Practitioner pattern · Marcus Burke (Sells Meta ads consulting to subscription apps and plans a paid Meta ads email course)
Check which placements each ad wins on, then make ads for those placements
Guest says most accounts miss this; no numbers given
Unknownpaid-social
What they did
Don't compare creatives only on overall cost per trial (e.g. €10 vs €15); break results down by placement, age and gender in Ads Manager. Audiences differ: Instagram Reels is younger, lower intent and TikTok-like; Instagram Feed is higher quality but pricier; Facebook is older with more purchasing power. Use each app yourself and make ads that match that placement's native content.
- Stage
- scale
In their words
Sub Club by RevenueCat · Scaling Your Subscription App with Meta Ads – Marcus Burke, Independent Consultant“But then also on Instagram, the people that use the Instagram feed compared to the people that use Instagram Reels are totally different. Reels, it's much closer to a TikTok audience. It's younger, lower intent, while the feed is a bit more qualitative, but also usually more expensive.”
“You can always break down creative performance on a placement level, on an age level, on a gender level, so you can learn a lot really about where do I need to run these ads to get good performance in my app”
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