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

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.