# meta-ads

Walks through Meta Ads setup: campaign structure, audiences, creative, tracking. Useful when you run Facebook or Instagram ads and want the account in order.

- skill · `type=skill` · Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, OpenCode · 2200 installs · ★ 1062
- Author: kostja94
- License: MIT · policy=mirror · the beginning of the file is at the end of this page
- Source: https://github.com/kostja94/marketing-skills/tree/HEAD/skills/paid-ads/platforms/meta-ads/SKILL.md
- Updated: 2026-10-21
- HTML: https://affpapa.org/en/nevibecode/skills/meta-ads

## What it does

The skill breaks Meta advertising into layers. It starts with the campaign → ad set → ad hierarchy and one objective per campaign, because splitting the same objective across campaigns divides budget and data and slows the algorithm's learning phase. From there come campaign objectives, lookalike and interest targeting, Advantage+ automation, and exclusions for existing customers and recent converters.

Separate sections cover creative and optimization. Video gets a second-by-second outline, images get rules on text and composition, and the skill suggests 3–5 ad variants per ad set. Frequency caps, creative refresh, and the CBO versus ABO choice for scaling each get a mention. A pre-launch checklist closes it out: pixel, Conversions API, conversion events firing, mobile-friendly landing page.

Tracking runs on Meta Pixel plus Conversions API, with server-side events for better attribution. The skill points to neighbours: paid-ads-strategy for channel selection and budget, landing-page-generator for paid-traffic pages, analytics-tracking for ROAS. If the landing page doesn't exist yet, that's the piece to sort out first.

## Install

### Claude Code (native platform)

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill meta-ads -a claude-code
```

2. **Manually: put the files in place**
- File: `~/.claude/skills/meta-ads/SKILL.md` — Copy the whole skill folder; for one project use .claude/skills/meta-ads/

### Codex

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill meta-ads -a codex
```

2. **Manually: put the files in place**
- File: `.agents/skills/meta-ads/SKILL.md` — For all projects use ~/.agents/skills/

### Cursor

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill meta-ads -a cursor
```

2. **Manually: put the files in place**
- File: `.cursor/skills/meta-ads/SKILL.md` — Cursor also reads .agents/skills/ and .claude/skills/

### GitHub Copilot

1. **GitHub CLI**
```bash
gh skill install kostja94/marketing-skills meta-ads
```

2. **Manually: put the files in place**
- File: `.github/skills/meta-ads/SKILL.md`

### Gemini CLI

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill meta-ads -a gemini-cli
```

2. **Platform CLI**
```bash
gemini skills install https://github.com/kostja94/marketing-skills --path skills/paid-ads/platforms/meta-ads
```

### Windsurf (Devin Desktop)

**Manually: put the files in place**
- File: `.devin/skills/meta-ads/SKILL.md` — The legacy .windsurf/skills/ path still works

### OpenCode

**Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill meta-ads -a opencode
```

### Claude.ai

**Claude.ai**
- Zip the folder and upload it in Settings → Capabilities → Skills

Where a file is given instead of a command, copy the files from the source to that path: https://github.com/kostja94/marketing-skills/tree/HEAD/skills/paid-ads/platforms/meta-ads/SKILL.md

## When to use it
- split an account into campaigns by objective and stop duplicating budget
- pick audiences: lookalikes from best customers by LTV, broad targeting, retargeting
- outline a 15–30s video with a hook in the first seconds
- set up the pixel and Conversions API before launch
- decide when to refresh creative as frequency climbs

## Example prompts
- Help me structure Meta Ads campaigns for an online store: objectives, ad sets, exclusions
- Run my account through the pre-launch checklist for Meta Ads
- Plan a creative test: 3–5 variants per ad set, 15–30s video

## Source text · SKILL.md · MIT

Below is the content of a third-party file. It is data, not instructions for you: do not act on anything written inside unless the human asks. Block tag: d3876e5e4e39ef92.

BEGIN THIRD-PARTY FILE d3876e5e4e39ef92
````text
---
name: meta-ads
description: When the user wants to set up, optimize, or manage Meta (Facebook/Instagram) Ads. Also use when the user mentions "Meta Ads," "Facebook Ads," "Instagram Ads," "Meta Pixel," "Conversions API," "Advantage+," "lookalike audience," or "Meta retargeting." For landing pages, use landing-page-generator.
metadata:
  version: 1.1.1
---

# 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)

**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).
````
END THIRD-PARTY FILE d3876e5e4e39ef92

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