What Works In One Meta Ad Account Won't Always Work In Another

In this episode of Abundant Funnels, Jayne shares a story from a recent group call inside Abundant Ads Academy that perfectly illustrates why there is no one “perfect” Meta™ Ads setup that works the same way in every account. A member followed the current recommended approach exactly, but the results were not there. When she went back to an older setup, her cost per lead dropped by more than half.

Jayne uses this example to explain why Meta™ ad accounts behave differently, what factors influence those differences and why testing is one of the most important skills you can build as an advertiser. She also talks about why campaign structure is only one part of the puzzle, and why messaging, offer strength and funnel quality still matter just as much.

In this episode, you’ll learn:

• Why there is no single Meta™ Ads setup that works for everyone.
• Why ad accounts can respond differently to the same strategy.
• What kinds of variables influence account performance.
• Why testing is more valuable than chasing a “perfect” formula.
• What to do when the recommended setup is not delivering results in your account.
• Why campaign structure needs to be considered alongside messaging, creative and offer quality.

Connect with Jayne:

Instagram: https://www.instagram.com/webonize

Website: https://webonize.com.au/

FREE Resource - The Facebook™ Ads
$3 Lead Formula: https://learn.webonize.com.au/leadformula

Join Abundant Ads Academy: https://courses.webonize.com.au/abundantadsacademy

Transcript

SPEAKER_00 0:01

I'm Jane Day and welcome to Abundant Funnels. I help coaches, course creators, and online experts get high quality leads and consistent sales without relying on guesswork, constant content creation, or $10 leads. In fact, I'm known for getting some of the best cost per lead results for quality buyers in the industry. This show is where we break down the ad strategy, the funnel, and the numbers so you can grow your revenue and buy back your time in a way that's actually sustainable. Let's get started. Hey there and welcome back to the podcast. I'm Jane Day, and today's episode is a bit of a different one for me. It's something that came up on a group call with a member of Abundant Ads Academy today, and honestly, it was such a good reminder of something really important that I just had to record an episode about it straight away. It's about why what works in one ad account doesn't always work in another, and why that's something you really need to understand if you want to get the best results from your meta ads. So let's jump into it. So here's what happened. I was on a group call this morning with one of my Abundant Ads Academy members. She's been running ads to a masterclass and she had set up her campaign exactly the way I currently teach my clients to do it. She had followed my method to the letter. Everything was set up the right way, the right structure, the right objective, the right approach. But she wasn't getting the results we'd want to see. Her numbers weren't where they needed to be. So she made a decision. She turned that campaign off and went back to the way I used to recommend setting things up around six months ago. The older method, the one I'd moved away from. And her cost per lead to the masterclass dropped by more than half. She got better results by going back to something I no longer actively teach. Because the current approach, the one that is working really well for the majority of my clients, just didn't perform as well in her specific ad account. Now I want to sit with that for a moment because I think it's really important. Here's what I want you to know and understand about running meta ads. There is no single standard way to set up your campaigns that is going to deliver the best results for every single person in every single ad account every single time. I know that's not what you want to hear because we all want the formula. We want to take a course or follow an expert or listen to someone like me and think, if I just do exactly this, I'll get these results. And that certainly is comforting. But meta ads don't work like that. And if any course or coach tells you there is one definitive way to set things up that will always work for everyone, I'd encourage you to question that. Here's why accounts behave differently. Some ad accounts have features that others don't. Meta is always rolling out updates and they don't land in every account at the same time. I've actually got one done for you client that hasn't got updates that other clients had six months ago. So it is something to keep on top of. Some accounts have years of historical data sitting behind them. Others are relatively new. Some businesses have large warm audiences already built up. Others are starting from scratch. Your pixel data, your audience size, your business model, your offer, your niche, all of it influences how your account responds to different campaign setups. So when I teach a particular way of running campaigns, what I'm really saying is this is what I'm seeing work well across the majority of accounts I'm working in right now, but it is not a guarantee that it will work the same way in yours. This is where testing becomes the most important skill you can develop as an advertiser. You absolutely should take advice from experts. You should learn frameworks and methods and recommended approaches, including from me. That knowledge gives you a starting point and it saves you from making the most common and costly mistakes. But beyond that starting point, you need to be prepared to test. And you need to know what to test, when to test it, and what to change when something isn't working. If you've set things up the way you've been taught and the results aren't there, don't just keep running the same thing hoping it'll turn around. Try something different. Go back to an older approach if you have one to compare against. Test a different campaign structure and pay close attention to your numbers at every step so you know what the change actually did. The secret to getting better results from your meta ads isn't found in a magical campaign setup. It's in being genuinely willing to test and to keep testing until you find what works in your account. Now I do want to make one thing clear. The campaign structure, how you're setting things up inside Ads Manager, is only one piece of the puzzle. Even if you find the perfect setup for your account, your ads still won't convert if your messaging is off or if your offer isn't something your ideal clients actually want and need. I've talked about messaging, lead magnets, funnels, and offer positioning across many episodes of the podcast. And those things are fundamental. Getting your campaign structure right helps, but it works hand in hand with everything else. So when results aren't there, look at all of it, not just a technical setup. The takeaway from today is simple but so important. Be cautious of anyone, including me, who tells you there is one definitive way to run your ads that will work for everyone. Take the advice, test it, watch your numbers, and be willing to adapt if it isn't performing the way you need it to. You're not doing it wrong if something doesn't work the first time. You're doing exactly what good advertisers do. You're testing your way to what works for your business in your account for your audience. And if you want support doing that, have someone look at your specific account, your numbers, and help you work out what to test and why. That's exactly what we do together inside Abundant Ads Academy. You can find all the details in the show notes. Thanks so much for tuning in. I'll see you in the next episode.