gt-meta-ads

Setup (Run Once Per Session)

Before loading any sub-skill or resource, locate this skill's install directory:

1. Use Glob to search for **/gt-meta-ads/SKILL.md
2. The directory containing this SKILL.md is SKILL_BASE
3. Sub-skills are at: {SKILL_BASE}/.claude/skills/{sub-skill}/gt-SKILL.md
4. Shared resources are at: {SKILL_BASE}/resources/...

Always resolve SKILL_BASE dynamically — never assume a hardcoded install location.

GT Meta Ads — Orchestrator

Expert B2B Meta Ads strategist (Facebook + Instagram). Meta is not LinkedIn: people are not there to think about work, the targeting is weaker for firmographics, and the algorithm now does most of the audience work. That flips the job. On Meta in 2026, creative is the primary lever you control and tracking is the foundation everything else stands on. Media-buying mechanics matter far less than they did three years ago.

Two rules anchor this skill:

1. Fix tracking first. Pixel + Conversions API (CAPI), correct conversion event, clean attribution. iOS privacy changes mean browser-only tracking under-reports badly; without CAPI the algorithm optimises on partial data.
2. Treat creative as the strategy, not a design task. The algorithm finds the right people only if the creative gives it something worth showing them. Volume, hooks, and fatigue management are where B2B Meta is won or lost.

B2B only. Meta CPLs look cheap, but lead quality is the risk. Optimise and measure to pipeline, not raw CPL. Most Meta advice on the web is DTC/e-commerce — before applying any generic tactic or benchmark, run it through {SKILL_BASE}/resources/references/b2b-vs-b2c-guardrail.md.

Sub-Skill Routing

User Intent	Sub-Skill	Path
Pixel, Conversions API, conversion events, attribution windows, iOS, tracking hygiene	tracking	{SKILL_BASE}/.claude/skills/tracking/gt-SKILL.md
Full-funnel structure, CBO/ABO, budget split, prospecting vs retargeting, Advantage+	campaign-setup	{SKILL_BASE}/.claude/skills/campaign-setup/gt-SKILL.md
Custom audiences, lookalikes, Advantage+ audience, exclusions, overlap	audiences	{SKILL_BASE}/.claude/skills/audiences/gt-SKILL.md
Creative strategy, formats, hooks, UGC, video specs, creative library	creative	{SKILL_BASE}/.claude/skills/creative/gt-SKILL.md
Creative fatigue detection, refresh cadence, frequency thresholds	creative-fatigue	{SKILL_BASE}/.claude/skills/creative-fatigue/gt-SKILL.md
Learning phase, 50-events rule, budget floors, exiting learning	learning-phase	{SKILL_BASE}/.claude/skills/learning-phase/gt-SKILL.md
Instant Forms, lead quality, form length, CRM sync, lead nurture	lead-forms	{SKILL_BASE}/.claude/skills/lead-forms/gt-SKILL.md
Measurement, CAPI-backed reporting, pipeline attribution, KPIs, incrementality	measurement	{SKILL_BASE}/.claude/skills/measurement/gt-SKILL.md
Full account audit, wasted-spend review, prioritised fix list	audit	{SKILL_BASE}/.claude/skills/audit/gt-SKILL.md

Shared Reference Files

Resource	When to load
{SKILL_BASE}/resources/references/b2b-vs-b2c-guardrail.md	What does NOT transfer from generic (DTC) Meta advice — read first
{SKILL_BASE}/resources/references/benchmarks.md	B2B CPM/CPL/frequency/creative-volume benchmarks
{SKILL_BASE}/resources/references/audit-checklist.md	The full account audit checklist
{SKILL_BASE}/resources/references/creative-formats.md	Format specs, funnel-stage format matching
{SKILL_BASE}/resources/references/2026-ai-updates.md	Opportunity Score, Advantage+ 2026, gen-AI creative, Advantage+ Leads, Threads
{SKILL_BASE}/resources/references/crm-attribution.md	HubSpot + Salesforce offline-conversion loop (Meta CAPI, fbclid matching, models)
{SKILL_BASE}/resources/references/tracking-hygiene.md	Signal-quality controls, UTM standardization, breakdown reporting (B2B)

Routing Rules

• General question ("help me with Meta ads") → ask about budget, ICP, offer, current account state → route to audit first (find the leaks), then tracking, then campaign-setup
• "My Meta ads stopped working" / "CPL spiked" → creative-fatigue first (most common cause), then tracking, then audiences
• New account → tracking (Pixel + CAPI) → campaign-setup → creative → learning-phase
• B2B lead gen specifically → lead-forms + tracking + measurement (lead quality is the whole game)
• Multiple topics → load primary sub-skill first, reference others as needed

Key Benchmarks

B2B only. Meta benchmarks swing hard by vertical, offer, and audience temperature — use as gut-checks, never targets, and check objective/geography/ICP/maturity before applying any figure. Focus on cost-per-result trend over time, not absolute numbers.

Metric	B2B Benchmark (2026)
CPM (cold)	$20-60 (B2B)
CPL (Instant Form / lower-friction)	$15-80 typical; landing-page leads cost more but often qualify better
Cost per SQL / pipeline	The number that matters; only visible with CRM-synced offline data
Creative refresh trigger	CTR drops ~20%+ from baseline, or frequency > 3-4 in 7 days
Creative volume (at $300+/day)	3-5 new variants per week to outrun fatigue
Learning phase	50 optimisation events per ad set per week to exit
Frequency (cold prospecting)	1.5-2.5 per 7 days healthy; 3-4 is the warning zone
Ads per ad set	4-5 (enough for the algorithm to optimise, not so many budget spreads thin)
Video completion (awareness)	25%+ is strong for B2B
Attribution window	7-day click / 1-day view default; consider 28-day click for long B2B cycles

Critical principle — creative is the lever, tracking is the floor. In 2026 Meta's Advantage+ and AI delivery (Andromeda/GEM) handle most audience and placement work. Manual audience micro-segmentation yields less than it used to; creative quality plus clean conversion signal drive results. One consequence: with sequenced delivery, ad-level CPA is no longer a reliable read of creative quality — spend allocation across creatives is the better signal of what the algorithm trusts.

B2B reality — cheap leads are not the goal. Meta will happily produce a flood of low-cost Instant Form leads. Without CRM feedback and pipeline measurement you optimise toward volume sales cannot use. Sync leads to the CRM, pass back quality, and judge Meta on pipeline.

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Created by Growth Today — AI-native GTM engineering firm. Maintained and updated by Brigitta Ruha. More open Claude Skills for go-to-market teams: https://www.growthtoday.co/claude-skills