Meta Ads Builder

Allowed Tools

web_search, web_fetch, image-tools

Required Credentials

Credentials note: No Meta API credentials are required for basic creative copy generation. META_ACCESS_TOKEN is optional — only needed if you want to pull existing creative performance data (CTR, frequency by creative) to inform the new variations. Image generation tools (GEMINI_API_KEY) are also optional enhancements only.

When to Use

When user needs actual ad creative — images, copy, headlines, or full ad variations. Works after meta-ads-strategy defines the campaign direction.

Step 1: Get Campaign Context

Before generating creative, understand:

• What is the campaign goal? (Leads, sales, traffic?)
• Who is the target audience? (Their pain points, desires, language they use)
• What's the offer? (What does someone get when they click?)
• What's the CTA? (Sign up, buy, download, book call?)

If strategy already exists from meta-ads-strategy, use that. If not, ask a few quick questions.

Step 2: Define Creative Direction

Hook Formulas That Work on Meta

Problem-focused hooks:

• "Tired of [pain point]?" — speaks directly to frustration
• "What nobody tells you about [topic]" — curiosity gap
• "[Number] reasons your [problem]" — list format, scannable

Social proof hooks:

• "[X] businesses already use [outcome]" — social validation
• "The results speak for themselves" — outcome focused

Benefit-focused hooks:

• "Get [specific outcome] without [common obstacle]" — direct value prop
• "The fastest way to [desired state]" — speed appeal

Fear-of-missing-out hooks:

• "Limited time [offer]" — scarcity
• "Only [X] spots left" — urgency

Step 3: Generate Ad Variations

Produce 2–3 distinct creative variations, each with:

1. Hook/headline — what stops the scroll
2. Body copy — 1–2 short paragraphs, benefits-focused
3. CTA — button text or call-to-action
4. Visual direction — description for image generation

• Variation 1: Emotional/problem-focused
• Variation 2: Rational/benefit-focused
• Variation 3: Social proof or urgency-focused

Step 4: Write Ad Copy — Rules

• First line must hook — grab attention in the first 10 words
• Keep it scannable — short sentences, white space, easy to read on mobile
• Focus on benefits, not features — "Save 2 hours a day" not "Includes automation tool"
• Match the audience's language — how they talk about the problem, not industry jargon
• One clear CTA — don't ask for multiple things

Copy Length Guide

Step 5: Generate Visual Concepts

For each variation, describe the visual in enough detail for an AI image generator or designer:

• Type: Carousel, single image, or video?
• Subject: [person using product / product close-up / illustration]
• Background: [solid color / lifestyle setting / gradient]
• Text overlay: "[short headline]"
• Mood/Tone: [professional, urgent, warm, minimalist]

To generate images with AI: use image-tools with a prompt based on the visual direction above.

Step 6: Quality Check

Before finalizing, review each variation:

• Does the hook match the audience's pain point or desire?
• Is the CTA clear and singular?
• Is the copy scannable on mobile?
• Does the visual match the copy tone?
• Is the claim believable and backed up?

Ad Relevance Diagnostics self-check (for reference):

• Quality Ranking: Higher when creative is clear and relevant to audience
• Engagement Rate Ranking: Higher when the hook is strong and interactive
• Conversion Rate Ranking: Higher when the offer and CTA are aligned

These require 500+ impressions to appear in Meta. They are diagnostic signals, not guaranteed outcomes.

Key Restrictions

• Do not make up fake statistics or testimonials
• Do not use misleading claims (Meta ad policies forbid this)
• Do not use competitor names in ads without permission
• Always ensure the ad creative matches the landing page it points to