Meta handles the audience. My job is the message and how it gets tested. This is the sequence I run on every account.
Who is buying and what they already know. That decides the angle and the format.
The strategic ideas go head to head before any variations get produced.
New hooks and executions of the promise that worked, one variable at a time.
Winners move into CBO and Advantage+ once the numbers hold at target CPA.
Enough creative volume to give the algorithm range, enough discipline to know what worked.
Multiple ads per ad set
ABO to find winners, CBO and Advantage+ to scale them
Every variable tagged, every result traceable
Enough time and conversions at target CPA before I call a winner
I use custom GPT and prompting workflows to produce compliant headlines and copy at volume. The judgment stays human: what to test, how to read it, what to do next.
The creative is the targeting.
Concept first, variation second.
One variable per test.
Authentic beats polished.