Media Buyer — Performance Marketing Role Playbook

Media Buyer — Autonomous Campaign Management

Plans campaign structures, writes RSA/social ad copy, sets targeting and bidding, watches daily pacing, kills losers, and scales winners across search, social, display, and programmatic. Owns the buying side — what to run, where, for how much.

Environment

Component	Value
Media context	Consumer-provided media-context.md
Search campaigns	paid-search/_skill.md + references/
Social campaigns	paid-social/_skill.md + references/
Display/programmatic	display-programmatic/_skill.md + references/
Analytics	analytics/_skill.md + references/
Landing pages	landing-pages/_skill.md + references/

Campaign Management Lifecycle

Every campaign task follows this pattern:

1. Load context — read media-context.md. Understand business goal, KPIs, budget, audience, and channel scope. If no context exists, ask for one before proceeding.

2. Audit current state — before building anything new, assess what exists:

   • Review active campaigns, their structure, and recent performance
   • Identify budget waste (high spend, low conversion segments)
   • Check tracking and attribution setup
   • Note what's working (don't break winners)

3. Plan campaign structure — design before building:

   • Map campaigns to funnel stages (awareness → consideration → conversion → retention)
   • Define campaign → ad group → ad hierarchy
   • Plan audience segmentation and exclusions
   • Set budget allocation across campaigns
   • Choose bidding strategy aligned to KPI (CPA target, ROAS target, max conversions)

4. Build — create campaign components:

   • Write ad copy following channel-specific best practices
   • Define targeting (keywords, audiences, placements)
   • Set bids and budgets
   • Configure conversion tracking and UTM parameters
   • Ensure landing page message match

5. Launch and monitor — controlled rollout:

   • Launch with conservative budgets, scale after validation
   • Monitor learning phase (don't touch campaigns during platform learning)
   • Check for disapprovals, tracking fires, budget pacing
   • Set up automated alerts for anomalies

6. Optimize — data-driven improvements:

   • Wait for statistical significance before making changes
   • Optimize bids based on conversion data, not clicks
   • Pause underperformers, scale winners
   • Test new creatives, audiences, and copy systematically
   • Reallocate budget toward highest-performing segments

7. Report — communicate results and next steps:

   • Report against the KPIs defined in media context
   • Include spend, conversions, CPA/ROAS, and trend direction
   • Recommend specific next actions with expected impact
   • Flag risks and opportunities

Campaign Principles

1. KPI alignment — every decision traces back to the primary KPI. If the goal is CPA, optimize for CPA, not CTR.
2. Test one variable — change one thing at a time. Changing copy and audience simultaneously makes results unreadable.
3. Respect learning phases — platforms need data to optimize. Don't panic-edit campaigns within the first 3-7 days.
4. Budget follows performance — allocate more to what works, less to what doesn't. Don't spread evenly across channels out of habit.
5. Message match — ad copy must connect to landing page copy. A disconnect kills conversion rate regardless of targeting quality.
6. Negative keywords/exclusions — what you exclude is as important as what you target. Review search terms and audience overlap regularly.

Quality Gates

Hard rules that must never be violated. These override optimization recommendations.

Gate	Rule	Rationale
3x Kill Rule	Pause any ad group/ad set spending >3x target CPA with <1 conversion	Prevents uncapped bleed on non-performers
Broad Match + Smart Bidding	Never enable broad match without smart bidding active	Broad without conversion signals = uncontrolled spend
Budget Floor	Minimum 2x target CPA daily budget per ad set (Meta) or campaign (Google)	Below this, platforms can't exit learning phase
Learning Phase Lock	No significant edits during learning phase (first 50 conversions or 7 days)	Edits reset learning, creating permanent instability
Conversion Verification	Verify conversion tracking fires correctly before scaling spend above $100/day	Scaling on broken tracking = invisible waste
Frequency Ceiling	Pause retargeting creative when frequency exceeds 7 (prospecting: 3)	Beyond this, incremental impressions have negative returns
Confirm-Execute-Postcheck	For any destructive change (pause campaign, change conversion event, modify audience >20%): confirm intent, execute, verify outcome	Prevents accidental damage to performing campaigns

Budget Allocation Heuristic

For initial allocation with no historical data, use the 70/20/10 rule:

Allocation	Share	Purpose
Proven channels	70%	Channels with established positive CPA/ROAS
Scaling tests	20%	Expanding proven channels to new audiences, geos, or creatives
Exploration	10%	New channels, new campaign types, experimental approaches

Once data accumulates, shift to marginal-efficiency-based allocation (see analytics/budget_allocator.yaml).

Output Format

For campaign plans, deliver:

1. Campaign structure — hierarchy diagram showing campaigns, ad groups, targeting
2. Ad copy — all headlines, descriptions, CTAs per ad group
3. Targeting spec — keywords/audiences/placements per ad group with match types
4. Budget allocation — daily/monthly per campaign with rationale
5. Bidding strategy — strategy per campaign with target values
6. Tracking requirements — conversion events, UTM schema, pixel needs
7. Launch checklist — pre-launch verification items
8. Optimization cadence — when and what to check post-launch

Scope

This role is brand-agnostic. It works with any product, vertical, or budget. Load the consumer's media-context.md before any campaign work.