Meta just CHANGED Facebook Ads Campaign Structure!

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Over the past 10 years we’ve spent more than $150,000,000 on paid social ad campaigns generating more than $600,000,000 in revenue.

We’ve worked with more than 3,000 businesses directly from all over the world and in just about every niche you can think of. And we’ve helped educate hundreds of thousands of business owners, marketers and entrepreneurs.

How I got here…

17 yrs old: Started my first business selling wristbands with two school friends. I made $0.
18 yrs old: Started my first ecommerce business selling second hand video games. I made $0.
19 yrs old: Joined a network marketing company (would not recommend it). Was told I’d be rich if I signed up 8 people. I signed up 26 people in 3 months. I made $0.
21 yrs old: Dropped out of Bath University to start an app development company. I made less than $5,000 in 2 years!
23 yrs old: Started Heath Media, my marketing agency. I made $0 for the first 3 years.
26 yrs old: Went all in on building a personal brand within the marketing space. I passed $100k/year.
28 yrs old: My personal brand allowed me to attract the best talent in the world. Heath Media became an industry leading Meta ads agency, with an exceptional team and an excellent reputation. We crossed $1m/year.
32 yrs old: Today I teach over 1,000,000 business owners, marketers and entrepreneurs how to get insane results with digital marketing. Heath Media is a 50+ team of world class talent, working directly with over 500 clients every year. We’ve now crossed the $5m/year mark.

To all the struggling marketers and entrepreneurs… I was an entrepreneur for 9 years before I could even pay the bills with my own business. 5 years after that I have more success and more fun than I could have ever dreamed of.

It takes perseverance, analysis and learning from the right person.

If you took the time to read this far, you have what it takes to crush it with your marketing.

I hope to help you speed up that journey and come along for the ride.

Keep going,

Ben

FULL DISCLOSURE
I make content to provide as much value to my audience as I possibly can. Why? Because if someone implements my advice, gets great results and that changes their life; there’s no better feeling and no better use of my time. There’s also a good chance we’ll get to work together one day.

[thymme]

These updates are becoming worse and worse. You no longer have control over who you target, what you want to do etc. This wouldn't be a problem if meta ads wasn't such a terrible platform.

[astrosielai]

Thank you so much 🌷I've just finally read the description below the video after a week of watching your videos and learning how to release fb ads. This is the best channel and free very detailed information of this topic. The description below the video about your path is really inspiring and helpful. I represent the small business (consulting) and can't afford to hire your agency. But with all these very detailed advices and your precise and actual info I will do my best on fb advertising in a small segment of a small country. Your videos are very professional and not tiresome, not filled with extra talking and you are so natural and true. Thank you🌻

[KidsABCMusic]

I do appreciate your time and effort. I"ve learned a great deal from your videos. One small point here is that even though you put this up three weeks ago the ability to limit the audience manually is no longer there. I kept trying different combinations of approaches and I can only do audiences that have the following with no way around this statement "We’ll show ads to people matching your suggestion, and other audiences when it’s likely to improve performance.". There is no improvement. I'm targeting high end leads, yet I get leads that are homeless - not exactly "high end". No reflection on what you are doing, this is just a comment on Meta.

[rachelhannaauthor]

I'm so glad someone is FINALLY talking about this! I've had this setup since November, and it tanked my account SO badly that even now I have a hard time getting my campaigns to remain consistent.

[trackingconsulting]

As a web analytics and conversion tracking expert, I’m loving this deep dive into Meta’s game-changing updates to Facebook Ads! These changes are a golden opportunity to fine-tune ad performance and maximize ROI like never before. The key is adapting our tracking strategies to keep up with the evolving landscape and continue gathering the most impactful data. Can’t wait to see more content breaking down these shifts and how they’ll shape the future of digital marketing!

[shop_online]

It will blow budget instead of saving budget.

[cortrightmusic]

how many ads per ad set are reccomended on this new campaign setup?

[strictlybangers]

Just want to compliment this channel. Succinct and to the point. Extremely valuable info shared and quite clearly by an experienced and seasoned veteran. Youre unknowingly my 3rd brain, one behind Chatgpt. Thank you and great job.

[kimgoomez]

Thank you for this video, I am in Australia, trying my first ad campaign. I was trying to follow your 'The BEST Facebook Ads Tutorial for Beginners 2025 (Full Guide)' and everything I had was different as I have this new version

[Clippingexpress]

THANK YOUUUU!!!! I was going crazy thinking I did something wrong or I clicked something on accident thank you so much 🙌🏼🙌🏼🙌🏼🙌🏼

[EdgardoSantos-ms]

Hi, Sir! Thank you for coaching us all for free. We really appreciate it.

[MerrittBecker-qw]

Everything is clear. Brief and clear. No water. Thank you)

[markclark]

I sell tickets to a show. Using FB ads since September. Constant sales, filling theaters up. Once this hit, been 6 days... not one sale. Went from 20 tickets a day to nothing the moment this started... PLUS... one of my ads went rougue. Starting showing it to the world. Nobody is going to buy a ticket to a show 2000 miles away. What a nightmare. It seems to have been rendered useless for me now.

[ContosdaMalíciaCalculada]

Wow, this sounds like a major update for anyone using Facebook Ads! It's always interesting to see how platforms like Meta evolve their ad structures. I wonder what specific changes have been made and how they'll impact the way advertisers strategize their campaigns. Looking forward to learning more about optimizing ad performance with these new changes.

[silviaperricone]

I saw a dramatic change since I can’t target the people that I want anymore and the advantage audience does not give me the same results. My CPA for some regions increased by 5 to 6 times!

[FahadAdilMalikAlumni]

More about leads audience setting for maximizing quality Ben. One video on that please 🙏🙏🙏

[geenejames]

I have a local service. People need to be present in person to enjoy my service. I created an ad for people near me +18 km range. FB shows it to people in +200 km distance. So location targeting clearly doesn't work properly. Nightmare!!!!

[KrasimirDimitrovivg]

Thanks for the detailed information. I have a few questions. 1. Can we have 2 advance plus campaigns. One in which we exclude visitors and buyers and be directed to a cold audience and one campaign that is directed to a warm audience. 2. How to structure the campaign and how many ad sets should there be inside (I specifically ask if we have a video ad, photos, blog post, should they be in one ad sets ?

[AimeeColvin-tq]

I hate the change and it is affecting my business The ads no longer work to my advantage .I am in the service industry I dont need my Ads showing to someone in California or Pennsylvania when I live in Indiana . I tried to fix it with no luck !!! I have been advertising with Facebook for years im going to have to come up with another option

[HeathDavisHavlick]

My understanding is that Advantage+ is built assuming you can give it a bigger data playground — like $50/day+ (some recommend $100/day) — so it can quickly learn and optimize. For lower budgets (mine is ~ $5/day), manual campaign are more effective. True?