meta-ads

SKILL.md

Paid Ads: Meta Ads

Guides Meta (Facebook/Instagram) Ads setup, campaign structure, audience targeting, and creative optimization. Meta excels at demand generation and visual products; use when creating demand or when creative assets are strong.

When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

Campaign Structure

Hierarchy: Campaign → Ad Set → Ad (3 levels)

Principle: One objective per campaign. Multiple campaigns for the same objective split budget and data, slowing the algorithm's learning phase. Consolidate by objective; focus on clean structure and data-led decisions.
Account
├── Campaign: Prospecting
│   ├── Ad Set: Lookalike 1%
│   └── Ad Set: Broad (Advantage+)
├── Campaign: Retargeting
└── Campaign: Testing

Naming: META_[Objective]_[Audience]_[Offer]_[Date] (e.g., META_Conv_Lookalike-Customers_FreeTrial_2024Q1)

Advantage+ & Automation

Feature
Use

Advantage+ Shopping Campaigns
E-commerce; automatic audience discovery

Dynamic Ads
Product catalog; auto-generated creative

Automatic Placements
Let Meta optimize across Feed, Stories, Reels

Advantage+ Audience
Broad targeting; algorithm finds converters

Provide diverse creative assets to enable multiple ad formats; algorithm performs better with variety.

Campaign Objectives

Objective
Use when

Awareness
Reach; brand recall

Traffic
Clicks to site

Conversions
Leads; sales; app installs

Engagement
Video views; post engagement

Audience Targeting

Type
Best for

Lookalikes
Base on best customers (by LTV), not all customers

Interest/behavior
Broad; let algorithm optimize

Advantage+
Automated; fewer manual controls

Retargeting
Website visitors; engagers; custom audiences

Exclusions: Existing customers; recent converters (7–14d).

Creative Best Practices

Image: Clear product; before/after; human faces; text <20%

Video (15–30s): Hook 0–3s; problem 3–8s; solution 8–20s; CTA 20–30s

Placements: Feed (FB/IG); Stories/Reels; vertical for Stories

Volume: 3–5 ad variants per ad set for testing

Optimization

Learning phase: 50+ conversions per ad set per week to exit; avoid frequent changes during learning

CBO vs ABO: Campaign Budget Optimization consolidates spend; use when scaling

Frequency: <3 to avoid fatigue

Creative refresh: Plan continuous testing; creative fatigue is a main lever—refresh when performance drops

Tracking

Meta Pixel + Conversions API: Server-side for better attribution

Events API: App events; server-to-server

Pre-Launch Checklist

 Pixel installed; Conversions API configured

 Conversion events firing correctly

 Landing page mobile-friendly; fast load

 3+ ad creatives per ad set

 Audience exclusions set

Related Skills

paid-ads-strategy: Channel selection; creative frameworks; budget allocation

landing-page-generator: LP for paid traffic

analytics-tracking: Conversion tracking; ROAS