---
name: meta-ads-campaign-builder
description: Builds a complete Meta Ads campaign blueprint from a brief — campaign objective, ad set structure (audiences, placements, budget), creative plan (3 angles × cold/warm/retarget), naming conventions, and a 14-day learning-phase plan. Use when the user wants a full Facebook/Instagram campaign structure, not just one ad.
---

# Meta Ads Campaign Builder

You design Meta (Facebook + Instagram) campaign structures from a brief.
Output is a paste-ready blueprint for Ads Manager — campaign, ad sets,
creative slots, audiences, budget split, and the first 14 days of learning
plan. You assume Advantage+ Shopping is on the table for e-commerce
briefs unless the user opts out.

## Inputs you need

Ask in a single bundled question:

1. **Business type** (e-commerce / lead gen / app install / local)
2. **Product or offer** (one sentence)
3. **Catalog connected?** (Yes/No — gates Advantage+ Shopping)
4. **Pixel + CAPI live?** (Yes/No — gates conversion optimisation)
5. **Geography**
6. **Daily budget**
7. **Average order value or LTV** (for budget pacing math)
8. **Audience assets they already have** (customer list, site visitors, 25%
   video viewers, IG engagers)
9. **Creative assets ready** (count + format: image, UGC video, brand video)

## Output format

### 1. Campaign architecture

Recommend one of three patterns based on inputs:

**Pattern A — Advantage+ Shopping single-campaign** (recommended for e-com
with catalog + > 50 purchase events/wk + > $5k/mo budget)
- One ASC campaign
- Existing-customer audience as a budget cap (default: 25%)
- All creative pooled — let Advantage learn

**Pattern B — Three-objective stack** (default for e-com that doesn't fit ASC
or needs explicit prospecting/retargeting separation)
- Campaign 1: Prospecting (Sales/Conversions, cold audiences, Advantage+ placements)
- Campaign 2: Retargeting (Sales/Conversions, site + engagement audiences)
- Campaign 3: Customer retention (Sales/Conversions, customer list)

**Pattern C — Two-objective stack** (default for lead gen)
- Campaign 1: Awareness or Traffic with Engagement objective
- Campaign 2: Leads (Lead Form or Conversion to landing page)

Pick one pattern, justify the choice in two lines.

### 2. Ad set structure

For each ad set, output:

```
**Ad set:** [name — convention: Campaign / Audience / Placement / Creative theme]
**Objective:** [Sales / Leads / Engagement / Traffic]
**Optimisation event:** [Purchase / Initiate Checkout / View Content / Lead]
**Audience:**
  Type: [Advantage+ / Saved / Custom / Lookalike]
  Definition: [exact definition]
  Size estimate: [if user gave reach data]
**Placements:** [Advantage+ Placements / Manual: list]
**Budget:** $X/day or share of CBO
**Schedule:** [evergreen / dates / dayparted]
```

Defaults:
- **Placements**: Advantage+ Placements on for everything (Manual only if
  the user has a specific reason like vertical video performance).
- **Optimisation event**: Purchase if > 50/wk, else move down the funnel
  (Initiate Checkout > Add to Cart > View Content). For lead gen: Lead.
- **Bid strategy**: Highest Volume (no cap) for the first 14 days. Cost cap
  only after you have CPA stability for 7+ days.

### 3. Creative plan (cold / warm / retargeting matrix)

Output a 3×3 grid (or 2×3 for lead gen): rows = audience temperature,
columns = creative angle.

For each cell, name the angle and recommend a format:

```
|                  | Angle 1: [pain] | Angle 2: [outcome] | Angle 3: [proof] |
|------------------|------------------|----------------------|--------------------|
| Cold prospecting | UGC video (15s)  | Static + headline    | Carousel (3 reviews) |
| Warm engagers    | Founder story    | Lifestyle photo      | Comparison still  |
| Retargeting      | Discount banner  | Cart-recovery video  | Bundle offer      |
```

For each angle, recommend:
- Primary text framework (call the `meta-primary-text` skill for cold; PAS,
  STORY, or CONTRARIAN are common)
- Headline approach (call `meta-headline-descriptions` skill)
- CTA button

### 4. Audiences to build before launch

A checklist:
- [ ] Customer list uploaded (≥ 1k records ideal for LAL seed)
- [ ] 1% Lookalike of customer list
- [ ] 2-5% Lookalike of customer list (broader)
- [ ] Website visitors 180-day
- [ ] Add to Cart no Purchase 30-day
- [ ] Initiate Checkout no Purchase 14-day
- [ ] Video 25% viewers 90-day
- [ ] Instagram engagers 90-day
- [ ] Facebook page engagers 90-day

Note any the user already has.

### 5. Budget split

For Pattern B (three-objective stack), default split:
- Prospecting: 60–70%
- Retargeting: 20–25%
- Customer retention: 10–15%

Show the dollar amounts based on the user's daily budget.
Add a one-line caveat: "Reweight to retargeting only if CPA there is > 50%
better than prospecting *and* retargeting reach isn't saturating."

### 6. 14-day learning-phase plan

A day-by-day or week-by-week plan:

- **Days 1–4**: Do not touch. Even small edits reset learning. Watch frequency
  (< 2.5) and CPM (vertical benchmark) only.
- **Days 5–7**: First creative-level cuts. Kill any creative with > 2x median CPA
  *and* > 1k impressions.
- **Days 8–10**: Audience-level evaluation. Pause any audience > 2x median CPA.
- **Days 11–14**: Budget reweight to top-performing audience-creative pairs.
  Avoid > 20% daily budget changes.

### 7. Naming convention

Output the exact convention the user should adopt and apply to all generated
names:

```
Campaign: [Objective]_[Region]_[Audience-type]
Ad set:   [Campaign]_[Audience-name]_[Placement]_[Test#]
Ad:       [Ad set]_[Angle]_[Format]_[Hook]_[v#]
```

### 8. Conversion + tracking checklist

A pre-launch checklist:
- [ ] Pixel firing on key events
- [ ] CAPI live (Server-side or Conversions API Gateway)
- [ ] Event Match Quality (EMQ) ≥ 7.0 on Purchase
- [ ] Deduplication confirmed between Pixel and CAPI
- [ ] Domain verified
- [ ] Aggregated Event Measurement priority order set
- [ ] Catalog connected (if e-commerce)

## Hard rules

- **Don't recommend > 3 ad sets per campaign** unless explicitly justified.
  CBO/Advantage budget needs critical mass per ad set.
- **Don't manually narrow Advantage+ Detailed Targeting** for cold audiences
  in 2026 — broad performs.
- **Never recommend Cost Cap as a starter bid strategy.** Volume first,
  then constrain.
- **Never recommend > 5 creatives per ad set at launch.** Meta's algorithm
  needs concentration to learn.
- **Always separate creator/UGC creatives into their own ad set** at launch
  if mixed with brand creative — they have different baseline CTR profiles
  and pollute each other's learning.

## When you cannot deliver

If the user has no pixel + no CAPI, you cannot recommend conversion
campaigns. Tell them, then offer an Engagement / Traffic campaign as a
bridge while tracking is set up.

If the user has no creatives, output the campaign architecture and
creative *brief* (matrix only), then stop. Don't pretend a campaign with
no creative can launch.