Social Proof Might Not Matter After All

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.

Today's question is about advertising expensive products with long buying cycles that fall outside the seven or 28 day attribution window. Should you run traffic campaigns instead of purchase campaigns if most conversions won't be tracked anyway? Jon explains why you need to confirm this is actually happening, how multiple ads for different awareness levels can keep conversions within windows, and when to consider alternative approaches. Want your question to be answered on a future episode? Go to JonLoomer.com/Question and record your question today.

Advertisers claim Meta steals credit for conversions that were actually driven by email or Google, calling conversion reporting vanity metrics. But attribution is messy and trying to assign single-source credit misses the point entirely. Jon explains what different conversion types actually mean, why obsessing over credit is foolish, and how effective campaigns require multiple channels working together where shared credit matters more than exclusive credit.

Today's question is about the single most common point of confusion Jon wishes everyone understood about Meta ads. He can't pick just one, so he gives three. Jon explains why the algorithm being literal shapes everything, why targeting control is mostly unnecessary now, and where advertisers should actually focus when results aren't good. Want your question to be answered on a future episode? Go to JonLoomer.com/Question and record your question today.

Meta changed how click attribution works, and it's mostly for the better, but some advertisers might see a negative impact. Click-through conversions now require an actual link click, while social clicks and other engagement moved to a new engage-through attribution with a shorter window. Jon explains what changed, why some conversions will be lost, and which strategy gets hit hardest by the update.

Today's question is whether to launch a brand new campaign with creative testing or start testing later with new creatives. There's no absolute right answer, but Jon has a preferred approach with clear reasoning behind it. He explains why starting new ads with a test answers questions you'll have later, avoids the messy workaround of duplicating existing ads, and ensures you get meaningful data from the start. Want your question to be answered on a future episode? Go to JonLoomer.com/Question and record your question today.

Ads that were working fine suddenly tank, and advertisers assume Meta changed who they're showing ads to or messed up delivery. But there's usually a simpler explanation. Jon breaks down the five real causes of sudden performance drops, including randomness, competitive variables, website issues, and event delays, and why obsessing over daily results drives you crazy when seven-day averages are what matter.