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

Audience Targeting

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