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meta_ads_ad_sets_create

Create a new ad set in an existing campaign. Provide targeting, budget, and optimization goal; returns the ad set ID.

Instructions

Creates a new ad set inside an existing campaign. Returns the new ad_set id. Mutating, reversible via rollback_apply (rollback sets status to PAUSED). Targeting is passed as a Meta targeting spec object; at minimum supply geo_locations and age bounds. Default initial status is PAUSED — only ACTIVE when the operator has confirmed spend. After creation, attach ads with meta_ads_ads_create.

Input Schema

TableJSON Schema
NameRequiredDescriptionDefault
account_idNoMeta Ads account ID in the format 'act_XXXXXXXXXX' (e.g. 'act_1234567890'). Optional — falls back to META_ADS_ACCOUNT_ID from the configured credentials. The leading 'act_' prefix is required.
campaign_idYesParent campaign ID. Must exist and not be DELETED.
nameYesAd set name, up to 400 characters.
daily_budgetNoDaily budget in account currency minor units (cents for USD, yen for JPY). Required unless the parent campaign uses CBO; mutually exclusive with lifetime-budget settings on the same ad set.
billing_eventNoWhat Meta charges for. Default IMPRESSIONS. The valid options depend on the optimization_goal — incompatible pairings are rejected by Meta.
optimization_goalNoWhat Meta optimises delivery for (e.g. REACH, LINK_CLICKS, OFFSITE_CONVERSIONS, LANDING_PAGE_VIEWS, THRUPLAY). Default REACH. Must be compatible with the parent campaign's objective.
targetingNoMeta targeting spec. Typical keys: geo_locations (e.g. {'countries': ['JP']}), age_min, age_max, genders, interests, custom_audiences. See Meta Marketing API targeting docs for the full schema.
statusNoInitial status. Default PAUSED. Only ACTIVE after operator sign-off.
bid_amountNoBid cap in account currency minor units. Required for bid-strategy optimization goals such as LINK_CLICKS with TARGET_COST. Omit for automatic bidding.
Behavior4/5

Does the description disclose side effects, auth requirements, rate limits, or destructive behavior?

No annotations provided, so the description carries the full burden. It discloses that the operation is mutating, reversible via rollback_apply (sets status to PAUSED), and that the default initial status is PAUSED, only becoming ACTIVE after operator confirmation. This provides good behavioral insight beyond the basic schema.

Agents need to know what a tool does to the world before calling it. Descriptions should go beyond structured annotations to explain consequences.

Conciseness5/5

Is the description appropriately sized, front-loaded, and free of redundancy?

The description is concise, with two main sentences plus a few additional points. It is front-loaded with the primary action and return value, and every sentence adds value. No filler.

Shorter descriptions cost fewer tokens and are easier for agents to parse. Every sentence should earn its place.

Completeness4/5

Given the tool's complexity, does the description cover enough for an agent to succeed on first attempt?

The tool has 9 parameters, nested objects, and no output schema. The description covers creation, return value, reversibility, default status, and post-creation workflow. It doesn't detail every parameter, but the schema provides that. It is adequately complete for the complexity.

Complex tools with many parameters or behaviors need more documentation. Simple tools need less. This dimension scales expectations accordingly.

Parameters4/5

Does the description clarify parameter syntax, constraints, interactions, or defaults beyond what the schema provides?

Schema description coverage is 100%, so baseline is 3. The description adds value by summarizing targeting requirements ('at minimum supply geo_locations and age bounds') and clarifying the default status behavior. This goes beyond the schema's individual parameter documentation.

Input schemas describe structure but not intent. Descriptions should explain non-obvious parameter relationships and valid value ranges.

Purpose5/5

Does the description clearly state what the tool does and how it differs from similar tools?

The description states 'Creates a new ad set inside an existing campaign. Returns the new ad_set id.' This clearly indicates the action (create), the resource (ad set), and the context (inside an existing campaign). It distinguishes from sibling tools like meta_ads_ad_sets_get, meta_ads_ad_sets_list, etc.

Agents choose between tools based on descriptions. A clear purpose with a specific verb and resource helps agents select the right tool.

Usage Guidelines4/5

Does the description explain when to use this tool, when not to, or what alternatives exist?

The description provides context: it indicates the tool is for creating ad sets, specifies that after creation one should attach ads with meta_ads_ads_create, and mentions default status behavior. However, it does not explicitly state when not to use this tool or list alternatives, but the context is clear enough.

Agents often have multiple tools that could apply. Explicit usage guidance like "use X instead of Y when Z" prevents misuse.

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