When Does Frequency Lead to Creative Fatigue?

When performance drops, advertisers reach for the same culprit, too much frequency and creative fatigue. But there's no magic frequency number to fear, and a quick drop in results usually points to a deeper problem than how often an ad is shown. Jon explains what's really happening when ads die after a week or two, and the one signal that tells you fatigue is actually the issue.

Scaling a Meta ad set sounds simple, just raise the budget on something that's working. But that's why it fails so often, because strong surface results are often propped up by remarketing that can't scale. Jon breaks down how to tell whether an ad set is actually worth scaling, and how to raise budget in a way that protects profitability.

When ads can't drive enough sales to turn a profit, the instinct is to do more, test more creative, optimize for an earlier action, restrict the targeting that looks wasteful. But those moves almost always make a low-volume problem worse. Jon lays out the stripped-down approach he recommends instead, and the two fallback options if it still isn't enough.

Meta's new link-sharing limits leave businesses scrambling, and plenty of people will pitch organic hacks to get around them. But most just add friction without replacing the lost traffic. Jon lays out a deliberately old-school ad approach that sends a small, controlled budget to your own followers, and why it's a rare exception to everything he usually preaches about staying hands-off.

Meta just announced Meta One, and one of its supposed benefits is hard to believe. Jon breaks down why the change makes no sense, and the old-school workaround he's now weighing instead.

For years the direction of Meta advertising was clear enough to predict, and most of those predictions held up. But AI has scrambled the picture, and the trend line now runs into a space that's genuinely hard to comprehend. Jon sets the tactics aside for an honest, uneasy look at what it all means.