In episode 165, Lucas and Luna explore how Meta's ad delivery system allocates budget across the marketing funnel—from prospecting to retargeting—and why the 'one campaign, one objective' approach might be limiting your results. They break down the concept of 'funnel-level optimization,' where Meta's algorithms balance reach and conversion based on your campaign structure and conversion signals. Using a real-world example of an e-commerce brand that improved ROAS by 23 percent after restructuring their account, they explain how to align your campaign architecture with Meta's delivery logic. Tune in to learn practical tips for structuring your ad account to work with the algorithm, not against it.
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