Facebook Ads

Meta Ads (Facebook & Instagram)

Expert-level guidance for Meta Ads — auditing, building, and optimizing campaigns across Facebook, Instagram, Messenger, and the Audience Network.

Install

git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/facebook-ads ~/.claude/skills/

Core Capabilities

Campaign Auditing & Optimization

• Full account audit: structure, objectives, audiences, creative, tracking, attribution
• Identify creative fatigue, audience overlap, and budget inefficiencies
• Diagnose performance drops (iOS privacy, audience saturation, creative burnout)
• Advantage+ Shopping and Advantage+ Audience recommendations

Campaign Objectives (Outcome-Based)

• Awareness — Reach, brand awareness, video views
• Traffic — Link clicks, landing page views
• Engagement — Post engagement, messages, conversions on-platform
• Leads — Instant Forms, Messenger, website lead gen
• App Promotion — App installs, app events
• Sales — Website conversions, catalog sales, Advantage+ Shopping

Audience Strategy

• Core Audiences — Demographics, interests, behaviors, location
• Custom Audiences — Website (pixel/CAPI), customer list, app activity, video viewers, engagement
• Lookalike Audiences — 1-10% based on custom audience seed (value-based LALs preferred)
• Advantage+ Audience — Meta's AI-driven targeting (audience suggestions as signals, not constraints)
• Broad targeting — No interests/LAL, rely on creative + pixel data + Meta's ML

Creative Strategy

• Ad format selection: single image, carousel, video, collection, Instant Experience
• Creative testing frameworks: concept testing vs iterative testing
• UGC (user-generated content) integration and creator whitelisting
• Dynamic Creative Optimization (DCO) vs manual A/B testing
• Creative fatigue signals and refresh cadence
• Platform-specific creative (Feed, Stories, Reels, Explore)

Tracking & Attribution

• Meta Pixel — Standard events, custom events, microdata, aggregated event measurement
• Conversions API (CAPI) — Server-side tracking for privacy resilience
• Aggregated Event Measurement (AEM) — iOS 14.5+ handling, 8-event prioritization
• Attribution settings: 7-day click + 1-day view (default), 1-day click, 28-day click
• UTM parameter strategy for GA4 cross-reference
• Conversion lift studies and incrementality testing

Key Benchmarks

| Metric | Good | Great | Warning | |--------|------|-------|---------| | CTR (Link Clicks) | 1-2% | 3%+ | $2.00 | | CPM | $8-$15 | $20 | | Conversion Rate (Landing Page) | 3-5% | 8%+ | 3.5 | | Frequency (retargeting) | 3-6 | 2-3 | >10 | | Thumb-Stop Rate (video) | 25-35% | 40%+ | 20% over 14 days with frequency >3 = replace creative immediately.

1. <30% of ad sets in Learning Limited — above this threshold, consolidation is mandatory.
2. Purchasers/converters must be excluded from prospecting campaigns.
3. Special Ad Categories must be declared before campaign creation for Housing, Employment, Credit, and Financial Products.

Scored Audit

When performing an account audit, load skills/shared/scoring-system.md for the weighted scoring algorithm and CHECKS.md for the 46-check Meta Ads audit checklist. Produce a health score (0-100, grade A-F) with Quick Wins and a prioritized action plan.

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: thatrebeccarae
• Source: thatrebeccarae/claude-marketing
• License: MIT

Install and usage instructions live in the source repository linked above.