Stop Hiding Your Ad Account from Clients

Agencies that hide ad accounts from clients claim their campaign setup is proprietary, but modern best practices mean minimal campaigns and simplified structures that aren't worth hiding. The real value an advertiser brings i...

Today's question is about whether a niche B2B audience can be too small for Meta ads to work effectively. Any business with a large enough real-world market to be profitable has an audience on Facebook and Instagram, so the i...

Advertisers assume ads with thousands of comments and reactions perform better due to social proof, and fear making edits that would erase that engagement. But Jon duplicated an ad with 6,000 comments and the new version star...

Today's question is about CPM being double in the US versus the UK and whether that means you should allocate double the budget. CPM varies by country due to competition, but higher CPM doesn't automatically mean worse perfor...

Meta provides no transparency about which specific images or videos perform best when using flexible format, related media, or AI generated creative. Breakdowns exist but share almost no useful detail. Jon explains why this l...

Today's question is about advertising expensive products with long buying cycles that fall outside the seven or 28 day attribution window. Should you run traffic campaigns instead of purchase campaigns if most conversions won...