Module 2: Paid Advertising Mastery

Course: Marketing Mastery
Duration: ~65 minutes
Lessons: 6
Outcome: You can profitably run paid ads on Meta, Google, and LinkedIn.

Lesson 2.1: Paid Advertising Fundamentals

The 4 Pillars of Profitable Ads: Offer, Creative, Targeting, Funnel. The Paid Ad Funnel: Impressions → Clicks → Landing Page → Lead → Sale.

Lesson 2.2: Meta Ads (Facebook & Instagram)

Campaign objectives, audience targeting (interest, lookalike, retargeting), creative formula, and the testing framework.

Lesson 2.3: Google Ads Mastery

Google Ads vs Meta Ads, keyword research, match types, ad copy, and quality score optimization.

Lesson 2.4: LinkedIn Advertising

When LinkedIn makes sense, targeting by job title/company, ad formats, and budget guidelines.

Lesson 2.5: Creative Strategy & Copywriting

The AIDA framework, 5 ad angles that work, hook library, and CTA formulas.

Lesson 2.6: Optimization & Scaling

The optimization checklist, kill or scale decisions, and the 20% scaling rule.

Module 2 Quiz

1. What's the most important factor in ad success?

• a) Budget
• b) The offer ✓
• c) Targeting
• d) Creative

2. Which audience type has highest ROI?

• a) Interest targeting
• b) Lookalike
• c) Retargeting ✓
• d) Broad

Module 2 Agent Prompt

"Alex, I'm ready to launch paid ads. Please have Maya set up my initial campaigns, Jordan write the ad copy, and Sam set up all tracking."