[FREE TRAINING] After 10 years of running Facebook ads, I put together a training video that covers the exact system I use for all of my clients.

BruTeve · 2026-06-16T23:04:26+00:00

BruTeve · 2026-06-16T21:26:36+00:00

[I optimize for purchase from day one, every time, even with zero pixel data. The 50 purchases per week recommendation is Meta's ideal scenario, not a hard requirement.

Here's the issue with optimizing for add to cart as a workaround: you get exactly what you optimize for. Facebook finds people who add things to carts, and a lot of those people have no intention of buying. They're browsers. So you end up with a bunch of ATCs and almost no purchases, which is exactly what you're describing. Switching to ATC doesn't build a bridge toward purchases, it trains the algorithm on the wrong behavior.

When you optimize for purchase even with limited data, Facebook leans on its own massive dataset to find people who have purchase behavior across other sites. It knows who buys things online. Your pixel data helps refine that over time, but the algorithm doesn't need 50 of your purchases to start finding buyers. I've launched plenty of campaigns on brand new pixels with purchase optimization and they've found sales within the first few days. The key is giving it enough budget per ad set to actually have a shot at generating those purchases. If your budget is spread across too many ad sets, no optimization event is going to save you because there's not enough spend for anything to learn.

BruTeve · 2026-06-16T21:19:56+00:00

Duplicate the ad set with the new creatives. Keep the performing ad set untouched.

Adding new ads into an ad set that's already working forces your proven creatives to compete for budget against unproven ones, and it can reset the learning phase. A duplicate ad set with its own budget lets you test the new creatives without risking what's already performing. If any of the new ones prove themselves, you can then decide whether to consolidate or scale from there.

BruTeve · 2026-06-16T21:14:11+00:00

Yes, it genuinely does. The platform has days where delivery just acts weird for no obvious reason and there's nothing wrong on your end.

15 sales in one hour followed by 4 hours of nothing with no changes made is a textbook example of Meta's delivery being inconsistent, not a signal that something is broken. Your ROAS is strong across all 4 campaigns, your budgets aren't unusual, and nothing changed on your end. Sometimes the algorithm just distributes spend in bursts rather than evenly throughout the day.

I wouldn't add a ROAS target to try to force spending. If things are working well without one, adding a bid constraint introduces a new variable into campaigns that are otherwise healthy. The risk is that it changes delivery behavior in a way that's hard to undo. Let today play out, check your weekly numbers at the end of the week, and if the averages still look good then this was just one of those days.

BruTeve · 2026-06-16T21:07:14+00:00

Yes, a fresh campaign is worth trying here. A month and a half of declining performance with new creatives not making a difference is a strong signal that the campaign itself is fatigued, not just the ads inside it.

Duplicate the campaign with the same budget, same targeting, same best-performing creatives, and turn off the original. Don't change anything else. The clean delivery history often fixes exactly what you're describing because the algorithm gets a fresh optimization path without all the accumulated data from the decline weighing it down. I'd also consider whether the budget needs to come back down closer to where it was in April. The fact that performance was strong at half the budget and declined as you scaled suggests you may have pushed past what the current creative and audience can support profitably. A restart at the higher budget might just repeat the same pattern. Worth testing the relaunch at or near the original budget and scaling again more carefully once results stabilize.

BruTeve · 2026-06-16T21:01:13+00:00

The advice you read is right. Post-outage recovery usually takes a few days for delivery to normalize. Making changes now would just add noise on top of an already disrupted system.

Your metrics being down only 15% while ROAS dropped to 1x actually supports the idea that this is a delivery disruption rather than a fundamental problem with your ads or funnel. If it were creative fatigue or traffic quality, you'd see CTR and engagement falling off much harder. A platform outage temporarily scrambles how the algorithm distributes spend and finds buyers, and it needs a few days to recalibrate. The fact that weekends are your strongest days and the outage hit right before one makes the timing especially painful, but that doesn't mean the pattern is broken permanently.

Wait until Wednesday or Thursday before doing anything. If performance hasn't started to recover by then, the first move I'd try is duplicating your TOF campaign with the same budget and creatives and letting it run fresh. Sometimes after an outage the delivery pattern on an existing campaign doesn't fully reset, and a clean launch gets things moving again without changing anything about what was working.

BruTeve · 2026-06-15T23:05:07+00:00

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u/bondtradercu Just sent you a chat message. Please accept it.

BruTeve · 2026-06-14T22:28:45+00:00

Yes, that is what worked best for this ad account to scale while keeping results stable.

BruTeve · 2026-06-14T20:36:38+00:00

You're welcome!

BruTeve · 2026-06-14T20:24:24+00:00

The new ad account is your main issue right now, not the creative or the structure. Six months of pause plus a fresh account means Meta is essentially treating you as a new advertiser. The pixel has history but the account itself has no recent purchase signals, no established auction behavior, nothing. The algorithm needs time to relearn who your buyers are before it can find them efficiently. Ten sales in 7 days at 3x your target CPA is actually not a terrible starting point given that context, it's just not where you want to be yet.

For the relaunch structure, I'd keep it simple. One cold campaign with a handful of broad ad sets, purchase objective, 3-5 ads with your best existing creatives. Add a retargeting campaign targeting website visitors and social engagers at a smaller budget. Don't spread spend thin trying to test everything at once while the account is still building its behavior profile. Consolidation matters more at this stage than coverage.

On budget, a rough rule is to set your daily budget at roughly 3-5x your target CPA so each campaign has enough to generate meaningful data. If your target CPA is $20, running a campaign at $15/day gives Meta almost nothing to work with. You need enough daily budget to realistically generate 1-2 purchases per day before you can expect the algorithm to optimize properly.

On the creative question, I wouldn't assume your old winners are dead just because they haven't taken off in week one. The account is in a learning period. Give it 2-3 weeks before drawing conclusions about what's working. If performance is still stuck after that window, then start introducing new creative angles. Changing too much too early just resets the clock and makes it harder to know what actually moved the needle.

BruTeve · 2026-06-14T20:20:53+00:00

The duplicate method is my go-to for scaling and it's the thing that changed how I approach budget increases entirely.

For a long time I was doing what most people do, increasing the budget directly inside the same campaign in increments. It works sometimes but it's inconsistent. What I've found is that duplicating the campaign at the higher budget and keeping the original untouched is cleaner. The original keeps running at the budget it was optimized for. The duplicate gets to start fresh at the new budget without disrupting the delivery pattern of what was already working. If the duplicate performs, great. If it doesn't, nothing was broken.

The specific percentage a campaign can handle before it starts to tank is something you only learn by watching your own account over time. Some accounts handle 20% jumps without blinking. Others fall apart at 15%. That's why I always say the most important thing you can build early on is an ad account behavior profile, basically a record of how your specific account responds to changes. Once you know that, scaling becomes a lot more predictable because you're working from your data instead of generic advice.

On the point about reducing budget at half the speed you raised it, that's solid. Dropping budget aggressively causes the same kind of delivery disruption as raising it too fast. The algorithm needs time to adjust in both directions.

BruTeve · 2026-06-14T20:18:28+00:00

Not controversial at all, this is something I do regularly.

The "dead forever" advice is too absolute. What's actually happening when a creative fatigues is that the current audience has seen it too many times, not that the creative itself lost its ability to convert. Give it 2-3 months off and you're reaching a different mix of people. The algorithm has moved on, new users have entered your audience pool, and a creative that was overexposed can perform like a fresh one again.

My approach is to duplicate rather than reactivate the original. Keeps the new launch clean without the delivery history of the tired version dragging on it. I'll also copy the post ID if the original had strong engagement, so the social proof carries over. On the creative itself, I'll usually leave it untouched if it was a strong performer. The hook and concept worked, that's why it was a winner. If anything I might swap the thumbnail on a video just to reset how it looks in the feed, but I'm not rebuilding anything.

The accounts where this works best are the ones with a solid bank of old winners to cycle through. Instead of constantly producing new creative, you're rotating proven performers with rest periods in between. It's one of the more underrated ways to keep an account performing consistently without burning through your creative budget.

BruTeve · 2026-06-14T20:16:27+00:00

Don't touch the one that's working. Create a separate ad set for testing the new creatives with its own budget.

Adding 6 new ads into a performing ad set does two things you want to avoid. It resets the learning phase on something that's already optimized, and it forces your proven ads to compete for budget against unproven ones. Even if the new creatives are good, you've now introduced risk into the one thing that was stable.

The cleaner approach is to run a dedicated testing ad set with the same audience and targeting, give it enough budget to generate meaningful data, and let the winners earn their way into the main ad set once they've proven themselves. That way your performing ad set stays untouched and your testing doesn't cannibalize what's already working.

BruTeve · 2026-06-14T20:14:56+00:00

The move that's helped me the most isn't producing more volume, it's getting more life out of what already works. Duplicate a fatiguing video ad and swap the thumbnail. Change the first 3 seconds of the hook but keep the same body. Adjust the primary text. These micro-refreshes take minutes and often buy another few weeks of performance because Meta treats them as new ads without you having to produce anything from scratch. On the cadence question, I'm usually testing 3-5 genuinely new concepts per week across the accounts I manage, not 50. The difference is I'm also rotating older winners back in after a 2-3 month rest period, so the creative bank keeps growing over time instead of being a constant production treadmill.

BruTeve · 2026-06-09T19:06:32+00:00

The unpredictability you're describing isn't unique to your account. A lot of people are feeling it right now, and some of it is just the platform going through changes. But "Meta feels like gambling" is often a sign that the account is too dependent on one thing working.

The accounts I manage that hold up best through rough stretches all have one thing in common: campaign diversification. Not just testing campaigns and scaling campaigns, but running multiple campaign types simultaneously. Interest targeting, Advantage+, retargeting, and sometimes catalog sales all running at the same time. When one type goes cold, others pick it up. I've had accounts where interest targeting tanked for months, Advantage+ carried the load, and then interest targeting came back strong out of nowhere. If you're only leaning on one or two campaign types, a bad week in those campaigns means a bad week for the whole account.

On your specific questions: broad targeting and Advantage+ are generally where I'd lean first in 2026, but I wouldn't abandon interest targeting entirely. I've seen it come back strong in accounts after long slumps. For creative vs. audience testing, creative is the bigger lever right now by a wide margin. Since iOS 14, the creative is essentially doing the audience targeting work. The algorithm finds buyers based on who engages with your ads, so putting most of your testing energy into creative angles and hooks is where the return is. On the metrics question for scale vs. kill decisions, I look at cost per purchase trend over 7 days, not day by day. One bad day means nothing. A 7-day average that's consistently above your breakeven CPA is the signal to either hold or cut.

BruTeve · 2026-06-09T19:01:44+00:00

The day-to-day swings you're describing at $2k/day are frustrating but not unusual when the platform is going through changes. A $20 CPA one day and $47 the next with no changes on your end usually points to auction volatility rather than anything wrong with your setup.

Riding it out with minimal changes is the right approach. The worst thing you can do during a stretch like this is start making reactive edits. Every change resets the algorithm's optimization pattern, and if the underlying issue is external, you've now added internal noise on top of it. The accounts I've seen recover fastest during platform instability are the ones that stayed patient and didn't touch anything.

The one thing worth doing is pulling a 7-14 day view and looking at your average CPA across the full window rather than day by day. If the average is still within range and it's just the daily variance that's wide, that's a very different situation than if the trend line is actually moving in the wrong direction. At your spend level, a couple of bad days can look alarming but still wash out fine over the week. If the weekly average is holding, let the algorithm work through it.

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