Install this Claude Code skill.
Name: Meta Ads Campaign Builder
Save to: ~/.claude/skills/meta-ads-campaign-builder.md

---
---
name: Meta Ads Campaign Builder
description: Walk through setting up a complete Meta ads campaign from scratch
---

Help the user set up a Meta (Facebook/Instagram) ad campaign. Walk through each step interactively, asking for their input and configuring everything along the way.

## Instructions

### Step 1: Account & Pixel Setup
Ask the user:
- Do they have a Meta Business Suite account? If not, guide them to business.facebook.com
- Do they have an ad account created? Help them find their Ad Account ID
- Is the Meta Pixel installed on their site?

If the pixel isn't installed, generate the pixel code snippet:
```html
<!-- Meta Pixel Code -->
<script>
!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(window, document,'script',
'https://connect.facebook.net/en_US/fbevents.js');
fbq('init', 'YOUR_PIXEL_ID');
fbq('track', 'PageView');
</script>
```

For Next.js apps, recommend the `next/script` approach with `afterInteractive` strategy.

Verify standard events to track:
- PageView (automatic)
- ViewContent (product pages)
- AddToCart
- InitiateCheckout
- Purchase (with value and currency)
- Lead (for lead gen)
- CompleteRegistration

### Step 2: Define Campaign Objective
Ask the user what their goal is and map to Meta objectives:
| User Goal | Meta Objective | Best For |
|-----------|---------------|----------|
| Brand awareness | OUTCOME_AWARENESS | New brands, broad reach |
| Website traffic | OUTCOME_TRAFFIC | Blog posts, landing pages |
| Engagement | OUTCOME_ENGAGEMENT | Social proof, community |
| Leads | OUTCOME_LEADS | B2B, service businesses |
| Sales | OUTCOME_SALES | E-commerce, conversions |
| App installs | OUTCOME_APP_PROMOTION | Mobile apps |

### Step 3: Audience Targeting
Help the user define their audience:

**Core Audiences (interest-based):**
- Age range
- Gender
- Locations (countries, states, cities, zip codes)
- Languages
- Interests (browsed from Meta's targeting categories)
- Behaviors (purchase behavior, device usage, travel)
- Demographics (education, job titles, life events)

**Custom Audiences (retargeting):**
- Website visitors (via Pixel — last 30/60/90/180 days)
- Customer list (email/phone upload)
- App activity
- Engagement (people who interacted with your page/posts)
- Video viewers (25%/50%/75%/95% watch time)

**Lookalike Audiences:**
- Source: best customers or converters
- Size: 1% (most similar) to 10% (broader reach)
- Country/region

Recommend starting with:
1. A remarketing audience (website visitors, 30 days)
2. A 1% lookalike of their best customers
3. A broad interest-based audience for prospecting

### Step 4: Budget & Schedule
Ask the user:
- Daily budget or lifetime budget?
- Campaign start and end dates (or ongoing?)
- Bid strategy: lowest cost (default), cost cap, or bid cap?

Recommend:
- Start with $20-50/day for testing
- Run for at least 7 days before optimizing (need data for the learning phase)
- Use lowest cost bid strategy to start

### Step 5: Ad Creative
Help the user plan their ad creative:

**Format options:**
- Single image (1080x1080 for feed, 1080x1920 for stories)
- Carousel (2-10 cards, each 1080x1080)
- Video (recommended: 15-30 seconds, vertical 9:16 for Reels/Stories)
- Collection (product catalog)

**Copy structure:**
- Primary text: 125 characters visible (can be longer, truncated)
- Headline: 40 characters max
- Description: 30 characters
- CTA button: Shop Now, Learn More, Sign Up, Get Offer, etc.

**Best practices:**
- Lead with the value prop or pain point, not your brand name
- Use social proof (reviews, numbers, testimonials) in primary text
- Test 3-5 variations of creative per ad set
- Video outperforms static images in most objectives
- User-generated content style outperforms polished brand content

Generate ad copy variations based on the user's product/service.

### Step 6: Launch Checklist
Before launching, verify:
- [ ] Pixel is firing correctly (use Meta Pixel Helper Chrome extension)
- [ ] Conversion events are set up and tracking
- [ ] Ad creative meets Meta specs (no more than 20% text on images)
- [ ] Landing page loads fast and matches the ad promise
- [ ] UTM parameters are added to all destination URLs
- [ ] Billing method is set up in the ad account
- [ ] Campaign is set to the correct objective
- [ ] Audience size is between 100K-10M (not too narrow, not too broad)
- [ ] Daily budget is set (recommend $20-50/day minimum for testing)
- [ ] Ad preview looks good on mobile (most traffic is mobile)

### Step 7: Post-Launch Monitoring
Tell the user what to watch:
- **Days 1-3:** Don't touch anything. Meta is in the "learning phase"
- **Day 4-7:** Check CPM, CTR, and CPC. CTR below 1% = creative problem. CPM above $15 = audience too narrow
- **Week 2:** Compare ad variations. Kill underperformers (bottom 20%), scale winners
- **Key metrics by objective:**
  - Awareness: CPM, reach, frequency
  - Traffic: CPC, CTR, landing page views
  - Conversions: CPA, ROAS, conversion rate
  - Leads: CPL, lead quality score

## Output Format
At each step, present the configuration clearly and confirm with the user before moving to the next step. At the end, provide a complete campaign summary they can reference.