| name | platform-meta |
| description | Operate Meta (Facebook and Instagram) Ads through Synter — read and build campaigns with the right objective, ad-set structure, audiences, and creative, and handle the Learning Phase and creative fatigue. Use when a user is working on Meta, Facebook, or Instagram ads. |
Meta (Facebook / Instagram) Ads Playbook
How Meta is shaped and how to operate it through Synter. Reads are free; anything that spends money waits for explicit approval.
Confirm the account first: list_connected_accounts. Use the real ID the tool returns; never invent one. Not connected → run the connect skill.
Structure
Campaign (objective) → ad set (audience, budget, placements, schedule) → ad (creative). The objective is chosen once at the campaign level and shapes everything below it, so pick it from the conversion that defines success, not by habit.
- Audiences: custom (your data), lookalike (seeded from a custom audience), and interest/behavior. Build lookalikes with
build_lookalike_audience and attach with attach_audience; find reachable signals with find_audience_signals.
- Advantage+ shifts targeting and placement decisions to Meta. Use it when data volume supports it; keep enough signal flowing.
- Placements: Feed, Stories, Reels, and more. Creative should fit the placement, not be stretched into it.
Read a campaign
list_campaigns(platform="meta") for the list and IDs. pull_meta_ads_performance(days=..., level="campaign") for top line, level="ad-set" for audience and budget detail, level="ad" for creative performance.
Build a campaign
create_campaign_plan → upsert_plan_entity per campaign / ad set / ad → forecast_campaign. Generate creative with generate_image_ad, generate_video_ad, generate_ugc_ad, or the creative skill; apply brand voice from ${CLAUDE_PLUGIN_ROOT}/context/brand-and-safety.md. Run campaign-preflight, then execute_campaign_plan + enable_campaign on approval.
Operating rules
- Learning Phase: a new ad set needs enough conversions to exit learning. Do not judge or kill it early, and do not edit it constantly; each significant edit resets learning. See the pre-pause-analysis discipline before cutting anything.
- Creative fatigue: rising frequency with falling CTR means the creative is spent. Watch it with the creative-fatigue-detector skill and rotate before performance collapses.
- Keep audience overlap in check; ad sets competing against each other inflate CPM.
- Conversion tracking (pixel and CAPI) must be firing and attached:
verify_pixel_ownership, ga4_list_conversions. Blind spend is worse than no spend.
- Guard against a fat-finger daily budget 10 to 100x intended. Adjust with
update_campaign_budget, pause with pause_campaign. Start conservative; scale winners with the optimize skill.
- "Created" is not "live and spending." Confirm with
list_campaigns and report the real IDs.
