Alex Hormozi's team made thousands of ad creatives and let Meta's algorithm find the right buyers, instead of spending time on precise audience targeting. The shift: test more creative angles each week, let the platform do the matching work.
Alex Hormozi did a launch that made a lot of marketers rethink everything. His team made thousands of creatives, then let Meta do the heavy lifting on delivery instead of trying to get clever with targeting. And it worked. Now, obviously, he had a huge audience and a lot of warm traffic, so that matters. But the bigger lesson still applies. The game is not really about finding the perfect audience anymore. It's about giving the algorithm enough creative variety to find the right audience for you. That's the shift. The old playbook was all about audience research, layered targeting, and trying to find the perfect interest stack. The new playbook is much more about making more creative, testing more angles, and giving Meta more options to work with. So the real question now is not, who should I target? It's, how many creatives am I testing this week? Because that's where the leverage is. Meta is much better at finding buyers than most advertisers think. Your job is to give it enough strong creative to do that well. Creative first, audience second. That's the game now.
