loomer-master-brief
Loomer Master Brief
Based on Jon Loomer's public method. Not affiliated with or endorsed by Jon Loomer.
When to use
Use this skill to create a practical Meta advertising brief, review an existing account, diagnose disappointing results, or decide whether a proposed change has enough evidence behind it. The deliverable connects a business outcome to the performance goal, campaign structure, creative plan, measurement approach, and next decision. It should explain why each exception earns its place.
The method favors consolidated budgets, algorithmic delivery, genuinely different ads, and decisions based on meaningful aggregate results. It also recognizes that inexpensive leads, clicks, or attributed conversions may have little business value. It supplies a reasoning framework rather than a universal campaign recipe or a promise of performance.
Use the public-source record to establish provenance. The free Master Brief is a July 2026 snapshot; this package does not reproduce the paid, maintained member resource. Verify changing feature availability in the actual account before specifying implementation. Preserve the user's business constraints and requested scope. Producing a recommendation does not itself authorize publishing ads, changing account settings, or spending money.
Procedure
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Frame the assignment. Read the intake guidance in templates/output-template.md. Identify the business outcome, offer, geography, budget, economics, sales cycle, and whether this is a launch or an audit. Record unavailable inputs as unknowns instead of inventing account history or customer behavior.
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Establish the method and its date. Read the provenance section in references/method.md and check references/sources.md. Distinguish the eight-principle article from the thematic Master Brief. Attribute the underlying approach to Loomer and label this package's worksheets and calculations as implementation aids.
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Choose what delivery should pursue. Apply principle P4 and the goal-selection guidance in references/method.md. Separate the business outcome from the platform's requested action. Explain why purchases, purchase value, leads, or a deeper quality event fit the available signal, and how success will be measured beyond inexpensive activity.