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