I've Never Been More Uncertain About Meta Ads

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.

Meta is removing placement control for sales and leads campaigns, and advertisers are predictably freaking out. Jon explains why the change matters far less than it sounds, and why value rules are the control you should have been reaching for all along.

Fifteen years in, the celebrating gives way to a more honest look back at what worked and what didn't. This final entry in the anniversary series shares the lessons that mattered most, but it doesn't end there. Jon also opens up about two real regrets, including one he still hasn't figured out.

To mark 15 years since a layoff turned into JonLoomer.com, Jon sets aside the usual solo format for a rare interview with longtime teammate Luke Elliott. It's a blast from the past, but really a conversation about change: how Jon went from the complicated-targeting guy to preaching simplicity, why the uncomfortable 2022 pivot to video saved the business, and how he's found a place for AI without letting it replace the human work.

Two 15-year anniversaries fall the same month, a second layoff and the launch of JonLoomer.com days later. These episodes usually stay locked on Meta advertising, but a long drive to move the youngest son into college makes room to look back. Jon tells the origin story behind the brand, from repeated layoffs to a website meant only to find work, and how it became the business he'd dreamed of. It let him coach his three boys and be there as they grew, and it was worth it.

Value rules are one of Meta's most useful newer features, letting you nudge bids up or down instead of restricting your audience outright. But advertisers reach for them far too often, and because value rules deliberately raise costs. Jon lays out the two questions that separate a necessary value rule from a wasteful one.