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skills/budget-optimization/SKILL.md

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+---
+name: budget-optimization
+description: Use when reallocating spend across channels/ad sets or setting guardrails
+  to stay on plan.
+---
+
+# Budget Optimization & Pacing Skill
+
+## When to Use
+- Weekly/monthly budget reviews.
+- Mid-flight adjustments after performance shifts.
+- Preparing reforecast scenarios for finance.
+
+## Framework
+1. **Reference Plan** – planned vs actual spend, CPA/CPL, pipeline, ROAS.
+2. **Efficiency Bands** – thresholds for pulling back or scaling (e.g., ±20% vs target CPA).
+3. **Scenario Modeling** – reallocate budget to best-performing ad sets while respecting learning phase minimums.
+4. **Guardrails** – set daily caps, alerts, and auto rules for overspend or underdelivery.
+
+## Checklist
+- Align reporting windows with attribution (24h, 7d click, 28d view if available).
+- Confirm finance approvals before large shifts.
+- Document rationale for every reallocation.
+- Update forecast + capacity plans (e.g., SDR follow-up) when pipeline mix changes.
+
+## Templates
+- Budget tracker spreadsheet (plan vs actual vs forecast).
+- Scenario calculator (impact of shifting X% spend).
+- Alert configuration guide (platform and BI tools).
+
+## Tips
+- Reserve 5–10% of spend for rapid experiments.
+- Keep retargeting budgets proportional to audience size to avoid fatigue.
+- Sync with lifecycle team so automation throughput can handle new volume.
+
+---

skills/campaign-architecture/SKILL.md

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+---
+name: campaign-architecture
+description: Use when structuring paid media campaigns/ad sets to balance testing,
+  delivery, and optimization constraints.
+---
+
+# Campaign Architecture Patterns Skill
+
+## When to Use
+- Designing new campaigns across multiple platforms.
+- Reorganizing accounts bloated with overlapping audiences or learning-phase resets.
+- Planning test cells to isolate variables (audience, creative, bidding).
+
+## Framework
+1. **Objective Alignment** – match campaign objective to business KPIs + conversion events.
+2. **Hierarchical Testing** – campaign = goal, ad set = audience/bid, ad = creative variant.
+3. **Budget Strategy** – CBO vs ABO, pacing guardrails, flighting.
+4. **Signal Quality** – ensure each ad set receives enough conversions/week.
+5. **Lifecycle Coverage** – separate prospecting, retargeting, and customer expansion streams.
+
+## Templates
+- Naming convention guide (Channel_CampaignGoal_Audience_TestID).
+- Funnel coverage matrix (stage vs channel vs messaging).
+- Test design brief (variable, hypothesis, metric, sample size, duration).
+
+## Tips
+- Limit active tests to preserve learning phase stability.
+- Centralize exclusions (existing customers, employees, low-LTV segments).
+- Archive underperforming structures monthly to maintain account health.
+
+---

skills/creative-variants/SKILL.md

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+---
+name: creative-variants
+description: Use when developing hooks, visuals, and copy variations for paid campaigns
+  across channels.
+---
+
+# Creative Variant Playbooks Skill
+
+## When to Use
+- Kicking off new campaigns needing multiple creative angles.
+- Refreshing fatigued ads to regain performance.
+- Running systematic creative testing programs.
+
+## Framework
+1. **Hook Library** – benefit, problem, proof, story, contrarian, curiosity.
+2. **Format Matrix** – channel x format (video, carousel, single image, text ad) with unique requirements.
+3. **Story Formula** – Hook → Value Proof → CTA; adapt for each channel.
+4. **Voice & Tone** – align with persona (executive vs practitioner) and funnel stage.
+
+## Checklist
+- ✅ Unique headline + body copy per variant.
+- ✅ Visuals sized and optimized per channel.
+- ✅ CTA and offer match landing page.
+- ✅ Accessibility: subtitles, alt text, high contrast.
+- ✅ Compliance/legal disclaimers added.
+
+## Templates
+- Variant tracker (concept, hook, asset link, status, performance snapshot).
+- Caption/copy bank with placeholders and emoji/hashtag guidance.
+- Video storyboard sheet.
+
+## Tips
+- Pair evergreen and timely hooks to keep pipelines fresh.
+- Recycle top-performing organic content into paid variations.
+- Archive learnings in a centralized asset library.
+
+---