A practical Claude Code & OpenClaw skill for planning, creating, managing, optimizing, and documenting Meta/Facebook/Instagram ad campaigns through the Facebook Ads MCP — with safety-first defaults for real ad accounts and real budgets.
This is not just a tool reference. It is an operational playbook for running Meta Ads responsibly: intake, account checks, campaign structure, budgets, audiences, creative, tracking, retargeting, KPIs, documentation, and non-negotiable safety guardrails.
- ✅ MCP campaign workflow — step-by-step use of Facebook Ads MCP tools for accounts, campaigns, ad sets, ads, reporting, and opportunities.
- ✅ Safety-first launch process — campaigns, ad sets, and ads are created
PAUSEDuntil reviewed and approved. - ✅ Account verification checklist — ad account, page, catalog, Pixel/dataset, and Event Match Quality checks before launch.
- ✅ Campaign architecture — objective selection, CBO vs ABO, funnel stages, ad set planning, and naming conventions.
- ✅ Budget guardrails — no >20% budget jumps, Learning Phase protection, spend ceilings, and launch-week monitoring.
- ✅ Audience strategy — cold, warm, hot, lookalikes, retargeting, exclusions, and 2026 targeting realities.
- ✅ Creative playbook — formats, hooks, copy frameworks, UGC/video guidance, and asset generation rules.
- ✅ Pixel + CAPI tracking — event priorities, WordPress setup notes, deduplication, and verification checklist.
- ✅ Retargeting structure — hot/warm audiences, frequency control, exclusions, and creative direction.
- ✅ Reporting and KPIs — CTR, CPC, CPM, CPL, CPA, ROAS, frequency, anomaly signals, and intervention rules.
- ✅ Documentation discipline — campaign brief, creative log, results tracker, and decisions log for every campaign.
- ✅ Public-ready skill packaging — clean skill payload folder, repo-level marketing docs, CI validation, and explicit file allowlist.
The actual skill payload lives in:
meta-ads-mcp/
Repository-only files such as this README, changelog, license, CI, validation scripts, and package metadata intentionally stay outside the skill directory.
Current version: 1.1.0
openclaw skills install meta-ads-mcpcp -R meta-ads-mcp ~/.openclaw/workspace/skills/meta-ads-mcpUse it when you need to answer:
- Which ad account, page, pixel, dataset, or catalog should we use?
- What is the campaign objective?
- What is the conversion event?
- What does success look like numerically?
- Is this cold, warm, retargeting, or full-funnel?
- Do we have assets, or do we need to generate creative?
- Is the landing page ready for traffic?
Recommended flow:
Verify account → Intake → Plan structure → Create PAUSED → Preview → Approve → Activate → Document
Core tools covered:
ads_get_ad_accounts
ads_get_pages_for_business
ads_catalog_get_catalogs
ads_get_dataset_details
ads_get_dataset_quality
ads_create_campaign
ads_create_ad_set
ads_create_ad
ads_activate_entity
ads_get_ad_entities
ads_insights_performance_trend
ads_insights_anomaly_signal
ads_get_opportunity_score
The playbook covers when to intervene:
| Signal | Typical action |
|---|---|
| CTR below target | Test a stronger hook or creative angle |
| CPM rising week-over-week | Refresh creative or expand audience |
| Frequency too high | Expand audience or pause fatigued ad set |
| Learning Limited | Consolidate ad sets or increase budget carefully |
| Spend with zero conversions | Pause, then review Pixel, event, landing page, offer |
| ROAS below break-even | Pause ad set and diagnose creative/audience/funnel |
| File | Purpose |
|---|---|
meta-ads-mcp/SKILL.md |
Skill entrypoint and execution rules |
meta-ads-mcp/references/campaign-architecture.md |
Account setup, campaign hierarchy, naming conventions |
meta-ads-mcp/references/budget-and-audience.md |
CBO/ABO, budgets, cold/warm/hot audiences, exclusions |
meta-ads-mcp/references/creative-and-copy.md |
Ad formats, copy frameworks, creative asset guidance |
meta-ads-mcp/references/tracking-and-retargeting.md |
Pixel, CAPI, events, retargeting structures |
meta-ads-mcp/references/campaign-operations.md |
MCP creation flow, KPIs, reporting, documentation |
meta-ads-mcp/references/intake-questions.md |
Pre-campaign intake questions |
meta-ads-mcp/references/safety-guardrails.md |
Non-negotiable safety and account health rules |
- ✅ Create everything paused — never launch spend before review.
- ✅ Pause, never delete — preserve historical learning and auditability.
- ✅ Verify Pixel/dataset before campaigns — no tracking, no optimization.
- ✅ Declare special ad categories — housing, credit, employment, political/social issues.
- ✅ Avoid Learning Phase disruption — no simultaneous budget, creative, and targeting edits.
- ✅ Document every meaningful change — decisions, reasons, results.
- ✅ Use Business Manager — avoid personal ad account operations.
- ❌ Never activate without explicit approval.
- ❌ Never bypass account restrictions or policy issues.
- Launching a lead generation campaign.
- Planning an e-commerce sales campaign.
- Building retargeting audiences and hot/warm funnel campaigns.
- Auditing Pixel/CAPI readiness before paid traffic.
- Turning a campaign brief into a paused Meta campaign structure.
- Diagnosing weak CTR, high CPM, Learning Limited, or poor ROAS.
- Standardizing campaign naming and documentation across brands.
- Creating a repeatable paid-media operations workflow for agencies.
- OpenClaw with access to the Facebook Ads MCP tools.
- Meta Business Manager access to the relevant assets.
- Verified ad account billing before launch.
- Facebook Page linked to the ad account.
- Pixel/dataset installed and receiving events.
- Application-specific permissions for campaign creation and reporting.
Validate the skill package locally:
npm test
npm pack --dry-runThe CI checks:
- skill frontmatter
- referenced files exist
- repo-only files stay outside
meta-ads-mcp/ - obvious encoding corruption
- hardcoded-looking secrets/placeholders
- npm package allowlist
- Repository: https://github.com/Digitizers/meta-ads-mcp
- OpenClaw: https://openclaw.ai
- Meta Ads Manager: https://business.facebook.com/adsmanager
- Meta Events Manager: https://business.facebook.com/events_manager
- Digitizer: https://www.digitizer.studio
MIT-0 — see LICENSE.txt
Built with ❤️ for OpenClaw by Digitizer