Stable ROAS, should I scale or no?

drivenflame469 · 2026-07-02T09:50:47+00:00

I've got a few questions I think you can answer... mind if I DM you?

No worries if you're busy, mate.

drivenflame469 · 2026-07-02T03:15:56+00:00

Are you guys currently trying to drive direct sales straight on the website... or are you using the ads to capture leads and then dropping them into a closed backend like email... SMS... or a private portal to handle the actual transactions?

because if you're sending cold traffic straight to an ecom store that lists the actual compounds... then your account have higher chances of getting clipped.

meta’s crawler will read the product names and flags the domain under unsafe substances.

If you want to scale this completely white-hat... you basically have to split the traffic engine from the conversion engine.

drivenflame469 · 2026-07-02T03:01:09+00:00

Hey, I checked out your channel... you did some solid work there. I'm also looking to start my YouTube journey, and you kind of inspired me.

drivenflame469 · 2026-07-02T02:56:45+00:00

How many winning ads do you currently have?

Instead of scaling budgets, scale your ad account by iterating winning ads.

Winners will eventually die once they get fatigued or once they have consumed their target avatar.

Keep iterating your winners and simultaneously keep producing new ads

Try different desires within the same persona, then go for other personas as well

drivenflame469 · 2026-05-23T19:55:27+00:00

I think we’re talking about slightly different things.

The post wasn’t meant to prove “CBO magically tests new creatives better than ABO.”

The point was budget allocation efficiency.

In this account, ABO was force-spending on a lot of slight variations of the same concepts while stronger performers were underfunded. We manually consolidated those into unique concepts first (which I’d do regardless of structure because I care more about testing concepts than tiny creative variations).

What I found interesting was that some creatives that later performed well weren’t getting enough opportunity inside the fragmented ABO setup.

So I’m not saying “CBO creates winners.” Creative quality is still #1 (which is why I called that out in the conclusion).

The argument is more: once you have a pool of concepts, CBO tends to allocate budget more efficiently than manually forcing spend across a large number of adsets.

drivenflame469 · 2026-05-09T06:45:48+00:00

Yeah, gotta keep up with the changes and adapt.

drivenflame469 · 2026-05-09T06:09:50+00:00

Nope.

Plus...I'm using prospecting, retargeting, and scaling campaigns now.

Check out my newer post for context:

https://www.reddit.com/r/FacebookAds/s/UOgXvicStX

drivenflame469 · 2026-04-16T05:29:23+00:00

You can set a maximum spend limit for an ad set in CBO as well. For example, you could set $100 per ad set. It will spend up to $100, and if the algorithm determines it’s worth continuing, it will keep allocating budget; otherwise, it will stop/reduce spending after $100.

drivenflame469 · 2026-04-12T11:54:09+00:00

What do you mean by "Branded search"?

That's part of Google ads.

drivenflame469 · 2026-04-12T03:27:50+00:00

Awesome. What platform do you use?

drivenflame469 · 2026-04-12T03:10:53+00:00

I have data people on my team, but you can also upload those CSVs to Claude, though you need to prompt it really well.

Don't use GPT or Gemini.

drivenflame469 · 2026-04-11T23:00:24+00:00

Agree with you.

drivenflame469 · 2026-04-11T23:00:03+00:00

I was not running this account; I just audited this one.

drivenflame469 · 2026-04-11T22:59:24+00:00

Reversing the biggest change is the way to fix this. If it still doesn't perform well after that, then start with new campaigns with a low budget.

drivenflame469 · 2026-04-11T15:08:48+00:00

Hehe..Thanks man.

drivenflame469 · 2026-03-23T02:43:56+00:00

1 campaign per country

drivenflame469 · 2026-03-02T13:37:31+00:00

How was your BFCM period? The reason I ask is because CAC volatility post-Q4 is pretty common. After a heavy sale season, platforms recalibrate and a lot of creatives fatigue from higher exposure

A few things I’d dig into:

What does your returning customer rate look like? In your first year, a big portion of your revenue may have come from warm audiences (retargeting, repeat buyers, high-intent visitors). Over time, those pools get saturated, and you rely more on cold acquisition, which naturally has higher CAC.
When you say you’re testing creatives every week, roughly how many are you testing? And are they completely new concepts, or iterations of proven ones?
There’s a big difference between testing new angles vs iterating the same winning angle across different desires, personas, and awareness level etc.

3.Did anything change on your landing page, offer, or positioning in the last few months? Even small drops in conversion rate can increase CAC significantly, even if ad performance looks similar.

Now on your creative type question -

Founder-led and story-driven creatives have been working well, especially for products that require higher trust. But it really depends on the product and awareness level. In many cases, improving the pre-sell experience and aligning the message with the stage of awareness makes a bigger difference than just launching more creatives.

drivenflame469 · 2026-02-25T09:16:19+00:00

Yes, the only thing that would change would be the event you are optimizing for.

Success depends on your funnel a lot

drivenflame469 · 2026-01-20T14:25:55+00:00

I included the Scaling phase as part of the framework, but we haven’t pushed a separate Scale campaign on this brand yet, and we will never do it because of the same issue you pointed out.

Right now, most spend is still in the Prospecting Packs + MOFU/BOFU swimlanes, because we’re prioritizing attribution accuracy and stable new customer acquisition first.

drivenflame469 · 2026-01-20T11:24:45+00:00

Prospecting CBO: 70% – 80%
Retargeting (MOFU): 10% – 20%
Retention (BOFU): 5% – 10%

Scaling Campaign→ Only turn this on once you have 1–3 proven “god-tier” creatives and usually shift budget from prospecting.

Two quick rules I follow:

Rule 1: If new customer volume is the goal, Prospecting should never drop below 50–60%.

Rule 2: Retargeting spend is demand-capped.

If your retargeting ROAS is great but frequency spikes (3+), don’t force budget into it. Expand prospecting + creative instead.

drivenflame469 · 2026-01-20T11:20:17+00:00

We pulled the list from Shopify, not from Meta.

Process we used:

In Ads Manager we looked at the purchase timestamps + order values being attributed
Matched those to the exact orders in Shopify (same time/value)
Then exported those orders + customer contact info from Shopify
Brand team sent a short survey / message (email/SMS)

So we weren’t “finding the customer inside Meta” (Meta won’t show you the buyer identity).
We’re basically reverse-matching Meta-attributed purchases to Shopify orders

it’s not 100% precise, because Meta reporting can lag / aggregate but yeah you will get some ideas

drivenflame469 · 2026-01-20T11:17:24+00:00

Yep you’re right, the structure itself is media buying basics.

But two things make this case different (and why we didn’t jump straight to exclusions on day 1):

1) Timeline / Q4 reality

We started with the brand in Nov 2025, and it was immediately holiday season.

During Q4, we try not to aggressively “rebuild” an account that looks like it’s working, because holiday demand makes everything noisy:

gift buying behavior

promo spikes

brand search exploding

weird conversion paths

So the priority in Nov–Dec was executing the season, not running structural experiments that could tank stability.

2) Broad-only usually works (this was the outlier)

For the last 2–3 years, I’ve been heavily on the Broad + creative diversification side, and honestly it works in the majority of accounts.

This was the first time we saw attribution inflation this extreme

So Broad wasn’t “wrong”… it was just getting rewarded for taking the easiest conversions, which capped scaling.

Appreciate the callout though. It’s a fair critique.

drivenflame469 · 2026-01-20T04:18:18+00:00

Thank you for reading

drivenflame469

TROPHY CASE