, separate a format problem from a creative or targeting problem. Use whenever the user asks which ad format to use, mentions carousel, Stories, in-feed vs in-stream video, a funnel-stage mismatch, a pre-launch format check, or says a format 'isn't working' - even if they never s

Review Archify issues, PRs, or code through value, cost, and impact to support evidence-based maintenance decisions. Use for issue triage, change reviews, and code quality assessments.