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Meta Ads MCP

Production-grade operational guide for creating, managing, optimizing, and documenting Meta (Facebook/Instagram) ad campaigns via the Facebook Ads MCP. Use w... Skill: Meta Ads MCP Owner: benkalsky Summary: Production-grade operational guide for creating, managing, optimizing, and documenting Meta (Facebook/Instagram) ad campaigns via the Facebook Ads MCP. Use w... Tags: advertising:1.0.0, facebook-ads:1.0.0, instagram-ads:1.0.0, latest:1.1.0, marketing:1.0.0, mcp:1.0.0, meta-ads:1.0.0, openclaw:1.0.0, skill:1.0.0 Version history: v1.1.0 | 2026-06-09T22:44:09.727Z | auto - E

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Rank

Safety

Downloads

1.2k

Updated

Oct 11, 2026

Version

1.1.0

Source

CLAWHUB

About

What it does, and when to use it.

Capability contract not published. No trust telemetry is available yet. 1.2K downloads reported by the source. Last updated 10/11/2026.

Avoid when

Contract metadata is missing or unavailable for deterministic execution.

Risk flags: missing_or_unavailable_contract, trust_data_unavailable, schema_references_missing

Public facts

Every fact links back to the source it came from.

Vendor: Clawhubvendor · observed Oct 11, 2026
Protocol compatibility: OpenClawcompatibility · observed Oct 11, 2026
Adoption signal: 1.2K downloadsadoption · observed Oct 11, 2026
Latest release: 1.1.0release · observed Jun 9, 2026
Handshake status: UNKNOWNsecurity

Install and run

Setup complexity: low.

clawhub skill install s17b8qfjfq0g8kveh2g8v1179h83ejwb:meta-ads-mcp

Setup complexity is LOW. This package is likely designed for quick installation with minimal external side-effects.
Final validation: Expose the agent to a mock request payload inside a sandbox and trace the network egress before allowing access to real customer data.

Contract: missing

curl -s "https://www.xpersona.co/api/v1/agents/clawhub-benkalsky-meta-ads-mcp/snapshot"

Documentation

CLAWHUB

59,692 characters of source documentation, loaded on request.

Extracted files

5 files captured from the source.

SKILL.md

---
name: meta-ads-mcp
version: 1.1.0
license: MIT-0
description: >
  Production-grade operational guide for creating, managing, optimizing, and documenting Meta
  (Facebook/Instagram) ad campaigns via the Facebook Ads MCP. Use whenever the
  user mentions Facebook ads, Instagram ads, Meta campaign planning, ad budgets/spend,
  ad audiences (incl. Custom Audiences), retargeting, ad performance, Pixel/CAPI tracking, creative briefs,
  naming conventions, campaign documentation, or safe MCP-based campaign
  operations.
---

# Meta Ads MCP — Operational Guide

> **Scope**: How to create, manage, update, pause, and document Meta (Facebook/Instagram) ad campaigns using the Facebook Ads MCP. Covers account setup, campaign architecture, targeting, creative, tracking, retargeting, documentation, and safety guardrails.

## Scope & external dependencies

This skill is the **operational workflow** for Meta Ads MCP (campaigns, budgets, audiences, tracking, documentation). It intentionally hands three things to systems outside its own scope — be aware these cross trust boundaries:

- **Google Drive** — suggested for storing creative assets and per-campaign docs. That is your organization's Drive, not part of this skill; substitute your own asset store if preferred.
- **facebook-ads skill** — full ad-copy generation (variations, headlines, CTAs).
- **flux-imagegen skill** — ad-creative image generation.

Use them as needed, but treat any data leaving Meta Ads MCP (to Drive or another skill) under your own data-handling rules.

## How to use this skill

This file is the entrypoint. Detailed playbooks live in `references/`. Load only the file relevant to the current task:

| Task | Reference |
|---|---|
| Pick the right ad account, build campaign hierarchy, name entities | [`references/campaign-architecture.md`](references/campaign-architecture.md) |
| Set budgets, choose cold/warm/hot audiences, apply exclusions | [`references/budget-and-audience.md`](references/budget-and-audience.md) |
| Choose ad format, write copy frameworks, generate creative assets | [`references/creative-and-copy.md`](references/creative-and-copy.md) |
| Install Pixel/CAPI, define events, build retargeting structure | [`references/tracking-and-retargeting.md`](references/tracking-and-retargeting.md) |
| Create campaigns via MCP, monitor KPIs, document decisions | [`references/campaign-operations.md`](references/campaign-operations.md) |
| Run pre-campaign intake before launch | [`references/intake-questions.md`](references/intake-questions.md) |
| Follow hard safety rules and account-health guardrails | [`references/safety-guardrails.md`](references/safety-guardrails.md) |

## Core workflow — always follow this order

1. **Verify the account** — `ads_get_ad_accounts`, `ads_get_pages_for_business`, `ads_get_dataset_details`. Never proceed with an unverified pixel or unlinked page.
2. **Run intake** — gather goal, audience, creative, budget, timeline, and landing page. Do not invent answer

_meta.json

{
  "ownerId": "kn7afv05r120atbc75whrv1zkx825tt5",
  "slug": "meta-ads-mcp",
  "version": "1.1.0",
  "publishedAt": 1781045049727
}

references/budget-and-audience.md

# Budget Strategy & Audience Targeting

## 4. BUDGET STRATEGY

### CBO vs ABO
| Scenario | Recommended |
|---|---|
| Total daily budget ≥ $50, trust Meta's algorithm | **CBO** — Meta allocates to best-performing ad set |
| Small budget, strict testing, need visibility per audience | **ABO** — fixed budget per ad set |
| Finding winning creatives in a new account | **ABO** first, then consolidate to CBO at scale |

### Starting Budgets (per site/campaign)
- **Testing phase**: $10–$20/day per campaign (ABO) — just enough to generate signal
- **Scaling a winner**: $50–$200/day CBO, let Meta optimize
- **Learning Phase rule**: Never edit budget by more than 20% at once — it resets learning
- **Minimum for a conversion campaign to exit Learning Phase**: ~$50 total spend generating 50+ conversion events

### Budget Guardrails
- Set **Campaign Spending Limits** in Ads Manager as a hard ceiling
- Set **Account Spending Limits** in billing settings
- Review daily spend every morning during launch week
- Never launch a campaign on a Friday without someone monitoring it

---

## 5. AUDIENCE TARGETING

### Full-Funnel Audience Strategy

#### Cold (Prospecting) — People who don't know the brand
- **Advantage+ Audience** (recommended 2026): Let Meta find the right people using your pixel data as a signal. Provide broad demographics + let algorithm work.
- **Lookalike Audiences**: Build from website visitors (180-day), purchasers, or email list. Start with 1–2% LAL, test 3–5% for scale.
- **Broad Targeting**: Age + gender + country only — trust Meta's algorithm with strong creative.

#### Warm (Engagement Retargeting) — People who know the brand but haven't converted
- Facebook/Instagram page engagers (90 days)
- Video viewers (25%, 50%, 75%)
- Website visitors who didn't convert (30/60/90 days)

#### Hot (Purchase Retargeting) — People who showed strong purchase intent
- Website visitors of key pages (product page, pricing page, checkout)
- Add-to-cart but didn't purchase (7–14 days)
- Email list upload (Custom Audience from CRM)

### Exclusions (Always Set These)
- Exclude existing customers from prospecting campaigns
- Exclude retargeting pools from cold audiences
- Exclude purchasers from add-to-cart retargeting
- Use Meta's **Audience Overlap tool** to check for cannibalization

### Privacy & compliance (before any customer-data upload)

Customer-list Custom Audiences and PII in CAPI event parameters (email, phone) are regulated personal data. Before uploading or transmitting:

- **Lawful basis & consent** — document a lawful basis (consent / contract / legitimate interest) under GDPR / CCPA / PIPEDA, and ensure your privacy policy covers Meta ad targeting.
- **Hash before sending** — email and phone must be SHA‑256 hashed (normalized: lowercase + trimmed; phone in E.164) before they leave your systems. Never send plaintext PII.
- **Data minimization** — upload only the fields you need; do not bulk-export full CRM records.
- **Suppression** — honor opt-out

references/campaign-architecture.md

# Account, Architecture & Naming

## 1. Account & Business Setup

### Which Ad Account & Business Manager to Use

- **Always operate through Meta Business Manager** (`business.facebook.com`), never through personal ad accounts. Business accounts have better access controls, billing protection, and asset management.
- Identify the correct **Ad Account ID** (`act_XXXXXXXXXX`) before executing any action. Use `ads_get_ad_accounts` to list accessible accounts.
- Identify the correct **Business ID** using `ads_get_pages_for_business` if page-level targeting is needed.
- Each website/brand should have its own dedicated ad account when possible. Mixing unrelated brands muddles reporting and increases account-risk blast radius.
- Keep the **billing method verified** before launch. Unverified billing can pause campaigns automatically.

### MCP Account Verification Checklist

Run before the first campaign:

1. `ads_get_ad_accounts` — confirm correct account IDs are accessible.
2. `ads_get_pages_for_business` — confirm the correct Facebook Page is linked.
3. `ads_catalog_get_catalogs` — check whether a product catalog exists for dynamic ads.
4. `ads_get_dataset_details` — verify Pixel/dataset is installed and receiving events.
5. `ads_get_dataset_quality` — check Event Match Quality score; target `7+/10`.

---

## 2. Campaign Architecture — Three-Tier Hierarchy

```text
Campaign (Objective + Budget Strategy)
└── Ad Set (Audience + Placement + Schedule + Budget)
└── Ad (Creative + Copy + CTA + Destination URL)
```

### Campaign Level

- Sets the **objective** — the single most important decision. Meta optimizes delivery for this goal.
- Sets **budget strategy**: CBO (Campaign Budget Optimization) or ABO (Ad Set Budget Optimization).
- Prefer one campaign per **product / funnel stage / business goal**.

| Business Goal | Campaign Objective |
|---|---|
| Drive website visits | Traffic |
| Get form submissions / leads | Leads |
| Sell a product | Sales |
| Grow brand recognition | Awareness |
| Promote content or page engagement | Engagement |
| Promote an app | App Promotion |

> **2026 update:** Detailed interest targeting was deprecated January 2026. Use **Advantage+ Audience** or **broad targeting with strong creative** as the primary strategy. Interest-based audiences created before October 2025 no longer deliver reliably.

### Ad Set Level

- Contains **audience**, **placement**, **schedule**, and **budget** if using ABO.
- Recommended range: **3–5 ad sets per campaign** — enough to test, not enough to fragment budget.
- Each ad set should target a **distinct, non-overlapping audience segment**.
- Minimum audience size: **50,000+ users** for efficient delivery.
- Budget must support roughly **50 optimization events per week** to exit the Learning Phase.

### Ad Level

- Contains **creative**, **headline**, **body copy**, **CTA button**, and **destination URL**.
- Recommended range: **3–5 ads per ad set** — enough for testing without starving

references/campaign-operations.md

# Campaign Creation, KPIs & Documentation

## 11. CAMPAIGN MANAGEMENT: CREATING VIA MCP

### Creating a Campaign (Step-by-Step with MCP Tools)

**Step 1**: Gather account info
```
ads_get_ad_accounts → get act_XXXXXXXXXX
ads_get_pages_for_business → get page ID
ads_get_dataset_details → get pixel ID
```

**Step 2**: Create campaign (PAUSED)
```
ads_create_campaign
  - objective: TRAFFIC / OUTCOME_LEADS / OUTCOME_SALES
  - status: PAUSED
  - name: [naming convention]
  - special_ad_categories: [] (or CREDIT/HOUSING/EMPLOYMENT/ISSUES if applicable)
```

**Step 3**: Create ad set (PAUSED)
```
ads_create_ad_set
  - campaign_id: from step 2
  - targeting: audience definition
  - budget: daily_budget (in cents)
  - optimization_goal: LINK_CLICKS / LEAD_GENERATION / CONVERSIONS
  - status: PAUSED
```

**Step 4**: Create ad (PAUSED)
```
ads_create_ad
  - adset_id: from step 3
  - creative: image/video + copy + headline + CTA
  - status: PAUSED
```

**Step 5**: Full review before activation
- Check all levels in Ads Manager UI
- Verify pixel is attached to ad set
- Verify destination URL is correct and loads
- Verify creative and copy look correct in preview

**Step 6**: Activate (set top-level campaign to ACTIVE only after review)

---

## 12. PERFORMANCE TRACKING & KPIs

### Core KPIs by Campaign Objective

| Objective | Primary KPI | Secondary KPIs |
|---|---|---|
| Traffic | CTR (Link), CPC | Reach, Frequency, Landing Page Views |
| Leads | CPL (Cost per Lead) | Lead volume, Lead quality, Form completion rate |
| Sales | ROAS, CPA | Add-to-cart rate, Checkout initiation, Purchase volume |
| Awareness | CPM, Reach | Frequency, Video views, Brand lift |

### Reporting Cadence
- **Daily** (launch week): Check spend, CTR, any disapprovals
- **Weekly**: Full performance review — CTR, CPM, CPL/CPA, ROAS, frequency
- **Monthly**: Strategic review — winners vs. losers, budget reallocation, new creative planning

### When to Intervene
| Signal | Action |
|---|---|
| CTR < 0.5% on cold campaigns | Test new hook / creative |
| CPM rising week-over-week | Audience fatigued — refresh creative or expand audience |
| Frequency > 5 | Expand audience or pause ad set |
| Ad in "Learning Limited" status | Consolidate ad sets or increase budget |
| Spend depleting with zero conversions | Pause immediately, review pixel and landing page |
| ROAS < break-even | Pause ad set, investigate (creative? audience? landing page?) |

### Using MCP for Reporting
```
ads_get_ad_entities — pull campaign/ad set/ad performance
ads_insights_performance_trend — analyze trends over time
ads_insights_anomaly_signal — detect unusual patterns
ads_insights_auction_ranking_benchmarks — see how ads perform vs. benchmarks
ads_get_opportunity_score — get Meta's recommendations
```

---

## 13. EXTERNAL CAMPAIGN DOCUMENTATION

### Per-Campaign Document (create in Google Drive for each site)

Store in the site's designated Drive folder. Document should include:

**Campaign Brief**
- Campaign name (p

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