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.

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. 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). 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; avoid frequent changes during learning CBO vs ABO : Campaign Budget Optimization consolidates spend; use when scaling Frequency : <3 to avoid fatigue Creative refresh : Plan continuous testing; creative fatigue is a main lever—refresh when performance drops 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

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