30 days
21 ad accounts
Over 25M of ad spend
Over $1.5M of spend on Black Friday alone

for our e-commerce clients.

Here's how we executed it & what made it possible

> Preparation & Offers
> Launch & Pacing
> Ad Account Structure & Ads
> Optimization & Scaling The ad results are just the cherry on top of these brands' incredible infrastructure and products.

We're here to amplify their success.

Brands that maintained steady spending all year saw the biggest wins during Black Friday.

So let's get into the learnings:

8 Unmissable Facebook Ads You Need to Try

> Easy to duplicate
> Guaranteed to cut your CPA

A powerful mix of images, videos, GIFs, and carousels

[Bookmark this; future you will be grateful] 1) Long-form carousel
It’s 1 image divided into 4-5 images, while each image is on a different card

It creates a unique experience through the feed

Users swipe to see the full image, and FB counts each swipe as an engagement

Pro tip: uncheck “Show best-performing card first”

My ABO testing is not necessarily about testing; it's also about scaling

It's the exact setup I'm using on EVERY ad account of mine, regardless of the Andromeda update

Here's my most technical breakdown of my ABO campaigns Each new test = new ad set = new concept

Each concept has 3-6 variations.

When it's a video, it's mostly hook; when it's an image, it's either a different layout or text overlay

🚀 Attention, multi-SKU e-commerce stores and dropshippers

Tap into the power of Custom Conversions in Facebook ads to revolutionize your strategic decision-making

Explore the details below 👇🔥 Go to the product page of the product,

> check FB pixel helper,
> expand “View content” and
> copy the “content_id"

Since the Andromeda update, you don't need changes in the ad account, but you need to change your approach to:

> Creative Volume & Creative Diversification

Here's the EXACT Process, with all the details & step-by-step instructions included

[One of my most valuable content pieces ever] The most recent Facebook update, called Andromeda, definitely changed the game.

A lot of accounts all of a sudden dropped in performance, and iterations of creative stopped working.

So what you should do, and what Facebook is favoring since the Andromeda update?

Manual Bids Deciphered

When it comes to Manual bids, 2 main things you need to worry about are:

1) Spend
2) Performance

Your goal is to find a sweet spot between those 2

And only 4 potential scenarios could happen

Let's break them down & potential next steps for each: Additional context here is that I use "Cost per results", also known as "Cost Caps"

And I use it ONLY for Scaling, not for testing

I'm comfortable setting an inflated budget with my winning ads, because even if FB overspends, it can't spend "that much" over my target CPA, because all the ads there are still winning ads

🚨 NEW cool Feature from FB 🚨

> Creative Testing

With this feature, you can test up to 5 creatives in a single campaign while helping ensure DELIVERY for NEW test ads.

Here’s how it works: ⁠When creating or editing an ad in Ads Manager, simply click the button to set up a creative test with up to five different variations.

The test aims to provide new test ads with similar delivery for a more accurate comparison.

Look what I just unlocked in one of my ad accounts

🚨 One of the best updates in the history of Meta ads 🚨

➡️ Purchase Profit Optimization

Here's what it is and how it works: While so far, we only had the option to optimize for Purchase Value, now FB is allowing us to optimize for profit

In order to do that, we first need to create an additional parameter called "net_revenue"

How to create it?

Fastest Way To Scale Facebook Ads In 2025

Many people have trouble keeping their results good when they try to scale and then just blame FB, and that’s just because they are doing it wrong - simple as that.

So, today I’m sharing the fastest way to scale your FB ads in 2025: It’s something I started using last Q4, and since then, I have implemented it on all of my accounts.

It’s not a beginner's strategy, so pay close attention.

Besides my ABO testing campaign, which I already covered multiple times, I have 1-3 Advantage shopping campaigns.

If you are not doing creative diversification in your ads in 2025, you are not gonna make it.

Especially with the Andromeda update.

So, here's my EXACT Creative Strategy & Creative Diversification Process Let’s first mention WHY it’s a problem if there’s no creative diversification, because there’s a 45% average drop in associated likelihood to conversion after four repeated exposures of the ad.

Because of that, everyone started preaching creative diversification on Twitter, but nobody exactly shared what that actually means.

Don't know when to:
- Turn off the ad
- What numbers to track
- When to scale
- How to optimize & troubleshoot

It's your lucky day.

I'm breaking down my go-to workflow and revealing the decision-making magic behind successful ad management. Before making any decision, I dive deep into the data.

Each client has a primary KPI, whether it’s ROAS in the ad account or MER/NC ROAS in Northbeam and Triple Whale.

That number isn't just a metric—it's my north star, and I'm determined to hit it every time.

Our internal 8-fig brand is built on Whitelisting Flywheel, and we have over 100+ influencers we run ads from.

I gathered everything I know about WL in this thread.

> processes
> tech stack
> ad account setup
> fees

You can’t get info about this anywhere else, so tune in! Until a year or two ago, all our ads were run under the Brand FB page and IG handle.

That’s how most of the brands are still running their ads. But there’s a better way to run your Facebook ads.

At this point, over 80% of our internal brand ads and 20-50% of clients' ads are under whitelisted pages.

The % varies from client to client.

Ready to scale your Ecom Brands to 7, 8, or even 9 figures?

Join me as I reveal my go-to FB ad account structure for success 🚀

It's time to achieve incredible results! Many advertisers are relying on shaky ad account structures, are impatient with their scaling methods, or are betting on a single ad.

This is your fast track to growth stagnation.

But don't worry—there’s a blueprint for simple, effective scaling!

And it’s actually super simple, and I’m using it on almost all of my clients.

From newbie to expert: how I leveled up my media buyers.

Currently handling hundreds of thousands budgets monthly.

Here's the step-by-step process I used to do it: Initially, I gave them a few courses to get familiar with the Ads Manager and the whole concept of media buying

One was from Jason Hornung, other was from Depesh

I told them to make notes for each lesson

Why?

Because that's a proven way of memorizing/learning

Unveiling the 2024 Facebook Ads Manager features recap!

This MEGA thread is your guide to mastering:
- Post ID
- DPA setup
- Custom conversions
- Manual bidding
- Attribution settings
& more!

Get ready for step-by-step instructions 👇
[MEGA THREAD] How to use post ID & asset customization

https://x.com/IstvanicMarin/status/1612508506103640065

I did over 100 FB ad account audits this year, and here are the 18 weirdest things I saw in the ad accounts

Some are funny, and some are very sad

[UPDATED VERSION] > One guy told me that his looking just today's data/results when optimizing the ad account

Basically, no wonder what's the performance previously, if it's bad today, he'll decrease the budget

People are buzzing about Advantage Shopping+ doing retargeting.

With Facebook's new "engaged audience" segment, we've now got the evidence to back it up.

Here's how you can track it for your campaigns: Until a few weeks ago, we only had an option to define the audience for the "Existing buyers" segment

In that segment I put
>purchase 180d
>Klaviyo customer synced buyers list

And I put a 0% cap for that audience because I want my ASC to go only after NEW customers

Recently...

Facebook Ad Account Breakdown #25

One of your favorite DTC brands reached out to me to audit their ad account hoping to unlock some additional efficiency in their ad account

Here's what I found:

[Apply these learnings to your own DTC brand] >Spend
Q4 highest, as expected
Q3 very low - how come?

>Video
Total metrics diluted to images, watch time could be better
For videos only, okay metrics

>Traffic
CPM highest in Q4, currently lowest - are you pushing ROW more?
Because of that CPC lowest as well, and CTR highest

Spoke to a client (Beauty Ecom store) who generated 5M in the last 2 months

Here's what we did to take them there:

1. Customer Research
2. Offer change
3. Proper ad account structure

Nothing complicated, just patience and the right strategy

Here's the full breakdown: 1) Customer Research

We checked all of their:

> Post-purchase surveys
> Ads comments
> Customer reviews

to find out why are they actually buying the product

& we used all of that data to craft our messaging, both on the website and in the ad

I trained both of my senior media buyers from scratch 5y ago

and they are now handling hundreds of thousands $ per month

Here's how I approached training them : Initially, I gave them a few courses to get familiar with the Ads Manager and the whole concept of media buying

One was from Jason Hornung, other was from Depesh

I told them to make notes for each lesson

Why?

Because that's a proven way of memorizing/learning

Imagine Foreplay on AI Steroids

Well --> that's Atria

It's the only tool you'll need for:
> Swiping ads with customization options
> Customer review mining
> Creative strategy

+ It's powered by AI

Here's why I love it: First of all, it has a library of over 5M ads, so you don't depend only on ads that other people save

It's constantly updating and the discovery feed is not random, it's designed by Algo based on different parameters

What I like here: