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Alex Hormozi's Launch Just Proved That Targeting Is Dead (And How To Use This 2-Campaign Strategy To SCALE) Alright I've been beating this drum for a while now... But Hormozi's launch just proven that things have shifted BIG TIME with ads and targeting On this post, I'll show you how you can leverage this too... It's not a new targeting strategy. It's not a budget optimization hack. It's not even a funnel tweak. While most advertisers are still obsessing over audience, demographics, psychographics, etc... I've built a two-campaign system that lets Facebook do what it does best - find buyers - while I focus on what actually moves the needle - creating ads that convert. Here's the framework that's scaling accounts faster and more predictably than anything I've used before. === Targeting Is Dead (And That's Good News) Hormozi's launch was crazy and everyone is talking about it... And it goes to show you how much Meta Ads have changed over the past 6-7 months... Think about it - when was the last time perfect targeting saved a crappy ad? Never. But I've seen amazing creative work with terrible targeting all the time. In fact, you could say that my targeting is pretty terrible... but still CPAs are amazing! Going back to Hormozi's launch... His team created thousands of creatives. Thousands. Then they basically said "Facebook, target everyone" and let the platform do its thing. I mean, it helped big time that they've been building this humongous audience with tons of good will and content... But it was a creative-heavy approach... So here's the new playbook: tons of creative + let Facebook run wild = massive scale. === Your Only Job in 2025 Here's what I'm actually doing these days: Find new creatives. Every week. That's it. Not audience research. Not demographic deep-dives. Not interest rabbit holes. Creative creation and creative testing. Facebook finds buyers. You make stuff worth buying. Instead of asking "who should I target?" ask "what will make someone stop scrolling?" Instead of optimizing audiences, optimize hooks. === The 2-Campaign System That Actually Works After months of testing, here's the simple structure that's working: Campaign 1: Creative Testing Find winning creative. Campaign 2: Scaling Machine Take winners and scale them with zero limits. The magic is how these work together. == Campaign 1: Creative Testing This is where you test new stuff every week. Setup: - Conversion optimized campaign. - Broad targeting/Interest/Lookalikes - All Advantage + Weekly Process: - Monday: Launch 3-5 new creative variations - Wednesday: Kill the losers - Friday: Find potential winners What You Test: - New angles and hooks - Different formats (video, carousel, images) - Different messaging - Different calls to action Goal: Find what works. Not scale yet. = Campaign 2: Scaling Machine This is where winners go to make money. Setup: - Advantage+ Sales Campaign (or completely broad) - Zero demographic limits - Zero interest targeting - Higher budget (2-3x your testing budget) - Only proven creative from Campaign 1 (creatives with 5-10 buyers/leads/sales at a good KPI) How It Works: Facebook gets total freedom to find buyers however it wants. When cold traffic gets expensive, it goes to warm audiences. When warm audiences get saturated, it finds new cold people. You don't babysit this campaign. You feed it winners and let it run. === How to Move Winners from Testing to Scaling Every 2-3 weeks, check Campaign 1 performance. Any creative hitting your targets gets moved to Campaign 2 using its post ID. - What You Look For: Hitting target cost per acquisition Working for at least a week Good engagement Converting consistently Once it's in Campaign 2, it can run for months without touching it. === Why Facebook Sucks at Creative Facebook keeps trying to automate creative with AI. The results are usually awful. I've seen it add weird AI smiles to photos, write terrible copy, and create combinations that make no sense. Facebook's creative AI sucks. But their targeting AI is amazing. Perfect: you handle creative, they handle targeting. === he Creative Volume Reality You need way more creative than you think. Most people launch 2-3 ads and expect them to work forever. That's not how it works anymore. Facebook punishes old creative unless you give it complete targeting freedom. Fresh creative gets lower costs and better reach. My weekly schedule: Monday: Launch 3-5 new angles Wednesday: Kill underperformers Friday: Plan next week based on data Every 2-3 weeks: Move winners to scaling This creates a constant flow of fresh creative while scaling what works. And Facebook keeps on taking targeting options away from advertisers... I think that's actually good news. But they mess around with creatives too much. That's not that cool. Turn that crap off lol The Bottom Line Great creative + Facebook freedom = scale. Make ads people want to watch. Let Facebook find those people. The 2-campaign system gives you both - systematic testing and automated scaling. Most importantly, it works with how Facebook actually operates instead of against it. Your targeting research won't save bad creative. But great creative beats bad targeting every time. And of course, you need a good offer, that goes without saying lol Time to stop playing audience detective and start making stuff people want to buy. Hernan P.S: Want more support? Go to RapidScaleFramework.com/apply