If there's one thing concerned students and clients want to know ... It's why ads tend to "yo-yo" so much. Some days your CPA is $20 and other days it's $100. A lot goes into determining what your CPA will (likely) be for a day. First - the "lighthouse" effect. Facebook only has so many buyers (especially GOOD buyers) in its ecosystem. And it only gives you access to that pool of A+++++ buyers on occasion - otherwise it would run out of them. So it deliberately cycles you out of that great pool into decent but not the worst pools. This is more about your market size and the number of folks who you're solving problems for than anything else. Second - What others in your space (and beyond) are doing. Remember that the ads marketplace is both a marketplace and a full-fledged ecosystem. If your competitors go and launch 50 ads, the auction will certainly be impacted. This means Facebook has to "rebalance" and "reprice" what it's charging in real time. This is some of what GEM and Lattice is meant to accomplish. What can you do about this? Study what others in your space are doing, and how the audience is reacting to it. If you notice trends emerging, test your variations and see if the algorithm latches on to it. Third - Facebook just being Facebook. Sometimes the engineers vibecode the latest changes and it TANKS. The worst part is, there's very little you can do about it. This is a legit phenomenon and it does stink - but there's not much we can do when that happens. Each account varies. Sometimes you ride the waves. Sometimes you pause - it's hard to say what to do in each and every situation. Over time the choppy waves settle and things go back to normal. Overcorrecting, especially when it's Meta doing Meta things, tends to backfire badly.

Just added a brand new Media Buyer AI into AdVelocity 2.0 that will look at your account, study it, and help you make better decisions. It’s in there NOW so if you’re in AV2 you got the STEAL of a lifetime. Also added In a brand new masterclass on front end offer creation and optimization - you can grab it now (it’s in AV2). That is critical to running ads - because your offer is several layers above ads. Fix your offer, ads work much better. On Wednesday I’m raising the price from $497 -> $2,497 and opening the Operator Room - where I work closely with you to dial in your accounts. If I were you, I’d get in at $497 before it’s too late. Grab it here before the price increase: https://advelocitymasterclass.com/

So glad you're here. If you're running ads for your own offers, businesses, or for clients - you're in the right place :) Start by going through AdVelocity 2.0 (if you have it) or the LAKE method. The LAKE method is the more "actionable" step by step methodology of "do this every day". AdVelocity 2.0 is the operating system that I use to run all my accounts. And inside it you get all of my systems, processes, and strategies to make ads work. This is great for lead generation, ecommerce, coaching and consulting, local businesses, affiliates, info products, and more :) This is the foundational underpinnings of ads that work. Master this, and you'll be able to thrive no matter what algo updates come your way. -A P.S - Tell me what kind of ads you're running in the comments below. I want to make sure this is all actionable for you.

Detailed targeting and lookalike audiences are the fastest way to kill your ads. Facebook even actively tells you to avoid them now (not that I always listen to FB, I don't). But on this one, they're spot on. Some people out there still preach lookalikes as the gold standard. But then again, there were soldiers in WWII that never knew the war was over and thought they were fighting for many years after. So ... Go broad or go home.

If you’ve been struggling for the last week and can’t figure out why nothing is working, it’s not you. Meta is having massive problems. I just found a site a member in the advertising community built that studies what’s happening in the community. Check it out: https://isitmeormeta.com/