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Meta Ads: High Opportunity Score Doesn’t Mean You’re Profitable
Meta’s new Facebook Opportunity Score might look helpful—but as a small business owner, I know it doesn’t reflect profit. In this issue, I’ll show you how to evaluate Meta’s suggestions without losing sight of what actually drives your business forward.
How to Create Custom Metrics in Facebook Ads | Step-by-Step Guide
Learn how to create custom metrics in Meta Ads Manager to track what actually drives growth. In this guide, you'll learn how to build custom metrics like PAAC, GPM, POAS or Hook Rate—so you can align Facebook and Instagram Ads with your business goals and scale with clarity.
POAS vs. ROAS: The Meta Ads Metric That Actually Drives Growth
ROAS looks impressive, but it doesn’t show if your Meta Ads are actually making you money. In this issue, we break down POAS—Profit on Ad Spend—how it works, how to calculate both gross and net versions, and why it’s a better metric for small businesses looking to scale with real profit.
Facebook Ads Are Becoming Self-Driving. Are You Ready?
Meta is evolving Facebook Ads into a fully automated, AI-driven system—handling optimization, targeting, scaling, and soon, creative too. In this issue, we break down recent updates like GEM, Lattice, and Andromeda, and show how small businesses should shift their ad strategy before the platform outpaces their approach.
Hooks vs. Clickbait: The Difference between Scale and Spam
Hooks are essential in Meta Ads—but when they drift into clickbait, you risk short-term wins at the cost of long-term trust. In this issue, we break down why deceptive hooks crash performance, what makes an ad truly resonate, and how small businesses can write hooks that convert without compromising their brand.
How the Meta Ads Algorithm Actually Works
Meta’s ad algorithm doesn’t just care about budget—it cares about clarity. If your messaging is misaligned, the system won’t deliver your ads, no matter how much you spend. We'll break down how the Meta Ads algorithm functions, why relevance is everything, and how small businesses can fix weak signals to get back in front of the right audience.