Why Meta Keeps Pushing Value Rules

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.

Today's question is about whether to exclude existing customers from your ads when you want to acquire new ones, and how to do it. Meta retargets existing customers by default, which isn't automatically a problem because those people convert easily and keep your costs down, but it can mask real performance or lower your average order value. Jon explains why you need to confirm there's an actual problem before excluding anyone, how to use website and customer list custom audiences together since each is imperfect on its own, and why new features like customer lifecycle strategy and value rules for existing customers could change the approach entirely. Want your question to be answered on a future episode? Go to JonLoomer.com/Question and record your question today.

Advertisers love to blame Meta when results tank, pointing to outages, Advantage+ enhancements, and automated settings as proof the platform is out to get them. There's a little truth in every complaint, which is exactly why they spread, but they're also excuses that keep you from finding actual solutions. Jon explains why blaming Meta makes you look like an amateur to clients, how to troubleshoot performance drops by using breakdowns to isolate the real cause, and why the answer is almost always something within your control, usually the ads themselves.

Today's question is about whether a brand new ad account, Facebook page, and pixel need any special treatment before running sales campaigns. Conventional wisdom says to build followers first, run awareness campaigns, or season the pixel with top-of-funnel activity. Jon explains why these recommendations are nonsense and often counterproductive, how building low-quality engagement early can poison your remarketing audiences, and why optimizing for purchases or leads from day one is the fastest path to real results. Want your question to be answered on a future episode? Go to JonLoomer.com/Question and record your question today.

Agencies that hide ad accounts from clients claim their campaign setup is proprietary, but modern best practices mean minimal campaigns and simplified structures that aren't worth hiding. The real value an advertiser brings isn't something a client can copy by looking at your settings. Jon explains why hiding your work destroys trust, why the fear of being replaced means you need to rethink where you add value, and why using the client's own ad account and assets is better for everyone.

Today's question is about whether a niche B2B audience can be too small for Meta ads to work effectively. Any business with a large enough real-world market to be profitable has an audience on Facebook and Instagram, so the issue isn't reach. The real question is whether Meta advertising will be worthwhile. Jon explains why no business is technically too niche for Meta, how success depends on creative, offer, lead qualification, and follow-up rather than targeting, and why the cost and quality of leads compared to their overall value is what determines if it's worth it. Want your question to be answered on a future episode? Go to JonLoomer.com/Question and record your question today.

Advertisers assume ads with thousands of comments and reactions perform better due to social proof, and fear making edits that would erase that engagement. But Jon duplicated an ad with 6,000 comments and the new version starting from scratch immediately matched and even beat the original's performance. He explains why we might be overvaluing social proof and why the content of your ad matters more than engagement signals.

Today's question is about CPM being double in the US versus the UK and whether that means you should allocate double the budget. CPM varies by country due to competition, but higher CPM doesn't automatically mean worse performance. Jon explains when to combine countries versus split them, how Meta balances costs and conversion rates, and why you should let results guide your budget allocation instead of CPM alone. Want your question to be answered on a future episode? Go to JonLoomer.com/Question and record your question today.

Meta provides no transparency about which specific images or videos perform best when using flexible format, related media, or AI generated creative. Breakdowns exist but share almost no useful detail. Jon explains why this lack of transparency is intentional at this point, why it matters for creative teams who need feedback, and why Meta needs to share this information despite the risk of advertisers misusing it.