Open any Meta ads forum and you will read the same verdict, repeated like a law of physics: CBO is better, ABO is dead, let the algorithm decide. That verdict is wrong, and the people repeating it usually cannot explain what either acronym actually does. CBO and ABO...
Most advice about Meta ad copy is recycled folklore. People repeat that short copy always wins, that nobody reads, that the algorithm now writes everything for you. None of it survives contact with the data. Copy still decides whether a thumb stops or keeps scrolling,...
Creative is now the lever that decides whether you win or lose on Meta. The targeting moved into the machine, the auction sorts itself out, and what is left in your hands is the ad itself. Yet most advertisers still test creative the way a chemistry teacher runs an...
User-generated content has become the default creative format for performance advertisers on Meta, and for good reason. Ads that look like a real person filmed them on a phone consistently beat studio productions on the metrics that pay the bills. But the topic is...
Most advertisers pick a Meta ad format out of habit, not strategy. They run single images because they always have, or they chase Reels because someone said video is the future. Both reflexes leave money on the table. The format is not a style choice. It is a lever...
