Meta Ads Skill

Overview

The Meta Ads skill wraps social-cli to give you the five things that actually matter about your Meta campaigns — in plain text, every day. The thesis: 90% of ad management is pattern recognition. Spend trending up or down. CTR declining (creative fatigue). CPA spiking (audience exhaustion). Winners emerging. Losers bleeding. This skill spots the patterns. You make the calls.

Brand Memory Integration

The skill reads and writes to your brand workspace to provide context-aware reporting.

Reads

workspace/brand/stack.md

optional

Stored ad account ID, target CPA/ROAS. Auto-fills account, benchmarks performance against targets.

workspace/brand/creative-kit.md

optional

Brand creative guidelines and assets. Provides context for creative recommendations.

workspace/brand/audience.md

optional

Target audience profiles. Interprets audience performance data.

workspace/brand/learnings.md

optional

Past performance patterns. Spots recurring issues — “this happened last month too.”

Writes

workspace/brand/stack.md

Stores ad account ID on first use

workspace/brand/learnings.md

Appends performance findings, fatigue patterns, winning creative traits

Setup (One Time)

npm install -g @vishalgojha/social-cli

2. Create a Meta App

If you don’t have one:

Go to developers.facebook.com → My Apps → Create App
Choose “Business” type
Add “Marketing API” product
Note your App ID and App Secret

3. Authenticate

Quick Auth
With App Credentials

social auth login
# Opens browser → approve → done

social auth set-app --app-id YOUR_APP_ID --app-secret YOUR_APP_SECRET
social auth login --scopes ads_read,ads_management,read_insights

4. Set Default Ad Account

# List your ad accounts
social marketing accounts

# Set default
social marketing set-default-account act_123456

# Or use env var
export META_AD_ACCOUNT=act_123456

The 5 Daily Questions

The core of the system. Five questions that replace 20 minutes of Ads Manager clicking:

Am I on track? — Today’s spend vs expectations
What’s running? — Active campaigns at a glance
How’s performance? — 7-day metrics by campaign
Who’s winning/losing? — Ad-level performance sorted
Any fatigue? — CTR trends, frequency, CPC movement

Invocation

Tell me: "Daily ads check"
Or: "Run the 5 questions on my ads"
Or: "How are my Meta ads doing?"

Script

scripts/meta-ads.sh daily-check

Example Output

═══════════════════════════════════════
  META ADS — DAILY CHECK
  The 5 Questions That Matter
  Account: act_123456789
═══════════════════════════════════════

① SPEND: Am I on track?
---
  Today: $247.32 (pacing 15% above target)
  Yesterday: $215.18

② CAMPAIGNS: What's running?
---
  Summer Sale - Prospecting    ACTIVE  $150/day
  Summer Sale - Retargeting    ACTIVE  $100/day
  Q2 Brand Awareness           PAUSED  $0/day

③ PERFORMANCE: Last 7 days
---
  Campaign                     Spend      CTR    CPC     Conversions
  Summer Sale - Prospecting    $1,050     1.2%   $0.85   47
  Summer Sale - Retargeting    $700       2.1%   $0.52   89

④ AD PERFORMANCE: Winners & losers
---
  Top spending ads (last 7d):
  • Notes App Hero — $312 spend, 1.8% CTR, $0.62 CPC
  • Receipt Screenshot — $287 spend, 2.3% CTR, $0.41 CPC
  • Kitchen Still Life — $198 spend, 0.7% CTR, $1.12 CPC

⑤ CREATIVE: Any fatigue signals?
---
  ↑ Watch for: CTR dropping day-over-day, frequency >3, CPC rising

  Ad: Notes App Hero
  Day 1: 2.1% CTR, Freq 1.2
  Day 7: 1.6% CTR, Freq 2.8  ← CTR declining

Reports

Overview

Account-level summary with campaign breakdown.

scripts/meta-ads.sh overview --preset last_30d

Invocation:

"Meta ads overview for last 30 days"

Campaigns

List campaigns, optionally filtered by status.

scripts/meta-ads.sh campaigns --status ACTIVE

Invocation:

"Show me active campaigns"

Top Creatives

Ad-level performance ranked by results.

scripts/meta-ads.sh top-creatives --preset last_7d

Invocation:

"What are my best performing ads?"

Bleeders 🩸

Ads with high spend but poor performance — candidates for pause. Flags ads with CTR < 1% or frequency > 3.5.

scripts/meta-ads.sh bleeders --preset last_7d

Invocation:

"Any ads bleeding money?"
"Find underperforming ads"

Example Output:

🩸 Potential Bleeders — last_7d
Account: act_123456789
================================

Ads with high spend and poor CTR/CPC (candidates for pause):

⚠️  Kitchen Still Life v3
   Campaign: Summer Sale - Prospecting
   Spend: $198.45 | CTR: 0.7% | CPC: $1.12 | Freq: 4.2

⚠️  Generic Product Photo
   Campaign: Q2 Brand Awareness
   Spend: $156.23 | CTR: 0.5% | CPC: $1.87 | Freq: 5.1

Winners 🏆

Top performing ads by CTR and efficiency. These are your scale candidates.

scripts/meta-ads.sh winners --preset last_7d

Invocation:

"Which ads should I scale?"
"Show me the winners"

Example Output:

🏆 Winners — last_7d
Account: act_123456789
================================

Top performing ads by CTR and efficiency:

🏆 Receipt Screenshot - Fear Angle
   Campaign: Summer Sale - Prospecting
   Spend: $287.12 | CTR: 2.3% | CPC: $0.41 | Clicks: 699

🏆 Notes App - Money Hook
   Campaign: Summer Sale - Retargeting
   Spend: $312.45 | CTR: 1.8% | CPC: $0.62 | Clicks: 504

Fatigue Check 😴

Daily breakdown to spot creative fatigue — CTR declining day-over-day, frequency climbing, CPC rising.

scripts/meta-ads.sh fatigue-check

Invocation:

"Any creative fatigue?"
"Check for ad fatigue"

Custom Reports

Full control. Specify level, fields, breakdowns.

scripts/meta-ads.sh custom \
  --level ad \
  --fields "ad_name,spend,ctr,cpc" \
  --breakdowns "age,gender"

Invocation:

"Show me ad performance broken down by age and gender"

Date Presets

scripts/meta-ads.sh overview --preset today

Actions (Use With Care)

Beyond reporting, social-cli can take action. These require explicit approval.

All mutating actions are high-risk and require confirmation. The skill should ALWAYS present findings and recommendations first, then ask for explicit approval before taking action.

Pause a Bleeder

social marketing pause ad AD_ID

Resume a Winner

social marketing resume ad AD_ID

Shift Budget

# Budget in cents
social marketing set-budget adset ADSET_ID --daily-budget 5000

The AI Ad Manager Workflow

This is the system from the newsletter. Here’s how it works in practice: Morning (automated via cron):

Run daily-check
Flag bleeders (CTR < 1%, frequency > 3.5, CPA > threshold)
Flag winners (top CTR, low CPC, scaling headroom)
Send summary to Telegram/Slack

You (2 minutes over coffee):

Read the summary
Approve/reject recommendations
Ask follow-up questions if needed

The AI (on approval):

Pause confirmed bleeders
Increase budget on confirmed winners
Log decisions to learnings.md

Invocation Pattern

When the user asks about Meta ads, Facebook ads, Instagram ads, or campaign performance:

Check workspace/brand/stack.md for stored ad account ID
Check META_AD_ACCOUNT env var
If neither, run social marketing accounts to list available accounts
Run the appropriate report
Interpret results in context of brand goals (from stack.md/learnings.md)
For bleeders/winners, present clear recommendations with reasoning
Never take action without explicit user approval
Log findings to workspace/brand/learnings.md

The 5 Daily Questions (Detailed)

When running daily-check, frame the output around these questions:

“Am I on track?” — Compare today’s spend rate to daily budget. If pacing high or low, flag it.
“What’s running?” — List active campaigns with status. Flag any that should be off.
“How’s the last 7 days?” — Campaign-level metrics. Compare to previous 7 if available.
“Who’s winning and who’s losing?” — Ad-level sort. Top 3 winners, bottom 3 losers with specific metrics.
“Any fatigue signals?” — Frequency trends, CTR day-over-day, CPC movement. Concrete numbers, not vibes.

You can also use social-cli commands directly for more control.

# Get account status
social marketing status

# List campaigns
social marketing campaigns --status ACTIVE

# Get insights
social marketing insights \
  --preset last_7d \
  --level campaign \
  --fields "campaign_name,spend,impressions,clicks,ctr,cpc"

# Ad-level insights with daily breakdown
social marketing insights \
  --preset last_7d \
  --level ad \
  --time-increment 1 \
  --fields "ad_name,date_start,ctr,frequency,cpc"

Next Steps

Ad Creative Monitor — Track creative health over time, detect fatigue early
Budget Optimizer — Analyze spend efficiency, recommend budget shifts
Ad Copy Generator — Generate new ad creatives when fatigue hits
Ad Upload — Push fresh copy to Meta via Graph API

Get Started

Core Concepts

Skills

Configuration

Reports

Actions

Advanced

Overview

Brand Memory Integration

Reads

Writes

Setup (One Time)

2. Create a Meta App

3. Authenticate

4. Set Default Ad Account

The 5 Daily Questions

Invocation

Script

Example Output

Reports

Overview

Campaigns

Top Creatives

Bleeders 🩸

Winners 🏆

Fatigue Check 😴

Custom Reports

Date Presets

Actions (Use With Care)

Pause a Bleeder

Resume a Winner

Shift Budget

The AI Ad Manager Workflow

Invocation Pattern

The 5 Daily Questions (Detailed)

Next Steps

Build docs developers (and LLMs) love

Get Started

Core Concepts

Skills

Configuration

Reports

Actions

Advanced

​Overview

​Brand Memory Integration

​Reads

​Writes

​Setup (One Time)

​1. Install social-cli

​2. Create a Meta App

​3. Authenticate

​4. Set Default Ad Account

​The 5 Daily Questions

​Invocation

​Script

​Example Output

​Reports

​Overview

​Campaigns

​Top Creatives

​Bleeders 🩸

​Winners 🏆

​Fatigue Check 😴

​Custom Reports

​Date Presets

​Actions (Use With Care)

​Pause a Bleeder

​Resume a Winner

​Shift Budget

​The AI Ad Manager Workflow

​Invocation Pattern

​The 5 Daily Questions (Detailed)

​Direct social-cli Commands

​Next Steps

Build docs developers (and LLMs) love

Overview

Brand Memory Integration

Reads

Writes

Setup (One Time)

1. Install social-cli

2. Create a Meta App

3. Authenticate

4. Set Default Ad Account

The 5 Daily Questions

Invocation

Script

Example Output

Reports

Overview

Campaigns

Top Creatives

Bleeders 🩸

Winners 🏆

Fatigue Check 😴

Custom Reports

Date Presets

Actions (Use With Care)

Pause a Bleeder

Resume a Winner

Shift Budget

The AI Ad Manager Workflow

Invocation Pattern

The 5 Daily Questions (Detailed)

Direct social-cli Commands

Next Steps