paid-acquisition-plan
GitHub制定基于单位经济学的付费获客计划。从LTV和回本周期推导CAC上限，进行渠道预算分配、账户结构搭建及创意测试规划。明确测量方法与归因局限，设定明确的扩量与止损规则，确保营销投入产出比健康。
触发场景
安装
npx skills add mohitagw15856/pm-claude-skills --skill paid-acquisition-plan -g -y
SKILL.md
Frontmatter
{
"name": "paid-acquisition-plan",
"description": "Plan a paid acquisition \/ performance marketing program with unit economics that work. Use when asked to plan paid media, allocate an ad budget across channels, set CAC\/LTV targets, or structure a creative-testing program. Produces a paid acquisition plan — economic guardrails (CAC\/LTV\/payback), channel allocation, account & campaign structure, a creative testing plan, the measurement approach, and scale\/kill rules."
}
Paid Acquisition Plan Skill
Paid acquisition is buying customers — it only works if you buy them for less than they're worth, and most plans skip that math. This skill starts from the unit economics (CAC ceiling from LTV and payback), then allocates budget, structures testing, and sets the rules for when to scale a channel and when to kill it.
Required Inputs
Ask for these only if they aren't already provided:
- Economics — average revenue/LTV per customer, gross margin, and acceptable payback period.
- Current state — channels running, current CAC and volume (or that you're starting cold).
- Budget & goal — monthly budget and the target (new customers, pipeline, signups).
- Offer & assets — what you're advertising and the creative/landing pages available.
Output Format
Paid Acquisition Plan: [product]
1. Economic guardrails — derive the max allowable CAC from LTV × margin ÷ payback target; state the target ROAS and the blended CAC ceiling. Every channel decision flows from this.
2. Channel allocation — a table; weight toward intent and proven channels, reserve a test budget for new ones.
| Channel | Role (intent vs. demand-gen) | Budget % | Target CAC | Why |
|---|
3. Account & campaign structure — how campaigns/ad sets are organised (by intent, audience, or product), and the budgeting method (e.g. consolidated vs. granular).
4. Creative testing plan — the testing cadence, what varies (hook, format, offer, audience), how many concepts per cycle, and the decision rule for a winner. Creative is the biggest lever in modern paid — treat it as the experiment.
5. Measurement — conversion tracking, the attribution approach and its limits, incrementality testing (geo holdout / lift) for channels that claim credit they didn't earn.
6. Scale & kill rules — the metric thresholds to increase budget on a winner and to cut a loser, and how fast to move (avoid thrashing the learning phase).
Quality Checks
- A max-allowable CAC is derived from LTV, margin, and payback — not picked arbitrarily
- Budget is weighted toward intent/proven channels with a fenced test budget for new bets
- Creative testing has an explicit cadence and a winner decision rule
- Attribution limits are acknowledged and incrementality testing is planned for big-spend channels
- Explicit scale and kill thresholds exist, so decisions aren't emotional
Anti-Patterns
- Do not set budgets before deriving the CAC ceiling from unit economics — spending you can't recoup is just buying revenue at a loss
- Do not trust platform-reported conversions as truth — every channel over-claims; verify with incrementality
- Do not under-invest in creative testing — in modern paid, creative beats targeting as the primary lever
- Do not scale a winner or kill a loser inside the learning phase — let it gather signal first
- Do not spread a small budget across many channels — concentrate until a channel proves out
Based On
Performance-marketing practice — LTV/CAC and payback economics, incrementality testing, and creative-led experimentation.
版本历史
- a38bc30 当前 2026-07-05 11:39
