Meta Ads

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 Ads integration connected (Facebook + Instagram, with at least one ad account and one Page) at https://app.hyperfx.ai/apps.
• Firecrawl toolkit enabled for site research and screenshot grounding (discovery phase).

If meta_ads_adaccount_list is not found, the integration to connect is Meta Ads.

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: in Hyper chat, find its toolkit id with discover_toolkits and pass it to enable_toolkit. On an MCP client or the CLI, tell the user which integration to connect in Hyper.

Tool names

Use the exact tool name that search_tools (Hyper chat) or search / describe (MCP) returns. Canonical names are meta_ads_* (listed below). An older name resolves to its canonical tool through an alias.

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.

NAME THE CURRENCY: Each amount names its account's currency: account_currency on each meta_ads_insights_get row, or currency from meta_ads_adaccount_list. Never add amounts of two currencies.

SMALL SAMPLES: A cost per result from fewer than 10 conversions gets one line that the sample is too small to judge. Do not rank or cut a campaign on that cost alone.

DERIVED NUMBERS SHOW THEIR INPUTS: A total, difference or rate that you compute names the tool values it comes from: "312 carts with no purchase (414 add-to-carts − 102 purchases)".

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"]). For HOUSING, EMPLOYMENT, FINANCIAL_PRODUCTS_SERVICES or ISSUES_ELECTIONS_POLITICS, also set special_ad_category_country (e.g. ["US"]).

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.

PIXEL EVENT COUNTS COME FROM THE DATASET: For how many events a pixel received (Purchase volume, a drop week over week), call meta_ads_dataset_stats_list. Send the pixel id as dataset_id, with start_time and end_time. Make one call per period. For Event Match Quality, call meta_ads_dataset_quality_get with the pixel id as dataset_id. meta_ads_insights_get counts only the conversions that Meta attributes to ads, not every event the pixel received.

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.

Core process

Every task follows this sequence. Do not skip steps.

1. Identify the goal — creation, analysis, or both?
2. Check the routing table 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 by the campaign file, whose rules list the constraints of its type. Read a section of references/constraints.md only when a step names it
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, and read only the campaign file of the routing row: the task's instructions are its plan. 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