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ESC Skills v4 · updated Oct 27, 2026

AI marketing skills that make your agent work like a senior

91 skills and 4 workflows that teach Claude, Gemini, GPT, Cursor and Codex to deliver ICPs, Google Ads, Meta Ads, landing pages, tracking and reports with the method behind R$ 400M+ in influenced sales for more than 100 clients.

Get all 91 skills Browse the full catalog

From US$ 107-day guaranteeSetup guide included

Works with Claude, Claude Code, Codex, Gemini, GPT, Cursor, Windsurf, Cline, Antigravity, Trae, Manus.

How an agent evolves

AI without a method ships slop. With a skill, it ships work.

Keep scrolling and watch the same agent load skills. It starts out generic and ends up running a whole campaign.

  1. 00 · No skill

    Every agent starts out generic

    Fast, polite and context-free. It knows nothing about your client, your offer or your method, so it takes the most common path. The result is slop: copy that fits any brand.

    Agent output: Learn English fast and easy! 🚀

  2. 01 · Diagnosis

    First, it learns who buys

    With offer-diagnosis and icp-ideal-customer-profile, the agent scores the offer on 8 dimensions and builds the ICP on 9. From here on, nothing is written for "everyone".

    Agent output: ICP: team leads aged 28 to 40 who freeze in English meetings and fear missing a promotion.

  3. 02 · Media

    Then it speaks the language of ads

    google-ads turns the ICP into keywords, negatives and RSAs. meta-ads creates 10 concepts with Hook, Hold and Offer built for the 1.7-second feed window.

    Agent output: Hook: “Meeting in English tomorrow? Here is how Carla stopped freezing up.”

  4. 03 · Conversion

    Then it builds where the sale happens

    wireframe-landing-page defends the framework behind each fold, landing-page ships the HTML and landing-page-optimization audits where conversion leaks.

    Agent output: LP: P.A.S.T.O.R. framework, social proof in the second fold and a CTA to the assessment class.

  5. 04 · Measurement

    And it closes the loop with reliable data

    measurement-plan-architect designs GA4, GTM and server-side, conversion-qa-auditor gives a go or no-go with 70+ checks and the executive report shows where to scale. Or run it all at once with /esc-start.

    Agent output: Conversion QA: GO. Events validated, consent mode on and lead scoring wired to the CRM.

Get all 91 skills

Illustrative simulation using the example language school. The skills and steps are the real catalog ones.

Definition

What is an AI marketing skill?

An AI marketing skill is a folder with a SKILL.md file, references, templates and scripts that teaches your agent to run a specific task like a senior professional: with a process, quality criteria and a delivery format.

  1. The agent recognizes the task

    Through the triggers in its description, or when you call the skill by name. 78 skills kick in on their own; 13 run only when you ask.

  2. It reads the full method

    SKILL.md, templates and references: 641 files of method, examples and checklists across the catalog.

  3. It delivers to standard, with checkpoints

    Client-ready Markdown and HTML, and the agent stops and waits for your approval before moving on.

Neo from The Matrix in dark sunglasses, plugged into a cable, with the text kung-fu-skill/SKILL.md over the scene

I know kung fu.

Cultural reference
Neo, The Matrix (1999). That is what installing a skill feels like: the agent loads the method and starts working like it has done this a thousand times.
File structure of the guimkt-google-ads skill
Anatomy of a skillv1.0.1
  • guimkt-google-ads/
    • SKILL.md ← the method
    • references/
      • negative-keywords-base.md
      • output-examples.md
      • keywords-template.html
      • keywords-negativas-template.html
      • anuncios-google-template.html
name: guimkt-google-ads description: Google Ads Search for lead generation (SQLs). 3-phase pipeline: Keywords, Negatives, RSA (requires ICP). Multi-brand
Workflow /esc-start

A whole campaign from one command

/esc-start chains 11 skills in the right order. Each step produces a consolidated .md file that feeds the next one, so the ICP from step 1 reaches the ad in step 5 and the landing page in step 4 intact.

/esc-start

  1. Pre

    Voice of customer

    guimkt-sales-page-message-mining→ message-mining.md
  2. 0

    Offer diagnosis

    guimkt-offer-diagnosis→ offer-diagnosis.md
  3. 1

    ICP

    guimkt-icp-ideal-customer-profile→ icp-consolidado.md
  4. 2

    Google Ads

    guimkt-google-ads→ google-ads-consolidado.md
  5. 3

    Wireframe

    guimkt-wireframe-landing-page→ wireframe-tabela.md
  6. 4

    Landing page

    guimkt-landing-page→ landing-page.html
  7. 5

    Meta Ads

    guimkt-meta-ads→ meta-ads-conceitos.md
  8. 6

    Classic creatives

    guimkt-classic-advertising-creative→ criativos-classicos.md
  9. 7

    Measurement plan

    guimkt-measurement-plan-architect→ measurement-plan.md
  10. 8

    Conversion QA

    guimkt-conversion-qa-auditor→ conversion-qa.md
  11. 9

    Lead scoring

    guimkt-lead-scoring-architecture→ lead-scoring.md
Context handed off in .md between stepsYour checkpoint at every stepHTML and Markdown outputThe Pre step runs only with voice-of-customer material

Plus 3 more ready-made workflows

/esc-cro

Continuous CRO cycle

LP audit, voice of customer, a prioritized experiment backlog and QA of the winner. Runs every month on the operation that is already live.

/esc-meta-ads-creatives

Creatives on demand

10 performance concepts for Meta Ads with Hook, Hold and Offer, without running the whole pipeline.

/esc-report

Reports that drive decisions

UTM governance, data from GA4, Ads and Search Console, a profit-first executive report and a consent and tracking audit.

Real deliverables

See what the skills deliver before you buy

No mockups. These are files generated by the skills for demo brands, open for you to inspect line by line (the deliverables are in Portuguese).

Landing page · WHISKAS B2COpen ↗
Landing page · ACME B2COpen ↗
Deliverable preview: Ideal customer profile in 9 dimensions
ICP · ACME B2B

Ideal customer profile in 9 dimensions

Psychographic profile, buying criteria, problem awareness level, objections with an answer for each one, preferred channels, a filter between real and aspirational ICP and applied mental models such as loss aversion and social proof.

Generated with guimkt-icp-ideal-customer-profile

Open the full deliverable
Deliverable preview: Strategic keyword list
Google Ads · ACME B2B

Strategic keyword list

Keywords grouped by buying intent, with the strategic broad keyword and a negative list that filters out the curious before the click. Ready to copy into Google Sheets or upload to Ads Editor.

Generated with guimkt-google-ads

Open the full deliverable
Deliverable preview: Responsive search ads
Google Ads · ACME B2C

Responsive search ads

16 headlines, 4 descriptions, 4 short descriptions and 6 callout extensions written from the ICP, with character counts inside Google limits and a final campaign summary.

Generated with guimkt-google-ads

Open the full deliverable
Deliverable preview: Wireframe with the framework rationale
Wireframe · WHISKAS B2C

Wireframe with the framework rationale

The full landing page structure with the choice of the P.A.S.T.O.R. framework explained: fit with the context, discarded frameworks and the expected outcome of each fold. It is the document you take to the client for approval.

Generated with guimkt-wireframe-landing-page

Open the full deliverable
Deliverable preview: Creative concepts for Meta Ads
Meta Ads · WHISKAS B2B

Creative concepts for Meta Ads

5 concepts with different angles (benefit, curiosity, social proof and pain) in 4:5 feed, 1:1, carousel and 9:16 stories, each with art direction and a checklist for creative quality, Meta compliance and diversity.

Generated with guimkt-meta-ads

Open the full deliverable
Deliverable preview: Media plan with budget by channel
Media plan · ACME B2B

Media plan with budget by channel

Investment summary, assumptions, budget split across Google Ads Search, LinkedIn Ads ABM and Meta Ads, the strategy for each channel, an integrated funnel of the decision maker's journey and result projections.

Generated with guimkt-brandformance-planner

Open the full deliverable

See all 33 showcase deliverables

91skills in catalog v4
4chained workflows
641method and reference files
100+B2B and B2C clients served
R$ 400M+in influenced sales
Gui Lacerda speaking on stage with a microphone
Gui Lacerda
Who built it

Built by someone who lives off marketing, not courses

I started as an agency intern in 2013 and in 2016 I went out on my own from scratch. Today I make a living delivering marketing services to companies. Every skill was born from a real project and only became a process after the win repeated with other clients.

It is the same method I use with my own clients, packaged for your agent: ICP before ads, offer before creative, measurement before scale.

Google PartnerCXL Certified Optimizer12+ years in the fieldFounder of r/MarketingDigitalBR

Brands that have hired Gui’s services

HigexADFoodsWtechECIDTagmePMG Academy
CinemarkReceita PrevisívelNovtecFoodsterJazidaUrbamarket
Plans

Choose your ESC Skills access

Every plan delivers the current release in the member area plus every new release published while your access is active.

91skills ready to install
4campaign, CRO and reporting workflows
11SKILL.md-compatible agents
R$ 33per month on ESC Quarterly
One-time payment

1-Month Pass

For professionals who want the skills and that month’s updates without joining the club.

US$10/ 1 month

R$ 59 in Brazil · local currency shown at checkout

  • 91 skills and 4 workflows
  • Member-area download after payment confirmation
  • New releases published during 1 month
  • Installation guide and bug reporting
Get the 1-month pass
Best value

ESC Quarterly

The skills plus the whole club: classes, community and the method behind every deliverable.

R$99/ quarter

Works out to R$ 33 per month · 52% less than 3 monthly cycles

  • ESC Skills and updates while your access is active
  • Classes and onboarding
  • ESC community
  • CopyVault, MiniGuis, frameworks and ESC Agents
  • Cancel the next renewal at any time
Get ESC Quarterly
Recurring access

ESC Monthly

Skills, strategic learning and community in one month-to-month subscription.

R$69/ month

Select Monthly in the ESC checkout

  • ESC Skills and updates while your access is active
  • Classes and onboarding
  • ESC community
  • Cancel the next renewal at any time
Choose ESC Monthly

7-day guarantee, zero risk

Install, run /esc-start with a real client and review every deliverable. If it does not fit your work, request a refund through Hub.la within the period.

Installation

From checkout to your agent in 3 steps

01

Choose your access

The 1-month pass or an ESC subscription, in the plans above. Payment is processed by Hub.la.

02

Download the current release

Once payment is confirmed, the current release is available in your member area.

03

Install it in your agent

Follow the included guide for Claude, Codex, Gemini, GPT, Cursor and other SKILL.md-compatible agents.

Supported folders:~/.claude/skills/~/.codex/skills/.agent/skills/.cursor/skills/
FAQ

Questions about AI marketing skills

Want to see everything the subscription includes? Meet the ESC Club (in Portuguese).

What are AI marketing skills?

AI marketing skills are folders with a SKILL.md file, references and templates that teach your agent to run a task like a senior professional. Install the skill, describe the client and get ICPs, ads, landing pages or reports with a method and checkpoints.

Which AI agents work with ESC Skills?

ESC Skills work in any agent that reads files: Claude, Claude Code, Codex, Gemini, GPT, Cursor, Windsurf, Cline, Antigravity, Trae and Manus. Install them once, use the same SKILL.md standard everywhere and switch between tools without losing your own working method.

What is the difference between a skill and a prompt?

A prompt is a loose instruction you rewrite in every conversation. A skill is a system: a step-by-step process, references, examples, validations and a delivery format. Use skills to get the same senior standard on every project instead of relying on a lucky prompt.

How do skills prevent AI slop?

Skills load method, constraints and approval criteria into the agent's context before it writes anything. Instead of generic copy, it follows frameworks tested with more than 100 clients. Review every checkpoint and approve only the deliverables that meet the quality criteria.

Do I need to code to use the skills?

Use the skills by talking to your agent in plain language, without writing code. To install, follow the guide in the member area: copy the folders into your agent's directory or run the installer. Then type /esc-start and approve each campaign step.

What does the /esc-start workflow do?

The /esc-start workflow chains 11 campaign steps: voice of customer, offer diagnosis, ICP, Google Ads, wireframe, landing page, Meta Ads, creatives, measurement plan, conversion QA and lead scoring. Type the command, send your brief and approve each deliverable at its checkpoint.

How much do ESC Skills cost and how do I get access?

Choose the 1-month pass for US$ 10 (R$ 59 in Brazil), ESC Monthly for R$ 69 or ESC Quarterly for R$ 99, which works out to R$ 33 per month. After payment is confirmed, download the current release from the member area and install it.

Which plan should I choose?

Choose the 1-month pass to get only the skills and that month's updates. Choose ESC Quarterly to add classes, onboarding and the community at the lowest monthly price: R$ 33 per month, 52% less than paying for three separate months.

Do the skills get updates?

Yes. The catalog is on version 4 and added skills for AI search, UGC ads and lead enrichment in October 2026. Keep your access active to download every new release from the member area and update without losing your personal skills.

Do the skills work for B2B and B2C?

Yes. The skills come from campaigns with more than 100 B2B and B2C clients, from real estate launches and schools to cinema chains and e-commerce. Add segment, offer and ticket size to the brief and the agent adapts ICP, channels, ads and metrics.

Can I create my own skills for my agency?

Yes. Use esc-skill-creator to turn your agency's method into your own skills, with tests and benchmarks before you publish them. Document the process once, share it with your team and your agents, and keep the same delivery standard across every client.

Is there a guarantee?

Yes. You get a 7-day guarantee to test the skills on your own projects. Install them, run /esc-start with a real client and review every deliverable. If they do not fit your work, request a refund through Hub.la within the guarantee period.

Press ESC

Your agent already writes. Now it does marketing.

91 skills, 4 workflows and the method of someone who does this for a living, inside the agent you already use. From US$ 10, with a 7-day guarantee.

Get all 91 skills

Want the method along with the skills?

Estrategista Social Club brings together classes, community, CopyVault and ESC Agents for people who take marketing seriously.

Meet ESC