Ad creation is the part of Meta advertising Jon dreads most, and AI is the obvious fix. But he won't produce the generic slop he can spot from a single headline. So Jon built a system around his own voice and standards, and it's beating the ads he used to make himself.

Buried in a holiday guide Meta clearly wrote with AI was one line worth pulling out. For years Jon has told advertisers to consolidate, but Meta never explained why it mattered, and now it finally has, with data behind it. Jon breaks down the simple way to tell if you're running too many ad sets, and the one threshold that justifies adding a second.

With Black Friday and Cyber Monday coming up, the brands that stand out this year are already planning. But success rarely comes down to budget, and starting your ads cold on Black Friday is how most businesses fall behind. Jon walks through the four elements worth getting right now, the offer, the timing, the budget, and the structure, and where advertisers overthink each one.

When performance drops, advertisers reach for the same culprit, too much frequency and creative fatigue. But there's no magic frequency number to fear, and a quick drop in results usually points to a deeper problem than how often an ad is shown. Jon explains what's really happening when ads die after a week or two, and the one signal that tells you fatigue is actually the issue.

Scaling a Meta ad set sounds simple, just raise the budget on something that's working. But that's why it fails so often, because strong surface results are often propped up by remarketing that can't scale. Jon breaks down how to tell whether an ad set is actually worth scaling, and how to raise budget in a way that protects profitability.

When ads can't drive enough sales to turn a profit, the instinct is to do more, test more creative, optimize for an earlier action, restrict the targeting that looks wasteful. But those moves almost always make a low-volume problem worse. Jon lays out the stripped-down approach he recommends instead, and the two fallback options if it still isn't enough.

Meta's new link-sharing limits leave businesses scrambling, and plenty of people will pitch organic hacks to get around them. But most just add friction without replacing the lost traffic. Jon lays out a deliberately old-school ad approach that sends a small, controlled budget to your own followers, and why it's a rare exception to everything he usually preaches about staying hands-off.

Meta just announced Meta One, and one of its supposed benefits is hard to believe. Jon breaks down why the change makes no sense, and the old-school workaround he's now weighing instead.