Lab / Ads Platform Manual

Meta Ads Launch Manual

Meta’s ecosystem rewards signal density and creative variety. This manual captures the operating procedure for Meta Advantage+ shopping, lead generation, and consideration campaigns.

Account flight plan

  • Unify pixel, Conversions API, and offline events inside Events Manager with deduplication keys configured.
  • Use Advantage campaign budget (CBO) for scaled programs; reserve ABO for tight guardrails or incrementality tests.
  • Apply naming taxonomy: [LOB]-[Geo]-[Funnel]-[Offer]-[Experiment] at the ad set level for quick log reviews.

Audience playbooks

  • Seed lookalikes with high-quality first-party conversions (value-based when available). Maintain 1%, 2-3%, and 5% tiers.
  • Maintain stacked interest-based ad sets only if they outperform broad + Advantage audience benchmarks after 2 flight cycles.
  • Refresh remarketing windows: 1-day, 7-day, 30-day site visitors plus product catalog retargeting when feeds are present.

Creative systems

Meta favors a healthy mix of lo-fi native content and polished assets.

  • Develop modular asset kits: square, vertical, and landscape plus 15s and 30s video edits. Provide raw footage for Advantage+ creative remixes.
  • Use branded templates for Stories/Reels to maintain compliance while enabling text swaps.
  • Document best-performing hooks and CTAs in a shared creative telemetry log.

Signal integrity

Bid automation relies on clean conversion data.

  • Leverage Conversions API Gateway or direct server-side integration to reduce signal loss from privacy controls.
  • Map each conversion event to an onsite/CRM status, and deprecate redundant events in Events Manager.
  • Enable Aggregated Event Measurement configuration with prioritized events for ATT-restricted traffic.

Optimization cadences

  • Twice weekly: Review learning phase progress, break out ad sets that cap budget too early.
  • Weekly: Rotate creatives based on thumb-stop rate, hold-out brand lift tests for validation.
  • Monthly: Inspect Incrementality experiments or geo-holdouts to calibrate MMM or MER targets.

Pre-launch checklist

  • Pixel, CAPI, and offline events deduplicated and validated with the Test Events tool.
  • Commerce catalogs synced (if applicable) with proper domain verification.
  • All ads reviewed in Creative Hub mockups for compliance and accessibility (captions, safe zones).
  • Alerting configured in Ads Manager or third-party monitor for spend anomalies.