Step 0 — Connect your Meta account
Emma needs authorized access to your Meta Ad Account, Facebook Page, and (optionally) Instagram account before she can do anything.1
Go to Settings → Connected Accounts
In the Customer Portal, open Settings → Connected Accounts and find the Meta card.
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Connect via OAuth or Partner flow
AgentWeb is a Meta Partner. You can grant access two ways: the self-serve OAuth flow (click Connect), or the Partner flow where you grant AgentWeb’s Partner ID access to your Ad Account, Page, and Instagram account from Meta Business Suite.
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Verify the account is live
In Agent Mode, ask Emma: “What Meta ad accounts do I have connected?” She should return your ad account ID, currency, and business ID. If she returns nothing, the connection didn’t take — retry or check that the account has a valid payment method.
Step 1 — Verify your brand settings
Emma pulls brand colors, fonts, logo, tone, ICP segments, and competitor positioning from your Brand Hub on every run. Stale or thin context here is the #1 reason a campaign brief comes back generic.1
Review Brand Guidelines and Market Strategy
Ask Emma: “Show me my current Brand Guidelines and Market Strategy.” Read through what comes back. Check that your ICP segments, value proposition, and competitor list are current.
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Minor updates — fix in place
If a few fields are outdated — a new tagline, a shifted ICP, a competitor that shut down — tell Emma to update them: “Update my Market Strategy: change the primary ICP title from X to Y.” She writes directly to Brand Hub.
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Major gaps — re-onboard
If Brand Guidelines or Market Strategy are mostly empty, or the business has pivoted significantly since onboarding, run the Onboarding work plan again rather than patching. The deep-dive conversation produces better context than field-by-field edits.
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Upload successful creatives to Knowledge Base
This is the step most people skip, and it’s the highest-leverage input you can give Emma for paid. If you’ve previously run Meta ads — even outside AgentWeb — get your top-performing creatives into the Knowledge Base so Emma can learn from what already worked.Why it matters: the campaign creation work plan pulls from the Knowledge Base when generating creative direction. Without reference material, Emma writes from ICP and brand context alone. With your proven winners, she reverse-engineers what already worked — hooks, visual styles, copy angles — and builds variants from there rather than from scratch. Even 3–5 high-performers meaningfully change the output.Two ways to do it:Option A — Connect Google Drive or ClickUp (recommended). Go to Settings → Connected Accounts and link your Google Drive or ClickUp workspace. Point Emma at the folder where your ad assets live: “Search my Google Drive for the Meta ads creative folder and pull the top-performing images.” Emma reads files directly from the connected source — no manual uploading, and when you add new winners to the folder, they’re available on the next run. This is the lowest-maintenance option and scales as your creative library grows.Option B — Write detailed creative scripts. For each winning creative, describe it in a Markdown file with enough detail that Emma can reproduce the approach without seeing the image: the visual format (single image, carousel, video), the layout and composition, the exact copy (hook, primary text, headline, description, CTA), the color treatment and typography, the psychological angle (pain agitation, social proof, competitive edge, etc.), and — critically — why it worked (which ICP it targeted, what metric it beat, what made it a winner). Upload as
.md files to the Knowledge Base. This takes more effort per creative but produces the richest input, because Emma can reason about why something worked rather than just referencing it.You can combine both — connect the drive for the raw assets and add a script file for your top 3–5 annotating what made each one a winner.Step 2 — Build your campaign with a work plan
Don’t start from a blank chat. Emma has work plans that walk you through campaign creation step by step, with checkpoints where you review before she continues.1
Open a new chat and select the work plan
Click New Chat → Select a workplan and choose B2B Meta Ads Creative Production & Launch Plan v2 under the Paid Ads category. This is the end-to-end pipeline: brand intelligence → ICP deep-dive → competitor research → creative direction → image generation → ad copy → campaign structure.
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Walk through each step
The plan has 10 steps. Emma handles the research and generation; you make decisions at each checkpoint:
- Steps 1–2: Emma reads your Brand Hub and builds deep psychographic ICP profiles with Meta targeting briefs. Verify these — they drive targeting and creative angles for everything that follows.
- Step 3: Competitor intelligence and offer strategy. Emma maps offers across funnel stages (awareness → consideration → conversion → retargeting). If you have a strong opinion on what the offer should be, state it here.
- Step 4: Creative direction. Emma defines psychological concepts (visceral moment, transformation, social proof, competitive edge, calculator, pattern interrupt), copy angles, and visual format archetypes. At least 3 distinct visual styles per campaign.
- Steps 5–7: Three waves of image generation producing 20+ ad creatives across multiple format archetypes. Review each wave for brand accuracy — AI-generated images sometimes drift from brand colors.
- Step 8: Ad copy for every creative. Hook lines (≤125 chars), primary text, headlines (≤40 chars), descriptions (≤30 chars), and CTA buttons.
- Step 9: A compiled creative arsenal HTML report for review.
- Step 10: Campaign structure, budget allocation, audience-to-ad-set mapping, and an 8-week testing plan.
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Sign off on the brief
The work plan produces a build-ready campaign brief — but it is recommendation-only. It never deploys. Emma presents the full brief and asks for your explicit confirmation before anything touches your ad account. If you want changes, say so here — it’s far cheaper to revise the brief than to restructure a live campaign.
Alternative work plans. For a shorter path focused on static ads + copy only, choose B2B_lead_gen_ads in the picker. For LinkedIn Ads instead (or alongside), use LinkedIn Lead Gen Ads. Each has its own step sequence tuned to the platform.
Step 3 — Create a custom landing page (optional but recommended)
Ads drive traffic somewhere. Your homepage is rarely the right place — it speaks to everyone, and your ad spoke to one ICP. A dedicated landing page matches the message to the audience and carries attribution through to the CRM.1
Open the Landing Page work plan
New Chat → Select a workplan → Custom Landing Page (under the Other category). Tell Emma which ICP this page is for and what the CTA should be.
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Emma scrapes your site for brand styling
She extracts your exact fonts, colors, logo, and imagery from your live website so the landing page looks like yours, not like a template.
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Review and iterate
Emma deploys the page live and takes desktop + mobile screenshots. She audits the result against your brand parameters and flags deviations. Request changes in the same chat — edits auto-deploy.
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A CRM lead list is created automatically
Emma creates a lead list named after the page and enables public form submission. Every form submission lands in your CRM carrying UTM attribution — so leads from this campaign are tagged from the moment they arrive.
Step 4 — Run the Meta Pre-Launch Gate
This is the checkpoint between “the campaign is built” and “the campaign is live.” It catches the problems that cost money when they go undetected.1
Open the Meta Pre-Launch Gate work plan
New Chat → Select a workplan → Meta Pre-Launch Gate (under Paid Ads). Tell Emma which campaign you’re preparing to launch.
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Emma confirms every placement setting
She walks through objective, optimization event, targeting (including geo mode and exclusions), budget structure, bid strategy, attribution window, and placements — and checks each one against your actual business goal rather than accepting platform defaults. She does the learning-phase math out loud: can this ad set’s budget produce enough conversions in a week to exit the learning phase?
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Emma audits tracking end to end
She checks both your landing page and your main site: is the Pixel present and on the right account? Is the lead event bound to form success or form click? Are UTMs surviving the hop from ad to page to CRM?With your permission, she runs a live journey test: submits a test form with a temporary email, traces the network requests, and verifies the lead event fires exactly once on success — and that the lead actually appears in the CRM with attribution intact.
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Verdict: PASS / WARN / BLOCK
Every finding comes with the money consequence stated plainly. Not “Lead is bound to a click handler” but: “Lead fires when someone presses Submit, including the ones whose form fails. Your CPL will look excellent and your pipeline will be empty.”PASS: the deployment brief is presented for your approval. WARN: unresolved issues are listed alongside the brief so you’re accepting both. BLOCK: the campaign would be created in PAUSED state, and activating it is a manual action you take in Ads Manager.
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Approve the deployment brief
Emma presents a numbered manifest of every object to be created — campaigns, ad sets, ads — with every field listed. She waits for your explicit “go ahead.” Nothing is created until then.
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Post-deploy verification
After deployment, Emma reads every created object back from the Meta API and diffs it field by field against what you approved. Meta sometimes silently overrides settings — Advantage+ toggles re-enabling, budgets rounding, targeting expanding. If anything drifted, she pauses the affected object first, then reports what changed.
Step 5 — Set up measurement and reporting
A campaign without reporting is a campaign you can’t improve. Set this up in the same session or the day after launch.1
Add the three measurement fields to your lead list
If you haven’t set up the measurement convention yet, add
lead_source, lead_source_detail, and first_touch_date as custom fields on the CRM lead list your landing page writes to. Landing pages inject these from UTMs automatically, but the fields need to exist on the list.2
Run the Meta Ads Performance Report
New Chat → Select a workplan → Meta_Ads_Perf_Report (under Paid Ads). Tell Emma the timeframe — 7 days, 14 days, 30 days, or 90 days. She pulls spend, CTR, conversions, and CPL from Meta, cross-references with CRM lead data, and generates a branded HTML report with charts and actionable recommendations.You can also make this recurring: set up a scheduled chat that runs the report work plan weekly or biweekly and emails you the result. Or build a custom report prompt that focuses on exactly what you care about — the work plan gives you the standard view, but a custom prompt lets you cut it differently.
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Schedule a weekly review
Set a scheduled chat for Monday mornings. A prompt that works:
“Pull last week’s Meta Ads performance — spend, conversions, CPL by campaign and by ad set. Then from the CRM, show me new leads from paid-social with average ICP score and how many scored above 70. Flag these three things specifically: (1) any campaign where CPL fell but average ICP score also fell — that’s the algorithm broadening without you knowing; (2) any ad set or creative with frequency above 4 or that has been running unchanged for more than 3 weeks — that’s creative fatigue; (3) any campaign that spent more than $100 last week and produced zero or one lead — that’s budget going nowhere. Email me the summary.”
The three flags in that prompt catch the failure modes that cost the most and get noticed the latest: quality decay disguised as efficiency, creative exhaustion, and campaigns spending into silence.After launch
- Don’t diagnose on same-day data. Meta insight aggregation lags a few hours. Anything under four hours old can read as zero.
- Judge on conversions, not clicks or days. Roughly 30 conversions before drawing a conclusion.
- Scale in steps. Raise a working budget by ~20% at a time. Doubling it resets learning.
- Change one thing at a time. New creative and new targeting and a new budget means you learn nothing from the result.
- Watch for creative fatigue. Refresh creative every 2–4 weeks. The Pre-Launch Gate can be re-run on campaign changes.
- Write what you learned back into Market Strategy. Emma re-reads it on every run, so what you hear in conversations propagates to the next campaign automatically.
Next steps
- Paid ads on a founder budget — the readiness gate and broader strategy.
- Measurement — the full lead-source taxonomy and UTM convention.
- Analytics and tracking — Pixel and tag installation.
- CRM — where your leads land and get scored.
- Operating rhythm — the weekly review cadence.