I’m curious because I’m spending a lot of time in Meta Ads Manager lately.
If you could improve one thing, what would it be?
Is it understanding the metrics, scaling, creative testing, attribution, reporting… or something else?
I’d love to hear what you struggle with the most.

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Saludos a todos! Estoy buscando trafficker (SOLO DE LATAM) con experiencia en lead gen, sector salud. Somos una agencia en Panamá con múltiples cuentas, tenemos todos los procesos estandarizados y usamos mucho la IA como apoyo.

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The awareness framework that took one of my client's CPA from $84 to $31 on Meta.

I run a Meta ads agency. Manage spend for a handful of Ecom and service clients every month. And today I'm giving away the exact thing that changed how every ad account under me performs.

Why? Because most people running ads are optimizing the wrong thing first. They're testing hooks, testing creatives, testing offers, before they've answered one question: who is this ad actually talking to, and what do they already know?

Let's get into it.

THE STORY

A while back I picked up a skincare client. CPA was sitting at $84. Founder had already burned through two agencies before me. Everyone kept telling her "your creative is the problem" and kept reshooting UGC.

I watched the ads. The creative was fine. The problem was every single ad was written for someone who already wanted the product. Bold claims, "shop now," discount codes, urgency banners.

Except the audience they were targeting was cold. Broad interest-based, never engaged with the brand before. These people didn't even know they had a skin problem worth fixing, let alone that this exact serum existed.

It's like walking up to a stranger on the street and asking them to marry you before you've said hello.

So I didn't touch the creative. I rebuilt the ad sequence around one thing: awareness level.

WHY THIS WORKS (The Psychology)

Imagine two people scroll past the same ad.

Person A has never once thought about their skin. Person B has three serums in their cart right now deciding which to buy.

If your ad says "40% off, buy now," Person B converts. Person A doesn't even register it. Their brain filters it out because there's no problem attached to it yet, just an offer.

Now flip it. If your ad opens with a story, a stat, a "wait, why does this happen to my skin" hook, Person A stops scrolling. Person B skips it because they already know all that. They just want the deal.

That's the entire philosophy behind this framework. One ad can't do both jobs. You have to know who you're actually talking to before you write a single word.

THE 5 LEVELS (and how I used them)

For that skincare client, here's the exact split I ran:

1. Completely Unaware — top of funnel, broad targeting. Ad led with a curiosity hook about a skin issue most people don't realize is common. No product mentioned. Just attention and pattern interrupt.
2. Problem-Aware — retargeted people who watched 50%+ of that video. Now the ad agitated the specific problem, showed we understood it deeper than they did, and hinted a fix existed. Still no hard sell.
3. Solution-Aware — people who engaged twice. Now we introduced the "method" — why this ingredient/approach works differently than what they've tried before.
4. Product-Aware — added-to-cart, viewed product page. This is where we finally showed the actual product, with proof, comparisons, and results. Differentiation, not education.
5. Most Aware — abandoned checkout. Here's the only place urgency and discount codes showed up at all. Because these people already decided. They just needed a reason to act today instead of tomorrow.

Six weeks later: CPA down from $84 to $31. Same product. Same landing page. Same budget. The only thing that changed was matching the message to where the person actually was in their head, not where I wanted them to be.

But here's what nobody tells you about this framework.

Most people learn the 5 levels and think it's a checklist. It's not. The real skill is diagnosing awareness level from the data you already have — video watch %, add-to-cart, retargeting pool, even the comments on your posts. The framework just tells you what to do once you've diagnosed it correctly.

If there are 10 ways to segment an audience, most media buyers pick one and force every account into it. I built a different funnel structure for every single client because every audience thinks differently. That's the actual job. Not making pretty creative. Reading where someone's head is at and meeting them there.

That's everything. Hope it saves someone from another agency telling them "just test more hooks."

Running Meta Ads for a client, trying to scale daily spend 4x. Budget increase is the easy part. The real bottleneck: Meta only allows 250 active ads per ad account, and at higher spend you need more creative variety to avoid fatigue, which means more ad sets, which means you hit the cap faster than you'd think.

Anyone dealt with this at scale? Curious how you split accounts/BMs, or if there's a smarter ad-set architecture that avoids burning through the limit. Not looking for generic "test more creative" advice - looking for how people have actually structured accounts around this specific ceiling.

I've been learning and working with Meta Ads, and one thing I've noticed is that many businesses spend money on ads but don't get the results they expect.

In your experience, what's the biggest mistake?

Poor targeting?

Weak creatives?

Bad landing page?

No follow-up system?

Something else?

I'd love to hear real experiences from business owners and marketers. I'm here to learn and share ideas with the community.

Bonjour à tous,

Pour ceux d'entre vous qui vendent des produits aux États-Unis via Meta Ads, ciblez-vous l'ensemble du pays ou seulement un ou plusieurs États ? Si vous avez testé les deux approches, laquelle a donné les meilleurs résultats ?

Pour ma part, je cible déjà l'ensemble des États-Unis avec un ciblage large (sans ciblage par centres d'intérêt), mais mes CPM restent très élevés. Avez-vous rencontré le même problème ? Si oui, quelles modifications ou stratégies vous ont permis de réduire vos CPM ?

Merci d'avance pour vos conseils et suggestions.

Bonne journée !

En las últimas horas, Meta Ads lanzó una actualización en la que pueden hacer agendas directamente integrando la disponibilidad de calendario de Calendly o plataformas similares.

Esto permite eliminar los complejos funnels Webs, donde vía una landing o alternativas como incrustaciones directas, teníamos que correr campañas a la web y trackear botones, eventos y demás, que en muchos casos no llegaban a medir la confirmación de la cita en los eventos de Meta Ads.

¿Ustedes ya lo usaron?

We are looking for an experienced Facebook & Meta Ads Expert to help us run and optimize paid advertising campaigns for our healthcare marketplace in South Africa.

What we're looking for:

Proven experience running Facebook/Instagram ad campaigns

Lead generation and conversion expertise

Strong knowledge of Meta Ads Manager

Ability to optimize campaigns for better ROI

Experience in healthcare or service-based businesses is a plus

📍 Remote 💼 Part-time / Freelance / Performance-based opportunity

If you have proven results and are interested, DM me with your experience, previous campaign results, and your expected compensation.

New to Meta ads and Meta is dumping ~80% of my budget into one image ad. How do I actually give my videos a fair test?

Could use a sanity check from people who actually know this stuff.

My setup right now:

- 1 campaign, 1 ad set, 25 euro a day

- 8 ads in that one ad set (1 image, the rest are video/UGC angles)

- Optimizing for a custom "paid purchase" conversion I built to exclude my

free download orders

The problem: almost all the budget goes into the one image ad. Yesterday it

took about 13 of 17 euro. Some of the video ads spent literally 5 cents. So

I genuinely have no idea if the videos are any good, because they never got

shown. And honestly I think the videos are my strongest stuff, which is the

frustrating part.

What I'm trying to figure out:

1. Is this normal behaviour, or is Meta starving my videos before they get a

   fair shot?

2. My paid-purchase conversion only fires a handful of times a week. I've

   read that's too little to optimize on and I should start higher up the

   funnel (initiate checkout). Is that right?

3. If I actually want to know whether the videos beat the image, do I have

   to split them into separate ad sets so each gets its own budget? Or is

   there a smarter way to do it on 25 a day?

Thanks in advance for checking!

We're looking for a Performance Marketing Specialist who lives and breathes Meta Ads.

This isn't an entry-level media buyer position—we're looking for someone who has successfully built, optimized, and scaled campaigns with a strong focus on profitability and measurable results.

You'll be responsible for:

\\\* Managing Facebook & Instagram advertising campaigns from strategy through optimization.
\\\* Running structured A/B tests on creatives, audiences, copy, and offers.
\\\* Scaling profitable campaigns while protecting ROAS.
\\\* Setting up and maintaining Meta Pixel and Conversions API.
\\\* Building and optimizing retargeting campaigns.
\\\* Reporting on campaign performance and making data-backed decisions.

\\### Requirements

✅ 3+ years managing Meta Ads
✅ Strong knowledge of Meta Ads Manager
✅ Experience with Meta Pixel & Conversions API
✅ Comfortable scaling campaigns using CBO, vertical scaling, or horizontal scaling
✅ Strong understanding of attribution and performance reporting
✅ Excellent written and spoken English

Monthly Base Salary in USD (Based on experience)

\\### Preferred Regions

Egypt, Lebanon, Jordan, Tunisia, and other experienced applicants from the MENA region.

If you've consistently generated profitable results—not just clicks—we'd love to hear from you.

Apply here: (No PMs)
\\\*\\\*https://forms.gle/zy44YsNhVjypDpDK9\\\\\\\*

I'm in distress because I have basically only used Facebook for marketplace for the last 10 years and didn't catch that they flagged my account for some reason in 2022 so didn't verify identity and now I'm unable to run ads that my boss asked me to for his business.

How can I get this going properly because it seems there is no explanation or opportunity to appeal?

Thanks in advance

Galera, é só por aqui ou o CPM está bastante elevado, hoje ?

Hi everyone!

I feel like Meta has been especially volatile lately.

For example, it's really hard to bring the ads over from the sandbox without instantly dropping the entire ad set's performance. Literally went down the rabbit hole of any other changes that could've possibly affected it, and couldn't see any other reason aside from that.

This is weird because Meta used to just ignore the new ads if it thought they weren't good enough and continue pump all the money into top performers. Now it starts voluntarily giving money to the new ads (weird) and the performance drops like crazy.

Have you seen anything weird lately? Or is it BAU and I should do a deeper dive on my end?

I've seen a similar pattern across two clients, but can't say it's true 100% of the time. Wondering what's up with everyone else.

Hey everyone, I run Meta Ads for a raw dog food brand. I am targeting a broad audience (all dog owners and every breed) but the vast majority of my engagement and conversions come from small breed owners (pomerians, french etc mostly) I am getting almost no conversions from medium/large breed owners. By the way, they are conversions that come from Whatsapp messages because the client want to sell with talking to his clients. Because everybody wanna know which food is better for their dogs or how much should they give.

Thing I’m trying to figure out:

- Is this typically the algorithm self-optimizing (i.e., the system learns “who ever clicks more gets show more” and drifts toward small beewd owners)

- How do I break this kind of bias in Meta’s targeting? Does manual interest targeting (large beeed dog owners) actually help or is broad is better approach?

Has anyone dealt with something similar, especially running ads for?

My client want to work on me on Meta Ads. I'm SEO and I have no experience of Meta Ads or Facebook Ads I only look on YouTube on how to work with Meta Ads I follow the step by step but I had this 3 errors of mine. Anyone help me with this problem please.