Meta Ads Playbook — Paid Media — Adfinity Hub

Adfinity Hub

Audit & Management Workflows

Step-by-step guides with Claude prompts for each campaign objective. Click through to the full workflow — every check, every cadence.

Awareness Campaigns

Reach, frequency, video metrics, creative fatigue, retargeting pool building. Full cadence from daily to quarterly.

Leads (Lead Forms)

Coming soon — lead quality, form optimization, audience testing.

Conversions (Website)

Coming soon — Pixel events, LP performance, attribution.

Advantage+ Shopping / Catalog

Coming soon — ROAS, product sets, DPA, CPAS.

Campaign Types & When to Use

Objective	Use When	Bidding	Min Budget
Leads (Lead Form)	In-platform lead forms. Lower friction. Good for initial testing.	Lowest Cost > Cost Cap	฿500+/day
Conversions (Website)	Landing page form submission. Better lead quality. Requires Pixel.	Lowest Cost > Cost Cap	฿500+/day
Awareness	Top-of-funnel. Video views, reach. Build retargeting pools.	Lowest Cost / ThruPlay	฿300+/day
Advantage+ Shopping	E-commerce only. Automated. For e-commerce clients.	Automated	฿1,000+/day
Catalog Sales (DPA)	Dynamic retargeting with exact products viewed/carted. Requires Pixel + catalog.	Lowest Cost > Target ROAS	฿500+/day
CPAS (Collaborative)	Brand shares catalog with Shopee/Lazada. Brand funds ads, traffic to marketplace. Huge in SEA.	Lowest Cost > Cost Cap	฿800+/day

Campaign Structure (2026)

Element	Standard
Budget	CBO (Advantage Campaign Budget) in most cases. Ad set budgets only for very different audiences.
Ad sets/campaign	2–5 max. Distinct audiences. Check overlap with Audience Overlap tool.
Ads/ad set	3–6 ads. Mix formats (static, video, carousel). Never just 1 ad in a set.
Audience	Start broad (Advantage+). Layer interests only if poor performance. Lookalikes 1–3% for scaling.
Placements	Advantage+ Placements (auto). Restrict only if specific placement wastes budget.
Attribution	7-day click, 1-day view. B2B: 7-day click only.
Catalog/DPA	Upload feed to Commerce Manager. Product sets for retargeting. Update feed daily.

Creative Best Practices

Format	Specs	Best For
Single Image	1080x1080 (1:1) or 1080x1350 (4:5). <20% text.	Testimonials, stats, clear offer.
Video	9:16 (Reels/Stories) or 1:1 (Feed). 15–30 sec. Subtitles always.	UGC, case studies, BTS.
Carousel	2–10 cards. 1080x1080 each.	Service breakdowns, portfolio.
Copy	Hook (line 1) > Pain/benefit > Social proof > CTA. Short headline.	All formats.

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