Running Meta Ads isn’t just about learning the platform — it’s about thinking like a player in a competitive game. Here are three mindset shifts that can really help you get better results: 1. Stop expecting the unrealistic - High CPMs? That’s normal if you’re advertising in expensive markets or targeting high-value audiences. - High CAC? Often, the problem isn’t your ads — it’s that your customer's lifetime value (LTV) isn’t high enough to cover the costs. - ROAS always feels too low? If you can’t be profitable with a solid ROAS, it’s worth looking at your overall business model, not blaming the ads performance. 2. You’re buying a ticket to play - Ads don’t come with guaranteed results — they give you a chance to compete in the market. - If a campaign doesn’t work, it’s not the platform’s fault. It’s an opportunity to learn, improve your strategy, and test new approaches. - Your edge comes from experimenting, understanding your audience, and making better ads than your competitors. 3. Ads will keep getting more expensive - Costs on Facebook and Instagram will rise over time — that’s normal. The key is to accept it and keep moving forward. - As it gets harder, some advertisers will quit. Those who keep going have a real advantage. - The most successful advertisers are the ones who stay consistent: testing, creating, and refining campaigns no matter what. If this resonates and you want a place to actually improve your ad skills, join Meta Ads Academy — free for now, paid soon. You’ll get instant access to a video course, an easy-to-follow checklist and support from the community!

Let’s be honest — you’ve probably asked yourself this question before 👇 “How do I know if these sales actually came because of my ads, and not just because someone was going to buy anyway?” That’s exactly what Incremental Attribution helps you figure out. It's a new Meta feature that shows you how many of your conversions actually happened thanks to your ads — not just the ones that got tracked. Here’s how it works: Meta compares two groups of users: - a test group (people who saw your ad), - a control group (similar people who didn’t see it). The difference in conversions between these two groups = incremental lift — the true added value of your campaigns. 📈 Example: One of my clients saw 714 conversions reported in Ads Manager. But incremental attribution showed that only 346 were truly generated by ads. That means more than half of those sales would’ve happened anyway. On the other hand, for a newer brand with less organic traffic, both models showed almost identical results — meaning the ads were doing all the heavy lifting. 💡 What you can learn from this: - Cold audiences (prospecting) usually show higher incrementality — those ads are driving new sales. - Remarketing tends to show lower incrementality — many of those buyers were already planning to come back. 🔧 How to use it: 1. Reporting: Go to Ads Manager → “Compare attribution settings” → “Incremental attribution.” You’ll see how your campaigns perform under this new model compared to the standard 7-day click.(Available for results after April 1, 2025.) 2. Optimization: Once your account is stable and has consistent data, you can try to optimize campaigns for incremental conversions. The cost per conversion might go up — but your data will show a much truer picture of your ad impact. 🔥 In short: Incremental Attribution is a big step forward. It helps you understand which campaigns actually create new sales, and which ones just take credit for them. Don’t treat it as the ultimate truth — but see it as a powerful new lens that helps you measure what really matters in your business.

If you’ve ever opened Ads Manager and felt lost among all the numbers, don’t worry — everyone starts there. The good news is that you don’t need to track everything. There are just a few key metrics that actually tell you whether your ads are doing their job. Here’s a simple breakdown of the 10 most important ones: 1. CPM (Cost per 1,000 impressions) - This shows how much you pay for every thousand times your ad is displayed. It helps you understand how competitive your audience is. If your CPM is high, it usually means your audience is expensive or the quality of your ad is poor. 2. CPC (Cost per click) - Tells you how much each click costs. A high CPC means people are seeing your ad but not finding it interesting enough to click - usually a sign that your creative or copy could use some testing. 3. CTR (Click-through rate) - The percentage of people who click after seeing your ad. It’s one of the best indicators of whether your message catches attention. Anything around 1-2% is a good starting point for cold audiences in sales or leads campaigns. 4. Cost per result (or conversion) - Shows how much you pay for each desired action, like a lead or purchase. Always compare it to your target cost - what matters is not the number itself, but whether it makes sense for your business. 5. ROAS (Return on ad spend) - Probably the most important metric for e-commerce. It tells you how much revenue you make for every dollar spent on ads. A ROAS above 4 is generally considered healthy, but it depends on your margins. 6. Conversion rate - This measures what happens after the click - how many people actually take action on your site. If it’s below 2%, there might be a problem with your offer or the website itself. 7. Frequency - Shows how many times, on average, one person has seen your ad. Once you get above 4 or 5, people start tuning out. That’s a good sign to broaden your targeting and refresh your creative. 8. Reach - The number of unique people who’ve seen your ad. It’s useful for awareness campaigns and tracking how far your message is spreading.

Hey everybody, if you couldn't join the last call you can: ➡️ Get the recording here (if you're not level two, comment below and we'll level you up) ⚠️ If the video is too long for you, just read the summary I provided under the lesson in the classroom. This is not the summary: ⚫ KEY HIGHLIGHTS: - My membership questions that automatically filter spammers (and why the email one isn't what you think) - The 240-250 member sweet spot where everything changes (this happened to my friend too)• Why I stopped using pinned posts and you should too - How I rank #1 for "[topic] + Skool" searches without any hacks - My "educational ads" approach (I give value, you watch my promotions - fair trade) - The 3 engagement levels and why most communities die at level 1 - Why the classroom feature is broken and what I do instead ⚫ Here's what I cover: - My onboarding setup: The specific questions I ask new members (hint: the email one is just for catching spammers, not building lists) - The organic growth tipping point: Around 240 people, communities start engaging naturally. Before that? It's mostly you talking to yourself - SEO positioning: How I get my posts to show up when people search school-related stuff on Google - The funnel inside the community: I create chains of posts that lead people through value, then to my paid stuff (it's basically ads, but educational ones) - Discovery page tricks: More text in your about section = better ranking. Simple stuff that works - Why I hate the classroom feature: It's too isolated from the community vibe. I show you my hybrid approach instead ⚫ The thing is: Most people join Skool thinking "I'll build it and they'll come." Then they hit a wall because they don't understand how Skool actually works as a platform. This isn't just community building - it's understanding the specific way Skool functions.

After running and reviewing countless Meta Ads campaigns, I keep seeing the same mistakes repeat over and over. Here are the three that do the most damage: 1) No clear goal for the campaign People jump straight into Ads Manager without asking what they actually want. More sales? Leads? Engagement? Without a clear objective, it’s impossible to measure success and Meta will also struggle to optimize your ads. 2) Ignoring the creative Targeting and budgets get a lot of attention, but the creative is what people actually see. In fact, many experts now say that the creative is a new targeting as Meta focuses more and more on broad audiences. Even the best targeting can’t fix weak creative. 3) Not reading the data It’s easy to boost posts and then hope for the best. But the data is there to guide you - reach, CTR, cost per result. If you don’t check and adjust, you’re just burning money. Small tweaks based on data can double or triple performance. If you’re just starting out with Meta Ads and want to avoid these mistakes, I’ve created a free community called Meta Ads Academy. Inside I share simple guides, resources, and even a free beginner’s course. You can join here