Ad copy

(BTW, if you want my "7 Ways To Make Your Ads Work Better" guide, say "Seven" below and I'll send it to you). Here's the news: There's a high chance that Meta is going to eliminate targeting options completely. Not just restrict them. Not just "optimize" them. Eliminate them. But before you panic (like I almost did), let me tell you why this might be the best thing that's happened to advertisers since the platform launched. We've been seeing this coming for months. Some of our ad accounts started losing targeting options while others kept them. Classic Meta - testing the waters before making big changes. Let me share what we've been noticing across our accounts: = Pattern #1: The Vanishing Interests One day you'd search for "digital marketing" and get 50 options. The next day, only 5. Then maybe 20 the next week. Some interests that used to work are not even there anymore. Meta was clearly testing how advertisers would react. = Pattern #2: The Advantage+ Push Then Meta started really pushing their Advantage+ audiences. At first, we ignored it (like everyone else). But then we tested it on a few accounts and holy crap - they were actually getting better results. = Pattern #3: The Learning Phase Changes Remember when you needed 50 conversions to get through the learning phase? Then it was 30. Then "significant learning." Now some campaigns don't even show a learning phase anymore. = Pattern #4: The Creative Focus Meta's been updating their ads manager UI too. The targeting section keeps getting smaller and more automated. They've been literally redesigning the interface to make us focus more on creatives. Here's the kicker though: Our best-performing campaigns across all accounts were the ones using the least targeting. It wasn't even close. Think about it - we're trying to outsmart an AI that processes more data in a day than we could analyze in a lifetime. That's why I've been pushing everyone to focus on their creative game instead of targeting tricks. The smart advertisers saw this coming and started adapting months ago. = The Numbers Don't Lie Here's what we're seeing across our accounts (and we manage millions in monthly ad spend): - 70% of our best-performing campaigns use broad targeting - Advantage+ audiences are crushing traditional targeting - Costs are actually lower with broader targeting - Lead quality is improving (if your messaging is right). = Why I Think This Is Great News Every time Facebook makes a major change, three things happen: - Bad advertisers panic and leave - Smart advertisers thrive Remember iOS 14.5? Everyone thought Facebook ads were dead. Meanwhile, our best clients had their most profitable months ever (once they adapted). But here's the really interesting part... = The Hidden Goldmine With broad targeting, we started getting leads from industries we never would have thought to target: - HR professionals wanting to start consulting - Real estate agents building personal brands - Dentists teaching other dentists marketing - CPAs launching coaching programs - Lawyers building info products None of these would have been in our original targeting. But they turned out to be some of our best customers. = Why This Works So Well Meta's AI has gotten scary good at finding the right people. And I mean scary good. Think about it this way: - Old Targeting = Going to a networking event and only talking to people wearing "potential customer" name tags - New Targeting = Telling an amazing story at a huge party and letting the right people find you Which one sounds more natural? = The Mindset Shift This changes everything about how we approach Facebook ads. Instead of obsessing over interest targeting, testing endless audience combinations, and trying to find that "hidden" audience, we can focus on what really matters: creating compelling messages, testing different angles, improving our offers, and optimizing our funnels. = What You Should Do If you're running ads right now, you need to prepare for this shift. Here's exactly what we're doing with our clients: - Testing Broad Targeting Now: Don't kill your current campaigns if they're working. Instead, set up parallel tests with broad targeting using your best creatives. Just use zero interest targeting, country selection, basic age range, and both genders unless absolutely necessary. - Mastering Creative Testing: This is where you need to focus 80% of your energy now. Test different hooks and angles, pain points and benefits, storytelling approaches, and creative formats (although square images are beating everything else these days). Our testing schedule: Launch new creatives every 5-7 days, kill underperformers after spending 2x target CPA, scale winners immediately, and always have new variations ready. The key is to start testing this now, while you still have time to optimize. Don't wait until Meta forces everyone into broad targeting - that's when CPMs will spike as everyone rushes to adapt. Hope this helps! Hernan P.S. Let me know if you want my free guide "7 Ways To Make Your Ads Work Better". Say "Seven" below and my automation will send it to you :)