When to Keep What’s Working

Lauren warns not to change successful campaigns, then explains signs (rising CPMs, falling efficacy) that signal needed strategy shifts.

Play episode from 04:26

chevron_right

Transcript

chevron_right

Transcript

Episode notes

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

If your campaigns aren’t scaling as you'd like and CPMs keep rising, it’s time to refresh your social media marketing strategy. In today’s episode, we explain in detail why creative diversification is the key to succeeding with Meta ads in 2026 and beyond.

We discuss how to break free from old, hacky methods like the Michigan Method and explain how the Meta algorithm is designed to do the heavy lifting, if you let it. We talk about the importance of running multiple, varied ads to speak to different segments of your audience and provide real examples of how this works in practice.

If you want to know how to evolve your approach, increase engagement, and set up campaigns that actually scale, you won’t want to miss this one. You’ll understand why "one-size-fits-all" advertising no longer cuts it and what to do instead.

In This Episode:

- How Facebook ads have evolved over time

- Creative diversification explained

- How to create different ICPs for Meta ads

- Designing the right creative angle for each audience

- Looking for ad hacks vs developing a strong brand

- Final thoughts on outdated advertising strategies

Mentioned in the Episode:

Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Meta's Ad Creative Guidelines: https://web.facebook.com/business/m/small-business/creative-differentiation?_rdc=1&_rdr#

Previous episode on the Michigan Method: https://perpetualtraffic.com/podcast/scale-your-facebook-ad-campaign/

Previous episode with Cole Turner: https://perpetualtraffic.com/podcast/episode-747-the-1-mistake-thats-secretly-killing-your-meta-andromeda-ads-with-cole-turner/