[0:00]As you can see on screen, this ad account spent over $1.9 million in the month of March. Yes, that is 2026, and I'm refreshing because refreshing it is still important nowadays.
[0:10]But for those of you that don't know me or don't believe me, this is a real ad account, and this is actually a client that we have at the agency, and we have been able to take them from spending $6 to $8,000 a day to now consistently spending $60 to $70,000 a day on ads. Now, in this video, I'm going to break down literally everything that I know about media buying and how to manage accounts like I did in a previous video that seemed to get a ton of views, and I know these Facebook media buying videos always get a ton of views because a lot of people are trying to figure out what is the best way to click some damn buttons to make some more money. And trust me, I am with you. Anytime there are buttons that I can click to make more money, I click the hell out of those things. But something that I need to say, and I said this in my previous video as well, and it's that if you're spending less than $1,000 a day on ads, I would way rather you spend the next hour watching my creative strategy or ad review or landing page videos to learn the things to get better at the things that will actually allow you to scale your ad account with the strategy that I'm going to talk about in this video. Versus watching another best Facebook ad strategy media buying video. Because at the end of the day, I've said this so many times in a lot of my rant videos, but this strategy is not going to help explode your account. You need to understand that media buying is only going to give you a 10 to 20% lift. And to give you context, if you're someone that is spending $100 a day on ads, that's an extra $10 to $20 a day on ads. So, who even really cares if it's $10 to $20 a day? Because most of you who are spending $100 a day probably want to spend $1,000. And even for those of you that are spending $1,000 a day on ads, again, a 10 to 20% bump is only $200 a day. And you're probably wanting to spend $5,000 a day or $6,000 or $10,000 a day. And so, by focusing on this media buying stuff, it's just not going to give you the lift that you're looking for. And so, as much as I know the hard work relies outside of the ad account with creating ads and brand positioning and brand strategy and landing pages and offers and all of those things that are big and daunting and scary. As much as I'd love to say that I'm going to show you exactly how to click more buttons and print more money with this new media buying strategy, I just can't lie to you guys about this, because it just won't, all right? Now, for those of you that are spending $10,000 a day or $20,000 or $30,000 a day, like this video is going to be really good. And even if you are someone who is only spending $500 a day or $1,000 a day, this video can still apply. But I'm just asking you to try to get off of this media buying best Facebook ad strategy hamster wheel because it's holding you back from getting to where you actually want to go. And I want you to scale hard. And I want you to be able to spend thousands of dollars a day on ads. And so that's why whenever I make one of these videos, before I even get into it, I really try to emphasize the fact that this is not going to save your account. And as much as that's going to have people click off from this video, I'd rather be honest with you guys than try to tell you that this is going to save your ad account and magically make you spend $15 to $20,000 on ads, but it's just not the truth. So, with that said, with that disclaimer out of the way, let's go ahead and jump into absolutely everything that I know about scaling Facebook ad accounts and the exact strategy that we're using 2026 to get the most out of our ads, our landing pages, and everything that we're doing outside of the ad account. So, the first thing that we're going to jump into, and some of this stuff is going to be blurred down here. We're going to jump into just the overview of our strategy. And I'm going to pull up a sheet that shows all the different types of campaigns. And again, I'm going to help you understand some of the pros and some of the cons to our strategy. Now, the first one is, we still are running the 322 campaign. Now, we're not using DCTs as I mentioned in my previous video. We are now doing them manually. And again, I will show you guys how to do all this stuff. We're going to go through and set all this up. But I want you guys to understand that this is the campaign where we will test ads, we will test landing pages, we will test offers. And I'm going to cover some updated things around how we're no longer using champions ad sets. And how we actually break down copy as I've had a lot of people in our smaller community and origins mentioning that they can't see the copy from the 22 strategy. So I'll show you guys how we're actually doing that inside ofria. But first off, for those of you that don't know what the 322 campaign is, the 322 strategy is where in your campaign you will essentially run a CBO structure that allows you to upload a new concept into every single ad set. So, what that means is that you're going to upload for any new concept that you have, and just to give you context, a concept is essentially whatever it is that you want to test. Inside of that concept, you will have three individual creatives, okay? And now, these creatives should be following this concept. So, just to keep this very, very simple, let's just say this is an us versus them concept. That is what we're testing. Inside of here, we would have us versus them, and this would be variation number one. And I can never spell, so bear with me. And then from there, for example, we would have variation number three on number three and variation number two on number two. And so, inside of these variations, I am talking about the creative specifically. Now, what you test inside of each variation has actually changed because of Andromeda, okay? And I know that's been a buzzword that a lot of people have thrown around. I think it's kind of died down now. But essentially the way that we recommend people to test nowadays is to take bigger swings. And so what we mean by that is in a test like this, where we're doing it us versus them, we might actually test three different angles in each one of these actual ads, okay? Now, that is a slightly more broader test, and in origins, we would call that more of a marksman test. Whereas if we wanted to maybe test a more specific or a more strategic one. Now again, Andromeda has changed this, so you don't want all of these to be completely identical. But in a more sniper test, a test that we're going a little bit deeper where we're actually running the same angle in all of this, we would actually just execute this differently. And I'll try to visualize this. Let me just pull up a Figma jam file where I can just explain this to you guys visually. So, for example, this is actually from a video that I filmed a little while ago, but I want to show you guys the difference between how we are taking broader swings versus more specific swings. So, for example, here, you can see this is essentially a concept that is going after three different angles, right? So we have stainless steel humidifier, doctor design humidifier and cleanest humidifier. Right? This would be, if we go into the 322, the three creatives that we would use. And again, this would be more of what we would call marksman, which is essentially just a broader test where we are taking bigger swings on each one. And now this is very effective for Andromeda because of the fact that we are again, focus on different audiences with each one of these ads under this superlative concept. And now again, if we focus on this one down here, you'll notice that all three of these images look slightly the same, so they're not as crazy different swings. But you'll notice that again, we're going after some different angles here. So we're comparing coffee to hot coffee, we're comparing ceramic to this being invincible, we're comparing coffee here to luxury. So, you can see we're kind of taking some different swings here as well. But I want you guys to understand that the whole goal with Andromeda, especially if you're not doing an iteration and you're doing a kind of net new test, you should be focused on trying to take slightly bigger swings in order to just have more variation with each one of your concepts. If you just essentially duplicate this three different times and then you only change the headline. Although the headline itself, as long as the headline is different enough, it still can work. But the end of the day, we're trying to make more congruent ads, right? We have a doctor and then we're saying doctor, and this is super important to make sure that Meta just doesn't group all of your ads together and essentially just use them as the exact same ad. We actually want each one of the individual ads to ideally have an opportunity to get spent and not just get grouped by Meta. Okay? And so, that's the first thing that I need to mention in the three. Now, when it comes to the two, this is where you're going to add your primary text, okay? So, you will have copy one, and then here you will have copy two. And it's same thing for headlines, so you'll have headline one, and then again down here you will have headline two. Okay? Now, we still aren't using descriptions, you can use descriptions if you want. But this is essentially what a 322 is. Now, obviously, when we used to use DCTs, gosh, Meta is crazy with these. When we used to use DCTs, we would put all of the ads inside of this. But what Meta has actually done is they've changed this from manual ads to flexible ads, and we do not want to use flexible ads for this strategy at least because of the fact that it doesn't allow us to break things down neatly. And so, we actually are using flexible ads in a different campaign strategy, which I will get to. But in this one specifically, we have one ad creative with our two copies, and two headlines. And then again, over here, we would upload the second creative. So, just go back visual, this would be again, ad creative number one with two copies, two headlines, and then this would be ad creative two with two copies, and two headlines. Okay? So, that is the first part of the 322, and that is how we test ads. Now, when it comes to testing landing pages, what we're actually doing is one of two things. So, let's say again, we have an ad set over here called the storytelling ad, and then we have an ad set over here called the Us versus Them ad. And let's say this storytelling ad is doing really good. Well, let's say this one specifically is working, and we create a new landing page for it. Because if you guys have watched my previous landing page video, you guys will know, we create landing pages based off of ads, not just based off of what we feel like is a good landing page, right? It's more important to focus on the customer journey than anything else. But let's just say that ad number two here is doing really well. And let's also say that ad number one from the Us versus Them is potentially doing well, and we think that this could work good with this landing page test that we want to run. So, let's go ahead and duplicate this over. And just to be clear, what I'm actually going to do here is I'm going to duplicate this over into this copy, which I'm going to rename in just a second. So I'm going to duplicate this ad specifically. And this is one thing that I want to call out as well that I will call out down below. So, just like that, you can see, we now have ad number two storytelling and ad number one us versus them. And then what we're going to do when it comes to landing pages is just rename this landing page test. So, landing page test number one. And again, we could call this landing page whatever. Let's just call it the listicle.
[11:17]And so, you'll notice inside of the same campaign, we're actually going to launch landing page test with specific ads that we choose and that we think are congruent to run to this landing page. Now, you can do this for your best ads, or if you made new ads for it, I will show you how to do that in a second. But this is like, hey, I saw that this ad was doing well, and rather than duplicating it inside of here, what you're going to do is again, create a new ad set. And inside of this ad set, you're going to rename it as landing page test. And you're going to duplicate whatever ads are in there. And now, yes, you will lose whatever engagement you had on this. But what you're going to do is you're going to change the URL here. Now, Meta is going to make me go through this entire process, which is really annoying. But again, once you set everything up, you're going to put your two copies, your two headlines. And then down in the URL section, Meta moves it on me every single day. We now actually have this set up properly for the sales, okay? And so here's where you will change the URL, okay? And so in your previous ad, maybe you had it going to the product page, and then in this duplicated landing page test, you are then going to change the URL to your new landing page. And that is how you test landing pages. And now if you want to test offers, we actually will do the exact same thing. However, one new thing that we have started doing, and I will share this with you guys again. I will just duplicate this over. What we do now whenever we test new offers, and I'm just going to change this to offer test number one, so everybody can see what this is. And let's just say this is like a Bogo test. Inside of here, what we're actually going to do is we're actually going to create offer ads, okay? So this is Bogo offer ad, variation number one. And then again, we're going to apply this to all the other ones as well. And what you'll notice here is just like how we would test creative with storytelling ad and then ad one, ad two, ad three. Whenever we're testing new offers now, what we actually like to do is we like to create specific offer ads for that offer. So, let me go ahead and show you an example of what that looks like. So you can see here, this is an example of an offer ad, right? Buy two get one free, buy two get one free, buy two get one free. You can see how they will look like. And so what we would do is we would actually create ads similar to this that we would then run inside of our campaign. So here, we would have again, the variation number one of this offer ad, variation number two, variation number three. And then we would send this all to the new offer page. Again, I don't know why it's set up on calls. We're going to change this back to website and go to sales. Bear with me because this is just a test account. But my point is, this is where we would again, come in and change the URL to the new offer page. And so, I want to be very clear about this, because this is where some people get confused. When we're testing landing pages, you can also do so, all right? So, if you are making a net new landing page and you're also making some net new ads for it, you of course can create a landing page test and have, you know, ad number one that was specifically made for that landing page, ad number two that was made for that landing page, etcetera, etcetera. The difference between these two is that for offers specifically, you definitely can take your best ad, so for example, ad number two storytelling and ad number one us versus them in this instance are our best ads, which is why we created a landing page test ad set and we added these ads in there. But with that said, you can also do this for offers as well. So, you could also do this exact same thing with your best ads for a new offer test. The reason why I'm telling you guys to do the offer ads first is because we like to see if the offer has any kind of movement, just by creating some bottom of funnel most aware offer ads that says, hey, here's our new offer, come and get it. And if that does well and that gets spend in the account, then we know that we can definitely duplicate this and take our best ads and send our ads to that new offer page. So, I know I'm kind of going a little bit all over the place here, but again, this is how we test ads, this is how we test landing pages, and this is how we test offers, all right? Now, one thing that I want to mention is that we are no longer doing a champions ad set. Those of you who have seen the previous video, you've probably seen me talk about the champions ad set where you would duplicate your best ads into one ad set in this CBO, but we are actually no longer doing that because of a new strategy that we have, which I will talk about in just a second. Now, the final thing that I want to talk about here is that in some accounts, we have had people report that you can't actually see the copy in the ads. And so what I mean by that is what you would previously do, and I'm going to take you guys into an actual ad set here inside of the account where you can see we've got some of our ads from the evolve and origins ad account here. So let me just go ahead and filter by selection. And what you'll notice here is in this breakdown tool, you will find something called text, right? And so if I select this text, you'll notice that there's this glitch where it just doesn't show. Now, this happens in some ad accounts, and not all of them because in a lot of our accounts we can still see it. But this is obviously a glitch that is not ideal because how are you supposed to be able to see which headlines and which text are actually performing well if it's not showing in the breakdown function? Well, that's why we use a tool like Adria. And as you can see here, for this client specifically, we could see, we have a report that shows us our top performing copies. And so for this brand specifically, what we'll actually do is we'll always filter by spend to just see what copies are actually performing best. And so this one here specifically, 30 plus rats caught in a single night. This is not a typo. Blah, blah, blah, blah, blah. You can see how much spend that this ad is getting. And this is how we know what our top copy is, okay? And so if you are confused of like, I don't know what my top copy is, and I can't find it, we use a tool called Adria. Again, this is a pay tool and obviously, it's a little bit extra, and I know this is not ideal for everyone. What I would say is once you get to the point where you're doing $500 to $1,000 a day, this is very important. Now, for those of you that are obviously running native ads, you guys have probably seen my video on that if you haven't, it's on the channel. But this is very important for those of you that are running native ads as well to better understand what copies are actually performing from a spend level as well as a ROAS level. And then we will do the exact same thing for headlines. So again, we come in here and we will filter by spend to be able to see, hey, what headlines are getting the highest amount of spend and the best ROAS? Well, you can see it right here. This headline is used in 36 ads, and so this is one of our top performing headlines. And so this is how we're kind of going over this problem of not being able to see the breakdown. Again, Meta is always making changes. It's just how it is. And sometimes they magically appear again. Like I remember you used to not be able to see purchases by gender, and now they added that back, so you can see it again. So it's constantly changing, which is why I try to make these updated videos. But the point is is we use Adria to be able to see what headlines are performing and what copy is performing, so that way, when we go to launch our 322s, we have a better understanding of what is actually working. And now, the next thing that we're going to set up is the ABO scaling campaign. And now, one of the things that we noticed last year for our brands is that as a result of duplicating ads into this new ABO campaign and essentially scaling them horizontally, but also vertically. Because again, we're just duplicating them into a new campaign and then forcing budget on them. Not only did it allow us to actually get more spend out of our winning ads, but it did one very important thing. And that very important thing that it did is it allowed that ad to continue to get spend no matter what was happening inside of our 322 campaign where we are testing and scaling. And what I mean by that, if I go back into the screen, is for example, inside of this ad set here, and I'm just going to go back a level. Let's just say ad number one us versus them, variation one L P two. It's a bit of a mouthful. Again, important reminder that if you haven't watched my naming templates video or my naming scheme video, you definitely need to watch that so you guys can name your stuff properly. But let's just say this was a new winning ad that started getting a bunch of spend, okay? And then let's say it was getting a lot of spend for a week, but then because our creative team is the best, we found a new winning ad in ad number two storytelling, variation two. And let's say this ad all of a sudden started sucking up all of the spend. And so what will happen is because this ad right here, which was our previous winner, is basically not as good as this one. At least that's what Facebook thinks for the time being. This ad will basically go from let's say getting $500 to, for some of our brands, $5,000 a day in spend to basically getting like $200 a day in spend or $300 a day in spend because this new ad is the new sheriff in town. And it's sucking up all the spend. And now, as a result, it ideally should be performing better, but we'll talk about that in a second, some of the scenarios that can happen. But what ends up happening is this ad stops getting budget. And what we've noticed is that the ROAS will get really inflated on this because it went from getting like a few thousand dollars a day in spend to now, you know, again, a couple hundred dollars a day in spend because we found a new winning ad. But we know that this ad can maintain scale. And so that is probably the only problem that we have identified with our 322 strategy, which is why we decided to implement the new ABO scaling campaign. And so what this allows us to do is that when we find a new winning ad, we will actually duplicate this ad into an existing campaign or into a new campaign, which is actually going to be our ABO campaign here. So, let me just go ahead and find it. Perfect. So again, here, you can see this is testing and scaling, but we would actually just call this now our scaling campaign. It's still relatively is a testing and scaling as well. But inside of this campaign specifically, we will actually duplicate this into a new ad set, and we will just call this, you know, winner ad number one or whatever winning ad it is. You know, this is ad number one us versus them. And so what we're going to do is we're actually going to duplicate this into a new campaign. And so here, you can see we have this breakthrough ad, which I will talk about. And after seven days of it running and hitting KPI and ideally scaling the ad account, again, we'll talk about all of the different things in a second. We are now going to duplicate this ad out of the CBO and put it into an ABO and try to scale it in its own environment. Now, if I've lost you, I'm going to bring this back. Most important thing that you need to understand is that we will not turn off the ad that was doing well in the CBO. So again, because this is all drafts, Meta is making this a bit of a mess. But inside of our 322 campaign where this ad was originally launched, right? Here it is, here, this is the winning ad. We will always leave this on inside of the 322 campaign. We will never turn it off, as long as it's, you know, continue to get performance. And if you need to watch another video around how to manage it, I have the Why Do Bad Ads Get Spend video. I've got so many videos now, it's kind of obnoxious. But what I'm going to talk about again in the FAQ section is a little bit more of ad management as well. But the main thing is, is we will not turn this off inside of the 322 campaign. All we're simply going to do is duplicate this into our ABO campaign. And inside of our ABO campaign, again, we will have our breakthrough at here, in its own ad set, with its own budget. And now, the rule of thumb that we follow is whatever you're spending per day in your CBO, you could essentially launch this in your ABO with, if you want to be safe, 10% of it. So, for example, if in your CBO, you're spending $2,000 a day, and this is your winning ad that after seven days is hitting KPI, it's getting a lot of spend, it's doing really well. Well, then you can duplicate this into your ABO campaign and launch this with 10% of your total budget, which would be $200 a day. $200 of $2,000 is 10%. And the reason why we do this is because again, you can always scale up, right? I don't want you guys to burn a bunch of money. If you want to be more aggressive, you can. But the point is, is now we're putting this in its own environment so that no matter what, even if we find a new winning ad in the 322 campaign, this ad will continue to get $200 a day in spend. Now, that is what we do for our breakthrough ads. And just to add some definitions here. Now I am finalizing this for the Evolve crew, and then I will likely do a video about it later. Usually, everybody in Evolve gets things first. But breakthroughs are essentially ads that allow you to increase your budget. So, to help you visualize this, imagine you're spending $200 a day on ads, and then you create an ad that sucks up a bunch of budget. And if you're at a lower budget, it's probably going to be a higher percentage. So, let's just say you're spending $200. Let's say you launch a new ad, and this ad is getting like $145 a day in spend. So that's basically like 85 to like 90% of your total budget. And let's just say as a result of this ad getting a lot of spend, the ROAS is really good. So, let's just say your target KPI is a 2X, and this is getting like a 2.5X. So, not only is it sucking up a bunch of spend, it's also hitting your target ROAS. And so, what do you do when you're hitting your target ROAS? You scale. So, let's just say you scaled by 20% a couple days in a row, and now you get to, let's just say, like $400 a day in daily spend. And now, let's just say that this ad here specifically is spending, I don't know, like 275 or like $300 a day, right? So this is the winner ad is getting $300 a day in spend. And now because you've scaled, let's just say you're back down to like a 2X ROAS. Well, as a result of this ad, you were able to take your budget from $200 a day to $400 a day. That is a breakthrough. A breakthrough ad allows you to scale your daily budget. And when you find a breakthrough, you need to do iterations on it. You need to study on it, you need to apply everything that I talk about on my channel and other videos. But you will take an ad like this, and you will again duplicate this into your ABO, and you will call this a breakthrough, and you will give it its own budget, and you will just let it cook, okay? That is the first thing. The second thing that you can do in the ABO is you can duplicate spend winners. Now, spend winners, just to give you an example. Let's say you're spending $200 a day. You launch a new ad, and it's hitting $145 a day in spend. Or let's actually just change the budget to maybe make this more relatable. Let's say you launch a new ad, you're spending $2,000 a day, it's getting $1,200 a day in spend, but your ROAS is just at your KPI of like a 2X. Or let's just say it's slightly below it, like a 1.5X. So, slightly below KPI.
[27:47]Well, in this instance, you're not scaling your ad account, right? Because, let's just say you're still spending 2K per day at a 1.8X now, because this ad sucked up a bunch of spend, but it's slightly below KPI. Well, in this instance, you can have the choice to either leave it on or turn it off. You guys again should watch the what to do or why bad ads get spend in your ad account. That will help you make decisions a lot smarter. But from there, what you can do is, if you do decide to turn off this ad, you can relaunch this in an ABO. And so, here I'm just going to quickly duplicate this, and we're going to call this the spend winner. Now, the reason why it's called a spend winner, and we'll just call this spend winning ad number one, is because it won in spend, right? Like this thing sucked up like 60% of your spend, right? Or like 55% of spend. So, that's pretty good. Like, especially at 2K a day, if you have an ad sucking up that much spend, you've done a good job. You've created what is called a spend winner. However, it didn't allow you to scale because it's not quite at KPI. Just to be clear, if this was at KPI or this was above KPI, it would be a breakthrough, right? So this right here is a breakthrough. But here, we weren't really able to scale, so it's just a spend winner. And so now what we do with these is again, if we turn them off, we'll put them into our ABO. And let's say it was getting $1,200 a day in spend. Well, you can just start this thing at 120 bucks. Again, just follow the 10% rule, okay? Let's just pop this in an ABO at $120 a day. And again, guys, this is ABO. So, each ad set has its own budget. Our breakthrough spending $200, this one is spending $120. In ABO, you have full control over the budget and with the ads that are inside of here. And so, we are also duplicating spend winners into this ABO, and we're trying to control spend on them to see, hey, at $1,200 a day in spend, all of that money that the CBO is giving it, it's not quite hitting our KPI. But let's just try to put it at a smaller budget and see what happens, okay? And this has actually led for us recently, ads that we would originally just have turned off in CBO because they were bad ads getting too much spend and not hitting KPI, to actually becoming some of our top spending ads a month later inside of our ABO, and just absolutely crushing. So, this is a great strategy for those of you guys that are getting like false winners, or we call them spend winners, because they get a lot of spend, but they don't quite hit KPI. But if you just throttle the spend on them and try to control how much spend that they get, it can absolutely crush and 100% allow you to scale more in your account. Now, the third thing that we do is KPI winners. And so a KPI winner, to go back to our example over here, let's say you're spending $10,000 on ads.
