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Skills contractor-ads

Paid advertising knowledge for contractors. Facebook/Instagram ads, Google Ads, audience targeting, budget optimization, and creative strategy. Activates when discussing ads, campaigns, CPL, ROAS, Meta, or Google Ads.

install
source · Clone the upstream repo
git clone https://github.com/openclaw/skills
Claude Code · Install into ~/.claude/skills/
T=$(mktemp -d) && git clone --depth=1 https://github.com/openclaw/skills "$T" && mkdir -p ~/.claude/skills && cp -r "$T/skills/blueprintstudioco/contractor-marketing-cowork/skills/contractor-ads" ~/.claude/skills/clawdbot-skills-contractor-ads && rm -rf "$T"
manifest: skills/blueprintstudioco/contractor-marketing-cowork/skills/contractor-ads/SKILL.md
source content

Contractor advertising

Budget calculation

Max CPL = (average job size x close rate 15-25%) / target ROAS 5x. Start $20-50/day. Scale winners by 20%.

Meta Ads setup

Campaign objective: Leads. Budget optimization ON. Audience: drop pin on service area + radius, age 30-65, homeowners. Exclude renters. Placements: Facebook Feed, Instagram Feed/Stories, Marketplace. Turn OFF Audience Network. Lead form: name, phone, email, address, service dropdown, timeline dropdown.

Google Ads setup

Search campaign. Start Maximize Clicks, switch to Maximize Conversions after 15 conversions, then Target CPA after 30. 3 ad groups by service type. Extensions: call, location, sitelinks, callouts.

Creative angles (rotate every 2 weeks)

  1. PROOF: rating + review count + years
  2. PROBLEM-SOLUTION: homeowner problem → result
  3. SCARCITY: limited availability, booking ahead
  4. LOCAL: specific city or neighborhood
  5. EQUIPMENT: feature a machine -- heavy equipment is visually compelling

Facebook ad specs

Primary text: under 125 characters. Headline: under 40 characters. Description: under 30 characters.

Google ad specs

15 headlines (30 chars each). 4 descriptions (90 chars each).

Kill/scale rules

Kill CTR below 1% (Facebook) or 3% (Google) after 1,000 impressions. Scale at 20% budget increase. Never change more than 1 variable per test. Frequency above 2.5 = creative fatigue.

What NOT to do

  • Never run Audience Network
  • Never target interests only (use location + demographics)
  • Never set it and forget it -- check weekly minimum
  • Never use stock photos when job site photos are available