In this concise, 10‑minute video, seasoned Facebook advertiser Nicolas Korvessis distills a decade of hands‑on experience into a step‑by‑step playbook for scaling paid campaigns. He argues that success starts with a compelling offer, then shifts focus to clear, broad messaging rather than obsessive micro‑targeting. He stresses relentless creative testing (3‑7 variations at any time) and recommends using ad‑set‑budget optimization (ABO) for isolating variables before moving winners into campaign‑budget optimization (CBO) for scaling. A high‑converting landing page is presented as the hidden lever that can dramatically boost ROAS. Korvessis downplays retargeting as a secondary tactic, urging advertisers to first dominate cold traffic and only then layer retargeting or email/YouTube follow‑ups. He highlights the hook—the first few seconds of video or opening copy—as the make‑or‑break element. The overall mindset is long‑term: think weeks and months, nurture lists, and compound results. Finally, he reveals the most overlooked factor—having a robust backend system to nurture leads and upsell existing customers—turning ad spend into a multiplier rather than a one‑off expense. The video ends with standard calls to action for more no‑BS marketing content.
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Over the past 10 years, I've spent millions on Facebook ads, testing new strategies, seeing what works, and trying new things. And in this video, I'm giving you 10 years of no BS Facebook ad advice in just 10 minutes or less, so you can skip the mistakes, get results faster, and scale your business more effectively. Be sure to stick around because I'm saving the most important tip for last, and it's a thing that 95% of advertisers miss. Okay, so let's dive straight into it. The first thing is making sure that you have a compelling offer and focusing on that offer first instead of focusing on the ad is one of the most important things you can do. So instead of focusing and trying to dial in flashy copy, fancy creative that looks like it grabs attention, ask yourself if you would buy your own product and ask other people if they would buy your product. If the answer is no, focus on your offer first before you start creating ads. The next thing is to stop focusing on your targeting too much. I see so many people that really find it interesting how Facebook can target certain people, and it's a great tool, but at the end of the day, Facebook's algorithm is so strong that as long as you're putting the right messaging in front of the right people, even if you're not targeting those people, your messaging will reach the right people, talk to them specifically, and pull them in closer. So make sure that you really focus on the messaging speaking to the right people And don't obsess too much over having super specific targeting options. Instead, I like to keep it broad and really dial in the copy and the creative first. The next point is to test creatives relentlessly. A lot of the times, ads don't fail because Facebook's being weird or Facebook's doing something wrong. They fail because you're not testing enough creatives. I always try to have at least 3 to 7 new creative variations testing at any given time. The more options I have and the more winners I have, the more I know I can scale and have consistent results. There's a big misconception about when to use a CBO campaign and when to use ABOs, or an ad set budget. And I think both of them are super useful. I've actually ran tests and scaled on either or, and both tend to work well. However, what I find is that when you're testing something and when you're trying to isolate variables, always stick with an ad budget optimization first and foremost. And once you find those winners, dump them into a CBO and scale from there. Now you can absolutely scale things with an ad budget optimization, but in most cases, things can scale a bit easier inside of CBO. But as always, test both and see what works best for your ad account. The next point is a really easy one, but a lot of people overlook it, especially in paid ads. And that is that a landing page is really your secret weapon, and more so a high-converting landing page is your secret weapon. If your ads are amazing, but your landing page is trash, you're really just throwing money away. Increasing your landing page conversion rate, even by a percent or by half a percent, can make a massive difference in the return on ad spend, even on your mediocre ads. So really focus on that. Don't forget about your landing page because it's going to be a huge moneymaker for you if you set it up right. The next point is that retargeting is sort of overrated. A lot of people really lean into retargeting immediately when they're launching ad campaigns. But the issue is retargeting is meant to go back to an audience that has seen your ad or seen your brand at least once or twice. And then the retargeting should kind of put them over the edge and get them to see it even more times to build more know, like, and trust. Well, the problem is if you aren't getting a lot of people to see your ads in the first place, who exactly are you retargeting? Sure, maybe if you have a big organic following, that can be really useful. But what I like to do is focus on cold traffic first and foremost. And once I have a strong baseline, then I start to implement retargeting. A lot of people waste a lot of money on retargeting. I really believe in it, but I also believe in dialing in my cold traffic first, making sure that works, and then throwing retargeting into the mix. And besides, an easier way to retarget instead of spending for Facebook to go after those people is if you have them on your email list, hit them with email, hit them with YouTube videos, hit them with more valuable content. Outside of that paid ads platform in more of an organic style, and it'll do a lot of the work for you. The next trick is that your hook is everything, whether it's the first 3 seconds of your video or the first 2 lines of your copy. That hook is going to determine whether or not people stick around to see what your ad is all about or whether they keep scrolling. So test your hook, refine it, make it as good as it possibly can be, because it's really the make or break for your ad. At the end of the day, paid advertising is a long-game process. The advertisers who are thinking in weeks and months will beat the advertisers who think in days. It's important to build your list, nurture your following, nurture the people that are seeing your ads, and consistently run a strategy to continue to compound your results over time. And from there, you can scale. Okay, but now I want to tell you what 95% of advertisers really don't pay attention to, And it causes most of them to fail. And here's what it is. It's that it doesn't matter how good your ads are if you don't have a good system. If you don't have a good backend system that takes the leads, nurtures them, pushes them into something specific to close them, or you don't have a good system that takes an initial sale and makes more money out of that sale, you're really throwing money away. You've gotta have a good system that actually takes what you're getting from the ads and amplifies it. A lot of people will really focus on, hey, well, if I can get a 2x return on ad spend on the front end, I'm good. I can kick back, relax, and not do anything. But what if you could get a 2x return on ad spend on the front end, but if you have a really good system, you could actually triple or quadruple that and end up with a 6 to 7, 8x, even higher return on ad spend. That's the power of having a good system is you can take those ads, the initial success that you get from them, And even if they're break-even or losing money, that's fine. If you have a good system on the backend, you can scale that up and you can get your return on ad spend exactly where it needs to be. And that's really the big piece to realize is that ads are really just like fuel and they need a car to be able to make use of that fuel in the best way possible. And it works the exact same way with paid advertising. If you build something that can take the ads far and that can leverage the ads to the best ability, you're gonna find success there. And that's it, just about 10 years of Facebook ad advice boiled down into not even 10 minutes. I hope you enjoyed this video. If you want more no BS business, Facebook marketing, paid advertising advice, don't forget to hit subscribe, hit the like button if you enjoyed this video, and I'll see you in the next one.
