Creating playbooks

Playbook Setup

Set the essentials before building campaigns. Each section is a collapsible card.

• Basic Information. Name the playbook (use the words a workspace would search for, like "Grand Opening - Local Awareness", not "Q3 v2"), add an optional one or two sentence description, and pick the primary language.
• Collections. Group the playbook into one or more collections so franchisees can browse it by theme on the Shop screen.
• Who Has Access? Open it to all workspaces, or pick specific workspaces.
• How Will You Launch The Playbook? Choose Workspace Opt-Ins (collect budget, schedule, media, or answers from each workspace first) or Deploy Immediately (launches as soon as the playbook is activated; best for fully pre-configured playbooks).
• Playbook Budget. Set a Lifetime amount (one total for the full run) or a Daily average. Flip Allow workspaces to set their own budget to let each location adjust within your guidance.
• What Kind Of Playbook? One Time is a single run with set dates. Recurring Evergreen Process lets workspaces re-run it after completion.
• Schedule Configuration. Set the default start and end. Start must be at least 24 hours after opt-in, and Lifetime budgets require an end date.

Campaigns

Choose the objective and how Meta spends the budget.

• Objective. Pick Awareness, Traffic, Engagement, Leads, or Sales.
• Campaign name. Supports the {{location_name}} variable, so each workspace's campaign is labeled with its own location automatically.
• Special ad categories. Flag Credit, Employment, Housing, or Social Issues if the ads fall under Meta's restricted categories.
• Budget optimization. Advantage Campaign Budget (CBO) lets Meta distribute spend across ad sets automatically (recommended for most campaigns). Ad Set Budget Optimization (ABO) lets you control each ad set's budget yourself.
• Schedule and dayparting. Confirm the run dates, and optionally add Ad Scheduling (Dayparting) to run ads only on specific days and hours.

Ad Sets & Creative

Configure who sees the ads and what they see.

• Conversion location and destinations. Where leads land (website, Messenger, Instagram), plus any message destinations.
• Accounts. The Facebook Page and Instagram account the ads run from.
• Audience. Pick the audience type. At deploy time it pulls each workspace's own radius, custom audiences, and CTA from their Ad Configuration.
• Ad Templates and Creative Type. Choose manual or dynamic creative.
• Ads. Add each ad's media, primary text, headline, and description. For lead campaigns, see Lead capture playbooks.

Review & Create

Confirm the structure before it goes live.

Review the overview, budget, schedule, ad sets, ad creative, and calls to action, previewed with sample workspace data. Click Create to publish the playbook to the Shop immediately.