3 mindset shifts Meta advertisers need to make

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!

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