# Paid Media Overview (/docs/paid-media/overview)



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 [#whats-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 [#how-layers-approaches-paid-media]

Three principles:

1. **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](/docs/concepts/optimizer).
2. **Creative-first.** Every action is guarded by the
   [creative selection algorithm](/docs/concepts/ad-eligibility). Spend
   never goes to creative below the eligibility threshold.
3. **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 [#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 [#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 [#where-to-start]

* Pick [agency or BYO](/docs/concepts/agency-vs-byo).
* Set up [Meta](/docs/paid-media/meta-setup),
  [TikTok](/docs/paid-media/tiktok-setup),
  [Apple Search Ads](/docs/paid-media/apple-setup).
* Read the [optimizer concept](/docs/concepts/optimizer) carefully.
* Read [reading the dashboard](/docs/paid-media/reading-the-dashboard).