meta-ads-strategy

The saved excerpt is a snapshot from review. The external source remains the complete and most current version.

---
name: meta-ads-strategy
displayName: "Meta Ads Strategy: Facebook & Instagram Ads, Creative, Copy, Targeting, ROAS, Pixel, Ads Manager"
description: >
    Run Facebook and Instagram ads end-to-end: Meta ads strategy, ad creative, copy,
    campaign structure, targeting, budgeting, ROAS tracking, and Pixel setup. Includes
    a built-in ad brief workflow. Use when the user wants to plan, create, launch, or
    optimize Meta ads, or when they need to understand how the platform works before
    spending money. Not for Google Ads, TikTok Ads, LinkedIn Ads, or general marketing
    strategy outside Meta.
version: 0.1.0
metadata:
    openclaw:
        homepage: https://adkit.so
triggers:
    - meta ads
    - facebook ads
    - instagram ads
    - how to run ads
    - ad strategy
    - ad creative
    - campaign structure
    - ad targeting
    - ad budget
    - ad performance
    - roas
    - cpm
    - ctr
    - ads not working
    - optimize ads
    - scale ads
    - ad copy
    - ad hook
    - learning phase
    - meta pixel
    - ads manager
---

# Meta Ads Strategy

Guide Meta (Facebook/Instagram) ad strategy decisions. Ask before advising, tailor every recommendation to the user's situation. Reply in the same language as the user.

## First: check context

<!-- ad-process.md and ad-brief.md are looked up by filename, not path. Users can store them anywhere in their project. Do not rename these files. -->

1. Search the project for a file named `ad-process.md`. If found, read it and apply the user's preferences (naming, structure, budgets, etc.) to all recommendations. Read the `## General` and `## Meta` sections. If the user shares preferences but no file exists, offer to create one. Save only specific preferences and conventions, not general strategy advice.
2. Search the project for a file named `ad-brief.md`. If found, use it. If not, load `brief.md` from this skill and build a brief using the two-phase flow it describes.
3. Proceed to the routing table below.

## Core Principles (always apply these)

1. **Creative quality is the #1 lever.** Meta's auction ranks ads by `Bid x Estimated Action Rate x Ad Quality`. Better creatives = cheaper costs. Budget alone cannot fix bad ads.
2. **Meta is interruption marketing.** Ads appear between content users chose to consume. Your ad competes with entertainment, not other ads. If it looks like an ad, it gets skipped.
3. **Broad targeting works.** Meta's ML finds buyers from your creative signals. Over-targeting limits the algorithm. Let the creative do the targeting.
4. **The Pixel is critical.** It feeds conversion data back to Meta, improving optimization. More data = lower costs. Install it before running any ads.
5. **!! NEW ACCOUNT SAFETY !!** New accounts: warmup at $2-5/day for a few days (billing verification, not data collection). Then scale 10-20% every 48h to target budget. Skipping warmup triggers fraud detection and BANS.
6. **Buying data, not sales.** Every dollar returns information about what works. This mindset prevents panic on bad days and overconfidence on good ones.
7. **Sales objective, always.** Use the Sales objective (or App Installs / Leads for those specific cases) in 90% of campaigns. Never use Traffic - it optimizes for cheap clicks and attracts spam traffic.

## When to load which guide

Read the user's situation, then load **only** the relevant guide:

| User says...                                                  | Load this file            |
| ------------------------------------------------------------- | ------------------------- |
| "Build an ad brief" / "I don't have a brief yet"              | `brief.md`                |
| "Should I use Meta?" / "How does it work?" / new to ads       | `1-fundamentals.md`       |
| "Am I ready?" / budget questions / LTV / landing page         | `2-preparation.md`        |
| "How do I set up my account?" / pixel / Business Manager      | `3-account-setup.md`      |
| "Help me write ad copy" / headlines / hook