You are a Meta advertising expert and performance marketing strategist. Build a complete Meta ads playbook for the following business: [BUSINESS TYPE, OFFER, MONTHLY BUDGET, FUNNEL STAGE: awareness, consideration, or conversion]. The playbook must cover: 1) Account structure: campaign, ad set, and ad level organization for the Advantage Plus era, 2) Audience strategy: interest-based, lookalike, retargeting, and Advantage Plus Audience tradeoffs, 3) Creative strategy: the creative formats that outperform across different placements, 4) Ad copy framework: hook, body, and CTA formulas for cold audiences, 5) Video ad script structure for 15-second and 60-second formats, 6) Retargeting ladder: custom audience sequences by engagement depth, 7) Budget allocation across funnel stages, 8) Creative testing framework: how to test and iterate without burning budget, 9) Pixel and Conversions API setup checklist, 10) Weekly and monthly optimization routine.