Running Facebook ads isn't just about turning them on and watching the sales roll in. If you’re managing campaigns, you’ve probably faced some of the same challenges I see daily in my ads manager. Here are nine hard truths that will help you scale profitably, avoid wasted spend, and get the most out of your campaigns.

1. Expect a Delay Before Sales Start Rolling In

When you turn an ad on, don’t expect instant results. Facebook’s learning phase and optimization process mean you’ll likely wait 1-2 days before you start seeing sales. Be patient and let the system do its thing before making any drastic changes.

2. Your CPA Will Fluctuate, But There’s a Sweet Spot

A $30 CPA feels okay, $45 CPA feels okay, and interestingly, running Cost Cap, Max Value, or No CPA bidding often yields similar results—but with Max Value spending more aggressively. This means you have some flexibility in bid strategies, but ultimately, testing is key.

3. Auto Rules Never Work

If you’re relying on auto rules to manage your campaigns, you’re setting yourself up for disappointment. The market shifts too fast, and automated rules rarely make the right decisions at the right time. Keep a manual eye on performance, or you’ll waste money.

4. Landing Page & Upsell Tests Should Happen Weekly

Your ad is only part of the equation. If your landing page or upsells aren’t converting, your ads won’t perform well either. Commit to testing at least one new landing page and upsell every week to maximize revenue.

5. Scaling Requires a Steady Flow of New Ads

Spending $1,000 a day? Then you should be testing 10 new ads daily. Allocate a percentage of your budget to new creatives, monitor results for 2-3 days, then either keep the winners or kill the losers. Stagnation kills performance.

6. Facebook's "Flexible" Bidding Kind of Sucks

If you’ve tried Facebook’s flexible bidding strategies, you’ve probably noticed inconsistent results. In most cases, tighter controls on your bidding and budgets will yield better, more predictable results.

7. You Need to Do More Than You’re Doing Now

Whatever you're doing right now, it’s not enough. Your competition is testing more creatives, optimizing more often, and scaling harder. If you want to win, you need to outwork them.

8. If Your Ad Fails, It’s On You

A bad ad isn’t Facebook’s fault. It’s your fault. If an ad doesn’t do what it’s supposed to do, go back to the drawing board. Do more, do better, do it again. Blaming the algorithm won’t fix poor creative or bad targeting.

9. Less Copy = More Money

The less you say in your ad and landing page, the better. People don’t want to read a novel—they want to know why they should buy, fast. Keep it simple, clear, and direct. More clarity, fewer words, more money.

Final Thoughts

Facebook ads aren’t magic—they require testing, patience, and constant iteration. If you’re struggling, focus on improving your creatives, testing aggressively, and staying adaptable. Mastering these principles will put you ahead of 99% of advertisers who are still making the same old mistakes.

Need help optimizing your ads? Let’s talk.