I took over this account 2 days ago and dropped their CPA by 74%. All with a SUPER simple account structure & testing strategy Creative Testing - ABO → Went through their ad library (hundreds of ads) → Batch tested a ton of them across 5 different ad sets → Yes, Meta skipped a bunch, but it helped me find winners fast Scaling Campaign - Cost Cap CBO → Ad set 1: All historical winners from the account → Ad set 2: All proven winners from December testing - min spend limit That's it. What was broken: Their past team was hardly testing anything. All the spend was going to 1 ad that was extremely fatigued. The account had zero velocity. The fix: Simplify the account structure + increase testing velocity significantly. Sometimes the best strategy is just testing more and organizing better. You don't need 10 campaigns and complex structures. You need clean separation between testing and scaling, and you need to actually test. 2 days in, CPA dropped 74%.

Here's how I test and scale ads in an ABO. Testing setup: → One ad set per angle or persona → 2-4 ads per ad set (variations) → Budget at 3-4x your target CPA per ad set → Run for a minimum of 3 days (I usually wait 4) What I'm looking for: → Low cost per add to cart (relative to top ads) → Cost per purchase at or below target → Low NC CPA (check segment breakdowns) → Enough purchases to validate (the top spender in the ad set should hit at least 3 conversions a day) - new customer How to scale inside the ABO: → When an ad set performs, wait for consistent results, then bump the budget 20-30% → Duplicate the winner into your scaling CBO → Keep the original running in the ABO too → Don't exclude engaged audiences. It hurts the retargeting these ads are quietly doing. Why this works: → Some ads won't get spend in your CBO → Some ads also only work at smaller budgets → If you have 20 (working) ad sets all at low budgets, it adds up and helps the account as a whole Some ad sets stay at $300/day and perform great there. Some can scale up way past that. This works great for accounts of all sizes - hope that helps!

For brands spending under $100k/mo, scaling AND testing in CBO is probably best - here's how I run that → Single CBO (cost cap) → 1 ad set for historical winners → New ad set for every batch of creatives (set a min spend limit to force spend here) (increase the cost cap above average to help it spend) Use your judgement with how you test your ads You can either → drop new ads into your existing testing ad sets and hope they spend or → launch a new batch/ad set and pull spend away from your top performers I love CBO for testing and scaling because it gives me some control over spend while still letting Meta decide where the money goes. → Spend limits let me steer the budget → Meta still picks which ads get it I don't fully trust Meta, and I don't think I know better than it either. CBO gives me a bit of both.

Breaking down this account structure at $200k/mo 1. Scaling CBO (cost cap) → 3 ad sets: 1 for historical winners, the rest for new winners from the ABO → Min spend on new ad sets so fresh winners actually get spend → Keeps the campaign from getting top heavy (overspending on 1 ad) 2. Whitelisting (cost cap) → One ad set per page, all non-brand pages → Top performing ads tested from different pages 3. Zombie → Cost cap below avg CPA → Failed creative tests go here → Only spends when Meta finds a cheap buyer 4. Creative testing ABO → One ad set per persona or angle (4 ads max) → Winners judged on CPA and cost per add to cart → Winners move to scaling and whitelisting, losers go to zombie → Winners also scale in place

If you're not checking your audience segment breakdowns You're literally just operating in the dark IE this ad's NC CPA is actually decent but retargeting pulled it up.

Your 7 day average is lying to you. One bad day can make a profitable ad look terrible. One great day can make a dying ad look fine. This is why I use daily breakdowns for every decision. Here's what I mean. An ad has a $90 CPA over 7 days. Looks bad. Should you kill it? First check the daily breakdown → Day 1-2: $120 CPA (still warming up) → Day 3: $45 CPA → Day 4: $52 CPA → Day 5: $38 CPA → Day 6: $41 CPA → Day 7: $55 CPA The ad has been crushing it for 5 days straight. Those first 2 days are dragging the average up. Kill this ad and you just turned off a winner. Here's what to do > → Go to breakdowns and select day → Look at the last 3-4 days individually → Is it trending up or down? → Are the good days recent or old? Ad averages are exdtremely misleading so try not to use them when making decisions

How I structure my custom metrics in Meta I set them up like a sales funnel, top to bottom. 1. Top of funnel → CPC → CTR (link) → Landing page views 2. MOF>BOF → Add to carts → Add to cart rate → Checkouts → Checkout to purchase rate → Purchases → Purchase conversion value 3. The ones I watch most → Amount spent → Cost per add to cart → Cost per purchase → Purchase ROAS 5. Creative metrics → Hook rate → Hold rate → Video average playtime Read left to right and you can see exactly where people drop off.

Apparently talking about @binghott is political now

Here's how I test ad copy: → One ad set per text variation → Same creative and headline in each → Only thing that changes is the primary text → Run it through Meta's A/B test tool to prevent audience overlap Clean test. Zero contamination. You'll know exactly which copy won and why. The winner gets added to your core batch of primary text variations that you use across all future ads. Check your existing ads and replace any underperforming text with the new winner. Over time every primary text variation in your account should be proven

If you're not checking audience segments you have no idea who you're actually targeting. A 2X ROAS might look great But that gets inflated by a high roas engaged audience (retargeting) And is therefore misleading 👇 Set it up in Advertising Settings → Audience Segments: → Engaged audience = 180 day website visitors → Existing customers = customer email list + 730 day purchase pixel Then check breakdown → demographics → audience segments This helps you identify which ads are performing with new customers which is a big deal for most brands and will help you make better decisions in your Meta ad account

I keep beating this drum but DON'T turn off ads just because your ROAS sucks Pay attention to your other metrics > cost per add to cart > cost per checkout Even CPC (not as important) 👇 When I look at an ad, I start with spend. If it's a top spender, Meta likes it, so it gets more room. If the CPA is high, I check the cost per add to cart. > If that's high too, the ad is done and I turn it off. > If the cost per add to cart is in line with my top performers, I leave it on. It's still bringing in buyers - but they either purchased after they clicked another ad, or they simply haven't bought yet. Hope that saves some of you from turning off good ads.

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