Practitioner pattern · Marcus Burke (Sells Meta ads consulting to subscription apps and plans a paid Meta ads email course)
Set up Meta campaigns by hand first; add Advantage+ later with lower bids
Guest's standard setup; no numbers given
Unknownpaid-social
What they did
Start with manual campaigns: separate ad sets per country, younger age groups excluded. Be skeptical of 'recommended' Advantage+ automation, which maximizes Meta's reach and works best when the conversion event is close to revenue (a purchase, not a trial). Later in the account's life, layer on fully automated campaigns with a lower cost-per-trial target to reflect the lower conversion of the broader audience.
- Stage
- growth
In their words
Sub Club by RevenueCat · Scaling Your Subscription App with Meta Ads – Marcus Burke, Independent Consultant“So I usually start on manual campaigns, set up things myself, have separate ad sets per country, and then exclude younger age groups.”
“While only later in the lifetime of an account, I might layer on these fully automated campaigns, because then I know, okay, my conversion rate for these users is going to be that much lower, so I'm bidding less aggressively on them”
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