Here's my hot take on this lovely Saturday: if you're a small to mid-sized business and you're running Awareness or Engagement campaigns, you're lighting money on fire. Here's why: 🔴 Awareness optimizes for impressions and reach. Meta will find the cheapest eyeballs possible. Bots, click farms, and audiences that will never buy from you. You'll get a "great" CPM but no meaningful impressions. 🔴 Engagement optimizes for likes, comments, and shares. Meta finds people who engage with EVERYTHING. Again, trash impressions. Your post will look great on the surface, but those people don't have any intent to convert. The problem is both objectives optimize for vanity metrics, not a meaningful conversion action. What we recommend instead: ✅ Even if your goal is "brand awareness," optimize for a bottom-funnel action like a lead, purchase or even a button click. You'll still get reach and build awareness but it will reach people who actually take meaningful action. This means the awareness you're building is with the right audience. People who might actually convert down the road. ❓Anyone still running Awareness or Engagement campaigns? Tell me why in the comments, genuinely curious if there's a use case I'm missing!!

I’m hearing horror stories about how using your personal fb account to run many ad accounts can get the personal account banner - what’s the safe/best practice? How do media buyers manage a ton of accounts? Currently my personal account is an admin in all my ad accounts which are under several different fb business portfolios, one business portfolio per niche. Is that the right setup? @Marlee Anderson @Thomas Murray

Short answer: no Meta needs data to learn and exit the learning phase. At $5/day, you're spending $35/week. If your cost per conversion is anything above a few cents (spoiler: it is), you'll never get there. You'll stay stuck in learning and your CPA will stay high. The algorithm needs enough data to learn and optimize around your target user. $5/day is more like a donation to Meta ads 😬 We recommend at least $30-$50 a day to see sufficient data flow through the account. What's the lowest daily budget you've ever made work? Drop it below.

❌ Targeting too wide or too narrow a radius. Most businesses do not need to target 50 miles out. 15-20 miles is the sweet spot for most local service. ❌ Running image-only campaigns. A single static image in 2026 is not going to cut it. Meta wants movement. A iPhone phone video of a job site or a satisfied customer or a viral trend is needed to find success. ❌ Sending every lead to a "contact us" form on your homepage. Your homepage is not a landing page. Build a dedicated landing page for the offer in the ad. Headline + offer + proof + ONE button. ❌ Not using the Meta on-platform lead form. If your site is slow, outdated, or doesn't convert - use Meta's lead form. We've seen CPLs cut in half when switching. What would you add to the list?

Hi everyone, I run my own webshop selling sports nutrition supplements, and I’m struggling to get my ads in front of the right audience. Does anyone have tips or strategies that could help?