Meta Ads best practices: what actually drives performance?

It’s time to stop over-engineering campaigns with hyper-segmented audiences and start focusing on Meta Ads best practices. With LLMs and LRMs integrated into the platform, your job isn’t to launch 20 ad sets with overly narrow interests or lookalikes. It’s to teach the system using clean, accurate, and representative signals about our best customers.

What activities actually drive performance today?

A strong offer

An ad on any platform is only as strong as its offer. Before you start pulling targeting levers, you first need to determine if your offer will actually resonate with your audience. Here are a few questions to ask yourself:

• Does your offer contain obvious value?
• Is your offer relevant to your target audience?
• Are you even offering the right thing?

Optimized landing pages

While your ads attract your audience, your landing page is what does all the work. Many companies waste their ad spend sending people to landing pages that simply aren’t built to convert. However, take comfort in knowing that you won’t build a perfect landing page on your first try. You will need to continuously observe and improve your landing page to keep your conversion rate climbing.

Creative that hits from multiple angles

Don’t waste your advertising budget by running ads with bad creative. It’s important to use creative assets that are clear, concise, and captivating to quickly grab your audience’s attention and communicate your value proposition. It is also always smart to test multiple different styles and messages to help figure out what approach works best.

Broad targeting powered by solid data

Meta’s targeting capabilities are incredibly powerful—if they are well fed. Don’t sacrifice data quality for data quantity. Be sure to inform your campaigns with data that you trust.

We’ve all had our battles with Advantage+. It’s burned us. But the algorithm is evolving fast. If we keep optimizing like it’s 2021, we’re leaving results on the table.

The game has changed. Time to change with it.