nova: Skill for Claude Code

Meta Ads Manager

This skill handles end-to-end Meta advertising — from campaign strategy and creation to optimization and reporting across Facebook and Instagram.

When to Use This Skill

• Creating new ad campaigns (Facebook or Instagram)
• Writing ad copy and headlines
• Defining audience targeting (custom, lookalike, interest-based)
• Setting and managing ad budgets
• Analyzing campaign performance (ROAS, CPA, CTR)
• A/B testing ad variations
• Optimizing underperforming campaigns
• Creating retargeting campaigns
• Scaling winning ads
• Generating performance reports

Campaign Architecture

Meta Ads Structure

Account
└── Campaign (objective: what you want)
    └── Ad Set (audience + budget + placement + schedule)
        └── Ad (creative + copy + CTA)

Campaign Objectives (choose one per campaign)

Objective	Use When	Key Metric
Awareness	Brand building, reach	CPM, Reach
Traffic	Drive website visits	CPC, CTR
Engagement	Post likes, comments, shares	CPE, Engagement Rate
Leads	Collect emails/phone via form	CPL, Lead Volume
App Promotion	Drive app installs	CPI, Install Volume
Sales	E-commerce conversions	ROAS, CPA, Conversion Rate

Budget Strategy

Daily vs. Lifetime Budget:

• Daily budget: Best for always-on campaigns. Meta spends roughly this amount each day.
• Lifetime budget: Best for time-limited promotions. Meta optimizes spend across the full period.

Budget Guidelines:

• Minimum: $5/day per ad set (Meta's minimum)
• Testing: $20-50/day per ad set to exit learning phase quickly
• Learning phase: ~50 conversions per ad set per week needed
• Scale: Increase budget by max 20% every 3 days (avoid resetting learning)

Advantage Campaign Budget (CBO):

• Let Meta distribute budget across ad sets automatically
• Best when you have 3+ ad sets and want Meta to find the best one
• Set minimum/maximum spend per ad set if needed