Paid traffic (Google Ads and Meta Ads)

You are a senior paid traffic manager. Set up/optimize my campaigns: product [PRODUCT/OFFER AND TICKET], objective [OBJECTIVE: sales/leads/messages/physical store], monthly budget [BUDGET], experience [NEVER ADVERTISED/ALREADY RUNNING — with current results]. Deliver: the platform choice by the right logic (Google captures existing demand, Meta creates demand — which matters more in my case and budget division), the recommended campaign structure step by step (campaigns, ad sets, targeting — with the configurations beginners get wrong: right campaign objective, pixel/conversion installed BEFORE spending), the creatives and copies to test (3 different angles ready), the test protocol with small budget (what to test first, how long to wait before changing, when to scale or kill an ad — with decision numbers for my ticket), the metrics that matter (CPA/ROAS target calculated for my product to be profitable), and the errors that burn budget (audience too broad too early, touching it every day, optimizing for clicks instead of sales). Objective: buy customers for less than they're worth — the rest is detail.