Meta Ads
Facebook and Instagram advertising in India — Advantage+, creative testing, and reading the numbers honestly.
Meta has moved most of the decisions inside the box. Advantage+ handles the audience, the placement and increasingly the creative combination, which leaves the advertiser with fewer levers and more responsibility for the ones that remain.
Notes on what those levers are, how creative testing works when you no longer choose the placement, and how to read a report that is designed to flatter.
The ad that works in Indore does not work in the village
The targeting is the easy part. What decides a rural campaign is the language on screen, the weight of the file, and where the person is asked to go next.
7 min read
Meta quietly changed what a "click" means
Several of this year's Meta changes did not touch your campaigns. They touched the definitions underneath the report — which is why results moved while nothing you did had changed.
7 min read
You do not choose the audience any more
For years the skill sat in the targeting panel. That panel keeps getting smaller, and the campaigns that still win are not the ones with the cleverest stack of interests.
6 min read
Your ad did not stop working. People stopped seeing it.
Week one was excellent. Week four is quietly bad. Nobody touched the targeting, the budget or the bid — and that is exactly the point.
6 min read
Your Meta ads are working. Your leads are not.
The report says cost per lead is down. The sales team says the leads are rubbish. Both are telling the truth, and the campaign is doing exactly what it was told to do.
6 min read