Thread by @nicktheriot_

🚨 Your best ad is getting a 5x ROAS.

$500 in spend.

Meanwhile your worst ad is getting a 2.8x ROAS at $7,000 in spend.

You're screaming at Facebook: "WHY WON'T YOU SPEND MORE ON THE WINNER?"

Here's why (and how to fix it) 👇

1. The Ad Account Ecosystem (All Ads Work Together)

Most people think Facebook ads work like this:

Person sees ad → clicks → buys

Wrong.

The reality:

Person sees 5-10 different ads across 3-7 days before they buy.

Your "bad" ad with high spend?

It's feeding people to your "good" ad that converts.

2. The Funnel Flow (How Purchases Actually Happen)

Here's what actually happens:

Day 1: Person sees top-of-funnel ad (doesn't click)
Day 2: Sees another top-of-funnel ad (still doesn't click)
Day 4: Sees middle-of-funnel ad (clicks, doesn't buy)
Day 6: Sees bottom-of-funnel ad (BUYS)
Facebook attributes the sale to the LAST ad.

But all 4 ads worked together to make that sale.

3. Why Your High-ROAS Ad Gets Low Spend

Your 5x ROAS ad with $500 spend?

It's a bottom-of-funnel retargeting ad.

Look at the frequency: 1.57

That means 57% of people saw it TWICE in 7 days.

Only 43% are new.

If Facebook spent $7K on it, frequency would spike to 3.0+.

You'd burn out the audience instantly.

4. Why Your Low-ROAS Ad Gets High Spend

Your 2.8x ROAS ad with $7,000 spend?

It's a top-of-funnel ad.

Look at the frequency: 1.5

That means 50% of people saw it twice.

50% are brand new.

It reached 355,000 people vs. your bottom-of-funnel ad reaching 19,000.

It's FLOODING your funnel with cold traffic.

5. The Three Funnel Stages (And What Each Ad Does)

Every ad has a job:
Top-of-funnel (cold traffic):
→ Appeal to a LARGE audience
→ Call out current situation
→ Show desired result

Middle-of-funnel (warm traffic):
→ Build trust
→ Show testimonials, authority, proof
→ Answer objections

Bottom-of-funnel (hot traffic):
→ Push the sale
→ Show offers, discounts, urgency
→ Convert people already sold

6. Top-of-Funnel = Solution Aware, Problem Aware, Unaware

These ads target people who:

→ Don't know you exist
→ May not even know they have the problem
→ Need education before they buy

Example hook: "Why 40-year-old men are losing testosterone faster than ever (and the 1 fix doctors won't tell you)"

Wide appeal. Large TAM (total addressable market).

7. Middle-of-Funnel = Product Aware

These ads target people who:

→ Know your product exists
→ Understand what it does
→ Lack trust or belief it'll work for THEM

Example hook: "How 3,000+ men boosted testosterone 40% in 60 days (real results, real tests)"

Smaller audience. More specific.

8. Bottom-of-Funnel = Most Aware

These ads target people who:

→ Already visited your site
→ Are sold on your product
→ Just need a nudge (offer, urgency, discount)

Example hook: "New Year sale ends tonight: 50% off your first bottle"

Tiny audience. High conversion. Low spend.

9. The Frequency Test (How to Know If It's Top/Middle/Bottom)

Look at 7-day frequency:

→ 1.0-1.5 frequency = Top-of-funnel (reaching new people)
→ 1.5-2.0 frequency = Middle-of-funnel (warming people up)
→ 2.0+ frequency = Bottom-of-funnel (retargeting hot traffic)

If your "winning" ad has 2.4 frequency?

It's a retargeting ad.

It'll NEVER scale to high spend.

10. Why We Run Everything in ONE Campaign

All these ads live in the SAME campaign:

→ Advantage+ placements
→ Advantage+ audiences
→ NO custom audiences
→ NO lookalikes
→ NO interests

We let Facebook figure out who sees what.

Top-of-funnel ads feed middle-of-funnel.

Middle-of-funnel feeds bottom-of-funnel.

It's an ecosystem.

11. The TAM Problem (Total Addressable Market)

Some top-of-funnel ads still don't get spend.

Why?

Because the TAM is too small.

Example:
→ Targeting neurosurgeons = 3,800 people in USA (tiny TAM)
→ Targeting all doctors = 1.1M people in USA (massive TAM)

If your avatar is too narrow, your ad won't scale.

12. The Offer Positioning Fix

If you MUST target a tiny TAM (like neurosurgeons):

You need a HIGH-TICKET offer.

3,800 neurosurgeons × $50,000 offer = $190M potential revenue

1.1M doctors × $200 offer = $220M potential revenue

Smaller TAM = higher price.

Larger TAM = lower price.

13. The Desire Problem (Small vs. Large Desires)

Same thing applies to desires:

Small desire: "Make $1M/month"
→ Fewer people want this
→ Can charge $50K for coaching

Large desire: "Make $100/day"
→ Millions of people want this
→ Can only charge $297 for a course

Match your pricing to the size of the desire.

14. When to Turn Ads Off (Almost Never)

We leave everything ON.

The ONLY time we turn an ad off:

→ It launches and immediately takes majority spend
→ AND tanks campaign-level ROAS for 24-48 hours straight

Example: Campaign was averaging 3x ROAS.

New ad launches, spend shifts, ROAS drops to 1.5x.

Wait 24 hours. Still tanking? Kill it.

Otherwise? Leave it on.

15. Recap: How to Diagnose Your Account

Step 1: Look at frequency on your top-spending ads

→ 1.0-1.5 = top-of-funnel
→ 1.5-2.0 = middle-of-funnel
→ 2.0+ = bottom-of-funnel

Step 2: Identify what's missing

→ Too many bottom-of-funnel ads? Create more top-of-funnel.
→ Too many top-of-funnel ads? Create more middle/bottom-of-funnel.

Step 3: Match your TAM and offer pricing

→ Small TAM = high ticket
→ Large TAM = low ticket

That's how you fix spend issues.

Want help building this inside your brand?

→ I'll audit your ad account
→ Fix your funnel structure
→ Show you exactly what stage you're missing
→ And guide you personally every week

DM me "FUNNEL" or apply here:

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