meta-ads

This skill is a guidance reference for setting up, optimizing, and managing Meta (Facebook/Instagram) advertising. It solves the problem of translating campaign intent into a sound account structure and media plan, helping marketers avoid common mistakes such as splitting budget across redundant campaigns and slowing the algorithm's learning phase.

The content is a compact playbook rather than an automation tool. It covers the three-level campaign hierarchy (Campaign, Ad Set, Ad) with a one-objective-per-campaign principle and a naming convention, Advantage+ automation features (Advantage+ Shopping Campaigns, Dynamic Ads, automatic placements, Advantage+ Audience), campaign objectives, and audience targeting strategies including lookalikes based on high-LTV customers, interest/behavior targeting, retargeting, and audience exclusions. It also provides creative best practices (image and 15 to 30 second video structure, placements, and testing multiple variants per ad set), optimization guidance (exiting the learning phase with 50-plus conversions per ad set per week, CBO versus ABO, frequency caps, and creative refresh), tracking setup via the Meta Pixel and Conversions API for server-side attribution, and a pre-launch checklist.

The target users are performance marketers, growth teams, and agencies running paid social on Meta who want a structured, best-practice reference. Use cases include planning a new account, structuring prospecting and retargeting campaigns, diagnosing underperformance, and preparing a launch checklist. It references companion skills for paid-ads strategy, landing pages, and analytics tracking.