Ads engineer at Frontal (formerly ColdIQ Agency) — the revenue-systems team behind 275+ B2B companies and one of four Clay Elite Studio partners worldwide. Ivan treats paid media as an engineering discipline: ABM (1:1), LinkedIn Ads, and Meta Ads for B2B tech, wired into the CRM so the ad platforms optimize for qualified pipeline instead of cheap leads. His open-source Meta Ads skills turn Claude Code into an ads engineer on your team — it knows the strategy, pulls live account data, and runs the account.
47 skills · 5 installs
Ivan Falco
Ads Engineer @ Frontal
Use this skill when running 1:1 ABM ads on LinkedIn — one ad set per named target company, each audience sized and narrowed to the buyers, personalized single-image creatives, and a DRAFT-first campaign build with a script for every step.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when measuring ABM success — account-stage metrics instead of lead metrics, attribution models, ROI formulas, and benchmarks for account-based programs.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when running Meta Ads for B2B qualified pipeline — enriched custom audiences from a tiered TAM, Conversion Leads feedback via CAPI, segment personalization, and SQL-level reporting.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when building retargeting for ABM — segmenting engaged accounts, managing frequency, and orchestrating retargeting across ads, email, BDR outreach, and direct mail.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when building, scoring, or managing a target account list for ABM — reverse-engineering how many accounts you need from revenue targets, ICP fit scoring, tiering, list staging, and ongoing list hygiene.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when writing ad copy — headline formulas, visual direction, and voice-of-customer sourcing that makes ads specific instead of generic.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when defining ad personas — translating ICP segments into the persona lens every ad, angle, and offer gets built against.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when setting up paid media measurement — the scorecard of leading vs vanity metrics and the dashboard that keeps reporting honest.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when deciding whether and how to use Advantage+ for B2B SaaS — what to let Meta automate, what to constrain, and when manual beats automation.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when allocating paid budget by stage — testing vs scaling vs retargeting, and how the split shifts as spend grows.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when planning a paid campaign end to end — objectives, audiences, offers, creative, and measurement locked before launch.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when choosing paid channels — where Meta, LinkedIn, and search each win for B2B, and how to sequence them by budget and motion.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when creating campaigns, ad sets, ads, or audiences on Meta — the build chain and the settings that matter, step by step.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when planning creative production for Meta — iteration hierarchy, concept sourcing, format playbook, testing cadence, and quality scoring.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when diagnosing creative fatigue on Meta — the signals an ad is dying, rotation rules, and refresh timing for B2B accounts.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when managing Google Ads for B2B — intent-first campaign strategy, account structure, keyword and match-type management, bidding, weekly search term auditing, negatives, Performance Max guardrails, RSAs, and performance analysis. Triggers: Google Ads, Google campaign, Google search ads, Google PMax, Performance Max, Google Display, Google Shopping, Google ad performance, Google keyword, search terms, Google RSA, Google bidding.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when optimizing Meta instant forms — question design, friction tuning, and quality filters that trade cheap leads for qualified ones.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when choosing and running LinkedIn account-based ad campaigns at the 1:1 (single whale account), 1:few (named account list), or 1:many (vertical/segment) level — company vs contact lists, reach, and personalized 1:1 creative.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when connecting paid campaigns to sales outreach — using ABM ad engagement as intent signals that trigger and personalize BDR outbound before anyone fills out a form.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when sizing and building LinkedIn ad audiences for B2B — audience sweet spots by funnel stage, targeting approaches, exclusion strategy, retargeting setup, and ABM company-list targeting.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when planning or running LinkedIn ad campaigns for ABM — ad format selection, budget math, campaign structure, performance benchmarks, and optimization.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when managing LinkedIn Ads for B2B SaaS — full-funnel campaign planning, media plans and budget allocation, audience sizing and targeting, campaign structures, bidding, performance analysis against benchmarks, account audits, creative and copy (Thought Leader Ads, conversation ads, document ads), and scaling decisions. Triggers: LinkedIn Ads, LinkedIn campaign, LinkedIn advertising, B2B ads, paid social, LinkedIn paid, ad account, campaign manager, LinkedIn lead gen, LinkedIn retargeting, ad audit, ad performance, ad optimization, campaign plan, media plan, LinkedIn budget.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when validating which ad messages actually drive revenue — connecting ads to downstream lead quality and scaling only validated messages.
Ivan Falco
Ads Engineer @ Frontal
Use this skill for the ground truth on Meta for B2B SaaS — why it works, where it beats LinkedIn on cost per qualified opportunity, and the mental model behind the system.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when managing Meta (Facebook/Instagram) ads for B2B campaigns — audience strategy, campaign structure, creative testing, and lead form optimization specifically for B2B SaaS on Meta's platform. Triggers: Meta Ads, Facebook Ads, Instagram Ads, Meta campaign, Facebook lead gen, Meta lead forms, Facebook retargeting, Meta remarketing, Facebook lookalike, Meta audience, Advantage Plus, Meta B2B.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when setting up the Meta Ads skills for the first time — a guided flow for Meta Marketing API access (app, token, ad account), writing the .env, and testing the connection. Triggers: onboarding, setup, get started, configure, credentials, API setup, connect Meta, Meta API.
Ivan Falco
Ads Engineer @ Frontal
Use this skill for any operational decision on a Meta account — pause, scale, graduate, budget, creative count. The decision framework with the formulas, thresholds, and actions.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when optimizing a live B2B Meta account — diagnosis order, B2B benchmarks, and the fix sequence for underperforming campaigns.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when analyzing or reporting Meta Ads performance — pulls live Meta insights, reads them like an operator (leading vs vanity signals), and generates a shareable branded HTML dashboard. Triggers: Meta report, Meta dashboard, Meta performance, analyze Meta ads, cost per lead, CPL report, Meta account audit, weekly Meta report, client dashboard, ad spend report.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when setting up Meta ads tracking — pixel, events, domains, and the implementation checklist for a clean B2B measurement base.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when building audiences for B2B Meta ads — CRM and third-party data as matchable audiences, lookalikes, exclusions, and audience quality for high-ACV SaaS.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when structuring Meta campaigns for B2B — account architecture, campaign and ad-set layout, budget placement, and consolidation rules for high-ACV SaaS.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when wiring the Conversions API and funnel events — feeding MQL/SQL signal back so Meta optimizes for qualified pipeline, not form-fills.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when planning creative for B2B Meta ads — creative-as-targeting, angles that filter for ICP, and formats that work for high-ACV SaaS.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when working with the Meta Marketing API directly — endpoints, objects, fields, and request patterns for campaigns, ad sets, ads, audiences, and insights.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when conversions happen off your domain — webinars, events, third-party platforms — and Meta still needs the conversion signal.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when choosing offers for high-ACV ($30K+) B2B Meta campaigns — the offer ladder from content to demo and what converts cold B2B audiences.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when designing offers for paid campaigns — the offer types that convert cold B2B traffic and matching offer strength to funnel stage.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when reading optimization signals — which metrics justify action, testing rules, and when a result is real versus noise.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when mapping the buying committee inside ABM target accounts — identifying personas from closed-won data, their jobs-to-be-done and pain points, and how ad messaging and BDR outreach should differ by persona.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when the goal is SQLs and qualified pipeline from Meta, not lead volume — the 6-step spine: map market, build audiences, feed CAPI, creative loop, segments, SQL reporting.
Alex Vacca + 1
Founder & CEO @ Frontal
Use this skill when working in Clay — tables, waterfall enrichment, Clay credits and pricing, Claygent, Clayscript formulas, CRM sync, enrichment workflows, integrations, or building data pipelines in Clay. Triggers on 'Clay workflow', 'enrichment waterfall', 'Clay credits', 'Claygent', 'Clayscript', 'Clay + HubSpot', 'Clay + Salesforce', 'Clay table', 'Clay providers', 'enrich in Clay', 'Clay formulas', 'find emails', 'email waterfall', 'phone waterfall', 'lead scoring', 'Clay debugging'.
Alex Vacca + 1
Founder & CEO @ Frontal
Use this skill when writing or fixing cold email — first-touch and follow-up sequences, re-engagement, subject lines, personalization at scale, ATL/BTL messaging, copywriting frameworks, deliverability, domain warmup, SPF/DKIM/DMARC, and email infrastructure. Triggers on 'cold email', 'email sequence', 'deliverability', 'warmup', 'bounce rate', 'inbox placement', 'email template', 'follow-up email', 'outbound email', 'subject line', 'personalization', 'email copy'.
Ivan Falco
Ads Engineer @ Frontal
Use this skill for the demand lifecycle model — how B2B buyers move from unaware to in-market and what paid media's job is at each stage.
Alex Vacca + 1
Founder & CEO @ Frontal
Use this skill when building B2B lead lists — ICP definition and scoring, sourcing companies, qualifying accounts, finding contacts, persona mapping, deduplication, and data validation. Triggers on 'lead list', 'list building', 'Sales Navigator', 'boolean search', 'ICP', 'ideal customer profile', 'find leads', 'prospect list', 'email verification', 'list hygiene', 'build a list', 'find prospects', 'deduplicate', 'qualify accounts', 'ABM'.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when deciding how to scale paid spend — the budget-by-creative quadrant and which lever to pull based on current performance.
Ivan Falco
Ads Engineer @ Frontal
Use this skill for the writing bar on everything ads-related — operator voice, no AI slop, banned words, and sentence-level rules.