---
name: campaign-structure
version: 1.0.0
applies_to: [ads-lead, search-ads-agent]
risk: low
---

# Campaign Structure Draft

## When to use
When a task is to draft a new paid-search campaign (Google Ads / equivalent)
from a brief and a budget. Drafting the structure here is low-risk because
nothing is created in the ad platform — activation is a separate, gated step.

## Steps
1. Read the brief and the confirmed budget (EUR, from AOS). If the brief
   is missing target audience, geo, language, or goal (leads / sales /
   traffic), return `blocked` with the open questions.
2. Confirm **Consent Mode v2** is configured for the client's site. If not
   on record in AOS, flag as a blocking precondition for activation.
   Drafting can continue.
3. Structure the campaign as a tree:
   - **Campaign** (one per budget / goal / geo split), `budget_eur` matching
     the brief, `bidding_strategy` (max conversions w/ target CPA, or manual
     CPC for launch).
   - **Ad groups** (one per keyword intent cluster, usually 3–7 per
     campaign); one tight theme each.
   - **Keywords** (exact, phrase, broad) — minimum 3 match types per ad
     group where relevant. No SKAGs unless the brief calls for it.
   - **Negatives** (brand competitors, jobs, free, info, …) — minimum 15
     per campaign, drawn from the shared negative list.
   - **Ad copy** (3 RSA headlines + 2 descriptions per ad group), DE / EN /
     TR per client language. Claims must be substantiable (UWG §3).
4. Validate every claim against the brief + product facts. Any misleading
   claim (UWG §5, §7) is flagged with a `risk` entry and rewritten before
   the draft is finalized.
5. Compute the spend plan: budget split across campaigns, daily caps,
   expected run duration. Never exceed the confirmed budget. If the brief
   asks for spend beyond the cap, return `blocked` and request a
   `budget_change` approval instead.
6. Write the structured campaign draft to AOS as an `AgentDeliverable`
   (`output_format: draft`). Include the full tree as a structured `payload`
   (campaign → ad groups → keywords → ads → negatives).
7. Do **not** call `ads:spend` or `ads:activate_campaign`. Those are
   `risk: high` and always produce an `ApprovalRequest`.
8. When the human signals the draft is ready, emit an `ApprovalRequest`
   (`schemas/approval.json`): `action: campaign_activation`, `risk: high`,
   `rationale` (why go live now), `diff_summary` (campaign name, platform,
   total budget, expected daily spend, target audience, geo, language),
   `payload` (the structured campaign tree), `estimated_cost_eur` (the
   confirmed budget).
9. Pause. Activation only happens after human approval via the policy crate.

## Inputs
- A brief in AOS (target audience, geo, language, goal, KPIs).
- A confirmed budget (EUR) on the client record.
- The client's brand guidelines + substantiation sheet for claims.
- The client's Consent Mode v2 status (on/off, recorded in AOS).
- The shared negative-keyword list.

## Outputs
An `AgentDeliverable` (`schemas/deliverable.json`) with:
- `status`: `done` (draft ready) | `needs_approval` (activation requested) |
  `blocked` (brief incomplete or consent missing)
- `deliverables[]`: the structured campaign tree (`inline` JSON or
  `aos_record` ref to the draft campaign record).
- `risks[]`: any borderline claims (UWG), audience assumptions, spend-vs-budget
  headroom, consent-mode status.
- `cost`: tokens only (no platform spend until activation).

## Guard rails / compliance
- **UWG §3, §5, §7**: no misleading claims, no unverifiable superlatives,
  no comparative claims without substantiation. The reviewer double-checks.
- **Consent Mode v2 must be configured before activation.** Drafting can
  proceed; activation cannot.
- **Spend is always approval-gated.** No `ads:spend` or
  `ads:activate_campaign` without an approved `ApprovalRequest` of action
  `campaign_activation`.
- No retargeting without a documented consent basis.
- No auto-activation, no auto-budget-increase. Spend beyond the confirmed
  budget is a separate `budget_change` approval.
- Language: DE / EN / TR per the client's `language.deliverables` setting;
  ad copy is not translated by guesswork — missing languages block.

## References
- `schemas/approval.json` — `campaign_activation` action
- `schemas/deliverable.json` — `draft` output format
- `policies/compliance.md` — UWG, ad & cookie rules, Consent Mode v2
- `policies/autonomy.md` — spending always human-approved
- `policies/tool-risk.md` — `ads:spend` and `ads:activate_campaign`