Meta Ads Skills: Audits, Audiences, Creative & Reporting
16 skills Claude can run against your live accounts through MCP Ads. Facebook and Instagram ads from setup to report: the account and pixel audits and new-client checklist, audience strategy, lookalikes, retargeting and creative briefs, and the weekly and monthly Meta reports with budget pacing.
Meta Ads - Audits & Setup
Meta Ads audit and setup skills are for the moment you inherit a Facebook and Instagram account and need to know what is really going on inside it, or when you are about to launch and want to be sure the pixel, the events and the campaign structure are right before money starts moving. Agencies run the account audit in the first week with a new client and the pre-launch checks before any new campaign goes live. Business owners run the audit when results have quietly drifted and the ad account has become a pile of duplicated campaigns. The Meta ad account needs to be connected through MCP Ads, ideally with the pixel and the Business Manager included so Claude can check event setup and account access rather than just performance. The procedure covers account diagnostics, campaign and ad set structure, pixel events and match quality, audience setup, budget guardrails and the change history, and compares each against the skill's checklist. The output is a findings report with each issue placed in the account (which campaign, which ad set), a note on why it matters, and the fix, ordered by how much it affects spend. Setup skills return a build plan: campaign objective, ad set structure, budgets and the audiences to create, which Claude can then create in a paused state for you to review.
Comprehensive audit of the entire Meta Ads account. Reviews campaign structure and objective alignment, audience overlap between ad sets, creative fatigue, pixel health, budget distribution, placement performance, and demographic insights. Delivers a health score per area and a prioritised fix list.
For: Agencies, Business Owners
Run a full Meta Ads audit for [account]
Identifies ad sets targeting the same people, causing internal auction competition that inflates CPMs. Maps which ad sets overlap and estimates the CPM inflation cost. Recommends exclusion lists to add to each ad set to eliminate overlap without losing reach.
For: Agencies, Business Owners
Check for audience overlap in Meta campaigns
Checks frequency across all active ad sets. Flags ads hitting the warning zone (frequency above 2.5) and the danger zone (above 3.5 — performance typically drops sharply here). Shows CTR and CPA trends to confirm fatigue. Generates replacement creative briefs for every fatigued ad.
For: Agencies, Business Owners
Check for creative fatigue across all Meta campaigns
Reviews whether campaigns cover the full marketing funnel: awareness at the top, consideration in the middle, and conversion at the bottom. Identifies funnel gaps (usually missing retargeting), budget imbalances across stages, and audiences falling through without being retargeted.
For: Agencies, Business Owners
Audit our Meta Ads funnel structure
A step-by-step setup guide for a new Meta Ads account or someone advertising for the first time. Covers Business Manager setup, pixel installation, campaign objective selection, audience targeting options, ad format specifications, budget settings, and campaign launch checklist. Prevents the most common setup mistakes.
For: Business Owners
Help me set up my first Meta Ads campaign for [business]
Verifies every pixel event is firing correctly. Checks PageView, ViewContent, AddToCart, InitiateCheckout, and Purchase events for eCommerce. Checks Lead and CompleteRegistration for lead gen. Identifies duplicate firing (inflated counts), missing events, Conversions API setup for iOS 14+ tracking, and event match quality.
For: Agencies, Business Owners
Audit our Meta Pixel — is it set up correctly
Meta Ads - Audiences & Creative
Audience and creative skills deal with the two levers that matter most on Meta: who sees the ad and whether they are tired of it. The creative fatigue detector is a weekly job, usually Monday, because frequency climbs and performance falls faster on Meta than on search. The audience overlap detector runs when CPMs rise without a market reason, or whenever new ad sets are added to an account that already has many. Creative testing and refresh skills run before a new batch of ads goes live and again a couple of weeks later to pick winners. Agencies, in-house social teams and eCommerce owners who make their own creative all use these. The Meta ad account must be connected through MCP Ads; for competitor-informed creative work, the Meta Ad Library tools need no extra connection. Claude reads ad performance with frequency, ad set performance, audience definitions, creative details and delivery insights, then applies the skill's thresholds. The output for fatigue is a list of ads to refresh, pause or replace, each with the frequency and the performance trend that triggered it. For audiences it is a map of which ad sets overlap and a consolidation or exclusion plan. For creative it is a brief: hooks, angles and formats to test next, grounded in what has already worked in the account.
Breaks down all ad set performance by audience type. Ranks audiences by CPA and ROAS. Identifies audiences to scale (strong results, room to grow), audiences to pause (poor performance consistently), and new lookalike seeds to build from top converters. Feeds directly into audience strategy decisions.
For: Agencies, Business Owners
Analyse which audiences are performing best and worst
Designs a complete audience strategy for the Meta Ads account. Defines cold audiences (interest targeting, lookalikes), warm audiences (website visitors, video viewers, page engagers), and hot audiences (cart abandoners, purchasers, lead form submitters). Recommends audience sizes, exclusions, and budget split.
For: Agencies, Business Owners
Build an audience strategy for [business/account]
Generates a complete creative brief for new Meta ads. Based on what has worked best in the account, defines the format (image, video, carousel, reel), hook (first 3 seconds or first line), key message, offer, call to action, visual direction, and target audience. Ready to hand directly to a designer or copywriter.
For: Agencies, Business Owners
Write a creative brief for new Meta ads for [campaign]
Builds lookalike audiences based on the best seed data available: recent purchasers, highest-value customers, qualified leads, or video viewers. Recommends which seed to use for each goal, which percentage to target (1% for precision, 2-5% for volume), and how to layer with interest targeting for new accounts with small seed audiences.
For: Agencies, Business Owners
Build lookalike audiences for [account]
Breaks down performance by placement: Facebook Feed, Instagram Feed, Stories, Reels, Marketplace, Audience Network, and Messenger. Identifies which placements convert for this specific account and which consistently underperform and should be excluded. Recommends Advantage+ versus manual placement selection.
For: Agencies, Business Owners
Analyse performance by placement across Meta campaigns
Designs a retargeting system for warm audiences. Sets up cart abandoner retargeting for eCommerce (highest ROAS in any Meta account) and lead form non-submitter retargeting for lead gen. Recommends messaging strategy for each retargeting segment, frequency caps, and time window settings.
For: Agencies, Business Owners
Set up retargeting campaigns for [account]
Meta Ads - Reporting
Meta Ads reporting skills produce the weekly and monthly performance write-up for Facebook and Instagram campaigns, plus the deeper funnel and attribution analyses clients ask for when the numbers from Meta and Google do not add up. The weekly report runs every Monday and compares last week to the one before, ad by ad. The funnel analysis runs monthly or whenever reach is healthy but purchases are not. The Meta versus Google attribution analysis runs when both platforms claim the same conversions and someone has to decide how to split the budget. Agencies are the main users, followed by eCommerce brands with an in-house media buyer. The Meta ad account must be connected through MCP Ads, and for the attribution work Google Ads and GA4 should be connected too, so Claude can put the three sets of numbers side by side. The procedure reads campaign, ad set and ad performance for both periods, frequency, delivery insights and the account change history, then writes the report in the skill's structure: headline metrics with change, best and worst ads with a reason, frequency warnings, and planned actions. The output is a document in plain prose and tables that reads like a competent account manager wrote it, ready to drop into a client email or a slide deck.
Checks spend rate across all Meta campaigns and ad sets against monthly budget targets. Identifies campaigns pacing to overspend (will exceed budget) or underspend (will leave budget unspent). Recommends daily budget adjustments to correct pacing by end of month.
For: Agencies, Business Owners
Check Meta Ads budget pacing
Comprehensive monthly Meta Ads report. Month-over-month performance comparison, creative performance analysis, audience insights, frequency health, budget utilisation, what worked, what did not, and strategic recommendations for next month. Written in plain English for clients who do not speak marketing jargon.
For: Agencies
Generate monthly Meta Ads report for [client] for [month]
Generates a complete weekly Meta Ads report. Compares this week to last week across reach, impressions, frequency, clicks, CTR, conversions, CPA, ROAS, and spend. Highlights best and worst performing ads, flags creative fatigue, reviews budget pacing, and outlines next week's plan.
For: Agencies, Business Owners
Generate weekly Meta Ads report for [account]
Reconciles the attribution overlap between Meta Ads and Google Ads. Both platforms claim credit for the same conversions using their own attribution windows. Uses GA4 as the truth source to calculate each platform's real contribution. Often reveals that one platform is significantly more or less effective than its own dashboard suggests.
For: Agencies, Business Owners
Compare Meta and Google Ads attribution — where are sales really coming from
Run these skills
Download a skill or a whole set above, or copy a trigger phrase into Claude once the MCP Ads connector is connected. Claude reads the procedure, pulls live data and works through the steps; nothing changes in an account until you approve it.
These skills call the meta-ads MCP tools. See the connect guide to link the account first.
Other skill collections
23 skills
Google Ads Keyword & Negative Keyword Skills16 skills
Google Ads Bids & Budgets Skills6 skills
SEO Skills: Technical Audits, Content & Rankings12 skills
Google Analytics 4 Skills: Traffic, Funnels, Ecommerce & Leads16 skills
Daily, Weekly & Monthly Campaigner Routines17 skills
Agency Skills: Client Setup, Reporting & Management12 skills
B2C Campaign Skills: Launch, Ecommerce & Lead Generation19 skills
Frequently asked questions
Does the audit check the pixel and conversion events?
Yes. With the pixel accessible, Claude reads recent event counts and match quality and reports whether the events the campaigns optimise for are actually being received.
Can Claude build the campaign structure it recommends?
It can create campaigns, ad sets and audiences in a paused state after you approve the plan, so you review everything in Ads Manager before anything runs.
What frequency counts as fatigue?
The skills use a threshold that depends on the campaign objective and audience size, and always pair it with a performance drop, so a high-frequency ad that still converts is not flagged.
Can Claude generate the replacement images?
Yes, the creative tools in MCP Ads can generate ad images from a brief. The skills produce the brief first so you can adjust the angle before anything is rendered.
Why do the Meta numbers in the report differ from GA4?
Meta counts view-through and multi-day click attribution; GA4 uses its own model and last-click by default. The reports show both and explain the gap rather than pretending one is wrong.
Can I get the report for several clients at once?
Yes. Ask for the report across all connected Meta accounts and Claude runs the same procedure for each and returns them separately, or use the agency reporting skills for a combined view.