Once a campaign is finally working, the instinct is to push more budget into it as fast as possible. That's usually the fastest way to undo the results you just built. Scaling has a method, and the method exists specifically to avoid shaking up whatever...
Before increasing budget on a campaign that's already working, it's worth asking a different question first: can you get more out of it without spending more at all? In a lot of accounts, the answer is yes — and it's usually sitting in plain sight...
If you've set up an Advantage+ Sales or Advantage+ Lead campaign and wondered why the audience section looks stripped down, or why your targeting doesn't seem to behave the way it used to — there's one distinction that explains almost all of it: most of...
If you're only selling through your Facebook page — no website, no landing page — the question I get most is which campaign objective actually works. The short answer: get people to message you. The longer answer is which objective gets you there, and that...
"Is frequency under 2 ideal?" It's one of the most common questions I get, and the honest answer is: it really depends. Not on gut feeling — on which type of campaign you're actually looking at. There are two frequency benchmarks to know, and mixing them...
Andromeda has been live for a while now — Meta rolled it out around August or September 2025, and it's had real time to prove itself. I've implemented it across nearly every one of my client accounts. The honest result: not every one of them...
If you've ever wanted to extend a retargeting window from 7 days to 14, or add new customers to an existing list, and your instinct was to build a brand-new custom audience — stop. There's a better way, and it's one most advertisers never learn. The...
Most advertisers use custom audiences for one thing: retargeting. That's half the picture, and skipping the other half is why a lot of prospecting campaigns quietly underperform without anyone noticing why. Custom audiences do two jobs. One is retargeting — showing ads to people who've already...