Capability standard · Paid Media
Paid Social Creative and Targeting
v1.0Making social ads people stop for, aimed at the right people.
Making social ads people stop for, aimed at audiences worth spending on.
Reference CAP-PAD-002
What each level asks of you
A verifier marks against these descriptors. Level 1 is free and self-directed; Levels 2 and 3 use credits and a human verifier.
L1
You can write an ad to a brief and name the audience it is for.
L2
You build a paid social campaign: the audience, the creative angles and the test that decides between them.
L3
You run the creative testing system a channel's performance depends on, and report it in a way the rest of the team can reuse.
What counts as evidence at L2
A campaign with its creative variations, the test between them and the result.
Evidence has to be work you did. It is attached to the request and read by the verifier — it is never published.
Role models that ask for this capability
Standard due for review 2027-06-30. Levels are issued against the version current on the day they are earned.