meta-ads-playbook

When to Activate

Use this skill for Meta ads planning: objective selection, account structure, audiences, creative formats, copy, testing cadence, and measurement concepts (pixel, CAPI). Live Meta Marketing API access is not assumed unless the user has connected integrations—use llm_call (e.g. Perplexity) for policy and trend research and web_scrape for URLs the user provides.

First Questions

1. Offer & conversion — Purchase, lead, app install, engagement? Value per conversion?
2. Geo & placements — Countries; Feed, Stories, Reels, RHS; any placement exclusions?
3. Budget & duration — Daily cap, flight dates, learning phase tolerance?
4. Creative assets — Video UGC, static, catalog/DPAs, existing hooks?
5. Data — Pixel/CAPI status, offline conversions, lists (customer file, engagement)?
6. Brand constraints — Disclaimers, restricted categories, tone?

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Objectives & Structure

• Match campaign objective to true outcome (Sales / Leads / Traffic / Awareness)—avoid optimizing for clicks when you need purchases.
• ASC / Advantage+ shopping vs manual: spell out tradeoffs (creative control vs automation).
• Consolidate when learning is fragmented; separate when budgets or offers truly differ.

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Audiences

• Prospecting: Broad + creative feed, or interest/stacked signals when niche.
• Remarketing: Site, engagers, customer lists—frequency caps and creative refresh.
• Lookalikes (where available): Seed quality matters more than percentage size.
• Exclusions: Purchasers, low-intent site sections, employees.

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Creative

• Formats: Single image, carousel, collection, Reels, short video—match platform norms (safe zones, thumb-stop in first 2s).
• Angles: Pain, outcome, social proof, objection handling, urgency (honest)—rotate 3–5 concepts.
• Copy: Primary text variants, headline, description; CTA button alignment with landing promise.
• Fatigue: Plan refresh cadence and naming for tests.

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Testing

• Hypothesis: One clear variable (audience vs creative vs landing)—avoid multivariate soup.
• Duration & spend: Enough conversions per cell; don’t call winners on noise.
• Document: What was tested, result, next iteration.

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Measurement & Privacy

• Pixel + CAPI: Redundancy for web events; server-side helps iOS/signal loss—conceptual checklist only unless user provides integration status.
• Attribution: Call out that Meta reporting ≠ last-click GA; compare definitions when user has both.
• Consent: Mention when ads touch EU/UK and consent mode matters.

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Tools and data sources

• llm_call: Current policy questions, format specs, competitor public positioning research—do not fabricate metrics.
• web_scrape: User-supplied landing pages, help articles, public policy pages.

If the user connects Meta via app integrations, Composio tools may apply—never guess tool slugs; follow integration search workflow when available.

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Quality Gate (before final deliverable)

• Objective matches business outcome and conversion definition
• Campaign structure maps to prospecting vs retargeting (or catalog) clearly
• Audience strategy stated with exclusions
• Creative matrix: ≥3 angles × stated formats; hooks for video
• Primary text / headline variants provided or templated
• Test plan: hypothesis, budget split, minimum runtime guidance
• Measurement checklist (pixel/CAPI/offline) with gaps flagged
• Limitations stated: no live account data unless user provides exports or integrations