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
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, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On
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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