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