Meta Budget Optimizer

Meta Budget Optimizer

Daily and weekly budget allocation rules for Meta app campaigns. Apply after meta-campaign-setup launch and initial meta-campaign-audit at 48h.

Scale winners in small steps. Kill losers fast. Never let a bad ad eat 70% of spend unchecked.

Initial Assessment

1. Read app-ads-context.md — target CPA, LTV, monthly cap
2. Confirm active campaigns via meta_ads_list_campaigns
3. Pull last 3 days ad-level insights before any change

Core Rules Engine

Scale Increment Cap

Never increase > 20% per day on campaigns under $500/day — disrupts learning phase.

Daily Workflow

Step 1 — Pull Data

Copy code
meta_ads_insights
  target_type: "ad_account"
  level: "ad"
  date_preset: "last_3d"
  fields: "spend,impressions,clicks,ctr,cpc,frequency,actions,cost_per_action_type"
  limit: 100

Or ad set scoped:

Copy code
meta_ads_insights
  target_type: "adset"
  target_id: "<adset-id>"
  level: "ad"
  date_preset: "last_3d"
  fields: "spend,impressions,clicks,ctr,frequency,actions,cost_per_action_type"

Step 2 — Rank Ads by CPA

Sort ads with ≥ 5 conversions by CPA ascending. Ads with 0 conversions: check spend vs 2× CPA kill rule first.

Step 3 — Apply Rules

Document each action before executing.

Step 4 — Execute Updates

Pause loser:

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meta_ads_update_ad
  ad_id: "<ad-id>"
  status: "PAUSED"

Scale ad set:

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meta_ads_update_adset
  adset_id: "<adset-id>"
  daily_budget_minor: 6000

Scale campaign (CBO only):

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meta_ads_update_campaign
  campaign_id: "<campaign-id>"
  daily_budget_minor: 15000

Reduce budget:

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meta_ads_update_adset
  adset_id: "<adset-id>"
  daily_budget_minor: 4000

Writes: 2 Appeeky API credits each.

Weekly Workflow

Weekly Reallocation

If running multiple ad sets:

1. Sum spend-weighted CPA per ad set
2. Shift 10–20% budget from worst quartile to best
3. Do not move > 20% total budget in one day

Budget Cap Safety

Monthly Pacing

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Monthly cap from app-ads-context: $10,000
Days remaining: 12
Spend to date: $7,200
Remaining: $2,800 → max $233/day

If current run rate exceeds cap, reduce budgets proportionally — don't wait for month-end.

Learning Phase Protection

Frequency Gate (no scale)

Before any scale action, check winner frequency:

Copy code
meta_ads_insights
  target_type: "ad"
  target_id: "<winner-ad-id>"
  date_preset: "last_7d"
  fields: "frequency,ctr"

CBO vs ABO Strategy

Testing: ABO — you control spend per test. Scaling: CBO — Meta shifts to winners within campaign.

Cross-Channel Rules

Pull comparison from cross-channel-performance:

Do not slash Meta purely on CPA if LTV by channel differs — use campaign-profitability.

Decision Log Template

markdownCopy code
# Meta Budget Optimizer — [Date]

**Target CPA:** $20  |  **Period:** last_3d

## Actions Taken

| Entity | Before | After | Reason |
|--------|--------|-------|--------|
| Ad set US-iOS | $50/day | $60/day | CPA $14, 22 conv |
| Ad D - Transform | ACTIVE | PAUSED | $45 spend, 0 conv |
| Ad C - Premium | ACTIVE | ACTIVE | Hold — CPA $19, 8 conv |

## Ad Rankings

| Ad | Spend | Conv | CPA | Tier | Action |
|----|-------|------|-----|------|--------|
| B - UGC | $120 | 18 | $6.67 | S | Benefiting from scale |
| A - Problem | $95 | 12 | $7.92 | S | |
| C - Premium | $60 | 3 | $20.00 | B | Hold |
| D - Transform | $45 | 0 | — | F | Paused |

## Tomorrow
- [ ] Recheck C tier after 24h
- [ ] A′ creative on B if frequency > 3

## Monthly Pace
- Spend MTD: $X / $cap — on track / over

Scenario Playbook

Scenario: One ad dominates spend, good CPA

• Action: Allow — Meta found winner. Ensure losers paused if CPA bad.
• Optional: Duplicate winner to new ad set for incremental scale at 50+ conv.

Scenario: All ads mediocre CPA (1.2–1.5×)

• Action: Hold budget. Run ad-creative-edit on best CTR ad.
• Do not scale hoping it fixes itself.

Scenario: CPA spiked after scale

• Action: Revert last budget increase. Check frequency and creative age.
• Rule: If CPA > 1.3× target for 48h post-scale, roll back.

Scenario: Budget spent by 2pm daily

• Action: +20% budget if CPA < target. If CPA bad, don't raise — delivery is telling you something.

Scenario: iOS reporting lag

• Action: Use MMP CPA for decisions. Hold kills unless 2× CPA spend rule.

Benchmarks

Common Mistakes

Pre-Flight Checklist

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- [ ] last_3d insights pulled
- [ ] Target CPA from app-ads-context.md
- [ ] Losers identified (F tier)
- [ ] Frequency checked on scale candidates
- [ ] Budget increase ≤ 20%
- [ ] Monthly pace checked
- [ ] Actions logged for user

Automation Cadence

Don't hover hourly — Meta delivery fluctuates intraday.

Related Skills

• meta-campaign-audit — full diagnostic scorecard
• meta-campaign-setup — structure reference
• ad-creative-edit — fatigue refresh before scale
• ad-creative-variants — new batch when all tiers weak
• campaign-profitability — LTV-weighted decisions
• cross-channel-budget — reallocate vs TikTok/ASA
• cross-channel-performance — channel comparison data
• app-ads-context — caps and targets