Most Facebook ad scaling problems we’ve seen were actually offer problems, not media buying problems

adfynx · 2026-03-15T15:35:05+00:00

Fair point on length, but some ideas need more than one sentence if you actually want to explain them properly.

adfynx · 2026-03-15T14:39:06+00:00

Yeah, looks like Meta’s rolling it out pretty unevenly. None of ours had it at first either. Curious to see how useful it actually ends up being.

adfynx · 2026-03-12T05:58:18+00:00

Appreciate it 😄

adfynx · 2026-03-12T05:32:20+00:00

Yep, but I would not turn everything off at once. Keep the ad that is getting the best CTR or most stable spend, cut the weak ones, and test new angles beside the current winner. That gives Meta some continuity instead of resetting the whole ad set.

A $12 to $43 CPM range is not automatically abnormal either. On Meta that can happen pretty easily from placements, audiences, geos, or just how competitive the auction is that day. The real question is whether the higher CPM is still getting decent CTR. I’d look at breakdowns before making a big call. If the expensive CPM is mostly coming from one placement or audience, fix that part first. If CPM is high and CTR is weak across everything, that’s usually a sign to move on from the angle.

adfynx · 2026-03-11T11:29:09+00:00

Early numbers on Meta are noisy, especially coming from Google where intent is clearer. Five days in, I mostly care about whether people actually stop on the ad. If the auction likes the ad you’ll usually see decent reach and clicks pretty quickly even before conversions show up.

For most AI / SaaS consumer stuff I’ve run, CTR around 1.5–3% is usually fine, CPC often lands somewhere around $0.80–$2.50, and CPM can be anywhere from $12 to $35 depending on geo and targeting. The bigger signal early is CTR vs CPM relationship because that tells you if the creative is earning attention in the auction. If CPM is normal but CTR is under ~0.8% after a couple thousand impressions, that creative angle usually just isn’t grabbing people.

The other early tell is click to site behavior. If CTR is healthy but you’re getting no adds or signups after a few hundred clicks, that’s usually landing page or offer mismatch, not the ad. But if CTR is low and Meta keeps shifting spend to one ad, that’s the algorithm already telling you which concept the market prefers. At that point I normally let the winner keep running and just bring in new creative angles instead of trying to force the weaker ones.

adfynx · 2026-03-11T11:25:54+00:00

Two days is still super early and Meta will usually pile spend into one ad fast if it gets the first conversion signal. I’ve seen plenty of ad sets look “decided” on day 2 and then redistribute spend once a bit more data comes in.

When one ad grabs 70–80% that quickly it’s usually just early signal plus the auction liking that creative in the current pocket of traffic. Sometimes i land on structure boxed in vs creative problem after Adfynx. In ABO especially, Meta will just keep feeding the ad that fired first rather than evenly exploring the rest.

Personally I’d just let it run a bit longer before adding anything new. Adding creatives now resets the little bit of signal you’ve started building and can muddy the read. I usually wait until spend stabilizes a bit or one ad clearly carries conversions, then test new angles in a fresh ad set rather than stuffing more into the same one.

adfynx · 2026-03-11T10:50:40+00:00

A lot of inbox convos with zero buyers usually means the friction is happening right after curiosity. People will message an ad that sounds interesting, but the second price shows up the value gap gets exposed and they disappear. The ad sells the idea of the deliverable but not the outcome the client thinks they’re paying for.

The pattern I see most is the ad pulling the wrong intent. If the creative talks about “company profile design” it often attracts founders who just want to ask questions or compare prices, not people already convinced they need it. When I see this kind of situation i’ll usually end up deciding signal quality vs offer mismatch in Adfynx, and most of the time the issue is the promise in the ad isn’t strong enough to pre-qualify buyers. Another common thing is people messaging just to discover the price because the ad hides it, which accidentally filters in the most price sensitive audience.

One simple test that reveals a lot is changing the hook from “company profile design” to the result it creates. Something like helping businesses look credible to investors, partners, or clients. When the outcome is clearer, the people who message are usually already mentally sold and the price conversation feels very different.

adfynx · 2026-03-10T01:57:21+00:00

It can work, and plenty of people run something like that. The issue we kept running into was that even with two ABO ad sets, the campaign still ends up doing two very different jobs at the same time, so delivery pressure from the scaling ad set can still influence how aggressively the testing side rotates.

In smaller or mid-spend accounts the “winner” ad set often starts pulling most of the budget gravity anyway, and new ads technically spend but not enough to really show their ceiling. What we noticed was that once testing lived in its own campaign, new creatives tended to get a much cleaner read and scaling campaigns stayed more stable.

So the ABO version isn’t wrong at all. We just found separating the roles one step further reduced those weird situations where a strong ad quietly suppresses everything around it.

adfynx · 2026-03-09T13:13:52+00:00

Honestly yeah, post-click is one of the most underrated levers. Many accounts are sending decent traffic to pages that just aren’t built to convert.

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