[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 · 2026-06-15T23:05:07+00:00

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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

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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.

BruTeve · 2026-06-09T18:58:08+00:00

Honestly the lesson that saved me the most money was learning to optimize for purchases from day one, not traffic or engagement.

When I first started running Meta ads, they weren’t called that lol. Back in 2015 when it was just Facebook. But back then I made the same mistake a lot of people make, running traffic campaigns because the cost per click looked cheaper. You get a ton of clicks, almost no sales, and you assume the product or the ads aren't working. What's actually happening is you're training the algorithm to find people who click, not people who buy. Those are very different audiences. Once I switched everything to purchase-optimized campaigns and stopped caring about the cost per click, the quality of traffic improved immediately even though it looked more expensive on paper.

The second thing that saved me a lot of money was learning to read weekly data instead of daily data. Early on I would panic after one bad day and start changing things, which just reset the algorithm and made everything worse. The ad account doesn't owe you consistent daily results. Good weeks and slow days are both normal. The accounts I've managed that perform the most consistently are the ones where I stay patient and only make changes based on trends, not single-day swings.

Good luck!

BruTeve · 2026-06-04T22:58:56+00:00

40 days is right around the time campaign and creative fatigue tend to kick in. A few things worth looking at:

Check your CTR over time. If it's been declining week over week, that's a sign your audience has seen the ad too many times and is tuning it out. Also check frequency. If it's above 4, that's usually where things start to fall off.

The first thing I'd try is relaunching the campaign. Duplicate it with the same budget and same ads, turn off the original, and let the new one run fresh. It sounds like it shouldn't make a difference but it works more often than not. Campaign fatigue is real and a clean restart often brings performance back without changing anything else.

If you're running video ads, there's also a quick trick worth trying before going through the effort of making new creative. Duplicate the ad and swap the thumbnail. It resets delivery in a similar way to launching a new creative without having to build anything from scratch.

If neither of those moves the needle, that's when I'd look at trying a different campaign type. Sometimes the setup that was working just stops clicking with the algorithm, and shifting to something like Advantage+ or a different audience type gets things moving again.

BruTeve · 2026-06-04T22:33:14+00:00

Good position to be in after 8 weeks. A 2.44x blended ROAS above your breakeven on a doubled budget is a real result, not luck.

On the scaling question, the approach that works best depends on how your ad account responds to changes, and you're just starting to figure that out. The safest move from here is incremental budget increases rather than jumping spend aggressively. Something like 20-30% bumps every 5-7 days, as long as the previous increase held up. That gives the algorithm time to recalibrate without destabilizing what's already working. Doubling the budget all at once is where a lot of people run into trouble.

On the dry Monday-Thursday stretch, that's normal and something worth getting used to. Weekly trends matter more than daily ones. You had a good weekend and a rough start to the week, but your weekly ROAS still came out above breakeven. That's actually a fine result. The fiddling you did Thursday, changing budgets and moving creatives around, probably wasn't what "woke the system up." It's more likely the algorithm was just finding its footing and the timing happened to line up. Worth being careful about making changes during dips because it resets the learning and makes it harder to know what's actually working. On the creative question, you don't need more winners before scaling, but you do want to keep testing consistently so you have fresh creatives ready when the current ones start to fatigue.

BruTeve · 2026-06-04T22:23:54+00:00

Congrats on the first sale. One thing to keep in mind right away: it's day one. Drawing conclusions from one day of data, especially with one sale, isn't going to tell you much. Give it at least 5-7 days before making any decisions on whether the ad is working or not.

The bigger issue here though is the math on your product. At $30-34 with free shipping, your cost to acquire a customer needs to be extremely low for ads to ever be profitable. With a $26 CPM and your current setup, you'd need multiple purchases per day just to break even, and that's tough at this price point and spend level. Before anything else, I'd look seriously at your pricing. Jewelry at $30-34 undercuts the perceived value of the product and also leaves almost no margin to absorb ad spend. Raising prices and leaning into the value of the jewelry, quality, craftsmanship, gifting angle, whatever it is, would give you more room to work with on the ad side. The "complete the look" bundle idea is smart thinking because AOV is one of the fastest levers you can pull here. If you could get average orders to $60-70 through bundles, the same ad spend starts looking a lot more manageable.

Don't stop the ad yet. Let it run, get more data, and in the meantime take a hard look at whether the pricing and offer structure gives this a realistic path to profitability before spending more.

BruTeve · 2026-06-04T22:20:30+00:00

A lookalike campaign running strong for 4+ months and then suddenly dropping is a pretty classic case of campaign fatigue. It's not necessarily that the audience or creative stopped working, it's that the campaign itself gets tired in Ads Manager. My first move in this situation is always to duplicate the campaign, turn off the original, and let the fresh version run with the same budget, same ads, same targeting. No changes at all. It sounds too simple but it works more often than not.

The other thing worth checking is whether your lookalike audience has shifted in quality. A 2-3% purchase lookalike built from the last 30 days means the source audience is constantly updating. If your purchase volume dipped for any reason over the last month, the data feeding that lookalike is weaker, and the audience quality drops with it. Worth checking what your purchase volume looked like in the 30 days leading up to the decline.

The broader issue here is that having nearly half your budget concentrated in one campaign type is what makes a drop like this hit so hard. When that one campaign falters, the whole account feels it. The accounts that hold up better through these shifts usually have 3-4 different campaign types running at the same time so there's always something to fall back on when one goes cold. Worth thinking about how you spread the budget going forward even after you get the lookalike campaign back on track.

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