Meta's algorithm has made audience targeting largely automated. The variable that matters most now is creative quality and variety.
The winning framework: produce 20-30 creative variants per campaign, organized by concept rather than format. Test across hooks, value propositions, and visual styles.
Performance data should drive creative decisions within 48-72 hours. Kill underperformers fast and scale winners with budget increases.
The brands spending the most on creative testing consistently outperform those spending the most on media buying.
Systematic creative testing is now the primary competitive advantage in Meta advertising. Everything else is table stakes.