Change Will Always Be Your Biggest Problem

Today's question is about how to decide when new Meta features like push delivery or AI platform connectors are worth testing. New features carry risk because there's no track record for effectiveness or problems to watch for. Jon explains why your appetite for risk matters most, why you should only experiment when you have a specific problem to solve rather than tinkering when results are already good, and why AI connectors in particular warrant extra caution until the risks are better understood. Want your question to be answered on a future episode? Go to JonLoomer.com/Question and record your question today.

Advertisers fixate on delivery details like which ads Meta shows, placement distribution, or age skews, but rarely ask the most important question: is this actually a problem tied to bad results? Obsessing over inconsequential quirks almost always leads to unproductive tinkering that destroys consistency. Jon explains why you need to separate real delivery problems from gut-feeling complaints, why micromanaging Meta's optimization usually makes things worse, and how to know when a quirk in delivery actually matters versus when you need to step back and let Meta work.

Today's question is about what to do when one ad takes 50% of your budget and performance starts declining over time. Jon explains why uneven budget distribution isn't necessarily a problem, how push delivery can test whether Meta's allocation is correct, and why creating new and uniquely different ads is almost always the real solution over micromanaging which ads get spend. Want your question to be answered on a future episode? Go to JonLoomer.com/Question and record your question today.

The biggest challenge in Meta advertising isn't any single feature or update, it's the relentless pace of change that makes best practices obsolete within months. Jon explains why he stopped creating training courses after producing two that became immediately irrelevant, how he built an ad briefs library that stays current by pulling from his most recent content, and why solving the shelf-life problem led him to rethink how he delivers value to his community entirely.

Today's question is about the right funnel strategy for high-ticket consumer products on Meta. Cheaper leads don't automatically mean cheaper conversions, and a small discount may attract the wrong people while missing buyers who would purchase without one. Jon explains why optimizing straight for the purchase should always be tested first, why a tightly connected lead magnet beats a generic discount as a funnel entry point, and when remarketing is still worth using for high-ticket products. Want your question to be answered on a future episode? Go to JonLoomer.com/Question and record your question today.

Advertisers are quick to shut off ads when results look bad, but poor short-term performance isn't the same as wasted budget. New businesses and first-time advertisers are building awareness and data even when early numbers look awful. Jon explains why overreacting to initial results is usually a mistake, when you're actually wasting money through high volumes of junk traffic or mismatched demographics, and how to diagnose and fix those problems before they spiral.

Today's question is about whether adding too many ads to a single ad set can actually hurt delivery. Meta removed its old recommendation of no more than six ads per ad set, but that doesn't mean more is always better. Jon explains why starting small with a couple of creatively diverse ads and adding more only when needed is the smarter approach, why the delivery algorithm may get lost when it has too many options for the budget, and why pruning ads that Meta rarely shows should be part of your troubleshooting when results decline. Want your question to be answered on a future episode? Go to JonLoomer.com/Question and record your question today.

Two new features are changing how Jon creates ads. Push delivery lets you force spend to any existing ad to get answers, eliminating the need to start every new ad with a creative test. And the new creative workflow lets you combine multiple images and videos into a single ad with customizable text and URLs per creative, consolidating what used to require dozens of separate ads. Jon explains why both features make his previous process obsolete and why tying yourself to any single approach guarantees you'll fall behind.

Today's question is about the recommended structure and access levels between a client and agency when onboarding. Setting this up incorrectly can lead to serious problems, including getting accounts banned. Jon explains why the client should own all of their own assets and add your agency as a partner rather than a person, what access levels to grant for each asset, and why sharing login credentials or creating assets under the agency's business manager leads to problems when the relationship eventually ends. Want your question to be answered on a future episode? Go to JonLoomer.com/Question and record your question today.

Meta has spent years removing advertiser control over targeting and placements, so actively encouraging value rules seemed contradictory. But it makes sense when you see where things are headed. Jon explains how a new test version lets you bid based on custom audience labels for lead quality and customer value, why value rules fill a knowledge gap the algorithm can't solve alone, and why they'll replace traditional delivery controls as Meta locks everything else down.