Give me 58 sec..i'll improve your Facebook Ads ROAS

SUMMARY

An experienced Facebook ads expert, having spent $500 million to generate over $1 billion in revenue, outlines a 58-second strategy for transforming ad accounts to boost ROAS and scale through targeted campaigns and weekly optimizations.

STATEMENTS

The speaker has invested over $500 million in Facebook ads, generating more than a billion dollars in revenue for direct-to-consumer e-commerce brands across 12 years.
To transform a Facebook ads account, start by creating a scale campaign, followed by a prospecting CBO campaign, a retargeting campaign, and a retention campaign.
Establish a consistent workflow to develop new ads every week, ensuring ongoing creativity and testing in the advertising process.
Analyze ad performance using incremental attribution and new audience breakdowns to identify truly effective ads.
Promote the best-performing ads into the scale campaign and new single-interest ad sets for broader application.
Once the system is operational, set a specific return on ad spend (ROAS) target to guide scaling decisions.
If ROAS exceeds the target, incrementally increase ad spend by 20% to 100% every two to three days to accelerate growth.
Repeat the entire process weekly to maintain momentum and continuous improvement in ad performance.

IDEAS

High-volume ad spend experience reveals that structured campaigns—scale, prospecting, retargeting, and retention—form the backbone of scalable Facebook advertising.
Prospecting with Campaign Budget Optimization (CBO) allows efficient allocation of budgets to top-performing ad sets without manual intervention.
Retargeting campaigns recapture interested users, turning browsers into buyers more effectively than cold outreach.
Retention campaigns nurture past customers, fostering loyalty and repeat purchases to stabilize long-term revenue.
Weekly ad creation prevents creative fatigue, keeping content fresh and engaging for audiences.
Incremental attribution provides a clearer picture of ad impact by measuring lift beyond basic metrics.
Audience breakdowns uncover hidden patterns, such as which demographics respond best to specific creatives.
Graduating ads to single-interest ad sets sharpens targeting, reducing waste and boosting efficiency.
Setting a ROAS target acts as a performance benchmark, enabling data-driven scaling decisions.
Aggressive scaling increments of 20-100% every few days can exponentially grow successful campaigns if thresholds are met.
Weekly repetition of the process embeds adaptability into ad management, countering platform algorithm changes.

INSIGHTS

A layered campaign structure—prospecting for acquisition, retargeting for conversion, retention for loyalty, and scale for expansion—mirrors a sales funnel, maximizing efficiency across customer journeys.
Continuous weekly ad production and rigorous analysis using advanced metrics like incremental attribution transform advertising from guesswork to a predictable, improvable system.
Tying budget increases to ROAS targets ensures sustainable growth, preventing overextension while capitalizing on momentum in high-performing accounts.
Single-interest ad sets refine broad campaigns into precise tools, revealing nuanced audience behaviors that drive outsized returns.
The discipline of weekly resets fosters resilience against ad fatigue and market shifts, turning Facebook ads into a compounding asset for e-commerce brands.

QUOTES

"I've spent over $500 million in Facebook ads to generate over a billion dollars in revenue for direct to consumer e-commerce brands over the last 12 years."
"First, I would create a scale campaign. Next, I'd create a prospecting CBO campaign. Then, I would create a retargeting campaign. And finally, I would create a retention campaign."
"The next thing I would do is figure out a workflow to create new ads every single week."
"Once my system is fully in place, I would set a return on ad spend target. And whenever I am above that target, I would increase my scale by anywhere from 20 to even 100% every 2 to 3 days."
"And finally, I would repeat this process every single week."

HABITS

Dedicate time each week to brainstorming and producing entirely new ad creatives to combat audience exhaustion.
Routinely apply incremental attribution models during ad reviews to accurately gauge true performance contributions.
Examine audience breakdowns weekly to spot emerging trends and adjust targeting accordingly.
Monitor ROAS against a fixed target before making any budget adjustments, ensuring decisions are metric-driven.
Scale budgets incrementally every two to three days only after confirming sustained performance above benchmarks.

FACTS

Over 12 years, the speaker's ad investments totaled more than $500 million across Facebook platforms.
These expenditures generated exceeding $1 billion in revenue specifically for direct-to-consumer e-commerce brands.
Campaign Budget Optimization (CBO) automates budget distribution to optimize ad set performance dynamically.
Incremental attribution measures an ad's additional impact beyond correlated factors like organic traffic.
Single-interest ad sets focus on narrow audience segments, often yielding higher relevance scores from Facebook's algorithm.

REFERENCES

Apply to work with the speaker: https://themoonlighters.com/apply/?utm_source=video
Discover the M3 Method: https://themoonlighters.com/the-m3-method/
Join the team: https://themoonlighters.com/careers/?utm_source=video
Instagram: /sampiliero

HOW TO APPLY

Begin by establishing a foundational scale campaign to handle broad, high-volume traffic once optimizations are proven.
Launch a prospecting CBO campaign next, allowing Facebook's algorithm to automatically shift budgets toward the most responsive ad sets for new customer acquisition.
Implement a retargeting campaign to re-engage users who interacted with your site or ads but did not convert, using dynamic product ads for personalization.
Set up a retention campaign targeting past purchasers with loyalty offers or upsell opportunities to encourage repeat business and build lifetime value.
Develop a weekly workflow for ad creation, involving ideation, design, and launch of at least several new variations to test fresh messaging and visuals.

ONE-SENTENCE TAKEAWAY

Transform Facebook ad accounts weekly through structured campaigns and data-driven scaling to boost ROAS sustainably.

RECOMMENDATIONS

Prioritize CBO in prospecting to let algorithms handle budget efficiency, freeing time for creative strategy.
Use retargeting windows of 7-30 days to capture warm leads without overwhelming cold audiences.
Incorporate user-generated content in weekly ads to enhance authenticity and engagement rates.
Benchmark ROAS against industry averages like 3-5x before scaling to ensure competitive viability.
Audit ad performance bi-weekly with tools like Facebook Analytics for early detection of underperformers.

MEMO

In a brisk 58-second breakdown, ad veteran Sam Piliero, whose campaigns have funneled over $500 million into Facebook to yield more than a billion in e-commerce revenue, reveals a blueprint for revitalizing underperforming accounts. Drawing from 12 years of direct-to-consumer triumphs, he advocates starting with four core campaigns: a scale-oriented powerhouse for expansion, a prospecting setup using Campaign Budget Optimization to hunt new buyers, retargeting to recapture interest, and retention to nurture loyalty. This layered approach mirrors a meticulously engineered funnel, turning scattered spends into a revenue engine.

Piliero emphasizes relentless iteration as the secret sauce. Weekly ad creation workflows keep content vibrant, sidestepping the pitfalls of creative burnout that plague many marketers. Analysis hinges on sophisticated tools—incremental attribution to measure true lift and audience breakdowns to dissect demographic winners—ensuring only proven performers graduate to single-interest ad sets within the scale campaign. This methodical promotion refines broad blasts into laser-focused strikes, amplifying returns without reckless expansion.

Scaling, he advises, demands discipline: set a ROAS target as your north star, then ramp budgets by 20 to 100 percent every two to three days only if surpassing it. Repeat the cycle weekly to adapt to Facebook's evolving algorithms and market whims. For brands grappling with stagnant ads, this system promises not just survival, but explosive growth—proving that in digital advertising, consistency trumps complexity.