Here's a pattern I see constantly: a campaign runs well for two weeks, cost per result sitting comfortably around $10. Then, out of nowhere, it jumps to $15, $18. The instinct is to assume the campaign has stopped working and kill it. That instinct is...
This is one specific warning that deserves its own look, separate from the general "should I panic about warning icons" conversation. When Ads Manager tells you a new ad set "may get zero purchases," the honest answer is: sometimes that's completely expected, and sometimes it's...
That yellow triangle labeled "Learning Limited" is one of the most commonly seen warnings in Ads Manager — and also one of the most misunderstood. Here's what it actually means, and why it's not the emergency it looks like. What "learning" actually requires Meta's learning phase is...
There are only three ad formats on Meta: single image, carousel, or collection. Video is a media type within those, not a separate format. Within that small set of options, a handful of design and copy decisions consistently make the difference between an ad that...
A lot of confusion around Meta ads objectives disappears once you understand one thing: Meta isn't just showing your ad to "your audience." Within any target audience, Meta has already grouped people by what they're statistically likely to do — like and comment, click through,...
Running ads is the easy part. Knowing whether a campaign is actually doing well — and exactly where it's leaking, if it isn't — is the harder question. That comes down to building what I call the action funnel: the full sequence from reach, to...
CPAS — Collaborative Ads for marketplaces like Shopee and Lazada — gets people genuinely excited, and for good reason. Suddenly you can retarget with real precision using your product catalog. But that excitement is exactly where the most common mistake I see starts. The mistake: falling...
Here's a question that comes up constantly once someone adopts Andromeda-era practice: "I just added a batch of new ads to my ad set — do I need to bump up the budget to match?" The answer is no, and understanding why clears up a...