Ben

@johnhickey1970 In this example, why’d you wait that long to move over? Or what’s your method to the madness for what = scale?

you said it perfectly man. i agree on all that. winners gonna win. we launched the below ad from @kamal_razzak ad on 4/7 3 weeks on it spent less then 50 bucks. At 5 weeks we move it to the winners set. it never left learning b4 we moved it. you’ll see the signs imo. time and money and effort are resources

Recently started using @ToriiRowe strategy of testing. The goal for us was getting significant volume into the account to identify new winners, but also to ensure we had a ton of different touch points happening. ABO, $10 budgets. Auto rules for budget increase/decrease. The campaign is seeing great efficiency, but what's been best is that it allows ads that may not win at scale to continue getting 1-2 highly profitable conversions a day in a dedicated environment. The auto-rules have been both a time saver and made sure I'm not missing anything when doing reviews/hands on management. Killing ad sets that do not hit KPI's within $100-$150 in spend. Scaling ads that get 2-3 conversions at or below KPI to see if they win at scale, but still letting them run in ABO to get those low cost 1-2 conversions a day. A few ad sets have 3x initial budget automatically, still performing. 3 ads have scaled and become top spenders in account.

@johnhickey1970 @chrishume_ @ToriiRowe @kamal_razzak This is sexy @kamal_razzak

@johnhickey1970 @Whiskeyatx Haha wassup Jason

@Whiskeyatx did a YouTube video about how he tests using top of the funnel metrics He said he was saving 40% of their testing budget or something like that Which led me to the conclusion that you don’t really need to spend that much money to see the results of the test So I’d have to give him credit for that

@chrishume_ @ToriiRowe @johnhickey1970 what’s your thoughts here? You have more experience with this than me don’t want to give Chris wrong direction

Here's my two cents, but curious what @ToriiRowe says. I've never been a big learning phase guy. I'm looking for signals in immediate performance (every single evergreen we've ever had, started to spend and convert fast) + soft signals for ads that can be productive but may never be the top spender (low $ ATC, high clicks, video metrics, etc). This method allows way more ads to enter the account at once and reduces the need for urgency, because ads get more time in the account at a low budget, but also allows them to get dedicated spend behind them. From there, any ad that converts at/below target gets moved into scale, where it can immediately start competing against the other winners.

@johnhickey1970 @ToriiRowe you're the og of low-budget ABO, aren't you?

@fenbeys @ToriiRowe good stuff

Sorry, I see what you were saying. I go more off the "give ads/ad sets 4-5x target CPA in spend" before making a decision. Each account is different, but ours follows a consistent pattern: true winners present early and quickly, and forcing more spend on mediocre concepts doesn't turn them into winners. I actually think this method, though, is great for small brands with small budgets. The fastest path to that next level of scale is finding those bangers that lift all the other ads, so getting more creative concepts into the account, at low dollars, gives you more shots on goal than sitting around waiting for that $500 in spend to hit. But realistically, I could probably give an extra $50-$100 before cutting, just so far it's been shaking out as expected.

So you don’t see ads doing better at say a total of $500 vs $100? Some of my ad sets will have bad days if I turned those off too soon I’d always be chasing new ones when I could have just left it on Or spent another $50-100 a day to get more signal. I have a small budget and only one brand so can’t say I’m an expert. I appreciate all the thoughts!

Love this analogy. Just talked with @andrewfoxwell and @will_sartorius about this. Two gut checks I apply to myself when leaning on AI: - Was it my years of learning skills/gaining knowledge that generated the output I received? Or did I just ask AI to do something for me? - Could I have gotten to this output without AI? If either answer is no, ya boy needs to touch grass, put pen to paper, or work the keys myself.

Marketers should use AI the way athletes use steroids When athletes take steroids, they don’t stop lifting weights, they don’t stop eating right, and they don’t stop practicing. They certainly don’t expect their needles to step on the field in place of them when the game’s on the line Use AI as a performance enhancer, not a replacement for hard work.

@AndrewYang What % of job cuts attributed to AI do you believe are actually because of AI and not because it was the easiest justification reduce headcount due to poor ops?

It’s a lot higher if you consider the people not hired because of AI.

We’ve implemented auto rules (+/- 10%) based on CPA targets in the ABO. Working great. Got from @ToriiRowe - multiple ad sets have 3x their budget and spending well below target KPI’s. Throwing any ads with 2-3 conversions at/below targets into scale to see if they can hold. 3 have become top spenders in last 2 weeks, many haven’t, but the ones who haven’t are still getting 1-2 profitable conversions a day in their ABO ad sets

Here are my rules for scaling ads up (ABO Tests) 👍 → Wait for 2-3 consecutive days of good CPA before increasing spend → One good day isn't enough to scale spend. BUT if you get a single day with a great CPA, send it to the scaling campaign → Putting it in scaling doesn't harm you. Raising spend just to find out it was one lucky day does.

@herrmanndigital Yeah, that’s insane.

@fenbeys Costing me $55 for tomorrow through noon Friday. Uber was going to cost me $68 one way from West Torrance. Just stupid

It is cheaper for me to now drive and do valet parking at LAX for one day than it is for me to take Uber one way. I live less than 20 min from LAX.

@codyplof What about a paid live membership group? Combo of demo videos/course work but also live build sessions where people can interact and ask questions.

Are Maven courses still a thing? I think it'd be fun to teach a cohort course on how I use and build stuff with AI. I'm getting decent at it. Or should I just do one on my own?

Sean was one of the first people to take us under his wing. Built out some of the initial operating models were still using iterations of today. I didn’t send this text, haha, but one day hope to.

@seanmcginnis Terry Tate office linebacker

Calling on all marketing peeps: What’s your favorite ad of all time?

@MattLeinartQB @damccormick13

Been taking creatine and I love but need some help. CREATE gummies ? Reading they are the best. ECOwise HCL gummies ? Also hearing HCL is better. What do you all think ?

@andrewfoxwell @andrewfoxwell when you say relabel, do you mean put words on the asset that say AI generated? Or is there somewhere in Meta to select that? Haven’t seen the setting

1/New York just became the first US state to require advertisers to disclose AI-generated people in ads. It takes effect June 9, 2026. If you run paid media, you have days, not months. Here's what it actually means for your brand or agency. 🧵

@moizali Hotel Brise Marine, Hotel Le Bor

@moizali Check out Cassis, Hyeres, and other smaller cities in the south of France region. My wife is from there and those smaller areas are getting newer hotels/restaurants but not yet pulling the tourism from St. tropez, etc. French Riveria feel without the cost/crowds.

Where is the best place to spend a month in Europe for the summer? Ideally: - On some body of water so you can swim easily (No paris or london) - Near or in city so you can still enjoy people and things other than swimming - Not overrun by tourists, but still has tourists so there are things to do (No Barca for this reason) - Affordable so you aren't spending bananas like $3000 a night (No Lake Como/Saint Tropez)