# Facebook Ad Campaign > Plans Facebook/Meta ad campaigns with audience targeting, ad creative briefs, budget allocation, and testing strategy. Use when running paid ads on Meta platforms. - Skill: `reaperinvest/facebook-ad-campaign` (Agent Skill) - Install (CLI): `npx skillmds@latest add reaperinvest/facebook-ad-campaign` - Raw SKILL.md: https://api.skillmd.com/api/skills/reaperinvest/facebook-ad-campaign/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: reaperinvest (https://skillmd.com/u/reaperinvest) - Updated: 2026-09-22 - Page: https://skillmd.com/skills/reaperinvest/facebook-ad-campaign --- # Facebook Ad Campaign ## When to Use This Skill Use this skill when you need to: - Plan a Facebook or Instagram advertising campaign from scratch - Define audience targeting, ad creative, and budget allocation - Build a testing strategy for ad sets, audiences, and creatives - Create ad copy and creative briefs for multiple ad variations **DO NOT** use this skill for organic social media strategy, Google Ads, or influencer marketing. This is specifically for paid Meta (Facebook/Instagram) advertising. --- ## Core Principle PROFITABLE FACEBOOK ADS ARE BUILT ON THREE PILLARS: THE RIGHT AUDIENCE, A COMPELLING OFFER, AND CREATIVE THAT STOPS THE SCROLL — GET ALL THREE RIGHT AND THE ALGORITHM DOES THE REST. --- ## Phase 1: Campaign Brief ### Required Inputs | Input | What to Ask | Default | |-------|------------|---------| | **Campaign objective** | "What is the goal? (leads, sales, traffic, awareness)" | No default — must be provided | | **Offer** | "What are you promoting? (product, lead magnet, service)" | No default — must be provided | | **Landing page** | "Where does the ad send people?" | No default — must be provided | | **Budget** | "What is your daily or monthly ad budget?" | $20-50/day | | **Target audience** | "Who is your ideal customer? (demographics, interests, behaviors)" | No default — must be provided | | **Previous ad experience** | "Have you run Meta ads before? Any data?" | No previous data | **GATE: Confirm the brief before building the campaign.** --- ## Phase 2: Campaign Architecture ### Campaign Structure ``` ## Campaign Setup **Campaign Level:** - Objective: [Conversions / Leads / Traffic] - Campaign Budget Optimization: ON - Daily budget: $[X] **Ad Set 1: Interest-Based Targeting** - Audience: [Interest targets] - Age: [Range] - Location: [Countries/regions] - Placements: Automatic (let Meta optimize) - Budget allocation: 40% **Ad Set 2: Lookalike Audience** (if data available) - Source: [Customer list / website visitors / video viewers] - Lookalike: 1-3% - Budget allocation: 40% **Ad Set 3: Retargeting** - Audience: Website visitors (last 30 days) + engaged (last 90 days) - Exclude: customers who already purchased - Budget allocation: 20% ``` ### Audience Targeting Details ``` ## Audience Research **Core Audiences (Interest-Based):** - Interests: [List 5-10 relevant interests] - Behaviors: [Online shopping, business owners, etc.] - Demographics: [Age, gender, location, language] - Audience size target: 500K-5M (not too broad, not too narrow) **Exclusions:** - Existing customers (upload customer email list) - People who already converted on this offer - [Any other exclusions] ``` **GATE: Approve the campaign structure and audiences before writing creative.** --- ## Phase 3: Ad Creative ### Ad Copy Variations (3-5 per ad set) Write multiple ad copy angles: **Angle 1: Problem-Agitate** ``` Headline: [Benefit or outcome] (40 chars max) Primary text: [Pain point hook. Agitate. Introduce solution. CTA.] Description: [Supporting benefit] (25 chars) CTA button: [Learn More / Sign Up / Shop Now] ``` **Angle 2: Social Proof** ``` Headline: [Result or testimonial] Primary text: ["Quote from customer." Context on the result. CTA.] Description: [Credibility signal] ``` **Angle 3: Direct Benefit** ``` Headline: [Clear offer statement] Primary text: [What you get. Why it matters. How to get it.] Description: [Urgency or bonus] ``` ### Creative Format Briefs ``` ## Ad Creative Formats to Test **Format 1: Static Image** - Visual: [Description of image concept] - Text overlay: [3-5 words max on the image] - Dimensions: 1080x1080 (square) + 1080x1920 (story) **Format 2: Video (15-30 seconds)** - Hook (first 3 seconds): [Visual and text hook] - Problem (seconds 3-10): [Show the pain] - Solution (seconds 10-20): [Introduce your offer] - CTA (final seconds): [Clear next step] **Format 3: Carousel** - Card 1: [Hook image + headline] - Card 2: [Benefit 1] - Card 3: [Benefit 2] - Card 4: [Social proof] - Card 5: [CTA] ``` ### Ad Copy Rules - Primary text: 125 characters for optimal display (up to 3 lines before "See more") - Headline: 40 characters max - Hook in the first line — most people only see the first sentence - One CTA per ad — do not split attention - Speak to one person, not a crowd ("You" not "People") --- ## Phase 4: Polish ### 1. Testing Plan ``` ## Week 1-2: Creative Testing - Test 3-5 ad copies against each other - Same audience, different creative - Winner = lowest cost per result ## Week 3-4: Audience Testing - Take winning creative - Test across different audience segments - Winner = best ROAS or lowest CPA ## Ongoing: Scale Winners - Increase budget 20-30% every 3-4 days on winners - Kill underperformers (2x target CPA after $20+ spent) - Introduce new creative every 2 weeks to combat fatigue ``` ### 2. Budget Allocation Guidelines - Testing phase: $20-50/day for 2-4 weeks minimum - Scaling phase: increase budget only on proven ad sets - Never increase budget more than 30% in a single day - Allocate 20% of budget to testing new creative/audiences ### 3. Metrics to Track | Metric | Target | Action if Below | |--------|--------|----------------| | CTR | >1% | Test new creative | | CPC | <$[X] | Refine targeting | | Conversion rate | >2% | Improve landing page | | ROAS | >2x | Review offer and funnel | | Frequency | <3 | Expand audience or refresh creative | --- ## Anti-Patterns - **Boosting posts instead of running campaigns** — Ads Manager gives you targeting, testing, and optimization that Boost does not. - **One ad, one audience, one creative** — you need variations to test. Start with 3-5 creative variations minimum. - **Killing ads too early** — give each ad $20-50 in spend before judging. Small samples are unreliable. - **Targeting too narrowly** — audiences under 100K are often too small for Meta's algorithm to optimize. Let the algorithm find your buyers. - **No retargeting** — retargeting warm audiences (website visitors, video viewers) converts at 3-5x the rate of cold audiences. - **Ignoring creative fatigue** — when frequency exceeds 3 and CTR drops, your audience has seen the ad too many times. Refresh creative. --- ## Recovery - **No pixel data or customer list:** Start with interest-based targeting only. Build retargeting audiences by running traffic campaigns first. - **Budget under $10/day:** Focus on one ad set with 2-3 creative variations. Testing is limited at low budgets. - **High CPC/low CTR:** The creative is not stopping the scroll. Test new hooks, images, or video formats. - **Good CTR but no conversions:** The landing page is the problem, not the ad. Review offer, page speed, and conversion path. - **Ad account restricted:** Review Meta's ad policies, appeal if appropriate, and ensure landing pages comply with advertising standards.