start-vibing-stacks 2.28.0 → 2.30.0

package/stacks/_shared/ads-agents/references/youtube-creative-specs.md

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+# YouTube Creative Specs: Generation Guide
+
+<!-- Updated: 2026-03-12 -->
+<!-- Source: platform-specs.md + Google Ads YouTube requirements -->
+<!-- Used by: ads-generate, visual-designer agent -->
+
+## Purpose
+
+Generation-ready specifications for YouTube ad creative. Note: full video generation
+requires a video production workflow. This reference covers thumbnail generation,
+storyboard frame generation, and static companion assets.
+
+---
+
+## Ad Format Overview
+
+| Format | Ratio | Resolution | Duration | Skip |
+|--------|-------|-----------|----------|------|
+| Skippable In-Stream | 16:9 | 1920×1080 | 12s-3min (rec 15-30s) | After 5s |
+| Non-Skippable | 16:9 | 1920×1080 | 15-60s (expanded 2025) | No |
+| Bumper | 16:9 | 1920×1080 | ≤6s | No |
+| In-Feed Video | 16:9 | 1920×1080 | Any | N/A |
+| YouTube Shorts | 9:16 | 1080×1920 | ≤60s | Swipe |
+
+---
+
+## Thumbnail Generation
+
+Thumbnails are the primary generation output for YouTube campaigns.
+
+### Standard Thumbnail
+
+| Property | Value |
+|----------|-------|
+| Dimensions | 1280×720 (16:9) |
+| Format | JPG or PNG |
+| Max size | 2MB |
+| Min resolution | 640×360 |
+
+**Thumbnail generation guidelines:**
+- High contrast between subject and background
+- Face or product in center-left (text overlays typically placed right side)
+- Bright, saturated colors outperform muted palettes for CTR
+- Include human faces when relevant (psychological click-trigger)
+- Avoid cluttered backgrounds; viewer evaluates at 246×138px in search
+- Shock or curiosity gap increases CTR more than informational thumbnails
+
+### Shorts Thumbnail
+
+| Property | Value |
+|----------|-------|
+| Dimensions | 1080×1080 (1:1) |
+| Safe zone | Center 1080×1080 (full frame) |
+
+---
+
+## Shorts Safe Zone (1080×1920)
+
+```
+┌─────────────────────────────────┐ ← Top (Y:0)
+│                                 │
+│   ██████████████████████████   │ ← SAFE START Y:250
+│   █                        █   │
+│   █   SAFE CONTENT ZONE    █   │
+│   █     1080×1420px        █   │
+│   █   (full width, center) █   │
+│   █                        █   │
+│   ██████████████████████████   │ ← SAFE END Y:1670
+│                                 │
+│  SUBSCRIBE / LIKE / COMMENT UI  │ ← Y:1670-1920 (avoid)
+└─────────────────────────────────┘ ← Bottom (Y:1920)
+```
+
+**Safe zone:** Full width, Y:250-1670. Bottom 250px is UI overlay (subscribe, like).
+
+---
+
+## Storyboard Frame Generation
+
+For agencies creating video assets, use image generation for storyboard frames:
+
+### Pre-Skip Hook (Skippable In-Stream)
+First 5 seconds must capture attention before the skip button appears.
+
+**Generate as:** Single 1920×1080 frame capturing the hook visual.
+Prompt modifier: `"dramatic opening frame, immediate visual interest, skip-proof hook"`
+
+### Bumper Ad Frame (≤6s)
+Single message, no time for story arc.
+
+**Generate as:** One 1920×1080 frame = the entire bumper concept.
+Prompt modifier: `"single clear message, product/brand front and center, high recall"`
+
+---
+
+## Copy Limits (YouTube Companion)
+
+| Component | Limit |
+|-----------|-------|
+| Headline | 15 chars |
+| CTA button | Predefined |
+| Description (in-feed) | 2 lines, 35 chars each |
+
+---
+
+## Image Generation Prompt Modifiers
+
+**For Standard Thumbnail (1280×720):**
+- `"horizontal composition, 16:9 aspect ratio"`
+- `"subject in center-left third of frame"`
+- `"high contrast, bold colors"`
+- `"dramatic lighting"` (thumbnails need visual pop)
+- `"designed to be legible at thumbnail size"`
+
+**For Shorts (1080×1920 vertical):**
+- `"vertical composition, subject centered in upper portion"`
+- `"bottom 250px is clear background only"`
+- `"bold, full-bleed vertical visual"`
+- `"designed for mobile fullscreen viewing"`
+
+**For Storyboard Frames (1920×1080):**
+- `"cinematic composition, widescreen"`
+- `"broadcast quality, professional production"`
+- `"clear storytelling in single frame"`
+
+---
+
+## Generation Scope Limitation
+
+Full video ads (MP4) cannot be generated with still image models. Use:
+- `generate_image.py` → thumbnail, companion banner, storyboard frames
+- `/ads generate` → static assets only
+- For video generation → use `/ads generate` with the `ads-youtube` video generation workflow
+  (requires separate video generation API, not covered by `generate_image.py`)

package/stacks/_shared/ads-agents/skills/ads-apple/SKILL.md

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+---
+name: ads-apple
+version: 1.6.0
+description: "Apple Ads (formerly Apple Search Ads) deep analysis for mobile app advertisers. Evaluates campaign structure, bid health, Custom Product Pages (CPPs), MMP attribution, budget pacing, TAP coverage (Today/Search/Product Pages), Maximize Conversions bidding, and goal CPA benchmarks by country. Use when user says Apple Ads, Apple Search Ads, ASA, App Store ads, Apple ads, Search Ads, or is advertising a mobile app on iOS."
+user-invokable: false
+---
+
+# Apple Ads (formerly Apple Search Ads) Deep Analysis
+
+<!-- Updated: 2026-05-14 | v1.6: CPP limit confirmed 70 (October 29, 2025), Maximize Conversions GA confirmed (Feb 26, 2026), Multiple ads per query rollout March 2026 (up to 2 ads), keyword assignment for CPPs (Oct 2025) -->
+<!-- Note: Apple rebranded "Apple Search Ads" to "Apple Ads" in April 2025 -->
+
+## Process
+
+1. Collect Apple Ads account data (exports from Apple Ads dashboard or pasted metrics)
+2. Identify active placement types (Search Results, Search Tab, Today Tab, Product Pages)
+3. Evaluate all applicable checks as PASS, WARNING, or FAIL
+4. Calculate ASA Health Score (0-100)
+5. Generate findings report with action plan
+
+## What to Analyze
+
+### Campaign Structure (25% weight)
+
+**BOFU; Bottom of Funnel (Search Results, Exact Match brand)**
+- Brand keyword campaign present (own app name + misspellings)
+- Competitor campaign present (competitor app names as keywords)
+- Category campaigns targeting high-intent generic terms (e.g. "workout app", "budget tracker")
+
+**MOFU; Middle of Funnel (Search Match / broad discovery)**
+- Search Match campaigns active in at least one ad group for discovery
+- Search Match ad groups isolated from Exact Match (separate ad groups; never mix)
+- Search Terms Report reviewed to mine converting queries for Exact Match promotion
+
+**Campaign Architecture Rules:**
+- Brand / Category / Competitor should be separate campaigns (different CPT bids, budgets)
+- Search Match ad groups isolated from manual keyword ad groups; NEVER mix in same ad group
+- Goal: let Search Match discover, then promote winners to Exact Match campaigns
+
+### Bid Health (20% weight)
+
+**CPT (Cost Per Tap) vs Install Rate by Match Type:**
+- CPT vs category benchmarks (see Benchmarks section below)
+- TTR (Tap-Through Rate): benchmark >2.5% for Search Results, >1.5% for Search Tab
+- Conversion Rate (tap → install): benchmark 50-65% for brand terms, 20-40% for category
+- CPT/CPG (Cost Per Goal): compare against target CPI/CPA from MMP
+
+**Bid Strategy:**
+- Manual CPT bidding appropriate for small/new accounts
+- **Maximize Conversions** (GA February 26, 2026): AI-powered auto-bidder using Search Match that sets optimal bids per search query in real time. Target CPA (weekly average target) replaces CPA Cap (being deprecated). Recommended daily budget: at least 5x target CPA. Two-week learning period minimum. **Current limitation**: only optimizes for installs, NOT post-install events (no trial, subscription, or ROAS optimization yet)
+- CPA Goals available at campaign level; evaluate if conversion volume supports it (>100 installs/month per campaign)
+- Are bids differentiated by match type? (Brand Exact > Category Exact > Search Match)
+- Keyword-level CPT bids set, not just ad group default?
+
+**Keyword Health:**
+- Irrelevant Search Terms (from Search Match) identified and excluded via negative keywords
+- Low-performing keywords paused or bid reduced (TTR <1% + high CPT)
+- High-volume generic terms checked for intent quality (avoid "free apps" type queries)
+
+### Custom Product Pages (15% weight)
+
+> **Creative Sets fully deprecated.** CPPs are now the sole ad variation mechanism. **CPP limit doubled from 35 to 70 on October 29, 2025**, and **CPPs can now be assigned keyword sets** for organic discoverability in App Store search.
+
+**Custom Product Pages (CPP) — 2026:**
+- CPPs created in App Store Connect? (up to 70 per app as of Oct 29, 2025)
+- At least 3 CPP variants tested per campaign type (different value props per audience)
+- CPP assets aligned with ad group keyword themes (e.g. fitness keywords → fitness screenshots)
+- **Keyword assignment per CPP (Oct 2025)**: each CPP can have unique keyword sets for intent-based organic discoverability — paid and organic strategy now bridge through CPPs
+- CPPs can be linked from external acquisition channels (Meta, Google, AppLovin, Unity, Mintegral) for unified pre-install creative consistency
+- CPPs increase conversion rates ~8% for games, ~6.6% for non-gaming apps (AppTweak data)
+- SoundCloud case study: CPPs in competitor campaigns led to 58% CR increase, 39% CPI reduction
+- **Critical**: 78% of App Store search volume comes from devices with Personalized Ads off. Use creative-based targeting (CPP asset alignment) rather than demographic audience filters
+
+**Default (Store Listing) Creative:**
+- App icon, subtitle, and first 3 screenshots optimized; these show in ads by default
+- Short description (170 chars) compelling and keyword-rich
+- Preview video present (strongly recommended for TTR improvement)
+
+**Creative Testing:**
+- CPP performance compared: which variant has highest TTR and lowest CPI?
+- Deep links in CPPs available on iOS/iPadOS 18+ (test for re-engagement)
+- CPPs can now be assigned organic keywords (WWDC 2025), bridging paid/organic optimization
+
+### Attribution & MMP Health (15% weight)
+
+**MMP Integration (Critical):**
+- MMP (AppsFlyer / Adjust / Branch / Singular) integrated with Apple Ads via AdAttributionKit + ATT
+- Apple Ads properly connected as a partner in MMP dashboard
+- In-app events being sent back to Apple Ads (enables Maximize Conversions and ROAS optimization)
+- Post-install event quality: are purchase, subscription_start, or other revenue events tracked?
+
+**AdAttributionKit & Dual Attribution (April 10, 2025):**
+- Apple Ads registered with AdAttributionKit (SKAN v1-3), creating dual attribution for the first time
+- Installs now report through BOTH SKAN/AAK postbacks AND the AdServices API
+- WWDC 2025: configurable attribution windows, overlapping re-engagement windows, and country codes in postbacks
+- SKAdNetwork conversion values configured in MMP (maps user actions to conversion windows)
+- ATT opt-in rate monitored (low ATT rate = less MMP data, more reliance on SKAN/AAK)
+- Privacy threshold considerations: are campaigns getting postbacks or null reports?
+
+**Attribution Windows:**
+- Default Apple Ads attribution: 30-day click, 1-day view; appropriate for app install goals?
+- WWDC 2025 added configurable windows and overlapping re-engagement windows
+- For re-engagement or subscription goals: evaluate longer lookback windows
+
+### Budget Pacing (10% weight)
+
+- Daily cap set at campaign level (budget pacing in ASA is daily, not monthly)
+- Actual daily spend vs daily cap ratio: flag if consistently hitting cap (could be missing volume)
+- Conversely: flag if spend is <50% of daily cap (creative or bid issue, not budget)
+- Budget split across placement types aligned with performance (don't over-invest in underperforming placements)
+- Lifetime budget campaigns (if used): check end dates and pacing curves
+
+### TAP Coverage: Placement Types (10% weight)
+
+ASA offers 4 placement types; evaluate coverage and performance:
+
+| Placement | Where | Best for | Benchmark CPT |
+|-----------|-------|----------|----------------|
+| Search Results | Below search results | High intent, bottom funnel | $0.50-$3.00 |
+| Search Tab | Top of Search tab | Discovery, mid funnel | $0.30-$1.50 |
+| Today Tab | App Store home | Brand awareness | $1.00-$5.00 |
+| Product Pages | Competitor/related app pages | Competitor conquesting | $0.50-$2.00 |
+
+**Evaluation:**
+- Search Results: must be active (highest intent placement)
+- Search Tab: active for scale? Evaluate CPT and TTR vs Search Results
+- Today Tab: only if budget >$3k/month and brand awareness is a goal (high CPT, low intent)
+- Product Pages: competitive opportunity; are competitor CPPs being targeted?
+
+### Goal CPA / KPI Assessment (5% weight)
+
+**Benchmarks by Category (2025-2026 ASA averages):**
+| Category | Avg CPT | Avg TTR | Avg Install CVR | Target CPI |
+|----------|---------|---------|-----------------|------------|
+| Games | $0.50-$1.00 | 3-5% | 55-70% | $1.00-$3.00 |
+| Health & Fitness | $1.50-$3.00 | 2-4% | 45-60% | $3.00-$8.00 |
+| Productivity | $1.00-$2.50 | 2-3.5% | 50-65% | $2.00-$5.00 |
+| Finance | $2.00-$5.00 | 1.5-3% | 40-55% | $5.00-$15.00 |
+| Education | $1.00-$2.00 | 2-4% | 50-65% | $2.00-$6.00 |
+| Shopping | $0.80-$2.00 | 2.5-4% | 45-60% | $2.00-$5.00 |
+| Lifestyle | $0.80-$1.80 | 2-3.5% | 45-60% | $2.00-$5.00 |
+
+**Country-level benchmarks:**
+- Tier 1 (US, UK, AU, CA, JP): CPT 2-3× above global average; highest LTV
+- Tier 2 (DE, FR, KR, SG, HK): CPT 1-1.5× above global average
+- Tier 3 (BR, IN, MX): CPT 30-60% below Tier 1; high volume, lower LTV
+
+**Checks:**
+- Actual CPI vs target CPI (from MMP); flag if >2x target
+- CPI trend over 30 days (improving or worsening?)
+- Revenue events: is ROAS positive within MMP attribution window?
+
+### Overall Benchmarks (2025 SplitMetrics data)
+
+| Metric | Search Results Average |
+|--------|-----------------------|
+| TTR (Tap-Through Rate) | 9.7% |
+| Conversion Rate | 66.2% |
+| CPT (Cost Per Tap) | $2.25 |
+| CPA (Cost Per Acquisition) | $3.76 |
+
+- US is the highest-cost market
+- AMEI (Africa/Middle East/India) is most cost-efficient and stable
+- **International markets often deliver 3-5x better CPI than US** with comparable LTV for subscription apps
+
+### Platform Changes (v1.5)
+
+| ID | Check | Severity | Notes |
+|----|-------|----------|-------|
+| ASA-MA1 | Multiple ads per query readiness | Medium | Rolling out March 2026: up to 2 ads per search query (was 1). Changes competitive dynamics: more search results real estate available. Evaluate bid strategy for increased competition |
+
+**Deprecated:**
+- Creative Sets: fully deprecated. Only CPPs now (up to 70 per app)
+- CPA Cap: being retired in favor of Target CPA via Maximize Conversions
+- Demographic audience targeting as primary strategy: 78% of App Store search volume comes from devices with Personalized Ads off
+
+## Output Format
+
+```
+## Apple Ads Audit
+
+**ASA Health Score: [X]/100**
+
+### Critical Issues ([count])
+- [Issue with specific impact and fix]
+
+### High Priority ([count])
+- [Issue]
+
+### Campaign Structure
+PASS/WARNING/FAIL for each check category
+
+### Benchmark Comparison
+[Metric] | Your Account | ASA Benchmark | Status
+
+### Quick Wins (do this week)
+1. [Most impactful fix with expected outcome]
+2.
+3.
+
+### Recommended Next Steps
+[Prioritized action plan]
+```
+
+## Scoring Weights
+
+| Category | Weight |
+|----------|--------|
+| Campaign Structure | 25% |
+| Bid Health | 20% |
+| Custom Product Pages | 15% |
+| Attribution & MMP | 15% |
+| Budget Pacing | 10% |
+| TAP Coverage | 10% |
+| Goal KPI Assessment | 5% |
+
+## Data to Request from User
+
+If not provided, ask for:
+- Campaign list with spend, installs, CPT, TTR, CVR (last 30 days)
+- Active placement types
+- MMP being used (AppsFlyer, Adjust, Branch, Singular, or none)
+- Target CPI / CPA and app category
+- Countries/regions active
+- Whether Custom Product Pages are set up in App Store Connect

package/stacks/_shared/ads-agents/skills/ads-audit/SKILL.md

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+---
+name: ads-audit
+version: 1.5.0
+description: "Full multi-platform paid advertising audit with parallel subagent delegation. Analyzes Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, and Microsoft Ads accounts. Generates health score per platform and aggregate score. Use when user says audit, full ad check, analyze my ads, account health check, or PPC audit."
+user-invokable: false
+---
+
+# Full Multi-Platform Ads Audit
+
+## Process
+
+1. **Collect account data**: request exports, screenshots, or API access
+2. **Validate**: confirm at least one platform's data is available before proceeding
+3. **Detect business type**: analyze account signals per ads orchestrator
+4. **Identify active platforms**: determine which platforms are in use
+5. **Delegate to subagents** (if available, otherwise run inline sequentially):
+   - `audit-google`: Conversion tracking, wasted spend, structure, keywords, ads, settings (G01-G74)
+   - `audit-meta`: Pixel/CAPI health, creative fatigue, structure, audience (M01-M46)
+   - `audit-creative`: LinkedIn, TikTok, Microsoft creative checks + cross-platform synthesis
+   - `audit-tracking`: LinkedIn, TikTok, Microsoft tracking + cross-platform tracking health
+   - `audit-budget`: LinkedIn, TikTok, Microsoft budget/bidding + cross-platform allocation
+   - `audit-compliance`: All-platform compliance, settings, performance benchmarks
+6. **Validate**: verify each subagent returned valid scores with required fields before aggregating
+7. **Score**: calculate per-platform and aggregate Ads Health Score (0-100)
+8. **Report**: generate prioritized action plan with Quick Wins
+
+## Data Collection
+
+Ask the user for available data. Accept any combination:
+- Google Ads: account export, Change History, Search Terms Report
+- Meta Ads: Ads Manager export, Events Manager screenshot, EMQ scores
+- LinkedIn Ads: Campaign Manager export, Insight Tag status
+- TikTok Ads: Ads Manager export, Pixel/Events API status
+- Microsoft Ads: account export, UET tag status, import validation results
+
+If no exports available, audit from screenshots or manual data entry.
+
+## Scoring
+
+Read `ads-agents/references/scoring-system.md` for full algorithm.
+
+### Per-Platform Weights
+
+| Platform | Category Weights |
+|----------|-----------------|
+| Google | Conversion 25%, Waste 20%, Structure 15%, Keywords 15%, Ads 15%, Settings 10% |
+| Meta | Pixel/CAPI 30%, Creative 30%, Structure 20%, Audience 20% |
+| LinkedIn | Tech 25%, Audience 25%, Creative 20%, Lead Gen 15%, Budget 15% |
+| TikTok | Creative 30%, Tech 25%, Bidding 20%, Structure 15%, Performance 10% |
+| Microsoft | Tech 25%, Syndication 20%, Structure 20%, Creative 20%, Settings 15% |
+
+### Aggregate Score
+
+```
+Aggregate = Sum(Platform_Score x Platform_Budget_Share)
+Grade: A (90-100), B (75-89), C (60-74), D (40-59), F (<40)
+```
+
+## Output Files
+
+- `ADS-AUDIT-REPORT.md`: Comprehensive multi-platform findings
+- `ADS-ACTION-PLAN.md`: Prioritized recommendations (Critical > High > Medium > Low)
+- `ADS-QUICK-WINS.md`: Items fixable in <15 minutes with high impact
+
+## Report Structure
+
+### Executive Summary
+- Aggregate Ads Health Score (0-100) with grade
+- Per-platform scores
+- Business type detected
+- Active platforms identified
+- Top 5 critical issues across all platforms
+- Top 5 quick wins across all platforms
+
+### Per-Platform Sections
+Each platform section includes:
+- Platform Health Score with grade
+- Category breakdown with pass/warning/fail per check
+- Platform-specific Quick Wins
+- Detailed findings with remediation steps
+
+### Cross-Platform Analysis
+- Budget allocation assessment (actual vs recommended)
+- Tracking consistency (are all platforms tracking the same events?)
+- Creative consistency (is messaging aligned across platforms?)
+- Attribution overlap (are platforms double-counting conversions?)
+
+### Strategic Recommendations
+- Platform prioritization based on business type
+- Budget reallocation recommendations
+- Scaling opportunities (platforms/campaigns ready to scale)
+- Kill list (campaigns/ad groups to pause immediately)
+
+## Priority Definitions
+
+- **Critical**: Revenue/data loss risk (fix immediately)
+- **High**: Significant performance drag (fix within 7 days)
+- **Medium**: Optimization opportunity (fix within 30 days)
+- **Low**: Best practice, minor impact (backlog)
+
+## Quick Wins Criteria
+
+```
+IF severity == "Critical" OR severity == "High"
+AND estimated_fix_time < 15 minutes
+THEN flag as Quick Win
+SORT BY (severity_multiplier x estimated_impact) DESC
+```

package/stacks/_shared/ads-agents/skills/ads-budget/SKILL.md

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+---
+name: ads-budget
+version: 1.6.0
+description: "Budget allocation and bidding strategy review across all ad platforms. Evaluates spend distribution, bidding strategy appropriateness, scaling readiness, and identifies campaigns to kill or scale. Uses 70/20/10 rule, 3x Kill Rule, and 20% scaling rule. Use when user says budget allocation, bidding strategy, ad spend, ROAS target, media budget, or scaling."
+user-invokable: false
+---
+
+<!-- Updated: 2026-05-14 | v1.6: AI Max 7% lift (corrected from 14%), DSA September 2026 auto-upgrade timeline, TikTok Smart+ Catalog Ads 29% CPA improvement -->
+
+# Budget Allocation & Bidding Strategy
+
+## Process
+
+1. Collect budget and performance data across all active platforms
+2. Read `ads-agents/references/budget-allocation.md` for allocation framework
+3. Read `ads-agents/references/bidding-strategies.md` for strategy decision trees
+4. Read `ads-agents/references/benchmarks.md` for CPC/CPA benchmarks
+5. Read `ads-agents/references/scoring-system.md` for health score algorithm
+6. **Validate**: confirm spend data covers ≥14 days before evaluating kill/scale decisions
+7. Evaluate budget allocation, bidding strategy, and scaling readiness
+8. **Validate**: verify kill list candidates have sufficient data (≥20 clicks or ≥$100 spend) before recommending pause
+9. Generate recommendations with kill list and scale list
+
+## Budget Allocation Framework
+
+### 70/20/10 Rule
+- **70%** on proven channels (consistent ROAS/CPA targets met)
+- **20%** on scaling channels (showing promise, need more data)
+- **10%** on testing channels (new platforms, audiences, creatives)
+
+### Platform Selection Matrix
+
+| Business Type | Primary | Secondary | Testing |
+|---------------|---------|-----------|---------|
+| SaaS B2B | Google Search, LinkedIn | Meta, YouTube | TikTok, Microsoft |
+| E-commerce | Google Shopping, Meta | TikTok, YouTube | Microsoft, LinkedIn |
+| Local Service | Google Search, Google LSA | Meta | Microsoft, YouTube |
+| B2B Enterprise | LinkedIn, Google Search | Meta | Microsoft, TikTok |
+| Info Products | Meta, YouTube | Google Search | TikTok |
+| Mobile App | Meta, Google UAC | TikTok | Apple Ads |
+| Real Estate | Google Search, Meta | YouTube | Microsoft |
+| Healthcare | Google Search | Meta | Microsoft, YouTube |
+| Finance | Google Search, Meta | LinkedIn | Microsoft |
+| Agency (clients) | Varies by client | N/A | N/A |
+
+### Budget Sufficiency Rules
+
+| Platform | Minimum Daily | Learning Phase Budget |
+|----------|--------------|----------------------|
+| Google Search | $20/day | Sufficient for 15+ conv/month |
+| Google PMax | $50/day | Sufficient for algorithm optimization |
+| Meta | $20/day per ad set | ≥5x target CPA per ad set |
+| LinkedIn | $50/day Sponsored Content | 15+ conversions/month |
+| TikTok | $50/day campaign, $20/day ad group | ≥50x target CPA per ad group |
+| Microsoft | No strict minimum | Sufficient for stable delivery |
+
+## Bidding Strategy Evaluation
+
+### Google Ads Bidding Decision Tree
+
+```
+Start
+├─ <30 conversions/month?
+│  └─ Use Maximize Clicks (cap CPC at benchmark)
+│     └─ When >30 conv/month → Maximize Conversions
+├─ 30-50 conversions/month?
+│  └─ Use Maximize Conversions
+│     └─ When stable CPA → Target CPA
+├─ >50 conversions/month?
+│  └─ Use Target CPA
+│     └─ When revenue tracking → Target ROAS
+└─ Revenue tracking active + >50 conv/month?
+   └─ Use Target ROAS
+```
+
+### Meta Ads Bidding
+- **Lowest Cost (default)**: best for volume, may have CPA variance
+- **Cost Cap**: sets CPA ceiling, may reduce volume
+- **Bid Cap**: maximum bid per auction, most control
+- **ROAS Goal**: target return on ad spend
+- **CBO vs ABO**: CBO for proven campaigns, ABO for testing
+
+### LinkedIn Bidding
+- **Cost Per Send (CPS)**: for Message Ads
+- **Manual CPC**: recommended starting point for cost control
+- **Cost Cap**: efficiency at scale with predictable CPA
+- **Maximum Delivery**: highest volume, most expensive. Use only for scale with established data
+- **Target Cost**: for predictable CPA
+
+### TikTok Bidding
+- **Lowest Cost**: maximize conversions within budget (volume)
+- **Cost Cap**: set maximum CPA (efficiency)
+- **Bid Cap**: maximum bid per impression
+- Budget ≥50x CPA per ad group for learning phase exit
+
+### Microsoft Bidding
+- Mirror Google strategy but bid 20-35% lower
+- Manual CPC for low-volume campaigns (Enhanced CPC deprecated on Google March 2025; verify Microsoft availability before recommending)
+- Target CPA / Target ROAS for automated (requires 15+ conversions/30 days)
+
+## v1.5 Bidding Innovations
+
+### Google AI Max for Search (GA April 2026)
+- **7% average conversion lift** at similar CPA/ROAS when full feature suite enabled (search term matching + text customization + final URL expansion), per Google internal data April 2026
+- Requires strong negative keyword lists (AI Max casts a wider net)
+- **DSA + ACA + campaign-level broad match auto-upgrade to AI Max in September 2026** (no new DSA creation after that point)
+- Best for: accounts with mature conversion tracking and keyword history
+
+### TikTok Smart+ Modular Control (expanded 2026)
+- Lock targeting, budget, catalog ads, or placements independently (mix of manual and AI)
+- **Smart+ Catalog Ads: 29% CPA improvement** vs manual campaigns (TikTok internal data, Global 2025 beta)
+- Smart+ now expanded to Traffic objective (previously only lower-funnel: Sales, App Promotion, Lead Gen)
+- Symphony Automation built into Smart+ workflow (Recommended Creatives, Auto-add, Automatic Enhancements, 50+ language dubbing)
+- Music Autofix available for App Campaigns
+- Best for: advertisers wanting partial AI control without full black-box; product catalog brands should default to Smart+ Catalog Ads
+
+### Apple Ads Maximize Conversions
+- GA: February 26, 2026. AI-powered auto-bidder for Apple Ads
+- Target CPA based on weekly average (not per-conversion)
+- Daily budget must be >=5x target CPA for stable performance
+- Two-week learning phase required; avoid changes during learning
+- Currently supports installs only (not post-install events)
+
+### Meta Advantage+ Bidding
+- Automatic optimization across all placements within Advantage+ Sales campaigns
+- Budget automatically shifts to highest-performing placements in real time
+- Best combined with broad targeting and high creative volume
+
+## Scaling Assessment
+
+### Ready to Scale (Green Light)
+- CPA consistently below target for 2+ weeks
+- ≥50 conversions per week (learning phase exited)
+- CTR stable or improving
+- ROAS above target
+- No creative fatigue signals
+
+### 20% Rule
+Never increase budget by more than 20% at a time:
+- Week 1: $100/day → $120/day
+- Week 2: $120/day → $144/day
+- Week 3: $144/day → $173/day
+- Monitor 3-5 days after each increase for performance stability
+
+### Scaling Methods
+1. **Vertical**: increase budget on winning campaigns (20% rule)
+2. **Horizontal**: duplicate winning campaigns to new audiences
+3. **Platform expansion**: add budget on new platforms
+4. **Geographic expansion**: test new markets/regions
+5. **Format expansion**: test new ad formats on same platform
+
+## Kill List Assessment
+
+### 3x Kill Rule
+- Any campaign/ad group with CPA >3x target → **flag for pause**
+- Review spend in last 14 days with no conversions → **flag for pause**
+- Creative with CTR >50% below platform benchmark → **flag for creative kill**
+
+### Kill Decision Framework
+| Scenario | Data Required | Action |
+|----------|---------------|--------|
+| CPA >3x target | ≥7 days data, ≥20 clicks | Pause immediately |
+| No conversions | ≥$100 spend or ≥50 clicks | Pause and diagnose |
+| CTR <50% of benchmark | ≥1,000 impressions | Kill creative, test new |
+| ROAS <50% of target | ≥14 days data | Reduce budget 50% or pause |
+
+## MER (Marketing Efficiency Ratio)
+
+```
+MER = Total Revenue / Total Marketing Spend
+```
+
+- Assess blended efficiency across all platforms
+- Target MER varies by business: 3x-10x depending on margins
+- Use MER to evaluate overall health, not just per-platform ROAS
+- Incrementality testing recommended for MER accuracy
+
+## Output
+
+### Budget & Bidding Assessment
+
+```
+Budget Allocation Health
+
+Allocation Strategy:  ████████░░  XX/100
+Bidding Strategies:   ██████████  XX/100
+Scaling Readiness:    ███████░░░  XX/100
+Budget Sufficiency:   █████░░░░░  XX/100
+```
+
+### Deliverables
+- `BUDGET-STRATEGY-REPORT.md`: Full allocation and bidding analysis
+- Current vs recommended budget split (pie chart data)
+- Bidding strategy recommendations per platform/campaign
+- Scale list: campaigns ready for more budget
+- Kill list: campaigns/ad groups to pause immediately
+- MER analysis and trend
+- Quick Wins for immediate budget optimization