amekala/ads-mcp/adspirer-meta-ads

Meta Ads (Facebook and Instagram)

Everything on Meta goes through the meta_ads router. Follow adspirer-mcp for the two-step.

Account parameter: ad_account_id, as a string. An act_ prefix is stripped for you.

Budgets are in the account's own currency

daily_budget and lifetime_budget are decimals in the ad account's own currency — not cents, and not converted to USD. For $50/day send 50. For $20/day send 20.

Do not multiply by 100 or send cents. If you send 2000 meaning $20, you will book `$2,000/day` — a 100× overspend. Read the created campaign back to confirm the number.

Objectives

Meta uses ODAX objectives. Use these names:

OUTCOME_AWARENESS · OUTCOME_TRAFFIC · OUTCOME_ENGAGEMENT · OUTCOME_LEADS · OUTCOME_APP_PROMOTION · OUTCOME_SALES

Legacy names (CONVERSIONS, LINK_CLICKS, LEAD_GENERATION) are auto-mapped, but say the ODAX name so the mapping is visible.

Every ad needs a page and a URL

Meta refuses to create an ad without a Facebook page_id and an http(s) landing URL. Get the page before you start building; asking for it halfway through a build wastes the user's time. list_meta_pixels and list_meta_instagram_accounts find the other ids you'll want.

Meta events arrive from the browser pixel, the Conversions API, or both. A pixel that looks idle does not mean server events stopped, and the reverse is also true. Dedup and event match quality are per event. audit_conversion_tracking covers Meta; the UI read is adspirer-ads-manager-browser. Don't pause an ad set for "no conversions" until you've checked which of those sources the optimization event actually uses.

Structure: one campaign, several ad sets

Targeting lives on the ad set, not the campaign. When a user wants to test three audiences, that is one campaign with three ad sets — not three campaigns. Budget can sit at the campaign level (Advantage+ / CBO) and be distributed, or at the ad-set level, but not usefully at both.

Build order: campaign → add_meta_ad_set → add_meta_ad. The campaign is created paused.

Creative

• Image: feed 1:1 or 4:5, at least 600×600. Stories and Reels 9:16, at least 500×888. Under 30 MB.
• Video: MP4 or MOV, H.264, under 4 GB. Reels are 9:16, 3–90 seconds.
• Carousel: 2–10 cards. Every card needs its own landing URL, and all cards share one aspect

ratio. Mixing ratios fails.

• Text: headline ≤ 255 characters. Primary text ≤ 2200, but it visually truncates around 125 —

put the point first.

Full tables in references/creative-specs.md.

Run validate_and_prepare_meta_assets before creating an ad, and discover_meta_assets to reuse what's already in the account.

Writes are rate-guarded

Campaign creation is capped per user (about 100/hour, 300/day). Updates, pauses, and resumes are not capped. If a write is blocked, stop and tell the user — do not retry in a loop, and do not switch tools to get around it.

Reading performance

get_meta_campaign_performance is a direct, top-level tool — do not route it through meta_ads. It renders a performance card. Pass raw_data: true for the raw numbers.

detect_meta_creative_fatigue is the one to reach for when CTR is sliding and frequency is climbing — that's fatigue, not a targeting problem. analyze_meta_wasted_spend finds ad sets spending without converting.

Lead-gen campaigns: list_meta_lead_forms and get_meta_lead_form_submissions return real people's contact details. Handle them as personal data — summarize, don't dump.

References

• references/creative-specs.md — image, video, carousel, and text limits; ODAX objective map