Facebook Ads Strategy
Most of what is still taught as strategy was made obsolete by the platform.
Sevenam installs a Meta advertising system on your own ad account and runs the technology that operates it — written decisions at 7am every morning telling you exactly what to do that day. One fixed setup fee, a fixed monthly, priced to the work rather than your media budget.
What stopped mattering.
Elaborate audience research, layered interest stacking, tightly segmented ad sets and manual bid management were genuine skills when the platform needed the help. It largely does not any more, and accounts still run that way tend to underperform simpler ones — they fragment the data the system learns from and raise frequency on artificially narrow audiences.
The uncomfortable part for the industry is that a lot of the work agencies charge for lives in this category.
What matters instead.
Four things, in order: measurement you can trust, an offer that converts, creative volume, and decision speed. Everything else is detail, and no amount of clever structure compensates for a failure in any of the four.
That is a less impressive-sounding strategy than a twenty-slide funnel diagram. It is also what the accounts that work actually do.
Questions people actually ask.
Do we still need a full funnel structure?
Some separation between prospecting and retargeting still earns its place. The elaborate multi-stage funnels drawn in strategy decks usually do not, and they cost you learning data.
Is broad targeting really the answer?
In most accounts now, yes. The platform finds buyers more effectively than interest selection does, provided your conversion data is clean and the creative gives it something to work with.
How often should we change things?
Decisions daily, changes deliberately. Reading the account every day does not mean altering it every day — most days the right decision is to leave it alone, and knowing that is the point.
What should we stop doing first?
Running too few creative concepts. It is the constraint in the overwhelming majority of accounts, and it is the one that gets the least attention in strategy conversations.
Does strategy differ by industry?
The measurement and the creative angles differ enormously. The four things that matter do not.
Find out which of the four is failing.
Fifteen minutes with Josh, no pitch deck. It is usually measurement or creative, and it is usually fixable.
Get started Five questions, two minutes →