Meta Ads MCP

create_adset

Create a new ad set within a Meta Ads campaign to define targeting, budget, and optimization settings for your Facebook and Instagram ads.

Instructions

Create a new ad set in a Meta Ads account.

Args:
    account_id: Meta Ads account ID (format: act_XXXXXXXXX)
    campaign_id: Meta Ads campaign ID this ad set belongs to
    name: Ad set name
    optimization_goal: Conversion optimization goal (e.g., 'LINK_CLICKS', 'REACH', 'CONVERSIONS', 'APP_INSTALLS')
    billing_event: How you're charged (e.g., 'IMPRESSIONS', 'LINK_CLICKS')
    status: Initial ad set status (default: PAUSED)
    daily_budget: Daily budget in account currency (in cents) as a string
    lifetime_budget: Lifetime budget in account currency (in cents) as a string
    targeting: Targeting specifications including age, location, interests, etc.
              Use targeting_automation.advantage_audience=1 for automatic audience finding
    bid_amount: Bid amount in account currency (in cents)
    bid_strategy: Bid strategy (e.g., 'LOWEST_COST', 'LOWEST_COST_WITH_BID_CAP')
    start_time: Start time in ISO 8601 format (e.g., '2023-12-01T12:00:00-0800')
    end_time: End time in ISO 8601 format
    dsa_beneficiary: DSA beneficiary (person/organization benefiting from ads) for European compliance
    promoted_object: Mobile app configuration for APP_INSTALLS campaigns. Required fields: application_id, object_store_url.
                    Optional fields: custom_event_type, pixel_id, page_id.
                    Example: {"application_id": "123456789012345", "object_store_url": "https://apps.apple.com/app/id123456789"}
    destination_type: Where users are directed after clicking the ad (e.g., 'APP_STORE', 'DEEPLINK', 'APP_INSTALL', 'ON_AD').
                      Required for mobile app campaigns and lead generation campaigns.
                      Use 'ON_AD' for lead generation campaigns where user interaction happens within the ad.
    is_dynamic_creative: Enable Dynamic Creative for this ad set (required when using dynamic creatives with asset_feed_spec/dynamic_creative_spec).
    access_token: Meta API access token (optional - will use cached token if not provided)

Input Schema

TableJSON Schema

Name	Required	Default
`account_id`	Yes
`campaign_id`	Yes
`name`	Yes
`optimization_goal`	Yes
`billing_event`	Yes
`status`	No	PAUSED
`daily_budget`	No
`lifetime_budget`	No
`targeting`	No
`bid_amount`	No
`bid_strategy`	No
`start_time`	No
`end_time`	No
`dsa_beneficiary`	No
`promoted_object`	No
`destination_type`	No
`is_dynamic_creative`	No
`access_token`	No

Output Schema

TableJSON Schema

Name	Required	Description	Default
`result`	Yes

Schema Changelog

Changes observed during successful MCP inspections.

First observedv1.0.0Jan 7, 2026

TDQS

B3.3/5.0

Behavior2/5

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

With no annotations provided, the description carries full burden for behavioral disclosure. It states this is a creation tool (implying mutation) but doesn't mention required permissions, rate limits, error conditions, or what happens on success/failure. Some parameter descriptions hint at behavior (e.g., 'for European compliance'), but overall behavioral context is minimal for a complex creation tool with 18 parameters.

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

Conciseness3/5

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

The description is appropriately front-loaded with the purpose statement, followed by detailed parameter documentation. However, it's quite lengthy (18 parameter explanations) which is necessary given the complexity but reduces conciseness. Some parameter explanations could be more succinct (e.g., the promoted_object example is quite detailed).

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?

Given the tool's complexity (18 parameters, creation operation, no annotations) and the existence of an output schema, the description provides substantial context. It thoroughly documents parameters and their semantics. The main gaps are behavioral aspects (permissions, errors) and usage guidelines versus siblings. With output schema handling return values, this is reasonably complete for the creation context.

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

Parameters5/5

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

With 0% schema description coverage, the description provides extensive parameter semantics that fully compensate. It explains 18 parameters with format examples, constraints, dependencies, and usage notes (e.g., 'in cents as a string', 'Required for mobile app campaigns', 'Use targeting_automation.advantage_audience=1'). This adds significant value beyond the bare schema.

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

Purpose4/5

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

The description clearly states 'Create a new ad set in a Meta Ads account' - a specific verb ('Create') and resource ('ad set') with platform context. It doesn't explicitly differentiate from sibling tools like 'create_campaign' or 'create_ad', but the resource specificity is clear. Not a tautology as it provides meaningful action and context.

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

Usage Guidelines2/5

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

The description provides no guidance on when to use this tool versus alternatives like 'create_campaign' or 'update_adset'. It mentions some parameter dependencies (e.g., 'Required for mobile app campaigns') but doesn't offer broader usage context, prerequisites, or comparisons to sibling tools. The agent must infer usage from parameter descriptions alone.

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