Transcription
If you're a Shopify brand that's currently struggling to, if you're a Shopify brand, if you're a Shopify brand that's currently struggling to scale your Facebook ad account consistently and you used to get these crazy good returns back in 2021, 2022, it felt like you were just printing money and now all of a sudden in 2025, you just can't seem to get the same level of consistency out of your ad account and the same level of return on investment from your ad account as well and you just can't scale and you've tried cost caps, you've tried bid caps, you've tried the one campaign, you've tried 322, this video is for you because in this video I'm going to show you exactly how I structure my Facebook ad campaigns to generate over $und00 million in advertising revenue in less than 10 minutes.
So you can literally follow this video from start to finish and implement everything that I'm going to teach you in this video so you can get more consistent results, make more money, and scale much further. So, first first of all, before we dive in, who am I? Why should you listen to me? I've generated over $100 million in advertising revenue. I've been a senior growth strategist at some of the top Facebook marketing agencies in the world. And in addition to this nifty screenshot that I have here, I've generated a plethora of different case studies scaling brands from five figures a month to multiple six figures and upwards of seven figures per month. Again, another brand from six to seven figures, help brands go from 1.3 to 2.4. So, from seven figures to multi figures. Um, I have a bunch of case studies and results from my six, seven years of doing this stuff.
So, what I want to do is in this video kind of pull back the curtain and basically make it as easy as possible because I promise you guys it's not that difficult. There's just a lot of misinformation that is misleading you and misguiding you on the best way to run a Facebook ad account. So, I'm going to teach you how I do it so you can try it and let the results speak for yourself. And when you go buy that new Lambo or whatever else uh whatever big purchase that you have planned when you make all this money, just obviously joking, um, you can give me some credit. So anyways, let's get into the video.
Before we dive in to the structure and the tactics, we need to cover some basic first principles. And principles are basically things that inform how we go about or in the context of media buying, how we manage our ad account. And things that pretty much don't change because they're grounded in factual reality. Okay.
So principle number one, Facebook allocates spend uh Facebook allocates and spends my budget directly proportional to the adsets capacity to generate results. So, whenever you run a campaign, uh you're allowed to select a bidding strategy, which most of the time for a brand that's looking to grow, I would recommend highest volume. But regardless of the bidding strategy, you're going to select a bidding strategy. And if you're running highest volume, the goal of the bidding strategy is to get you the most possible results for your daily budget. So, spend your full daily budget and get you results at the lowest cost. Used to be called lowest cost, now they call it highest volume. But regardless of that, in a CBO campaign, if I set a $100 daily budget, all of the adsets in that campaign have one objective, which is going to be the purchase objective, unless you want anything else other than purchases. But when we're selecting that objective in accordance with our bidding strategy, which is to get the most results, then we know that Facebook will allocate the spend to the adsets that are most likely to generate the highest number of conversions. It will allocate the spend to the adsets that will generate the maximum number of purchases because that's our conversion objective in accordance with our bidding strategy which nine times out of 10 is going to be highest volume. So in other words, the need for you to manually decide which adsets should uh get spent and how much they should spend has been completely lifted off of your hands. And you no longer need to do this because Facebook has access to trillions of data points. Trillions of data points. And if you think for a second that you're smarter than Facebook, I don't know what to tell you. You probably have a massive ego or you probably have a course to sell.
Second principle is going to be creative and messaging are the new targeting. And this is said all throughout, you know, Facebook advertising content uh in 2025, but it is becoming increasingly prevalent that creative and messaging are the new targeting. So, if you're running interest, if you're running look-ike audiences, if you're running retargeting, all of those things are completely outdated. They're destroying your performance. And there's absolutely no need to ever run any of those things unless you have a specific intent behind running those things. Audiences, forget that. If you're running interests, if you have a media buyer running interests and look likes in your campaign, you should fire them immediately. Now, when it comes to retargeting, there are actually strong use cases for retargeting, such as if you want to target existing customers with a new offer or warm traffic with a new offer. That's totally fine, but you should not have a dedicated retargeting campaign. There's absolutely no need. And it if you want to is the equivalent of taking your hard-earned money and putting it into a paper shredder. So, totally up to you.
Third principle is audiences and interests are dying breed. I've already kind of touched on this, but because creative and messaging are the new targeting, audience and interests are also a dying breed. Meaning there's absolutely no use case for using audiences and interests. All of the people who are in these audiences and interests are also in broad. All interests and audience do is exclude people. Okay? So if you run broad, everybody who's in your dog interest is also in the broad audience. So there's no need to run audience audiences to or traffic to audiences in the dog interest. Another thing too is Facebook has no context as to if you actually read the definition of an interest audience, it's going to tell you people who have liked or interacted with pages relating to a certain category. And Facebook has no context as to whether or not those interactions are positive or negative. So I could go onto a dog page and say, "I hate dogs. If I see one on the street, I'm going to kick it in the face." And because I have interacted with that page, guess what? I'm now in the dog interest. I don't even have a dog. I have never had a dog and I will never buy your dog product. But guess what? I am in the dog interest. So your ads are going to target me. There's that's what your interests are doing. Okay.
Fourth principle. Cost caps allow me to test a ton of creatives with no risk. So this is for brands who are prioritizing profitability and hitting a certain CPA target over the maximum growth potential of their business. So not every business needs to scale to the moon. Not every business is owned by a broccoli head that wants to buy a Lambo. Some people have a certain amount of budget and they just want to spend that budget and get results at a certain cost. And that is exactly what cost caps allow you to do. Cost caps, there's a lot of discourse online about cost caps are the best way. You should only run cost caps. Highest volume is the best way. You should only run highest volume. These things are tools that Facebook is giving to you. You are allowed to have a nuanced opinion and there are certain use cases that inform whether or not you should be using one versus the other. And if you are someone who wants to prioritize the full profitability of your budget at any given point in time, knowing that you will sacrifice some growth potential because you're not spending as much as you could, then cost caps allow you to do that because you can create a CBO campaign, throw everything on a cost cap that's at your target CPA. You can launch as many creatives as you want and Facebook will only spend on the creatives that can actually hit your target.
And lastly, principle number five, if performance is not there, I need to test new creatives. Ideally, I like to shoot for anywhere from 20 plus per week. But the main thing here is if you're not seeing the performance in your ad account, excluding the things that you should be doing and testing on your offers, on your landing pages, your unit economics on your business, and optimizing those areas, the only thing that you can do in your ad account is test new creatives. Not test new interests, not test new bidding strategies, not test new audiences, test new creatives.
Okay, with that being said, we've got about 3 minutes left, so let's cover the actual setup and strategies. So, all of this uh well, first of all, this is the campaign strategy and setup. So, we have a CBO campaign. Campaigns are set up on a per product offer or landing page basis. I have $150 a day as a complete hypothetical budget. Set it to whatever your daily budget is or however much you'd like to spend. And essentially, this is the entirety of the campaign. We have a winner's adset. A winner's adset is going to contain the best performers in your uh ad account. So, your top performing post studies, the ads that have generated the highest spend or that have spent the most while generating a CPA that aligns with your target. Now, pretty much nine times out of 10, your highest spending ads aren't going to be your best CPA ads. And so, what you want to do is go into your ad account and grab typically the top three to 10 highest spenders depending on your account size. Sometimes brands have like 10 ads that have spent like over a million dollars depending on the account size. So find your top ads, your highest spenders. Those are going to go into the winner's adset. The winner's adset has two main purposes. The first purpose is that it will provide stable and predictable performance because you have a collection and a portfolio of ads that are historically your top performers. This is your best stuff. So it stands to say that if you're spending on your best stuff, you're getting the maximum performance out of your ad account or that it's capable of because it's your best stuff. So, that's the first um first uh use case. The second use case of having this winner's adset is now we're going to launch new tests against our winner's adset. So, not only is the winner's adset going to provide us more consistent performance because it's our best stuff, now in a CBO campaign, again, going off of our first principle, which is that Facebook is allocating the spend according to the adsets most likely to generate the best possible outcome. Then the testing adsets, the only way that they get spent is if they are more likely to generate a higher return than our winner's adset. If they're more likely to spend the budget and achieve our conversion objective in accordance with our bidding strategy, if they are a better opportunity to, in other words, maximize conversions or purchases at the lowest cost or maximize conversions at my target cost cap. And so all we do is on a you can set this up on a daily cadence, on a weekly cadence, however much creative capacity you have. Essentially, every single uh let's say week for example, we're going to be launching new creative tests. And guess what? If I launch a test and it's a complete loser, it's the worst ad I could have ever put into my ad account. Guess what happens to my performance? Nothing. Because the budget is just going to go straight to my winner's adset. And that means the only time spend is being taken away from my best performing adsets over the history of my ad account, the only time that the spend will not go to the best in my ad account is when this adset, the test adset, is a better uh more probable uh asset to generate me better uh or to generate me conversions according to my bidding strategy. So, it has to beat the winners and that's the only time it gets spent. We're not forcing spend onto creatives. We are allowing the CBO campaign and Facebook's algorithm and honestly Zuckerberg to uh take care of the allocation of budget. And all we focus on is the quality of the content that we put into our ad account. So when we do a testing adset, 7-day click, one day view, broad targeting, advantage plus audience, whatever they call it, whatever it's called at the time you're watching this video, just leave it completely broad. And I like to put a minimum of three images and three videos or a total of 9 to 12 ads. Honestly, the number of ads in an adset, it doesn't matter. Facebook is continuously pushing more and more to put more ads into an individual adset. But to me, I've just never seen I've never been able to say, "Oh, I put 20 ads in this adset and I put two in this one and the 20 adset is performing better and a true AB split test." Come on, guys. That's not the differencemaker in your ad account. It's the goddamn creatives.
Okay, so testing adset, winner's adset. You're launching new testing adsets on a daily cadence, weekly cadence, and you're seeing how those perform. You evaluate last seven days performance. If an adset has not taken majority of spend, great. It didn't take spend, it's a loser. If it does take majority of spend, great. It's doing so against your top performing adset. And so, you know, those ads are in Facebook size more likely to generate a better outcome for your campaign. And this is the structure that I use again on accounts that were spending 300,000 uh a month. all all the way down to 30K a month. So, this works on regardless of your uh budget. It's a very simple setup. And what we're doing here is we're relying on Facebook to handle the allocation of budget. And that allows us to focus on the things that actually drive the needle, which is our unit economics, our offers, our landing pages, our creatives. Those are the main things that you should be focusing on if you want better performance. And you should structure your account in a way that the decision-making as to the allocation of budget is completely off your hands. and CBO on highest volume or cost caps allows you to do that so long as you do it in this setup.
So guys, that is going to do it for this video. Hope you guys enjoyed the content as always. And if you did, make sure to leave a like, comment, and subscribe. And if you're interested in having me run your ad account and partnering with me to run your ads, click the first link in the description to book a call with my team. Otherwise, hope you guys enjoy the content. As always, expect daily uploads on the way and I'll see you in the next one. Peace.