Don’t Touch Your Meta Ads

Today, I want to share a secret that has saved us a lot of money (and spared me a few headaches).

If your winning ads are crushing it on Meta, leave them alone.

Sounds simple, right?

Yet, I see brands (big and small) fall into the same trap:

When an ad is crushing it, people often feel tempted to tweak things.

They change the budget, adjust the targeting, or rewrite the copy thinking this will make it even better!

But here’s what happens:

• The ad stops working as well.

• The results get worse.

• And that golden goose of an ad? It’s ruined.

Just take a look at how many people could relate to this under my recent LinkedIn post that more than 113,000 people saw.

Need Help With Your Ads?

If you’re looking for help creating ads that will scale your Meta advertising and drive better results, we’d love to work with you! Complete this form to apply and let’s scale your ads.

When I find a winning ad, I don’t touch it.

Instead, here’s my simple system to scale without breaking what’s working:

1. Duplicate & Scale Safely

Copy your winning ad into a new (scaling) campaign or ad set and scale it strategically.

Don’t go crazy doubling the budget overnight. Meta algorithm hates that.

Slowly increase the budget by 20% daily to avoid disrupting the performance.

2. Create More Winning Ads

Winning ads are your best clues. Look at what’s working:

• Is it the headline?

• The hook?

• The angle and messaging?

• The problem-solution format?

Now, create more ads around the same angle.

Similar angles + fresh creative = a pipeline of potential winners

3. Keep the Original Winning Ad Running

Leave your original ad untouched to continue delivering strong results.

Think of it as your steady revenue generator while trying to scale the copy of your ad in the scaling campaign.

Why This Works

Meta’s algorithm loves stability. When you leave a good ad alone, it keeps learning and performing better.

But every time you tweak it, Meta resets the learning phase which means your results might tank.

Next Steps

Next time your Meta ad is crushing it, remember not to touch it.

Use it as a foundation for scaling and testing. Trust the process and your results will compound.

How do you scale your winning ads?

I’d love to hear your thoughts. Just reply to this email and let me know!

How We Can Help You

Whenever you’re ready, there are 3 ways we can help you…

1. Looking for a creative partner to handle everything? We’ll produce winning ads every month and help you scale. Apply to work with us here. Our clients include brands like HexClad, BestSelf, and Morning Brew.

2. Want to build a team that can create hundreds of winning ads? We’ll train your internal team and implement our proven creative systems. Apply here.

3. Don’t want to hire anyone but still want a steady stream of winning ads? Join our program and learn the creative production process we’ve developed over 3 years and tens of thousands of ads.