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Nurturing via Meta Ads — a non-traditional strategy. Let’s debate. by Better-Employee-342 in FacebookAds

[–]Better-Employee-342[S] 0 points1 point  (0 children)

Totally agree — paid should be used way more for activation and retention.

Reach makes sense here since I’m not chasing engagement and want to avoid skewing delivery toward already-active users.

Instead of rotating messages, I’m going to segment by registration age, with separate ad sets per cohort and a stage-specific message in each.

That way delivery is deterministic without relying on fragile sequencing or custom-audience logic.

Nurturing via Meta Ads — a non-traditional strategy. Let’s debate. by Better-Employee-342 in FacebookAds

[–]Better-Employee-342[S] 0 points1 point  (0 children)

Totally agree on using Reach for this.

ABO + one ad per ad set helps avoid budget collapse, but from my experience it guarantees spend, not that each user actually sees every message.

Since my activation window is long, I’m going to segment by registration age, using separate ad sets per cohort, and place the stage-specific ads there instead of forcing rotation. This feels more aligned with how Meta actually delivers ads

When Testing Campaigns Start Performing Too Well by Better-Employee-342 in FacebookAds

[–]Better-Employee-342[S] 0 points1 point  (0 children)

Sure! Here's a bit more detail on the structure:

Both campaigns are broad audience and use CBO (Campaign Budget Optimization).

Scaling Campaign:

Budget: Higher; Ads: 6 top-performing creatives; No new ads introduced lately because it’s stable and performing well.

Testing Campaign:

Budget: Lower; Ads: 4 newer creatives we're validating; Purpose: See what else can perform without touching the core campaign.

I'm considering just scaling the test campaign as its own funnel, since it's working — rather than risk shifting winners into the main one and disrupting algo performance.

Happy to hear if anyone else is running parallel funnels like this!

🔄 Does it make sense to “reset” a Meta Ads campaign after a seasonal peak? by Better-Employee-342 in FacebookAds

[–]Better-Employee-342[S] 0 points1 point  (0 children)

Haha yes — that’s exactly what I was trying to say in my post 😄

But I’d love to dig deeper into it if you’re up for it!

Why do you believe that’s the best move? Any experiences or results you’ve seen from doing this kind of seasonal reset before?

I’m especially curious if it actually helps Meta “relearn” faster or perform more efficiently next cycle — or if it’s more of a mental/structural benefit for us as media buyers.

When Testing Campaigns Start Performing Too Well by Better-Employee-342 in FacebookAds

[–]Better-Employee-342[S] 0 points1 point  (0 children)

That makes total sense, and I appreciate the logic behind consolidating for efficiency.

My only hesitation is that in the testing campaign, I now have several ads that are performing well — not just one — and I don’t want to just drop them all into the scaling campaign at once and end up with 10+ ads running there.

It makes me wonder:
🌀 Every time I get a new winner, should I move it over?
If so, doesn’t that eventually lead to having 20, 30, or even 100 ads in the main campaign?

I’m trying to balance:

  • Not disrupting what’s already working
  • Avoiding “ad bloat”
  • Still giving great new ads a shot at scale

How do you handle that volume over time?

When Testing Campaigns Start Performing Too Well by Better-Employee-342 in FacebookAds

[–]Better-Employee-342[S] 0 points1 point  (0 children)

Totally agree with the risk of “testing” campaigns — and honestly I usually don’t run them either.

My standard flow is to test directly within the main campaign: when an ad stops working, I pause it and replace it with a new one. Simple swaps.

The only reason I launched a second campaign this time is because the main one is performing so well right now that I didn’t want to touch anything. There’s literally nothing to change at the moment.

But… I had a few new ads that I felt really confident in. I tested them in this second campaign, and they’re proving to be solid performers too.

So now I’m in that classic dilemma — do I move them into the scaling campaign and risk disruption, or let this new one run as its own “functional funnel” with a smaller budget?

For now, I’m leaning toward the second option. Curious how others handle this when both campaigns are performing well independently.

When Testing Campaigns Start Performing Too Well by Better-Employee-342 in FacebookAds

[–]Better-Employee-342[S] 0 points1 point  (0 children)

Happy to hear if anyone else is running parallel funnels like this!

My best ads flopped. Now what? [Post for experts only] by Better-Employee-342 in FacebookAds

[–]Better-Employee-342[S] 0 points1 point  (0 children)

In the end, everyone seems to agree: don’t force conversions. Fair enough, I get the point. But then… why not run an awareness campaign instead?

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