Summary
- I have spent over $1 billion on Facebook ads in the past five years and developed a system that works for any budget. Use my system to stop wasting money and improve your ad performance.
- Make sure your offer is compelling. A strong offer that solves an urgent problem will help lower your costs and increase results by working with Meta's algorithms more effectively.
- Use the Meta Ad Library to study long-running ads from three or more competitors. This will help you see what's working for them and give you ideas to improve your ads without guessing.
- Create your ads using a three-part formula: hook, value, and call to action (CTA). Film multiple versions of each part to find what works best and keep your creative fresh.
- Utilize trending ad formats like raw, low-fi content such as Tik Tok-style clips, selfie videos, or behind-the-scenes footage. These often outperform traditional ads because they feel more authentic.
- Optimize your Facebook pixel by using pixel conditioning. Feed Meta with clear conversion data to help its AI find more of your ideal buyers.
- Instead of relying on outdated methods, trust Meta's AI to optimize using conversion data from your pixel. Install both the Facebook pixel and conversion API for better tracking.
- If you want to create polished, highly produced ads, make sure they're cleverly done to avoid wasting money, as they may not always convert.
- Building a strong personal brand can help your ads perform better by lowering your cost to acquire customers.
Video
How To Take Action
I would suggest first focusing on creating a compelling offer. You need to solve one urgent problem that your potential customers have. Highlight the outcomes of your product or service, not just the features. This step helps your ads work better with Meta's algorithms and reduces costs.
A good way of learning from your competitors without guessing is by using the Meta Ad Library. Check out long-running ads from three or more competitors to see what’s working for them. Remix their successful elements to improve your ads without wasting money on tests.
Make your Facebook ads using a three-part formula: hook, value, and call to action (CTA). Film multiple versions of each part to keep your content fresh and avoid audience fatigue. Remixing these weekly helps maintain interest and low costs.
Try trending ad formats like TikTok-style clips, selfie videos, or behind-the-scenes footage. These often perform better because they appear more authentic and trustable than traditional ads.
To make your data work better, use both Facebook Pixel and conversion API for tracking, even with privacy changes like iOS updates. This combination gives Meta the information it needs to optimize your ads and find your ideal buyers.
Lastly, if you have the resources, consider building a strong personal brand. Ads that feature recognizable personal brands often achieve better engagement and lower customer acquisition costs.
Quotes by Author
"A killer offer makes everything cheaper and easier because it gives Meta's AI a clear reason to find your ideal buyer"
"What separates you from them? Is it your creative?"
"Strong offers solve one urgent problem"
"Meta punishes stale creatives"
"High converting Facebook campaigns aren't about hacks"
Full Transcript
Stop running Facebook ads until you do this. I've managed over a billion dollars in Facebook ad spend over the last 5 years, and I've developed a system to run profitable Facebook ad campaigns with any budget, whether it's spending $100 or $10,000 a day. If you're not using the system, you're losing money every day on your ads. So, I'm going to reveal it to you so that way you can scale your Facebook ads without having to guess or waste money. First, you need to fix this before you even touch your Facebook ads. You need to first have a really good compelling offer. When you have a really good compelling offer, the algorithm works harder for you. And without it, your CPM skyrocket and your CTR stank. Everyone's running Facebook ads, including your competition. But what separates you from them? Is it your creative? A lot of people can modify their creative. Is it how you're running your ads? Eventually, people learn the tricks out there. But if you don't have a really compelling offer that's better than your competition, it's harder to get really cheap CPMs and get your CTRs to skyrocket. Strong offers solve one urgent problem. When you're trying to create a good offer, you need to think about how you can solve one urgent problem. You need to highlight outcomes, not features, and differentiate with a unique value proposition. A killer offer makes everything cheaper and easier because it gives Meta's AI a clear reason to find your ideal buyer. Next, do this to copy winning ads to give yourself a head start. There's something called Meta Ad Library, and you can use this to search competitor brands. It identifies longunning ads and analyzes their hooks, angles, and messaging. All you have to do is just look that, click play, and you can see what's working for them. The longer the ad's been running, that means there's a higher probability that the ad is generating a positive ROI. Because why would companies keep spending money if an ad is losing them a ton of cash? And you want to do this for not one competitor, but ideally three or more competitors. And that way, you can figure out what's working for people in your space and what's not. This way, you can stop guessing, and that way you'll start generating conversions way quicker with your ads versus throwing up a lot of duds. What I like doing is remixing proven formats. And this gives you a head start and saves thousands of wasted dollars on testing. So, I'll take what's working for competitor A, what's working for competitor B, and what's working for competitor C. I then take the best parts and it gives me ideas on what I should do within my own Facebook ad to generate the sales. Create your ads like this if you want them to work forever. There's a proven three-part ad formula that I love using: hook, value, and CTA. When I film ads, I film multiple versions of each part. So, multiple versions of the hook, multiple versions of the value, which is mainly the body, and multiple versions of the call to action. That way, I can see which elements are working the best. See, meta punishes stale creatives. Eventually, you have audience fatigue, and you'll notice that the costs go up. When you have multiple variations, what you find is not only does it help protect your performance, it keeps your CPMs down overall. So, I like creating three to five hooks per ad, two to three bodies, and several CTAs. And then I remix them weekly. And Meta also finds a winning version through AV testing. I then take that data based on what's working for Meta, and it gives me ideas on the hooks people prefer within my industry and what they don't. So that way, I can create more of the stuff that's converting well and less of the stuff that's not converting as well. Try these trending ad formats that often outperform traditional Facebook ads to get ahead. Look, raw lowfi content like Tik Tok style clips or selfie videos or behindthe-scenes footage often outperforms highly produced ads. Look, polished ads feel salesy and UGC feels native and natural and it earns trust because people feel that it's authentic. You can use a mix of UGC carousel mini stories and emotionled graphics to win in the feed without looking like traditional ads. Most people are sabotaging the Facebook ads before they even launch because they aren't doing this. Meta wants you to stop using outdated interest stacks and instead rely on AI to optimize based on conversion data from your pixel. Pixels track browser activity, but iOS 14 plus blocks much of that, crippling your results unless you fix it. And when you install both Facebook pixel and conversion API, it's crucial for server side tracking and allows Meta to learn exactly who's buying. Finally, if you don't implement this, your ads won't target the right people. You need to understand something called pixel conditioning. You want clear conversion data that teaches Meta's AI to optimize harder and faster. When Meta sees conversions, real purchases, real leads, it aggressively hunts for more just like them. But bad or missing data trains the system in the wrong direction. High converting Facebook campaigns aren't about hacks. They're about feeding the algorithm with what it needs to scale smartly and profitably. And if you really want to do those funny, highly produced videos, kind of like Squatty Potty or the one that great marketing.ai has where the two people dress up as Mario and Luigi. You could do that. And it's worked really well for many businesses like Squatty Potty or Lumi, the deodorant company. You can end up doing that, but you got to get clever. And a lot of times those videos don't actually convert. So you'll spend a lot of money and most of the times you end up wasting it. But sometimes when you find a hit, like the Mario and Luigi video, it can work really well and boost your conversions. And another bonus tip, if you want your ads to convert better, what we found is people who have a strong personal brand that are in the ads tend to see better CTAs and lower cost to acquire a customer. And if you want to build a personal brand, check out this video that I created that teaches how I built a $10 million personal
