ToriiRowe

@buffalofink Appreciate you brother.

@ToriiRowe Good opportunity

Hiring another killer media buyer. Must be USA based and have managed 100k a day in ad spend. Ready to go hands on keys and not need 60 days of training. Working with some of the biggest companies in the DTC space. Some monster names and accounts you will get to manage. If you want to learn, grow, and be compensated well HMU.

@chrishume_ Appreciate you.

@ToriiRowe got it! I was gonna suggest other agencies lol good luck!

@chrishume_ I am an agency so adding talent. Yes it is a smaller group for sure but we want the best.

@ToriiRowe this has gotta be a small pool of people! hiring agency or just an individual?

LFG!

@binghott ABO is actually easier to manage at the super high scale and CBO becomes a pain in the ass. Too many ads flying around and too much spend to track with 2000 ads jam packed in a CBO just Russian roulette everyday

@ToriiRowe lololol I mean, I don't know why this couldn't...

You can spend millions per month with literally 1 CBO. I know I'm gonna catch heat from the sweaty ABO fans and the ABO gurus everyone loves to glaze but... I'm mostly a CBO maxi now 😱 (Btw, stick around for the reasons CBO doesn't work too) Should you even listen to me? Welp. I've been doing this FB ad stuff for 18+ years (and still am in the weeds today so I don't lose touch). I've studied literally billions of dollars worth of ads. Annnnd I just love this stuff and love talking about it. Also, I used to be a huge ABO maxi. I get it! But things have changed and I adapted! Here's a real example from a brand I started working with in April: In March they were spending 6 figures across 9 separate campaigns. NINE! The full sweaty routine, trying and failing to media-buy their way to a million-dollar spending month. And those 9 campaigns were quietly competing against each other in the same auctions and fragmenting all the data. Last 30 days? Over $1.5M in spend through 1 CBO campaign, running on Incremental Attribution. And their cost per conversion actually dropped 5% while scaling. Fewer campaigns. More spend. Cheaper conversions. Annnnd, most importantly, every minute less wasted on sweaty media-buying baloney can be spent on the things that actually move the needle, and those benefits compound. The best thing a media buyer can do in 2026 and beyond is... Spend less time on media buying and Spend more time on anything else that matters to your (potential) customers and your business: creative, products, offers, copywriting, CRO, landing pages, etc. CBO helps you do that. Let me explain why. With CBO, you let the system do what it wants to do, and then you can study it, empathize with it, criticize it, and use your human context to modify it if/as necessary. Empathize with it because the system is trying to solve a problem you can't fully see. When you understand what it's actually optimizing toward, you stop fighting it and start steering it. Meta has more data about your ads than it reports, meaning it has more and better data than you do. Ever wonder why Meta spends more on stuff with a lower ROAS or higher CPA than others? That's either the breakdown effect or it's optimizing for something you can't see. (Or a combination of both) You can't see if or how any users have seen or interacted with any other ads before they click the link. But Meta can. In the age of advanced AI machine learning post-Andromeda Meta advertising, if you think the only thing that matters is the last ad a user clicked before they got to your site, or that only link clicks matter and no other on-Meta actions matter, then you're simply not living in reality. This is also why I run Incremental Attribution on that CBO. It tells Meta to optimize toward the conversions it actually drove, not every last-touch conversion it can take credit for. Better signal in, better optimization out. CBO plus human inputs via cost caps and/or budget mins and maxes is the way to go. Best of both worlds. This works best the more data you feed Meta, so you need a lower CPA and/or high spend. The more data the system has, the more I generally trust it. Consolidation = more data for Meta to optimize. The worse/less data that you give Meta or the more you fragment your account, the less you should trust it to optimize on your behalf effectively. Now, the honest part. CBO is not magic and it does have real weaknesses: 1. CBO optimizes to cost, not profit. Mix products with different margins in one campaign and it'll happily pour budget into cheap, low-value conversions. Feed it value signals or it'll work against you. (Or otherwise apply your own context via cost caps and budget controls) 2. Budget flows to whatever the system likes, so if you need guaranteed spend on a new product or geo, it'll fight you. (That's what the budget mins/maxes are for!) 3. Low-volume accounts don't give it enough to chew on. If you're not feeding it much, it can't optimize much. 4. It's scary and hard to move from a fragmented setup, especially if you've been using it for years. Consolidating resets learning. There's a real short-term cost while it re-figures things out. It's worth it, but don't panic on day 2. Soooo when is ABO still right? Lower-spend or lower conversion volume accounts, or any time you simply can't get good data into Meta. Or if you're optimizing for something without deeper data being sent at all like reach, brand awareness, or link clicks. ABO is also fine if you can mostly consolidate into as few campaigns and ad sets as possible, buuuut the reported data can still be misleading and cause a media buyer to optimize in the wrong direction. And look, I'm not saying this is the exact RIGHT/BEST way to run EVERY account or business. It's not. CBO is probably the easiest and smartest for most businesses, and it frees up a lot more time and resources to focus on the most important stuff. It helps that this business has basically one main product, so consolidating into a single campaign is clean and easy. No mixed margins, no ten SKUs fighting for budget. If your catalog is more complicated, your setup probably needs to be too. But if it can work for a business spending this kind of money, it might work for yours too. Just because you CAN over-optimize and manually control every little thing, doesn't mean you should. This CBO plan will never work for YOU if you: 1. Have zero trust in Meta (I'm not saying you should 100% trust Meta all the time. Please don't! Buuut you need to be able to trust it at least a little bit) 2. Don't care or understand that overlapping campaigns and ad sets impact each other 3. Think you have more/better data than Meta's system (you don't! Seriously, you don't! Click data only tells one part of a complicated journey) 4. Think you're smarter than Meta's system (you're not!) 5. Give Meta bad/wrong signals/data to optimize from 6. Refuse to believe that there are other bigger things to focus on more than media buying And here's the thing sooo many media buyers (and gurus!) don't want to hear or admit: they think their media buying is the reason it's all working. It usually isn't. It's the excellent creative, the strong offer, the dialed-in landing page, the actual product people want. The media buyer is often just along for the ride on top of a great machine, taking credit for the engine someone else built. The best media buyers I know are the first to admit this. Oh, and this post isn't a pitch. I'm not gating any of this behind a signup. I just want you to squeeze the best performance you possibly can out of your ads. But if you take one thing from all of this, take this: the biggest swings in your ad performance usually aren't coming from media buying at all. They're coming from your website and the world around it. A landing page change. A new product launch. A price update. A broken checkout. A competitor's promo. A holiday. A news cycle. That stuff moves your numbers way more than which campaign structure you picked. It's the entire reason I'm building URLLove.It Because most people are staring at their ad account hunting for an answer that actually changed on their website three days ago, and they never even noticed. TL;DR: Consolidate or die. Feed it good signal (Incremental Attribution helps). Steer with cost caps and budget mins/maxes instead of babysitting. Then go spend your time on creative and offers, and alllll the stuff that actually moves the business. If you run ABO and you're winning, or you think I've got any of this backwards, come at me. Reply, quote it, tear it apart. I'll take any and all of it. One fair ask though: if you've never actually run a full consolidation, all the way down to 1 or 2 campaigns, I'll still read your take, but know that I'm going to weight it differently than someone who's actually tried it and watched what happened. That's not me dodging the argument. It's the opposite. Go run it. Give Meta the data, give it a real shot, and then come tell me everything I got wrong. That's the feedback I want most, because that's the feedback that can actually change my mind. Opinions from the sideline are welcome. Opinions from the field are gold. And if any of you want to actually hash this out live, a space, a call, a recorded chat, whatever, I'm in. I'd love to sit across from someone who disagrees and see what I'm missing.

How I feel re-watching the session w/ @ToriiRowe scaling ABO in the @andrewfoxwell Founders community 🦊

@andrewfoxwell @ChrisLangSocial Lmfao 🤣

@ChrisLangSocial @ToriiRowe such a goodie

10 minutes of voice rambling > any prompt template. Watch why 👇 ai-dtc-wtf.com/podcast/how-to…

@EricRausch @andrewfoxwell Appreciate you both

@andrewfoxwell When @ToriiRowe speaks, I sit down and listen.

TheLab is officially live externally. We use this for all internal reporting, ai insights, profit tracker, and currently working on an MTA which will be rolled out at the same price of $99 a month. We will continue to build tools into the platform and as we build them for our internal team we will test and roll out externally, with the mission to never raise the price. Our goal is to not use this as a revenue driver but to provide the ability for smaller D2C stores to have access to some of the same tools which bigger companies use and drive growth. Available in the Shopify App Store TheLab by DREAMLABS

What does it look like working with DREAMLABS....

@SarahLevinger Lmfao. 🤣

I asked 28 marketers the single biggest change they ever made inside their ad account...zero of them said creative. 😅 - 18% said account structure and consolidation - 14% said they stopped touching the account - 11% said bid and cost caps - The rest was a mix What's going on here?? 🤯 @natelagos and I broke down what's happening to the industry on this week's episode of @BrainDrivenPod. 🎧Listen in:

Crazy Meta Strategy – Use A/B tests and extremely high budgets to prevent audience overlap and make sure you are reaching a new audience.

One of the biggest things I would say people struggle with coming to us is you are almost completely removed off of the account and step out of the marketing position as a whole. Why...? What we have seen over the years is the more control a founder or brand tries to hang onto the worse performance usually is. When you hinder us moving with speed or us having to answer 500 questions a week or explain every move to you this just takes time away from us being in the data or in the creative making decisions on our next moves. Some brands really struggle with this but this is why a lot of the bigger accounts come to us. For example... Pepsi Co.'s team does not want to be involved in every decision. They care about one thing and one thing only. GROWTH. That is what we do. We grow companies, FAST. If you can not get hands off keys, can not let us operate because you want to be involved in every decision success is usually slowed drastically. What you have been doing previously is not working which is why you came to us in the first place. Trust the process, let us work, and let us find you the results. We have scaled 4 companies this year who have all been flat the last 2 years and already beaten last years numbers by July. You have to go hands off and you have to let the team dive in.

@jforjacob @antonioventre_ It is correlated because you are bidding down in the auction but it is not a cap in any way. It is controlled by the auction dynamics. You do not set your bid cap based on your CPA

It does have correlation with CPA though If I set my budget at $30 vs setting my bid at $300 I’m gonna get very different CPA’s Bid cap is setting a ceiling on what you are willing to pay to acquire, so generally your CPA should come in at or below your target Yeah you can have that it comes in well under your bid if auction dynamics are favourable but generally speaking, the higher you set your bid the higher the CPA you will pay

People ask why I always use bid cap instead of cost cap to scale supplement brands. Here's the difference that matters. Bid cap will simply not spend if it can't hit your target CPA. Put a $20 target on a $1K daily budget, and Meta won't burn it at a $100 CPA. It just sits quietly and protects you. Cost cap looks at a 7-day window instead. So it can overspend on a bad day, betting it'll balance out later. Sometimes it never balances. Bid cap gives you control over profitable acquisition. When real money is on the line, I'd rather hold the control myself.

Bid Cap is controlling what you will bid in the auction for a desired result. AKA your CPMs. Ask your rep to pull your normal bid on a highest volume campaign and they will show you what your normally bid at. What you are doing is controlling how high you will let that bid go. Does it impact your CPA? Yes. Everything does. But bid cap is not a CPA target or cap. At all. You can have a $400 Bid Cap because auction is highly competitive and get purchases well below that. It is your cost to go into the auction.

@ToriiRowe @antonioventre_ Is this a joke?

@jforjacob @antonioventre_ Not in the slightest.