Meta Ads

Strategic guide for creating and managing Meta advertising campaigns, analyzing performance, and building dashboards from cached data. Default to Advantage+ unless the user explicitly requests manual control.

Out of scope — defer to other skills

Requirements

• Hyper MCP installed and connected. https://app.hyperfx.ai/mcp
• Meta Business integration connected (Facebook + Instagram, with at least one ad account and one Page) at https://app.hyperfx.ai/apps.
• Firecrawl integration connected for site research and screenshot grounding (discovery phase).

If search("meta_ads_adaccount_list") does not find meta_ads_adaccount_list, stop and tell the user to enable Hyper MCP and connect Meta Business.

If you suspect a connection issue (missing ad accounts, page publishing failures, or permission errors), call meta_ads_health_check() and report the diagnostics before proceeding.

How to run the tools in this skill

Every tool in this skill is named by its canonical tool name. Run it with the call your surface gives you:

If a tool is not found, its integration is not connected or not enabled for the workspace: stop and tell the user which integration to connect.

Tool names

Use the exact tool name from your connected tool list. Canonical names are meta_ads_* (listed below). On Hyper platform chat, legacy meta_business_* names (e.g. meta_ads_adaccount_list) and the retired plural names (e.g. meta_ads_campaign_create) resolve to the same tools via aliases — if a call fails with "tool not found", search the live catalog for the canonical name.

CLI users: translate tool names with the hyper-cli skill (hyperai search "<tool name>").

Rules that must never be forgotten

BUDGETS IN CENTS: $20.00 = 2000. $5.50 = 550. $100 = 10000. Never pass dollar amounts directly.

ACTIVATE, DON'T UPDATE: Use meta_ads_campaigns_activate(campaign_id) to go live. Never meta_ads_campaign_update(status="ACTIVE") — that silently leaves ad sets and ads PAUSED so nothing serves.

ALWAYS START PAUSED: Create campaigns with status="PAUSED". Never launch live without user review.

BUILD STEP BY STEP: Create campaigns with the individual tools — meta_ads_campaign_create → meta_ads_adset_create → meta_ads_creative_create → meta_ads_ad_create, capturing each id from the previous response. (The old blueprint tools were removed.) The tools validate requests before sending — campaign objective rules, bid-strategy/bid-amount pairing, billing-event/optimization-goal compatibility, budget coherence — but objective-specific ad-set fields (optimization_goal, promoted_object) are YOUR responsibility: match them to the campaign objective using the reference file for the campaign type.

REGULATED ADVERTISERS NEED `special_ad_categories`: For gambling, financial, housing, employment, credit, or political advertisers, declare the category on meta_ads_campaign_create (e.g. special_ad_categories=["ONLINE_GAMBLING_AND_GAMING"]).

FIXED RUN WINDOWS GO ON THE AD SET: When the user gives a run duration or dates ("run it for 7 days", "through end of month"), set start_time AND end_time (ISO 8601) on meta_ads_adset_create. A daily-budget ad set with no end_time runs continuously until manually paused — the requested window is silently lost.

GROUND COPY IN THE DESTINATION PAGE (RESEARCH FIRST): When the brief centers on a URL ("build a campaign for https://..."), fetch that page FIRST (web_pages_fetch) — before discovery and before writing any copy — and ground ad copy in what the page actually says (product name, value props, offer). Never invent copy for a page you have not read; even when the user supplies exact copy or headlines, fetch the page to verify the destination matches the offer.

EU-TARGETED AD SETS NEED DSA FIELDS: If an ad set targets the EU, set dsa_beneficiary and dsa_payor on meta_ads_adset_create (who benefits from / pays for the ad) — required under the EU Digital Services Act, or delivery is restricted.

UTMs ON EVERY DESTINATION AD (`url_tags`): Set url_tags (UTM params, e.g. utm_source=meta&utm_medium=paid&utm_campaign=...) on every creative that drives to a destination — downstream measurement (e.g. AppsFlyer + a data warehouse) stitches on these, so an ad without UTMs is effectively unmeasurable. Use the advertiser's canonical template; if you don't have one, ask rather than ship untracked.

See references/constraints.md for the full constraint set.

All reference files live in `references/`. Read them at references/<file> (e.g. references/discovery.md). They are not in the same directory as this SKILL.md.

Core process

Every task follows this sequence. Do not skip steps.

1. Identify the goal — creation, analysis, or both?
2. Check the routing table and read the referenced files before calling any tools
3. Make a written plan — state campaign type, budget in cents, optimization goal, and sequence of steps; show it before acting
4. Execute step by step, re-checking references/constraints.md at each creation step
5. Show ad previews before activation
6. Activate only when the user approves using meta_ads_campaigns_activate()

Automated / scheduled runs: If there is no user present to interact with (e.g. a scheduled task), skip steps 3 and 6. Do not write a plan and wait for confirmation — proceed directly. Do not activate unless activation was explicitly included in the task instructions.

Routing table

Worked examples

• Full sales campaign (ecommerce, Advantage+, step-by-step): references/examples/sales-ecommerce.md
• Full leads campaign (B2B SaaS, website pixel, step-by-step): references/examples/leads-form.md