meta-ads-campaign-builder
End-to-end Meta Ads campaign builder for Facebook and Instagram. Takes ICP + objective, generates audience targeting recommendations, ad set structure, copy framework per placement, and exports as a campaign brief or structured CSV. Focused on campaign architecture, not creative generation.
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Install
Works with every agent the skills CLI supports.
npx skills add https://github.com/gooseworks-ai/goose-skills --skill meta-ads-campaign-builder- 01
Install
Run the command in your project. The CLI asks which agents to install for.
- 02
Describe the task
Ask your agent for something this skill covers. It loads meta-ads-campaign-builder automatically when relevant.
- 03
Review the result
The agent follows the SKILL.md steps, scripts and references bundled with the skill.
SKILL.md
The instructions your agent reads when the skill is triggered.
Meta Ads Campaign Builder
Build a complete Meta Ads campaign structure — targeting, ad sets, placements, copy framework, and budget allocation. This skill handles the strategic architecture that determines whether a campaign succeeds before a single ad runs.
Core principle: The biggest Meta Ads mistake startups make is boosting a post and calling it a campaign. Proper campaign structure — objective selection, audience layering, placement optimization, and testing framework — is what separates burning money from building pipeline.
When to Use
- "Set up Meta Ads for our product"
- "Build a Facebook/Instagram ad campaign"
- "Help me structure a Meta campaign"
- "I want to run ads on Facebook — where do I start?"
- "Create a Meta Ads plan for [product launch / lead gen / awareness]"
Phase 0: Intake
- Product name + URL — What are we advertising?
- Campaign objective:
- Awareness (brand reach)
- Traffic (website visits)
- Lead Generation (in-platform lead forms)
- Conversions (website sign-ups / purchases)
- App Installs
- ICP — Target buyer: role, company size, industry, pain points
- Monthly budget — How much for Meta specifically?
- Landing page(s) — Where will traffic go?
- Competitor names — For audience analysis
- Existing Meta Pixel / Conversions API? — Tracking setup status
- B2B or B2C? — Changes targeting strategy significantly
Phase 1: Campaign Architecture
1A: Objective Selection
| Business Goal | Meta Objective | Why |
|---|---|---|
| "Get demos/leads" | Lead Generation OR Conversions | Lead Gen = in-app forms (higher volume, lower quality). Conversions = website (lower volume, higher quality) |
| "Drive free trial sign-ups" | Conversions | Optimize for on-site conversion event |
| "Build awareness for launch" | Awareness (Reach) | Maximize eyeballs in target audience |
| "Retarget website visitors" | Conversions | Bring warm traffic back to convert |
| "Drive traffic to content" | Traffic | Optimize for clicks to blog/resource |
1B: Campaign Structure
Campaign: [Product Name] — [Objective]
├── Ad Set 1: [Audience — Prospecting: Interest-Based]
│ ├── Ad 1: [Primary creative variant]
│ ├── Ad 2: [Secondary creative variant]
│ └── Ad 3: [Tertiary creative variant]
├── Ad Set 2: [Audience — Prospecting: Lookalike]
│ ├── Ad 1-3: [Same creative variants]
├── Ad Set 3: [Audience — Retargeting: Website Visitors]
│ ├── Ad 1-3: [Retargeting-specific creative]
└── Ad Set 4: [Audience — Retargeting: Engagement]
└── Ad 1-3: [Engagement retargeting creative]
1C: Competitor Ad Research (Optional)
If competitors were provided, check what they're running on Meta:
web_search: site:facebook.com/ads/library "[competitor name]"
web_search: "[competitor name]" Meta Ads examples
The Meta Ad Library (facebook.com/ads/library) is publicly accessible — search for competitor pages to see their active ads, formats, and messaging angles. Use findings to inform copy angles and audience strategy.
Phase 2: Audience Strategy
2A: Prospecting Audiences
Interest-Based Targeting:
Research relevant interests, behaviors, and demographics:
web_search: [product category] Meta Ads targeting options
web_search: [ICP role] Facebook ad audience interests
Build audience layers:
| Layer | Targeting | Rationale |
|---|---|---|
| Job title / Industry | [Specific titles, industries] | Direct ICP match |
| Interests | [Tools they use, publications they read, topics they follow] | Behavioral proxy |
| Behaviors | [Business decision makers, technology early adopters, etc.] | Meta behavioral data |
| Demographics | [Age range, education, income (if B2C)] | Narrowing |
Audience size target: 500K-2M for prospecting (smaller = expensive, larger = diluted)
Lookalike Audiences:
| Source | Lookalike % | Rationale |
|---|---|---|
| Customer list (emails) | 1% | Closest match to actual buyers |
| Website converters (Pixel) | 1% | People who took action |
| Website visitors (Pixel) | 1-3% | Broader interest signal |
| Page engagers | 3-5% | Widest cold audience |
2B: Retargeting Audiences
| Audience | Window | Purpose |
|---|---|---|
| All website visitors | 30 days | Broad retarget |
| Visited pricing/demo page | 14 days | High intent — push to convert |
| Engaged with ads (no click) | 30 days | Awareness → consideration |
| Video viewers (50%+) | 30 days | Warmed but not clicked |
| Lead form openers (not submitted) | 14 days | Abandoned lead capture |
2C: B2B-Specific Adjustments
B2B targeting on Meta is harder. Recommended approach:
- Upload customer email lists → Build lookalikes (best B2B signal)
- Layer interests with behaviors — "Business decision makers" + "[specific software interest]"
- Use LinkedIn for precision targeting — Meta for retargeting/awareness
- Exclude broad audiences — No one under 25, exclude students, exclude job seekers (unless relevant)
Phase 3: Ad Copy Framework
Per Placement, Generate Copy Structure
| Placement | Headline Limit | Primary Text Limit | Notes |
|---|---|---|---|
| Feed (FB + IG) | 40 chars | 125 chars visible (500 max) | Most versatile |
| Stories (FB + IG) | 40 chars | Minimal text — visual-first | CTA button matters most |
| Reels | Overlay text only | Hook in first 3 seconds | Video required |
| Right column (FB) | 40 chars | Short | Desktop only — cheap impressions |
| Audience Network | 40 chars | 90 chars | Lower quality traffic |
Copy Framework Per Ad
| Element | Framework | Example |
|---|---|---|
| Primary text | [Hook → Pain/Outcome → Proof → CTA] | "Still prospecting manually? [Product] finds qualified leads while you sleep. 500+ teams use it. Try free →" |
| Headline | [Direct benefit or action] | "Automate Your Outbound in 5 Min" |
| Description | [Support or specificity] | "No credit card required. Cancel anytime." |
| CTA button | [Match to objective] | Learn More / Sign Up / Get Started / Book Demo |
Generate 3-5 Ad Copy Variants Per Ad Set
| Variant | Angle | Primary Text Hook | Headline |
|---|---|---|---|
| 1 | Pain | "[Pain point question]" | "[Solution benefit]" |
| 2 | Outcome | "[Result promise]" | "[Specific metric]" |
| 3 | Social proof | "[Customer result + name]" | "[Join X teams]" |
| 4 | Contrarian | "[Myth busting]" | "[Unexpected claim]" |
| 5 | Product-led | "[Feature highlight]" | "[Feature → benefit]" |
Phase 4: Budget & Bidding
Budget Allocation
| Budget Tier | Prospecting | Retargeting | Testing |
|---|---|---|---|
| < $1K/mo | 60% | 30% | 10% |
| $1K-5K/mo | 50% | 30% | 20% |
| $5K+/mo | 45% | 25% | 30% |
Bidding Strategy
| Objective | Recommended Bid Strategy | When to Switch |
|---|---|---|
| Conversions | Lowest Cost (start) → Cost Cap (after 50 conversions) | Once you have conversion data |
| Lead Gen | Lowest Cost | Usually sufficient for lead forms |
| Traffic | Lowest Cost per Click | Keep it simple |
| Awareness | Lowest Cost per 1K Impressions | Maximize reach |
Learning Phase
Critical: Each ad set needs ~50 conversions/week to exit learning phase. If your budget can't support that:
- Consolidate ad sets (fewer, larger audiences)
- Use an earlier funnel event as the optimization target (e.g., "Add to Cart" instead of "Purchase")
- Start with Traffic or Landing Page Views objective, switch to Conversions later
Phase 5: Output Format
# Meta Ads Campaign Plan — [Product Name] — [DATE]
## Campaign Overview
- **Objective:** [Selected objective]
- **Monthly budget:** $[X]
- **Target audience:** [ICP summary]
- **Geographic targeting:** [Countries/regions]
- **Placements:** [Automatic / Manual selection]
- **Conversion event:** [What we're optimizing for]
---
## Campaign Structure
[Visual tree]
---
## Audience Targeting
### Ad Set 1: [Name — e.g., "Interest-Based Prospecting"]
- **Audience size:** ~[N]
- **Interests:** [List]
- **Behaviors:** [List]
- **Demographics:** [Age, etc.]
- **Exclusions:** [Existing customers, recent converters]
- **Budget:** $[X]/day
### Ad Set 2: [Lookalike]
...
### Ad Set 3: [Retargeting — Website]
...
---
## Ad Copy
### Ad Set 1 — Ad Variant 1: [Angle Name]
- **Primary text:** "[Copy]"
- **Headline:** "[Copy]"
- **Description:** "[Copy]"
- **CTA:** [Button]
- **Landing page:** [URL]
### Ad Variant 2: ...
---
## Budget & Bidding
[Allocation table + strategy]
---
## Tracking Setup Checklist
- [ ] Meta Pixel installed on all landing pages
- [ ] Conversion events configured (lead, purchase, etc.)
- [ ] Conversions API connected (if server-side tracking)
- [ ] UTM parameters set for GA4 tracking
- [ ] Custom audiences created (website visitors, customer list)
- [ ] Lookalike audiences built
---
## Launch Checklist
- [ ] Campaign structure created in Ads Manager
- [ ] All ad copy uploaded with correct placements
- [ ] Audiences configured with proper exclusions
- [ ] Daily budget caps set
- [ ] A/B test structure confirmed (one variable per test)
- [ ] Conversion tracking verified (test conversion fired)
- [ ] Campaign set to start on [date]
---
## Week 1-2 Monitoring Plan
- Day 1-3: Check delivery — are ads spending? Any disapprovals?
- Day 4-7: Review CTR and CPC — are we in range?
- Day 7-14: First conversion data — any ad set clearly winning/losing?
- Day 14: First optimization pass — pause losers, scale winners
Save to meta-campaign-plan-[YYYY-MM-DD].md in the current working directory (or user-specified path).
Cost
| Component | Cost |
|---|---|
| Audience research (web search) | Free |
| Competitor ad research (web search) | Free |
| Copy generation + structure | Free (LLM reasoning) |
| Total | Free |
Tools Required
- web_search — for audience research, targeting ideas, and competitor ad research via Meta Ad Library
Trigger Phrases
- "Build a Meta Ads campaign for [product]"
- "Set up Facebook Ads for us"
- "Create an Instagram ad campaign"
- "Help me structure Meta Ads for lead gen"
- "Plan a Facebook campaign for our launch"
FAQ
What does the meta-ads-campaign-builder skill do?
End-to-end Meta Ads campaign builder for Facebook and Instagram. Takes ICP + objective, generates audience targeting recommendations, ad set structure, copy framework per placement, and exports as a campaign brief or structured CSV. Focused on campaign architecture, not creative generation.
How do I install meta-ads-campaign-builder?
Run npx skills add https://github.com/gooseworks-ai/goose-skills --skill meta-ads-campaign-builder in your project. The skills CLI detects the agents you use and copies the skill into the right folder. For Claude Code you can also place the skill folder at ~/.claude/skills/meta-ads-campaign-builder/ (personal) or .claude/skills/meta-ads-campaign-builder/ (project).
Which AI agents can use meta-ads-campaign-builder?
Any agent that supports the open Agent Skills format (a folder with a SKILL.md file), including Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, Windsurf, Cline, OpenCode and more.
Is meta-ads-campaign-builder safe to install?
No partner security audit is available yet. Skills can run commands and scripts, so read the SKILL.md and any bundled files before installing.
Who maintains meta-ads-campaign-builder?
It is published by gooseworks-ai in gooseworks-ai/goose-skills. It has 95 recorded installs.
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