Paid Media Agents: Meta, Google & TikTok

Paid media is where marketing budgets go to die — or thrive, depending on the operator. Getting it right requires knowing platform quirks (Meta's auction dynamics, Google's Quality Score math, TikTok's creative-first algorithm), keeping up with weekly changes, and managing a dozen campaign variations at once.

The paid media agents in msitarzewski/agency-agents give you platform-specific expertise on demand. This article walks through the roster and explains how to deploy them for real campaign management.

Key Takeaways

Paid media agents cover Meta, Google, TikTok, LinkedIn, and programmatic display
Each specialist knows platform-specific quirks: auction dynamics, creative formats, targeting options
Agents are best for strategy, optimization, and creative briefs, not autonomous campaign management
The Meta Ads specialist alone can save 5-10 hours per week of optimization work
All agents are MIT licensed via msitarzewski/agency-agents

The paid media roster

Meta Ads Specialist

Deep knowledge of Meta's ads ecosystem: Facebook, Instagram, Reels, Stories, Messenger. Handles campaign structure, Advantage+ campaigns, CAPI setup, custom and lookalike audiences, and the creative hierarchy.

Particularly strong at diagnosing underperforming campaigns. Paste in campaign metrics and the agent will walk through a structured diagnostic: audience issues, creative issues, bid issues, tracking issues, and conversion-level issues.

Google Ads Specialist

Covers Search, Performance Max, Display, YouTube, and Shopping. Knows Quality Score components cold, understands modern bid strategies (tCPA, tROAS, Maximize Conversions), and can troubleshoot account structure problems.

The agent is particularly strong on the Performance Max opacity problem. It knows what signals to feed the algorithm, how to structure asset groups, and when to override automation.

TikTok Ads Specialist

Different beast. TikTok's algorithm rewards creative diversity and authentic-feeling content more than any other platform. This agent focuses on creative strategy, hook patterns, and the specific ways TikTok differs from Meta.

LinkedIn Ads Specialist

The most expensive B2B channel also has the highest intent. This agent knows how to structure campaigns for ABM, lead gen forms, and thought leadership ads. Also handles the nuances of LinkedIn's targeting (job title vs function, company size, seniority).

Reddit Ads Specialist

Reddit is niche but powerful for certain audiences. This agent knows subreddit targeting strategy, creative patterns that work on the platform (native and conversational), and how to handle the community management aspect of paid posts.

Programmatic Display Specialist

For brand campaigns and larger budgets. Covers DSPs, SSPs, deal IDs, and the general programmatic ecosystem. Less relevant for small budgets but essential at scale.

Creative Strategist

Not platform-specific, but critical across all paid media. This agent develops creative frameworks, writes ad briefs, and iterates on concepts. Pair with the Copywriter agent for the actual copy.

Attribution Analyst

Multi-touch attribution is a thorny problem. This agent doesn't solve it (nobody does) but it helps you reason about attribution choices, understand what your models can and can't tell you, and avoid common analytical mistakes.

What these agents actually do

Let's be specific. Paid media agents are strong at:

Campaign diagnostics. Explaining why metrics are moving and what to test next
Creative briefs. Structuring detailed asks for creative production
Account audits. Reviewing account structure and flagging issues
Budget allocation. Recommending reallocation based on performance
Platform strategy. Explaining when to use each platform and why

They're weak at:

Autonomous execution. The agents don't touch your ad accounts directly
Real-time optimization. They work in conversations, not continuous loops
Visual creative. They brief creative; they don't make images or videos
Unique market insight. They know general playbooks; you know your customers

A realistic workflow

Here's how a small e-commerce brand we know uses paid media agents:

Monday morning. Export last week's campaign data into a spreadsheet. Paste summary into the Meta Ads Specialist. Get a diagnostic of what worked and what didn't.

Monday midday. Based on the diagnostic, draft this week's test plan. Three new audiences, two new creative concepts, one bid strategy change.

Monday afternoon. Use the Creative Strategist to turn the creative concepts into detailed briefs. Send to the designer (human or AI).

Wednesday. Mid-week check. Ask the Google Ads Specialist to review Search and PMax campaigns. Implement any quick-win changes.

Friday. Weekly wrap. Use the Attribution Analyst to reason about cross-channel attribution before the weekly leadership report.

Total agent time: maybe 2 hours across the week. Value: probably equivalent to a junior media buyer's entire week of work.

Pairing with analytics skills

Paid media agents shine when paired with real analytics tools. The agent can explain what your dashboards are telling you, but it needs access to the data. Pair with a BI connector skill or paste in exports manually.

For automated workflows, see the 113 workflows library for examples of data-to-agent pipelines.

Common mistakes

Mistake 1: Treating agents as autonomous managers. They're consultants, not operators. Humans still need to execute changes.

Mistake 2: Not providing context. The agents don't know your ICP, your creative history, or your budget constraints. Tell them.

Mistake 3: Over-relying on best practices. Platform best practices change constantly. Verify the agent's recommendations against current platform docs.

Mistake 4: Ignoring platform-specific strengths. Meta and Google are very different. Use the right specialist for each platform.

Frequently Asked Questions

Can they manage my campaigns automatically?

Not directly. You can build workflows that execute their recommendations via APIs, but that's engineering work on top of the agent.

Do they know current platform features?

Reasonably well through recent training data. For features released in the last 3 months, provide documentation links in context.

Can they write ad copy?

Yes, but the Copywriter agent from the 29 marketing agents roundup is better for pure copywriting. Pair them.

What about iOS attribution changes?

The Meta Ads Specialist is well-versed in SKAdNetwork, Apple's privacy changes, and post-IDFA measurement. Ask it for help navigating that mess.

Should I fire my media buyer?

No. A good media buyer plus agents is better than either alone. The agents remove tactical work so the human can focus on strategy.

Compound your ad spend

Paid media rewards operators who move fast and test relentlessly. Agents help you move faster on both fronts without hiring a bigger team.

Browse all 150 agents at aiskill.market/agents or submit your own skill.