Meta ads skill

When the user wants to set up, optimize, or manage Meta (Facebook/Instagram) Ads.

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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

paid-ads-strategy: Channel selection; creative frameworks; budget allocation
landing-page-generator: LP for paid traffic
analytics-tracking: Conversion tracking; ROAS

1	---
2	name: meta-ads
3	description: When the user wants to set up, optimize, or manage Meta (Facebook/Instagram) Ads. Also use when the user mentions "Meta Ads," "Facebook Ads," "Instagram Ads," "Meta Pixel," "Conversions API," "Advantage+," "lookalike audience," or "Meta retargeting." For landing pages, use landing-page-generator.
4	metadata:
5	version: 1.1.1
6	---
7
8	# Paid Ads: Meta Ads
9
10	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.
11
12	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.
13
14	## Campaign Structure
15
16	Hierarchy: Campaign → Ad Set → Ad (3 levels)
17
18	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.
19
20	```
21	Account
22	├── Campaign: Prospecting
23	│ ├── Ad Set: Lookalike 1%
24	│ └── Ad Set: Broad (Advantage+)
25	├── Campaign: Retargeting
26	└── Campaign: Testing
27	```
28
29	Naming: `META_[Objective]_[Audience]_[Offer]_[Date]` (e.g., `META_Conv_Lookalike-Customers_FreeTrial_2024Q1`)
30
31	## Advantage+ & Automation
32
33	\| Feature \| Use \|
34	\|---------\|-----\|
35	\| Advantage+ Shopping Campaigns \| E-commerce; automatic audience discovery \|
36	\| Dynamic Ads \| Product catalog; auto-generated creative \|
37	\| Automatic Placements \| Let Meta optimize across Feed, Stories, Reels \|
38	\| Advantage+ Audience \| Broad targeting; algorithm finds converters \|
39
40	Provide diverse creative assets to enable multiple ad formats; algorithm performs better with variety.
41
42	## Campaign Objectives
43
44	\| Objective \| Use when \|
45	\|-----------\|----------\|
46	\| Awareness \| Reach; brand recall \|
47	\| Traffic \| Clicks to site \|
48	\| Conversions \| Leads; sales; app installs \|
49	\| Engagement \| Video views; post engagement \|
50
51	## Audience Targeting
52
53	\| Type \| Best for \|
54	\|------\|----------\|
55	\| Lookalikes \| Base on best customers (by LTV), not all customers \|
56	\| Interest/behavior \| Broad; let algorithm optimize \|
57	\| Advantage+ \| Automated; fewer manual controls \|
58	\| Retargeting \| Website visitors; engagers; custom audiences \|
59
60	Exclusions: Existing customers; recent converters (7–14d).
61
62	## Creative Best Practices
63
64	- Image: Clear product; before/after; human faces; text <20%
65	- Video (15–30s): Hook 0–3s; problem 3–8s; solution 8–20s; CTA 20–30s
66	- Placements: Feed (FB/IG); Stories/Reels; vertical for Stories
67	- Volume: 3–5 ad variants per ad set for testing
68
69	## Optimization
70
71	- Learning phase: 50+ conversions per ad set per week to exit; avoid frequent changes during learning
72	- CBO vs ABO: Campaign Budget Optimization consolidates spend; use when scaling
73	- Frequency: <3 to avoid fatigue
74	- Creative refresh: Plan continuous testing; creative fatigue is a main lever—refresh when performance drops
75
76	## Tracking
77
78	- Meta Pixel + Conversions API: Server-side for better attribution
79	- Events API: App events; server-to-server
80
81	## Pre-Launch Checklist
82
83	- [ ] Pixel installed; Conversions API configured
84	- [ ] Conversion events firing correctly
85	- [ ] Landing page mobile-friendly; fast load
86	- [ ] 3+ ad creatives per ad set
87	- [ ] Audience exclusions set
88
89	## Related Skills
90
91	- paid-ads-strategy: Channel selection; creative frameworks; budget allocation
92	- landing-page-generator: LP for paid traffic
93	- analytics-tracking: Conversion tracking; ROAS
94