When a Facebook ad set is working, don't touch it. Scale by raising budget 20% every 48 to 72 hours. If it's failing, disable the bad ads or kill the whole set and start over with new creative. Messing with winners kills them.
Because what happens if you grab a green ad set, you know, you have an ad set that's giving you results, if you go in and start messing around with the ads, you have a high chance that that ad set will stop performing, you know, because an ad set reaches kind of an equilibrium. That's the way I like to see it. It reaches kind of an equilibrium. So at the ad set level, you make decisions at the ad set level, so you don't disable the ads, right? Right now, if the ad set is red, you have 2 options. You can go in and disable the ads that are not working, only on the red ad sets, or you can just disable the ad set altogether and try new concepts. Do you know what I'm saying? Does that make sense? Yes. But you make decisions, you make decisions at the ad set level. If an ad set is green, if an ad set is green, guys, the only thing that you touch on that ad set is the budget. You scale 20% every 48 hours, every 72 hours. Do not go in and try to optimize the ads because there's a high chance that, you know, you might break it.
