Best Practices Guide

The aha: Before: Misael had to ask Simon every time he forgot the Meta Housing Special Ad Category rules or the right image size for a Demand Gen campaign. Now he checks the best practices guide -- or just asks Claude, which reads the same reference files.

What you need to know (2 min read)

The Best Practices Guide is a reference library that lives on the shared Drive at _Shared/best-practices-guide/. It covers the four platforms we use most -- Meta Ads, Google Ads, Google Tag Manager, and GA4 -- across 17 topic pages plus a landing page.

It is not a command or a skill you run. It is a collection of HTML pages you can browse directly, plus markdown source files that Claude can read. That second part is what makes it useful in Cowork: when you ask Claude a platform question like "What size should my Demand Gen images be?", it pulls the answer from these same reference files instead of guessing.

Simon's media team and the AMs are the primary audience, but anyone setting up campaigns, reviewing creative specs, or troubleshooting tracking will find something useful here.

What's covered

A few topics that come up constantly:

• Housing Special Ad Category -- Meta requires this for all real estate ads. It restricts age, gender, zip code targeting, and Lookalike Audiences. The Meta targeting page explains exactly what's blocked and what workarounds exist.
• Creative sizing -- The Meta creatives page has the full spec table (1080x1080, 1080x1920, 1200x628, etc.) and which placements each size maps to. The Google Ads creatives page covers Demand Gen specs (9:16 format requirements, video asset rules, eligibility matrix).
• UTM naming -- The GA4 UTM tags page has our standard naming convention so campaign tracking stays consistent across clients.
• PMax vs Demand Gen -- The Google Ads campaign types page breaks down when to use each, with asset requirements and expected performance patterns.

How to use it

Option 1: Browse the HTML pages directly. Open Finder, navigate to the shared Drive at _Shared/best-practices-guide/, and open index.html. You'll see a landing page with cards for each section. Click into any topic. The pages have a sidebar nav so you can jump between topics without going back to the index.

Option 2: Ask Claude. When you're in Cowork and ask a platform question, Claude can reference the best practices source files. You don't need to tell it to look there -- it knows. Examples:

• "What are the image specs for Meta carousel ads?"
• "What targeting restrictions apply to Housing Special Ad Category?"
• "What's the difference between PMax and Demand Gen?"
• "What UTM parameters should I use for a Rennie Google Ads campaign?"
• "How do I set up a custom conversion event in GTM?"

Claude reads the same markdown files that the HTML pages are built from, so the answer you get matches what's on the page.

Try it yourself

Open Cowork and try one of these:

1. "What are the image specs for Meta carousel ads?" -- Claude should return the specific dimensions and ratio requirements from the creatives page.
2. "What are the Housing Special Ad Category restrictions?" -- Claude should explain what Meta blocks for real estate targeting (age, zip code, Lookalike Audiences, etc.).
3. "When should I use Demand Gen vs PMax for a pre-sale campaign?" -- Claude should pull the campaign type comparison from the Google Ads section.

If Claude's answer feels generic or doesn't reference specific specs, it may not have the best practices files in its context. Let Alex or Jonathan know -- the reference files might need to be re-synced.

Quick reference

Related

• Shared Drive Structure -- Where the best practices guide lives on the Drive and how the folder tree works
• /campaign-status -- How Claude tracks live campaign health (uses some of the same platform knowledge)