Reach is not the number.The number is what it sold.
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Creative is the variable.Everything else is plumbing.
Facebook and Instagram run as one buy — prospecting and retargeting kept apart so neither takes credit for the other's conversions, and creative treated as the variable that actually moves the number.
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Facebook & Instagram Ads
One buy across both, planned together — the placements are shared, so budgeting them separately is just two people bidding for the same person.
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Prospecting Campaigns
Cold audiences built from interest and lookalike signal, judged on new customers rather than on the cheap clicks retargeting would have won anyway.
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Retargeting & Custom Audiences
Kept strictly apart from prospecting, so neither is quietly taking credit for the other's conversions in the report.
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Creative Testing
The one variable on this platform that reliably moves cost per acquisition — tested in batches, with the losers actually turned off.
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Catalogue & Dynamic Ads
Your product feed doing the targeting, so the ad shows the thing that person looked at rather than a generic brand frame.
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Pixel & Conversions API
Both, not one — browser signal alone has been lossy for years, and server-side is what keeps optimisation working.
Creative first.The targeting is the easy half.
- 01
Track
Pixel and Conversions API both wired and verified before spend, because optimisation is only as good as the signal reaching it.
- 02
Separate
Prospecting and retargeting split into their own campaigns with their own budgets, so the report can tell you which one worked.
- 03
Test
Creative in batches against one hypothesis at a time — hooks, formats, angles — with the losers switched off rather than left running.
- 04
Scale
Budget moved to what clears target CPA, and the winning creative refreshed before fatigue turns a good campaign into an expensive one.
Got creativethat deserves better targeting?
# Account split ## Prospecting- Lookalikes -> from purchasers, not from all traffic- Judged on -> new customers only ## Retargeting- Windows -> 7 / 30 / 90, capped frequency ## Creative3 hooks x 2 formats, refreshed before fatigue. <!-- CAPI verified before any spend -->