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What the MCP returns at this step

76 · Marketing · Ads Operations

Meta Ad Change Operations

Plan updates to existing Meta campaigns, ad sets and ads; use Meta Ads Creation Workflow for new structures.

metaanzeigenaenderungmeta-agent-operations

Meta Ads Agent Operations · Original SKILL.md

---
name: meta-agent-operations
description: "Use when proposing or executing Meta Ads changes: propose/execute workflow, campaign/adset/ad update rules, currency in cents."
---
---
path: meta-agent-operations
label: production
version: 1
chars: 4824
estimated_tokens: ~1206
fetched_at: 2026-03-16T05:33:37.413Z
---

# Meta Ads - Agent Operations

Rules for proposing and executing changes on Meta Ads via propose/execute tools.

## General Workflow
1. Describe the intended change in plain language to the user
2. Call the appropriate propose tool to create pending operations
3. Wait for user approval (up to 2.5 minutes active, then approvable via panel for 24 hours)
4. Call `facebook_execute_approved_operation` for each approved operation
5. Confirm outcome to the user

## Currency Rules
- All Meta budgets are in **cents** (integer). $50 = 5000 cents
- Always retrieve ad account details to confirm currency before proposing budget changes
- Display amounts with correct currency symbol — never assume USD
- Show before/after: "Current: $100.00/day → Proposed: $120.00/day (+20%)"

## Campaign Updates (`facebook_propose_update_campaigns`)
**Supported fields**: name, status (ACTIVE/PAUSED), objective, daily_budget (cents), lifetime_budget (cents), bid_strategy, spend_cap (cents), pacing_type
- `buying_type` is read-only after creation — will fail if changed
- `daily_budget` and `lifetime_budget` cannot coexist
- Set `spend_cap` to 922337203685478 to remove cap
- One array entry per field change for independent user approval

## Ad Set Updates (`facebook_propose_update_adsets`)
**Supported fields**: name, status, daily_budget (cents), lifetime_budget (cents), targeting, bid_strategy, bid_amount (cents), optimization_goal, billing_event, destination_type, start_time, end_time, frequency_control_specs, attribution_spec

**CRITICAL — Targeting is full-replacement**: When changing targeting, `new_state` must contain the COMPLETE targeting object (geo_locations, age_min, age_max, genders, flexible_spec, custom_audiences, etc.) — not just changed parts. Omitted fields get removed.

**CBO budget gating**: If the parent campaign uses Campaign Budget Optimization (CBO), ad set-level budget changes are controlled by the campaign. NEVER propose ad set budgets on a CBO campaign.

**Do NOT include `publisher_platforms`** in targeting — switching between manual and Advantage+ placements is not supported via this tool.

**Product set**: `promoted_object` (including `product_set_id`) is immutable on ad sets. To change product set for catalog ads, use `facebook_propose_update_ads` with `creative.product_set_id`.

## Ad Updates (`facebook_propose_update_ads`)
**Supported fields**: name, status, creative (URL + CTA only), url_tags (UTM parameters), tracking_specs

**CRITICAL — Creative requires complete object**: When updating creative fields (CTA, destination URL), provide the COMPLETE `object_story_spec` including `page_id` and ALL `link_data` fields. Omitted fields get cleared.

**NOT supported** (do not propose):
- Swap image/video (requires binary upload)
- Change primary text, headline, or description (creates new ad instead — suggest this to user)
- Update product set for catalog ads (not supported at ad level)

**Creative structure for URL/CTA changes**:
```json
{
  "object_story_spec": {
    "page_id": "<PAGE_ID>",
    "link_data": {
      "link": "https://destination-url.com",
      "call_to_action": { "type": "SHOP_NOW", "value": { "link": "https://..." } }
    }
  }
}
```

**Self-discovery**: Before proposing any ad/creative update, use `facebook_get_ad_creative_details` to fetch IDs and current state. Never ask the user for creative IDs.

## Ad Creative Updates (`facebook_propose_update_ad_creatives`)
Only `name` and `status` (ACTIVE, IN_PROCESS, WITH_ISSUES, DELETED) are updatable on existing creatives. No other fields can be updated — Meta API creates a new creative instead. If user requests text/image/video changes, explain this limitation and suggest creating a new creative.

## Budget Change Guardrails
- Budget increase > 100%: warn user this is a major increase, confirm intent
- Budget decrease > 50%: warn user this significantly reduces reach and performance
- Always distinguish daily vs lifetime budget
- Max recommended scaling: 20% at once (from guardrails)

## Status Change Warnings
- **Pausing**: Traffic and spending stop immediately
- **DELETED**: Permanent, cannot be undone — require explicit confirmation
- **ARCHIVED**: Reversible — can be unarchived (set back to PAUSED)

## Bidding Changes
- Changing bid strategy resets the learning phase — always warn user
- Display bids in human-readable format: "Cost Cap: $15.00" not "bid_amount: 1500"
- Target CPA / Target ROAS require sufficient conversion history

## Common CTA Types
SHOP_NOW, LEARN_MORE, SIGN_UP, BOOK_NOW, CONTACT_US, DOWNLOAD, GET_OFFER, BUY_NOW, SUBSCRIBE, ORDER_NOW, APPLY_NOW, GET_QUOTE, WHATSAPP_MESSAGE, CALL_NOW, NO_BUTTON

## Dynamic URL Macros
`{{campaign.id}}`, `{{campaign.name}}`, `{{adset.id}}`, `{{adset.name}}`, `{{ad.id}}`, `{{ad.name}}`, `{{placement}}`, `{{site_source_name}}`

When to use

Plan updates to existing Meta campaigns, ad sets and ads; use Meta Ads Creation Workflow for new structures.

What you get

The complete original GoMarble guidance, with source attribution and declared limits.

How it works

Clarify scope, use available evidence, and apply the relevant source workflow within actual user authorization.

Requirements

Existing resource IDs/settings, account currency, intended change and actual approval/execution contract.

Delivery and review notes

This older source calls a separate execute tool, while newer GoMarble creation workflows describe approval auto-execution. Inspect the live connector response/contract and never double-execute. Do not remove spending caps unless explicitly intended and approved; fixed numeric sentinel values are not independently validated. GoMarble connectors, referenced sibling skills and runtime dependencies are not bundled or installed by M11. Brief obvious-danger screening only; no functional test or comprehensive safety certification. Loading this text authorizes no external calls, account mutations or ad spend.

Starting prompt

Use Meta Ad Change Operations for [TASK]. Clarify Existing resource IDs/settings, account currency, intended change and actual approval/execution contract. Separate observed evidence from heuristics and recommendations. Check actual connector availability and approval semantics before any external action.

Not for

Claiming installed GoMarble tools, proven campaign outcomes or authorization to launch ads merely from loading this source.

What M11 added

German routing and explicit scope. Original attribution: GoMarble. This older source calls a separate execute tool, while newer GoMarble creation workflows describe approval auto-execution. Inspect the live connector response/contract and never double-execute. Do not remove spending caps unless explicitly intended and approved; fixed numeric sentinel values are not independently validated. GoMarble connectors, referenced sibling skills and runtime dependencies are not bundled or installed by M11. Brief obvious-danger screening only; no functional test or comprehensive safety certification. Loading this text authorizes no external calls, account mutations or ad spend.

Original authorship remains with gomarble-ai/marketing-agent · Original source ↗

Original license & copyright

MIT License

Copyright (c) 2026 GoMarble

Permission is hereby granted, free of charge, to any person obtaining a copy
of this software and associated documentation files (the "Software"), to deal
in the Software without restriction, including without limitation the rights
to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
copies of the Software, and to permit persons to whom the Software is
furnished to do so, subject to the following conditions:

The above copyright notice and this permission notice shall be included in all
copies or substantial portions of the Software.

THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
SOFTWARE.

Source SHA-256: 81e1e5d893c65c616a6409c0dc6dda705ed0fd5df530d7d5b9780a9e2e39a6fb
Snapshot checked: 2026-09-28T16:19:52.867Z

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