Roughly half of what makes a Meta ads campaign perform is the ad itself. The other half is everything that happens after someone clicks. This is worth sitting with, because it's easy to assume every underperforming campaign is a creative problem — when the ad...
Going from a 0.5% CTR to 0.75% looks like a small, almost forgettable change — a quarter of a percentage point. Read as a relative number instead, it's a 50% increase in clicks for the same spend. That difference in framing matters, because a campaign...
There's no universally correct answer to campaign budget versus ad set budget — if one were strictly better, Meta wouldn't offer both. The real question isn't which one is superior, it's how much control you want to keep versus hand over to the algorithm. And...
If your Meta ads campaign is spending — just not enough, say $20 a day against a $100 budget — auction competition is a common cause, even with a well-sized, broad audience. A bid cap can help Meta compete harder for those auctions, but the...
If your Meta ads campaign won't touch its daily budget — you set it to spend $100 a day and it's spending nothing — that's almost always a setup issue, not a payment problem or a platform glitch. Two mistakes account for most cases: an...
The most common mistake in Meta ads targeting isn't picking the wrong audience — it's adjusting the audience too early, before the algorithm has had a real chance to work. A reasonable starting point is to let a new campaign run for one to two...
Meta's ad delivery system reads your ad — the video, the images, the text — and matches it directly to people showing related intent, independent of the audience settings in your ad set. That's the mechanism behind something most advertisers have noticed but not always...
Custom audiences aren't a single tool — they're two, doing opposite jobs. The same underlying data (people who visited your website, messaged you, or engaged with your content) gets used one way to exclude people from campaigns where they no longer belong, and a different...