You're optimising for the wrong event
Most accounts optimise for clicks or leads. Meta will happily find you the cheapest clicks and the lowest-quality leads to match. Optimise for the event closest to revenue you can feed back — qualified lead, booked call, purchase. The algorithm is only as smart as the signal you give it.
No feedback loop
If Meta never learns which leads became customers, it cannot find more of them. Wiring closed-won data back into the ad platform — via your CRM and an automation layer — is the single highest-leverage fix most accounts are missing.
Creative volume, not creative perfection
One 'perfect' ad is a guess. Winning accounts test many angles cheaply and let spend flow to what works. Treat creative as a portfolio, not a masterpiece.
The landing page is half the ad
A great ad pointed at a slow, unfocused page burns money. The ad and the destination are one system — we never fix one without the other.