A subscription app · B2C · Marcus Burke client
Give ads that deliver differently, like mostly Facebook feed, their own ad set
Unknownpaid-social
What they did
Chart each ad's placement mix with cost per target overlaid. Ads below target cost that deliver unusually (e.g. 40-50% Facebook feed vs 50/50 Reels for the rest) get starved when mixed in one ad set, since Meta concentrates ~80% of budget on one ad. Pull them into their own ad set with budget, still broad targeting and all placements, then check whether they bought an older audience and work out what made them deliver there (static vs video etc.).
“You basically pull them out, give them their own ad set and basically give them room to breathe, have some budget allocated to it.”
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