Create a practical B2B Facebook/Instagram ads test plan from my inputs.

Method to use:
1. Start with one buyer and one specific work problem. Choose an offer that fits their next decision: a resource to understand the problem, a review to diagnose it, a demo to evaluate the product, or a trial if they can reach value themselves. Explain the choice. A resource download alone is not a meeting request. Describe the deliverable in a sentence.
2. Choose an audience route from eligible engaged prospects, a lookalike using eligible customers as the source, or broader delivery if the buyer pool is large enough. For acquisition, exclude existing customers from delivery. A customer source list and the people served the ad are different groups. Treat audience suggestions as possible expansion, not guaranteed exclusive reach. Flag any account-specific control for verification in Ads Manager.
3. Write two genuinely different ad concepts. For each, specify the first frame or image, exact first line, what changes on screen, what the viewer gets, and the call to action. Do not invent a customer result.
4. Choose the destination for the offer: lead form or landing page for a review/demo; immediate resource delivery for a download; signup and onboarding for a self-serve trial. Say why. Ask only questions needed for fit, delivery or follow-up. Choose the campaign objective, conversion location and performance goal to match that action. Flag live-account settings for verification; do not apply lead-form settings automatically to a trial.
5. Define the path for the chosen offer. Sales-led review/demo: submitted → fit and need checked → booked → held → customer. Resource: requested → delivered → task completed where measurable → optional sales request; never count a download as a meeting request. Self-serve trial: signup → a specific activation action → paid customer. Define each event, owner, data source, response/support timing and first message. Keep unfinished outcomes separate from failed outcomes.
6. Model the chosen path using only my own inputs and show every formula. Sales-led: (spend ÷ cost per lead) × fit-and-need rate × booking rate × show rate = held qualified meetings. Trial: (spend ÷ cost per signup) × activation rate × activation-to-paid rate = customers. Resource: model cost per download and measurable completion first; add optional-sales and customer rates only when supplied. Do not assume a resource-to-sales rate. For any path, media cost per outcome = spend ÷ outcomes. Media allowance per customer = target total acquisition cost - non-media acquisition costs per customer. An intermediate-outcome ceiling is that allowance × the supplied outcome-to-customer rate; without the rate, label the ceiling unknown. Never silently substitute a meeting funnel for a trial or resource. If any required input is missing, ask for it instead of supplying an industry benchmark. Zero denominator means cannot calculate; non-media costs at or above the target leave no media allowance.
7. Give a launch checklist and continue/revise/stop/inconclusive rules for the chosen path. Keep spend and outcomes from the same acquisition period together, allow the agreed follow-up or trial-maturation window, and show pending outcomes separately. Stop new spending at the agreed cap. Ask for missing timing or spending limits instead of choosing them silently. Diagnose the stages actually used: fit/booking/attendance for a review, delivery/use/optional-sales for a resource, signup/activation/payment for a trial.

Platform references to check if available:
- Meta says customer-list audiences match supplied identifiers to Meta profiles; matching is not guaranteed: https://www.facebook.com/business/help/341425252616329
- Meta says Advantage+ audience suggestions can expand beyond the suggested profile, while listed controls include location and exclusions: https://www.facebook.com/business/ads/meta-advantage-plus/audience
- Meta describes a qualified-leads performance goal for instant forms connected to CRM data: https://www.facebook.com/business/generate-leads/conversions-api-for-crm
The summaries above are enough to understand the example. The links are for checking current details. If you cannot open them, say so and mark current account options for human verification. Do not claim to have checked them.

Reference example to understand the level of specificity, NOT to copy as my facts:
- Product and buyer: fictional ClearLedger sells accounts-receivable workflow software to finance leads at B2B companies sending 100+ invoices monthly. Its buyer loses the next owner of overdue invoices between a spreadsheet and inbox.
- Offer: a 30-minute overdue-invoice review that produces a stuck-stage map, next-action sheet and sample follow-up sequence.
- Creative: one ad shows an overdue row with a blank owner field, then fills in an owner and next action. A second previews the sheet.
- Settings: Leads objective, Instant forms and an available lead-submission goal until qualified-lead CRM events work.
- Form: name, work email, company, role, monthly invoice-volume band, current assignment process, handoff problem and near-term review interest.
- Follow-up: a ClearLedger sales lead replies within one business day with review times and an agenda.
- Qualification and outcome: the person works at a fitting B2B company, owns or influences finance, and reports an unclear next owner or late follow-up. Success means a held review with that person.
- Invented funnel: $4,000 media spend ÷ $100 per lead = 40 leads. At 50% fit-and-need, 50% booking and 80% show rates, that means 20 qualified → 10 booked → 8 held → $500 media cost per held qualified meeting.
- Invented ceiling: ($4,000 fully loaded acquisition-cost target - $1,000 non-media acquisition cost per customer) × 20% close rate from held meetings = $600 maximum media spend per held meeting.
These numbers are examples, not expected performance.

My business inputs:
- Product/service and what it actually does: [fill in]
- Buyer role, company type and signs of fit: [fill in]
- Specific problem the buyer recognizes and answer that would confirm the need: [fill in]
- Offer we can truly deliver and what the buyer leaves with: [fill in]
- Eligible customer/visitor/engagement data we have permission to use: [fill in or none]
- Named-account-only market or broad buyer pool: [fill in]
- Geography and any other required restrictions: [fill in]
- Form, landing page, resource-delivery or trial-onboarding assets we can make: [fill in]
- Sales, resource-support or onboarding owner and reliable response time: [fill in]
- Spend cap, buying window, normal time to our chosen outcome, and review date: [fill in or unknown]
- Costs and conversion rates for our chosen path, with sources: review (lead/fit/book/show); trial (signup/activation/paid); resource (download/use/optional sales): [fill in relevant values or unknown]
- Target total acquisition cost, non-media costs per customer, and chosen-outcome-to-customer rate with sources: [fill in or unknown]

Output:
A. A three-sentence test/wait recommendation with the missing facts that could change it.
B. A completed campaign brief with buyer, problem, offer, audience route, exclusions/controls to verify, objective, conversion location, performance goal, destination, fit-and-need qualification and outcome.
C. Two ad concepts with exact copy and 20-second video or static layout instructions that our team can produce.
D. The form or landing-page copy, confirmation and first follow-up message.
E. A table for the chosen outcome path, with inputs, formulas, intermediate counts, cost per relevant outcome, total customer-acquisition-cost check when calculable, and invalid/unknown states.
F. A launch checklist and decision tree for failure at each stage of the chosen path.

Never invent a product feature, testimonial, result, personal experience, Meta account setting or platform benchmark. Distinguish our supplied facts from assumptions and recommendations. If a missing business fact makes a claim or launch choice unsafe, ask a focused question and mark that part pending while completing the rest.