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)

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)

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
CBO vs ABO: Campaign Budget Optimization consolidates spend; use when scaling
Frequency: <3 to avoid fatigue

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