{"id":"eb3ec416-d4bf-41ea-8464-90eac351f211","shortId":"mpea7J","kind":"skill","title":"meta-ads","tagline":"Plan and create Meta (Facebook + Instagram) advertising campaigns end-to-end via the Hyper MCP, defaulting to Advantage+ automation. Use when the user wants to launch Meta ads, Facebook ads, Instagram ads, Advantage+ campaigns, carousel ads, dynamic creative ads, set up Meta conv","description":"# Meta Ads\n\nStrategic guide for managing Meta advertising campaigns with emphasis on Advantage+ automation, and building dashboards from cached data.\n\n## Requirements\n\n- **Hyper MCP installed and connected.** [https://app.hyperfx.ai/mcp](https://app.hyperfx.ai/mcp)\n- **Meta Business integration connected** (Facebook + Instagram, with at least one ad account and one Page) at [https://app.hyperfx.ai/integrations](https://app.hyperfx.ai/integrations).\n- **Firecrawl integration connected** for site research and screenshot grounding (see Phase 1).\n\nIf `meta_business_list_ad_accounts` is not in the tool list, stop and tell the user to enable Hyper MCP and connect Meta Business.\n\nIf you suspect a connection issue (missing ad accounts, page publishing failures, or permission errors), call `meta_business_get_health_check()` and report the diagnostics to the user before proceeding.\n\n## Tool surface\n\n| Tool | Purpose |\n| --- | --- |\n| `meta_business_list_ad_accounts`, `meta_business_list_owned_pages` | Discovery. |\n| `meta_business_list_instagram_accounts` | Retrieve `instagram_user_id` required for Instagram-placement ads. |\n| `meta_business_get_health_check` | Diagnose integration connectivity (ad account access, page linking, pixel, token permissions). |\n| `meta_business_preview_blueprint`, `meta_business_create_from_blueprint` | Validate + create campaigns end-to-end. |\n| `meta_business_create_campaign`, `meta_business_create_ad_set`, `meta_business_create_ad`, `meta_business_upload_ad_image` | Manual step-by-step path (rare). |\n| `meta_business_get_ad_details`, `meta_business_get_ad_previews` | Fetch creative ID from ad, then generate previews before activation. |\n| `firecrawl_extract_branding`, `firecrawl_screenshot` | Capture site context + visual grounding for creative direction. |\n\n## Core Approach\n\nYou are a strategic marketing partner. Research deeply, analyze comprehensively, optimize relentlessly. Never assume or invent information. **Always default to Advantage+ automation** (95% of cases) unless explicitly requested otherwise.\n\n## Critical Rules\n\n> **CRITICAL**: Always pass budgets in **CENTS** to the API. $20.00 = 2000. Never use dollar amounts directly. Every budget and bid parameter is in cents.\n\n> **CRITICAL**: For Advantage+ campaigns, set budget at **CAMPAIGN level ONLY**. Ad set budget MUST be null. Never set budget at both campaign and ad set levels simultaneously.\n\n> **CRITICAL**: For Manual campaigns, set budget at **AD SET level ONLY**. Do not set campaign-level budget for manual campaigns.\n\n> **CRITICAL**: `targeting_automation` MUST be nested **inside** the `targeting` object, not at the top level.\n\n> **CRITICAL**: Never silently change campaign objectives or optimization goals. Always get explicit user consent first.\n\n> **CRITICAL**: Campaign objectives CANNOT be changed after ad sets exist. You must create a new campaign instead.\n\n> **IMPORTANT**: Always default to Advantage+ unless the user explicitly requests manual control.\n\n> **IMPORTANT**: Always create campaigns with status \"PAUSED\" initially. Never launch live without user review.\n\n> **IMPORTANT**: Blueprint-created ads are PAUSED by default. For the manual path, always pass `status: \"PAUSED\"` explicitly.\n\n> **IMPORTANT**: OUTCOME_LEADS, OUTCOME_APP_PROMOTION, and OUTCOME_SALES campaigns MUST include `promoted_object` in the ad set.\n\n> **IMPORTANT**: Always generate and show ad previews to the user before activation.\n\n> **CRITICAL (Creative Input Quality)**: For website-based campaigns, you must capture at least one real website screenshot with Firecrawl and use that screenshot as a visual reference for ad creative direction before creating ads.\n\n## Phase 1: Research & Discovery\n\n### Initial Discovery (run in parallel)\n- Call `meta_business_list_ad_accounts` with `{\"detail\": \"id_only\"}`. Store the selected `account_id` for all subsequent calls.\n- Call `meta_business_list_owned_pages` with `{\"account_id\": \"<selected_account_id>\", \"detail\": \"id_only\"}`.\n- If multiple accounts: ask user to select one; if single account: inform user and proceed.\n- If `pages` is empty, warn the user that the ad account may not be connected to a Meta Business. Use `meta_business_search_pages(query=\"<brand name>\")` to locate the Page manually, or ask them to connect it in the Meta Business integration settings.\n\n### Deep Marketing Research (MANDATORY)\n**Never skip this phase:**\n\n1. **Website/Product Analysis**: Fetch and scan provided URL, follow relevant internal pages, run targeted web searches for competitive context.\n   - Run `firecrawl_extract_branding` on the primary site URL.\n   - Run `firecrawl_screenshot` on the primary site URL to capture at least one current page screenshot. The screenshot is automatically saved and described.\n   - Treat the screenshot as required visual grounding for creative direction (layout, hierarchy, tone, imagery style).\n\n2. **Strategic Assessment**: Identify conversion goal, primary buyer persona, key differentiators, value proposition.\n   - **DO NOT ask about target audiences** — Advantage+ uses broad targeting by default.\n\n3. **CTA Selection**: Must match conversion goal. Available: LEARN_MORE, SHOP_NOW, SIGN_UP, DOWNLOAD, BOOK_NOW, GET_OFFER, etc.\n\n4. **Budget Requirements**: MUST obtain amount + currency, daily vs lifetime, dates if lifetime.\n\n## Phase 2: Campaign Configuration\n\n### Campaign Type Decision Tree\n\n**Default Path (95% of cases): Advantage+ Campaign**\n- Broad targeting with simple geo location (maximum AI optimization).\n- Campaign-level budget.\n- All placements enabled.\n\n**Alternative Paths (5% — only if explicitly requested):**\n- Advantage+ with Targeting Hints (user explicitly requests interests/demographics).\n- Manual Campaign (user wants full control).\n\n### Advantage+ Configuration\n\n**Three levers must be ON for Advantage state:**\n1. **Budget**: Campaign-level (not ad set).\n2. **Audience**: `targeting_automation: {\"advantage_audience\": 1}`.\n3. **Placements**: Automatic (unrestricted).\n\n**Campaign Setup:**\n- Set `daily_budget` or `lifetime_budget` at CAMPAIGN level (in cents: $20 = 2000).\n- Status: \"PAUSED\" initially.\n\n**Ad Set Setup:**\n- Budget: Must be null (campaign controls budget).\n- Targeting: `{\"geo_locations\": {\"countries\": [\"US\"]}, \"targeting_automation\": {\"advantage_audience\": 1}}`.\n  - **CRITICAL**: targeting_automation MUST be inside targeting object.\n- Placements: Leave unrestricted.\n\n### Budget Format\n\n> **CRITICAL**: All budgets and bids are in **CENTS**. $20.00 = 2000. $5.50 = 550. $100 = 10000.\n\n- Lifetime budgets require `start_time` and `end_time`.\n\n## Phase 3: Campaign Creation (Blueprint System — PREFERRED)\n\n> **CRITICAL**: Use the blueprint system whenever possible. It validates locally, fills smart defaults (optimization goal, bid strategy, page/pixel IDs), and rolls back on failure.\n\n### Workflow: Preview → Confirm → Create\n\n1. Build the blueprint JSON from research.\n2. Call `meta_business_preview_blueprint(blueprint={...})` to validate and show the user.\n3. Get explicit user approval.\n4. Call `meta_business_create_from_blueprint(blueprint={...})`.\n\n### Blueprint Structure\n\n```json\n{\n  \"account_id\": \"act_1234567890\",\n  \"name\": \"Campaign Name\",\n  \"objective\": \"OUTCOME_SALES\",\n  \"campaign_type\": \"advantage_plus\",\n  \"daily_budget\": 2000,\n  \"status\": \"PAUSED\",\n  \"url_tags\": \"utm_source=meta&utm_medium=paid\",\n  \"ad_sets\": [\n    {\n      \"name\": \"US Broad Audience\",\n      \"targeting\": {\n        \"geo_locations\": {\"countries\": [\"US\"]},\n        \"targeting_automation\": {\"advantage_audience\": 1}\n      },\n      \"pixel_id\": null,\n      \"page_id\": null,\n      \"custom_event_type\": \"PURCHASE\",\n      \"ads\": [\n        {\n          \"name\": \"Single Image Ad\",\n          \"link\": \"https://example.com\",\n          \"primary_text\": \"Your ad copy here\",\n          \"headline\": \"Headline here\",\n          \"description\": \"Description here\",\n          \"image_hash\": \"abc123\",\n          \"call_to_action\": \"SHOP_NOW\"\n        }\n      ]\n    }\n  ]\n}\n```\n\n### Blueprint Features\n\n| Feature | Details |\n| --- | --- |\n| **Smart defaults** | Optimization goal, billing event, destination type auto-filled from objective. |\n| **Auto-resolution** | `page_id`, `pixel_id`, `instagram_user_id` auto-resolved when only one exists. |\n| **Objective validation** | Per-objective rules enforce required fields, allowed values, promoted objects. |\n| **Budget placement** | CBO (campaign level) vs ABO (ad set level) auto-detected. |\n| **Cleanup on failure** | Reports `created`, `failed`, and `remaining` for recovery. |\n\n### Ad Creative Formats\n\n**Single image/video**:\n```json\n{\n  \"link\": \"https://example.com\",\n  \"primary_text\": \"Ad copy\",\n  \"headline\": \"Headline\",\n  \"image_hash\": \"abc123\",\n  \"call_to_action\": \"LEARN_MORE\"\n}\n```\n\n**Carousel** (2–10 cards):\n```json\n{\n  \"link\": \"https://example.com\",\n  \"primary_text\": \"Check out our products\",\n  \"carousel_cards\": [\n    {\"image_hash\": \"hash1\", \"headline\": \"Product 1\", \"link\": \"https://example.com/1\"},\n    {\"image_hash\": \"hash2\", \"headline\": \"Product 2\", \"link\": \"https://example.com/2\"}\n  ]\n}\n```\n\n**Dynamic creative** (Meta auto-optimizes combinations):\n```json\n{\n  \"link\": \"https://example.com\",\n  \"text_variations\": {\n    \"primary_texts\": [\"Copy option 1\", \"Copy option 2\"],\n    \"headlines\": [\"Headline A\", \"Headline B\"],\n    \"descriptions\": [\"Desc 1\", \"Desc 2\"]\n  },\n  \"image_hash\": \"abc123\"\n}\n```\n\n### Advantage+ vs Manual in Blueprint\n\n- **Advantage+**: Set `campaign_type: \"advantage_plus\"`, budget at campaign level, broad targeting with `targeting_automation`.\n- **Manual**: Set `campaign_type: \"manual\"`, budget at ad set level, detailed targeting allowed.\n\n### Creative Asset Preparation\n\nBefore building the blueprint, prepare image assets:\n\n1. Capture screenshot from website: `firecrawl_screenshot` on the landing page URL.\n2. Generate ad image using the screenshot as reference input to image generation.\n3. Upload: `meta_business_upload_ad_image(account_id=\"<account_id>\", image_url=\"<url>\")` → returns `image_hash`.\n4. Use `image_hash` in the blueprint's ad objects.\n\n### Previews\n\nAfter creation, generate previews:\n\n1. For each ad ID returned by `meta_business_create_from_blueprint`, fetch the creative ID:\n   ```json\n   meta_business_get_ad_details(ad_id=\"<ad_id>\")\n   ```\n   Extract `creative.id` from the response.\n\n2. Call `meta_business_get_ad_previews` with the creative IDs:\n   ```json\n   meta_business_get_ad_previews(\n     creative_ids=[\"<creative_id>\"],\n     ad_formats=[\"INSTAGRAM_STANDARD\", \"DESKTOP_FEED_STANDARD\"]\n   )\n   ```\n\nALWAYS show previews to the user before activation.\n\nPreview response handling:\n- Never paste or render iframe/html snippets directly in chat.\n- Summarize which preview formats succeeded/failed.\n- Direct the user to view previews via the UI artifact.\n\n## Phase 3 (Alternative): Manual Step-by-Step Creation\n\nUse this only when the blueprint system is insufficient (e.g., complex creative overrides).\n\n### 1. Create Campaign\n\nCall `meta_business_create_campaign` with:\n```json\n{\n  \"account_id\": \"<account_id>\",\n  \"name\": \"Campaign Name\",\n  \"objective\": \"OUTCOME_SALES\",\n  \"status\": \"PAUSED\",\n  \"daily_budget\": 2000\n}\n```\n- `account_id` and `name` are required.\n- `daily_budget` at campaign level for Advantage+ only (in cents: $20/day = 2000).\n- Omit budget for manual campaigns.\n\n### 2. Create Ad Set\n\nCall `meta_business_create_ad_set`. You must specify `mode` to indicate the campaign type.\n\n**Advantage+ ad set** (`mode = \"advantage_plus\"`):\n```json\n{\n  \"mode\": \"advantage_plus\",\n  \"input_data\": {\n    \"account_id\": \"act_1234567890\",\n    \"name\": \"Advantage+ US Adults\",\n    \"campaign_id\": \"1234567890\",\n    \"optimization_goal\": \"LINK_CLICKS\",\n    \"billing_event\": \"IMPRESSIONS\",\n    \"targeting\": {\n      \"geo_locations\": {\"countries\": [\"US\"]},\n      \"targeting_automation\": {\"advantage_audience\": 1}\n    }\n  }\n}\n```\n\n**Manual ad set** (`mode = \"manual\"`):\n```json\n{\n  \"mode\": \"manual\",\n  \"input_data\": {\n    \"account_id\": \"act_1234567890\",\n    \"name\": \"Manual IG Women 25-45\",\n    \"campaign_id\": \"1234567890\",\n    \"optimization_goal\": \"LINK_CLICKS\",\n    \"billing_event\": \"IMPRESSIONS\",\n    \"daily_budget\": 5000,\n    \"targeting\": {\n      \"geo_locations\": {\"countries\": [\"US\"]},\n      \"age_min\": 25,\n      \"age_max\": 45,\n      \"genders\": [2],\n      \"publisher_platforms\": [\"instagram\"],\n      \"instagram_positions\": [\"stream\", \"story\"]\n    }\n  }\n}\n```\n\n> If you receive a \"Bid amount required\" error: DO NOT change `optimization_goal`. STOP and ask user for direction.\n\n**Promoted Object Requirements by Objective:**\n\n| Objective | Required `promoted_object` | Example |\n| --- | --- | --- |\n| **OUTCOME_LEADS** | YES — MUST include | `{\"page_id\": \"<PAGE_ID>\"}` |\n| **OUTCOME_APP_PROMOTION** | YES — MUST include | `{\"application_id\": \"<APP_ID>\", \"object_store_url\": \"<URL>\"}` |\n| **OUTCOME_SALES** | YES for OFFSITE_CONVERSIONS | `{\"pixel_id\": \"<PIXEL_ID>\", \"custom_event_type\": \"PURCHASE\"}` |\n| **OUTCOME_ENGAGEMENT** | Optional but recommended | `{\"page_id\": \"<PAGE_ID>\"}` |\n\n### 3. Upload Creative Assets\n\nCall `meta_business_upload_ad_image` with a URL or file ID — `account_id` is required:\n\n```json\n{ \"account_id\": \"<account_id>\", \"image_url\": \"<generated_or_hosted_image_url>\" }\n```\n\nOr if the image is stored in Hyper file storage:\n```json\n{ \"account_id\": \"<account_id>\", \"file_id\": \"<file_id>\" }\n```\n\n### 4. Create Ad\n\nCall `meta_business_create_ad` — all fields go inside `input_data`:\n```json\n{\n  \"input_data\": {\n    \"account_id\": \"<account_id>\",\n    \"name\": \"Ad Name\",\n    \"adset_id\": \"<adset_id>\",\n    \"status\": \"PAUSED\",\n    \"creative\": {\n      \"object_story_spec\": {\n        \"page_id\": \"<page_id>\",\n        \"instagram_user_id\": \"<instagram_user_id>\",\n        \"link_data\": {\n          \"link\": \"<destination_url>\",\n          \"image_hash\": \"<image_hash>\",\n          \"call_to_action\": {\"type\": \"LEARN_MORE\"},\n          \"message\": \"<ad_text>\",\n          \"name\": \"<headline>\",\n          \"description\": \"<description>\"\n        }\n      }\n    }\n  }\n}\n```\n\n> Use `meta_business_list_instagram_accounts(account_id=\"<account_id>\")` to get `instagram_user_id`. Required for ads that run on Instagram placements.\n\n## Objective Prerequisites\n\n| Objective | Requirements |\n| --- | --- |\n| OUTCOME_SALES | Pixel/CAPI + valid conversion events. |\n| OUTCOME_LEADS | Lead form OR website pixel with lead events. |\n| OUTCOME_APP_PROMOTION | App configured in app store. |\n| OUTCOME_TRAFFIC | Valid destination URL. |\n| OUTCOME_ENGAGEMENT/AWARENESS | No additional requirements beyond Page. |\n\n## Done Condition\n\nThe workflow is complete when:\n1. Campaign, ad set(s), and ad(s) are created with status **PAUSED**.\n2. Ad previews have been generated and shown to the user.\n3. The user has given explicit approval to activate.\n\nOnly then call `meta_business_update_campaign(campaign_id=\"<id>\", status=\"ACTIVE\")` to go live. 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