Today's question is about campaign structure for seasonal products, specifically whether to split major holidays into separate ad sets with spending limits. Seasonal businesses face a unique challenge of running evergreen products year-round while also promoting holiday-specific items for limited periods. Jon explains how to structure a CBO campaign with multiple ad sets for different seasons, when to turn seasonal ad sets off based on performance, and whether ad set spending limits are actually necessary or just adding unnecessary restrictions.

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Advertisers blame Meta when their leads are low quality, pointing to the algorithm exploiting weaknesses like age range or placements to get cheap conversions. But the real problem with lead quality usually has nothing to do with Meta or your ads. Jon explains why your follow-up process, email deliverability, sales team, and automation are what actually determine lead quality, and the specific steps you need to take to make sure real leads don't get ignored or lost in spam folders.

Today's question is why campaigns stop working after two or three weeks when the ads generated sales initially and there's no ad fatigue. Meta starts by showing ads to low hanging fruit, the people most likely to convert, which often includes your remarketing audience even with algorithmic targeting. Jon explains why this group gets exhausted quickly, how audience size and product niche affect the drop-off, and why it's not normal to go from great performance to bad performance if your fundamentals are solid.

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Creative diversification sounds great in theory, but most advertisers take Meta's recommendations too literally and waste time creating 20 ads at once that never get shown. There's a smarter way to approach creative diversity without overwhelming yourself or your budget. Jon explains how to stack creative diversity in phases using the creative testing tool, starting with one theme and learning what works before building the next uniquely different set, so you're being strategic instead of just creating more ads for the sake of it.

Today's question is about when to use multiple campaigns instead of a single Advantage Plus campaign structure, especially when it comes to separating cold traffic and retargeting. Remarketing happens naturally through algorithmic targeting now, so splitting it out is usually unnecessary. Jon explains the specific situations where multiple campaigns or ad sets actually make sense, why budget splits can hurt your results, and when keeping everything in one place is the smarter approach.

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Meta spent years taking control away from advertisers, discouraging them from restricting targeting or removing placements, so launching Value Rules seemed like a confusing contradiction. But it actually makes perfect sense when you understand what the feature does. Jon explains why Value Rules are one of his favorite tools, how to use them to solve problems with age targeting, gender distribution, and placements like Audience Network, and why they're better than restricting your targeting entirely.

Today's question is about the easiest and most cost-effective way to set up server-side tracking and the Conversions API. The website pixel alone isn't reliable anymore due to privacy laws and browser settings, which means incomplete data and bad optimization. Jon explains why you need the Conversions API, the simplest setup method using the Conversions API Gateway, and when you might need to tackle the more complex step of sending CRM events.

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Meta's creative testing tool launched in 2025, but most advertisers either aren't using it or completely misunderstand how it works. The old approach of creating separate campaigns and ad sets for testing has serious flaws that this tool solves. Jon explains why the creative testing tool should be part of your process, how to use it in stages instead of testing 20 ads at once, and why it gives you data to make informed decisions instead of guessing based on gut feel.