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I've spent $20M on Facebook ads - Answering the best ecom questions

#Social Media Marketing
2025-05-29 18:509 min read

Content Introduction

In this video, the speaker discusses their experience with Facebook ads in 2025, detailing a significant investment of over $5.2 million and a return of approximately $14 million. The video aims to answer questions from the consulting community and offers insights on effectively managing Facebook ads to maximize profits. Key topics include understanding why certain ads may not receive spend, the use of Campaign Budget Optimization (CBO), the importance of testing different ad creatives, and strategies for testing landing pages. The speaker emphasizes the need for thorough market research to create effective ad ideas and suggests utilizing a systematic approach in scaling ads for better optimization. Ultimately, the speaker encourages viewers to weigh the benefits of having an in-house team versus outsourcing to agencies for e-commerce growth.

Key Information

  • In 2025, over $5.2 million was spent on Facebook ads, yielding a return of nearly $14 million.
  • The video addresses common questions from the consulting community regarding Facebook ads and strategies to maximize ad spend profitably.
  • Campaign Budget Optimization (CBO) helps improve ad performance by using Facebook's algorithms to determine which ads to spend on.
  • Successful ad spending is contingent on the quality of the ad; poor ads fail to receive funding.
  • It's recommended to test multiple ads, ensuring they align with audience interests to enhance performance.
  • Flexibility in ad testing and scaling is crucial, with recommendations to wait 24-72 hours before scaling after a new ad performs well.
  • Landing pages and targeting specific customer avatars is essential for optimizing ad effectiveness.
  • For brands with limited budgets, high intent and well-researched ads are more likely to be successful.
  • The number of ads tested per month should be based on the daily spend budget, with a recommendation to test at least 3-5 concepts weekly.

Timeline Analysis

Content Keywords

Facebook Ads

In this video, the speaker discusses their substantial investment in Facebook ads, spending $5.2 million to date in 2025, resulting in a return of nearly $14 million. They address questions from their consulting community about effectively using and optimizing Facebook ads profitably, exploring why some ads don't receive budget allocation and sharing strategies for successful ad performance.

Campaign Budget Optimization (CBO)

The video explores the significance of Campaign Budget Optimization (CBO) in improving ad performance on Facebook. The speaker emphasizes that CBO can determine which ads perform best, suggesting that poor-performing ads are not getting spend due to their low quality. Strategies for improving ads in CBO campaigns and tips on proper scaling based on ad performance are shared.

Testing Landing Pages

The importance of testing landing pages in 2025 is discussed, with emphasis on using the '3222 method' for effective testing. This method encourages testing multiple landing pages per ad concept to find the most effective combinations and maximize conversion rates. The speaker offers insights into how to implement these tests efficiently within Meta's advertising platform, CBO.

In-House Team vs Agency

The speaker compares the benefits of building an in-house marketing team versus outsourcing to agencies. They suggest that large brands often benefit from both models, but smaller brands should focus on understanding their own needs and either build an in-house team or hire an agency based on their specific business model and scale.

Ad Testing Guidelines

The guidelines for testing ads are elaborated, including the number of ads to test monthly based on budget and ad performance. The speaker recommends testing at least five concepts per week to gather sufficient data while ensuring each ad is targeted effectively to customer needs.

Ad Idea Generation

Tips for converting research into actionable ad ideas are provided, including how to gather insights from customer discussions and social media interactions. The speaker underscores the importance of crafting compelling messages based on real customer experiences to enhance ad effectiveness.

Related questions&answers

Why doesn't Facebook spend on my ads when I use a CBO budget?

Your Facebook ads are likely not getting spend in CBO because they are not effective. Facebook's algorithm determines which ads to prioritize based on their performance.

How are you currently testing landing pages in 2025?

In 2025, we utilize the 3222 method, which involves running multiple variants of landing pages with each ad creative to determine which combinations perform best.

Should I build an in-house team for my e-commerce brand or outsource to an agency?

Both in-house teams and agencies can be effective, depending on your business needs. We often advise brands to build in-house teams, especially if they are product-driven, but agencies can provide specialized expertise as you scale.

How many ads should I be testing per month?

With a budget of around $200 a day, you should aim to test about 9 to 15 ads per week to ensure you're finding effective campaigns without oversaturating your resources.

If an ad performs well on day one, should I scale it that day?

It's typically better to wait at least 24 hours to see if performance stabilizes before scaling, as initial performance may not reflect long-term effectiveness.

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