Creative is the lever, not the targeting
Meta automates the targeting now. Advantage+ and broad audiences do the work that detailed interest stacks used to, which means the variable you actually control is the creative. The brands that win on Facebook and Instagram are not the ones with clever audience tricks. They are the ones feeding the algorithm a steady stream of hooks, angles and formats that stop the scroll.
Most accounts we inherit are spending well and learning slowly. A handful of ads carrying the whole budget, no real testing rhythm, and reporting that trusts whatever number Meta puts on the screen. After the iOS privacy changes, that number is usually wrong, so spend creeps up while the books say something different.
We run paid social as a connected system, not a set of isolated campaigns. Facebook and Instagram sit alongside the rest of the paid media mix, and we measure them on incremental revenue rather than platform-reported conversions. Start with a free audit and we will show you where the creative, the funnel or the tracking is holding the account back.