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At a glance
What it is
Plan paid ads on Meta, Google, TikTok or LinkedIn. Check your unit economics first, then set up campaigns, split the budget and test creative.
A skill is a written procedure a bot loads when a job calls for it. This one is a single file, SKILL.md, and the whole file is on this page.
The whole file, exactly as it downloads. Read it before you rely on it.
SKILL.md
72 lines · 743 words
As of: 2026-05-16
Mode skill. Default-enabled on the Channels specialist.
Use when the user wants paid traffic, Meta, Google, TikTok, LinkedIn, programmatic, and needs a structure for budget allocation, campaign architecture, creative testing, and measurement. Use when the brief mentions ads, CPC, CPM, ROAS, CAC, or "we have $X to spend."
Trigger phrases:
Plan paid ads on Meta, Google, TikTok or LinkedIn. Check your unit economics first, then set up campaigns, split the budget and test creative.
Nothing. It ships with Murage, which is open source. Your bots run on the AI plan you already have.
Yes. Open it in Settings → Skills to read, edit or duplicate it. Skill Guard scans it again after every edit.
Download the app, connect the AI you already pay for, and tell your Chief of Staff what needs doing. Plan on about ten minutes from install to a working team.
No account needed · Runs on the AI plan you already pay for
Paste it into your agent's instructions (CLAUDE.md, AGENTS.md or a custom GPT), or add it to a bot in Murage.
Ask Ember for the bot, then switch the skill on in its settings.
Step 1
Send your Chief of Staff this message. It proposes the bot and its role first, and creates it when you say go.
Send this to Ember
“Create a bot that uses the Paid Acquisition skill, and show me the plan first.”
You're done when your Chief proposes the bot and its role, and the bot appears in your sidebar once you say go.
Step 2
You're done when you see the bot’s skills and the library.
Step 3
You're done when the skill shows as on for that bot.
Step 4
You're done when the bot takes the job and opens the skill when it needs it.
Prefer to do it yourself? Choose + in the sidebar, then New Bot.Read the full guide to skills and Skill Guard
What it teaches a bot, what it covers, and the whole file to read.
The principle
**Mode skill.** Default-enabled on the Channels specialist.
What it covers
When to use
Procedure
Decision rules
Anti-patterns
Before / after
Each of these library teams gives its bots this skill. Import one and look inside first.
"What's a good ROAS?"
"Our CAC is too high."
"Help me set up [paid platform] campaigns."
If whoever owns pricing and margin has posted pricing and unit economics to TEAM_MEMORY.md, start at step 2.
1. Unit-economics check. Before any campaign math, confirm with the user: average order value or LTV, gross margin, target CAC, and payback period tolerance. If they cannot answer, route to whoever owns pricing and margin. Paid acquisition without unit economics is a budget-shredder.
2. Build the campaign architecture by stage.
Awareness-stage campaigns: broad targeting, brand-led creative, optimization toward reach or video-view rate. Goal: mental availability. Metrics: reach, frequency, branded-search lift, view-through indicators. Do not grade on ROAS.
Consideration-stage campaigns: interest or lookalike targeting, problem-solution creative, optimization toward landing-page view or content engagement. Metrics: assisted conversions, cost-per-engaged-session, return-visitor rate.
Buying-stage campaigns: retargeting + high-intent search + branded search. Optimization toward purchase or qualified-lead event. Metrics: ROAS, CAC, conversion rate.
3. Split budget 60/40. Default: 60% to Awareness + Consideration, 40% to Buying. If the user insists on 100% Buying, name the consequence: buying-stage campaigns extract demand that Awareness/Consideration created. Without upstream funding, buying-stage CAC inflates over time as the warm pool empties.
4. Set the creative-test cadence. Each stage runs a creative-test budget (10-20% of stage budget) on new variants. Test one variable at a time: hook, format, offer, audience. Kill underperforming variants on volume-based decision rules, not on day-one impressions.
5. Define measurement honestly. Last-click attribution under-credits Awareness/Consideration. Use platform-reported assisted conversions and incrementality tests (geo-holdout or campaign-on/off splits) for awareness-stage validation. Do not let last-click reporting kill the campaigns that feed the funnel.
6. Hand creative to Copy + Brand. You spec the format requirements (aspect ratio, video length, character limits, hook-in-first-3-seconds rule per platform). They write the words and design the visuals.
Match creative to stage. A buying-stage offer ad will fail at Awareness; an awareness-stage brand video will fail at Buying. Same product, different jobs.
Frequency is the awareness-stage variable. Reach without repetition does not build memory. Target 3-7 weekly impressions on Awareness campaigns; do not flatten frequency by over-broadening audiences.
Optimization event matters more than targeting. Telling a platform to optimize for purchase teaches its model faster than narrow audience targeting. Volume of events trumps cleverness of segments.
Kill rule: cumulative spend ≥ 3× target CAC with zero conversions = pause the ad set and diagnose creative or audience. Do not wait for "more data."
As of 2026-05-16: signal loss continues to favor platforms with first-party data and broader optimization. Question targeting-heavy playbooks older than 2023.
Running only buying-stage campaigns and wondering why CAC climbs every quarter. You are extracting demand without replenishing it.
Judging awareness-stage campaigns by last-click ROAS. Wrong instrument for the job.
Testing 30 creatives across 5 audiences at $20/day. No variant gets enough volume to read. Concentrate budget.
Letting the platform "optimize" with a useless event (page view, click). Optimize for the closest event to revenue your volume supports.
Quoting industry-benchmark CPMs or ROAS from blog posts. Benchmarks vary 10× by category; build your own baseline.
Brief: "We have $5,000/month for ads, want to maximize ROAS."
Before (all-activation):
Run $5,000 on Meta retargeting and Google brand search. Optimize for ROAS.
After (60/40, stage-architected, 2026-05-16):
60/40 split: $3,000 to Awareness + Consideration, $2,000 to Buying. Awareness = $1,500 Meta broad targeting on brand-led video; Consideration = $1,500 Google non-brand search + Meta lookalike on problem-aware creative; Buying = $2,000 retargeting + brand search. Metrics: Awareness = branded-search lift week-over-week; Buying = ROAS ≥ 2.5. Hold one geo as control for 8 weeks to measure incremental lift. Confirm AOV and margin with whoever owns pricing and margin before locking spend.
SKILL.md
72 lines · 743 words
The text of SKILL.md is shown as it downloads, under the Apache-2.0 license, by Ferrox Labs. The license is the one in the file's own frontmatter.
Your new bot
Paid Acquisition bot
Waiting in your sidebar once you say go.
No account needed · Runs on the AI plan you already pay for