Prompts
Before you tag a link, you have to decide what the campaign actually says
A UTM Builder tags a link correctly. It has nothing to say about what the ad actually says, who it targets, or what the resulting numbers mean — that thinking happens before and after the tagging step.
Last updated Aug 15 · 11 min read
What comes before and after a tagged link
Tagging a URL correctly is a small, mechanical step. The real work is deciding what the campaign says, who it targets, and what the resulting numbers actually mean once traffic arrives — the Ads & Campaigns prompt library covers exactly that thinking, before and after the UTM Campaign URL Builder does its own narrower job.
The naming-convention prompt itself — a UTM naming convention for a campaign — lives in this category precisely because naming discipline is a strategic decision made once, not a mechanical tagging task repeated per link.
Creative: from goal to brief to actual copy
Turning a campaign goal into a real creative brief — this prompt — is the step most teams skip, jumping straight to writing ad copy without first agreeing on what the creative is actually meant to achieve. Once the brief exists, generating Google and Meta ad copy variants respects each platform's real character constraints rather than writing one generic version and hoping it fits both.
Audience and landing page: the two things creative alone cannot fix
Brainstorming audience segmentation — this prompt — matters because even great creative underperforms against the wrong audience. And testing landing page headline variants — covered here — recognises that the ad's job ends at the click; the landing page has to close what the ad opened.
Email and competitive intelligence
Writing campaign email subject lines — this prompt — applies the same platform-aware thinking to a different channel. And analysing a competitor's actual ad copy — covered here — turns what a rival is running into genuine competitive intelligence rather than a vague impression.
After the campaign runs: turning numbers into a narrative
Once real data comes in, turning campaign metrics into an actual performance narrative — this prompt — is what makes a report genuinely useful to a stakeholder rather than a spreadsheet of numbers with no story attached. Feed those same numbers into the Marketing ROI Calculator first, so the narrative is built on real ROI and ROAS figures rather than raw spend and revenue alone.
What good prompting cannot fix: the media plan itself
These prompts sharpen the thinking around a campaign. They cannot decide the actual media plan, budget allocation across channels, or bidding strategy — decisions that need real, ongoing account management. That's exactly what Scult's ad management team does, or book a meeting to talk through your current campaigns.
Need this built into your business?
The free tools and prompts on this site handle the small, solved problems. If what you need is bigger — Google Ads management, built and maintained for you — that's Scult's day job.
