Paid Media Overview
Manage Meta, TikTok, and Apple Search Ads from one place. Optimizer-driven, creative-first, transparent.
The Paid Media section is your hub for ad campaigns across Meta, TikTok,
and Apple Search Ads. URL: /project/{projectId}/paid-media.
What's in here
| Tab | What it shows |
|---|---|
| Meta | Facebook + Instagram dashboards, campaigns, ad sets, ads. |
| TikTok | TikTok dashboards, campaigns, ad groups, ads. |
| Apple | Apple Search Ads dashboards, campaigns, ad groups, keywords, search terms. |
| Creative library | All ad creatives (uploaded + generated). |
| Creative studio | AI-driven creative generation. |
How Layers approaches paid media
Three principles:
- Optimizer-driven. The global ads-optimize schedule runs daily at 06:00 UTC and fans out per layer, evaluating each ad and taking action (pause, scale, launch, refresh). Ads metrics sync runs every 6 hours (staggered 15 min per platform). See Optimizer.
- Creative-first. Every action is guarded by the creative selection algorithm. Spend never goes to creative below the eligibility threshold.
- Transparent. Every decision is auditable. Every metric matches what the platform reports (or, where it doesn't, the divergence is explained).
Layer per ad account
You install one ad layer per ad account (per template). A typical project:
- 1 Meta Ads layer (one Meta ad account).
- 1 TikTok Ads layer.
- 1 Apple Search Ads layer (iOS only).
Multi-account / multi-pixel setups install multiple layers of the same template; each layer's metrics roll up to the project dashboards.
Per-platform views
For each platform you can drill from:
- Dashboard — KPIs and trend charts.
- Campaigns — list of campaigns.
- Ad sets / Ad groups / Keywords — child of a campaign.
- Ads — leaves; the actual creative variants.
These mirror the platform's own hierarchy.
Where to start
- Pick agency or BYO.
- Set up Meta, TikTok, Apple Search Ads.
- Read the optimizer concept carefully.
- Read reading the dashboard.