The right question isn't "which platform is trending right now" — it's "where does my actual audience already spend time, ready to engage." Chasing whatever platform is getting the most attention, rather than the one your specific customers actually use, is one of the more...
For products people genuinely need to restock — not just repurchase occasionally, but run out of and need again — a single, event-triggered win-back campaign isn't quite the right structure. A rolling win-back campaign, built from staggered purchase-recency cohorts running continuously, fits this kind of...
Advantage+ works best when Meta already has data to work from — a genuinely new ecommerce store doesn't have that yet, which makes manual targeting the stronger starting point in many cases, not Advantage+ by default. This is a related but distinct decision from whether to...
A falling CPM usually looks like a win — you're reaching more people for less money. But if CTR falls at the same time, that combination often means something has gone wrong, not right: the campaign has likely drifted toward a cheaper, lower-quality audience. This is...
In markets where Facebook and Instagram Shop checkout exists, the conversion location setting on a Meta ads campaign offers a choice between Website only and Website + Shop. It's worth thinking carefully before selecting the combined option — it can route some sales through Shop...
A restricted page or ad account and a restricted profile are not the same problem. A page or ad account restriction is serious but usually recoverable — you can rebuild with a new business portfolio. A permanently restricted profile is categorically worse: it can block...
Daily budget and lifetime budget solve the same basic problem — how much to spend — in genuinely different ways, and the right choice depends on how much control you want versus how much scheduling flexibility you need. Neither is universally better; each comes with...
You don't always need a bigger budget to scale a Meta ads campaign — sometimes the real lever is efficiency, not spend. A real client hit exactly this wall: profitable, but every attempt to scale by increasing budget failed. The fix wasn't more budget. It...