Ib Sadiq

What I would tell my younger self about running Facebook ads. First things first. There was a time when I was constantly reaching out to people to ask questions like: What’s the best campaign structure for running Facebook ads? What’s the best budget to start with? How do I scale? Is this creative good enough? Do you think this strategy will work? I was always looking for someone to tell me the RIGHT way to run ads. And to be fair, some of the advice worked. I’ve even paid people to help me scale my business to ₦1 million in daily revenue. But nothing. At some point, I had to sit down and ask myself one question: What if what works for other people simply doesn’t work for me? And that was when something clicked. Life no get manual. 😂 Let me explain. I’ve seen people tell you to use ABO for testing and CBO for scaling. Meanwhile, I have guys who do the exact opposite, and they’re getting incredible results. I’ve seen people create 12 ad sets inside one campaign, with two ads in each ad set. And it works for them. I’ve also seen people who don’t even bother with the traditional testing approach. They launch campaigns with high budgets from day one, throw in plenty of creatives, turn off the ones that aren’t converting, and put more money behind the winners. And guess what? They’re making money. Some of these same people have tried the methods other advertisers swear by. And those methods didn’t work for them. So who’s right? The person using ABO? The person using CBO? The person testing with small budgets? Or the person launching with ₦200k from day one? The answer is simple: The person getting profitable results. See, one thing I’ve come to understand is that there’s no single campaign structure that guarantees success for everybody. Now, don’t misunderstand me. I’m not saying you shouldn’t buy courses, learn from experts, or ask questions. Please do. Input determines output. The more you learn, the better equipped you become to make decisions. But here’s where I think a lot of people get it wrong. They spend so much time looking for the perfect strategy that they forget to pay attention to what’s already working for them. You see someone making money with a particular campaign structure, and immediately you abandon yours to copy theirs. Tomorrow, another person shares a different strategy. You change everything again. Next week, someone tells you CBO is dead. You panic and restructure your campaigns. Before you know it, you’ve tried 20 different strategies without giving yourself enough time to understand any of them. And that’s the problem. My advice? If you’ve found something that’s consistently giving you profitable results, stick to it. You can use the 80/20 approach. Put 80% of your resources into what is already working. Then use the remaining 20% to experiment with new ideas, strategies, and approaches. That way, you’re still learning and improving without constantly abandoning what makes you money. And if nothing is working for you right now? Keep testing. Try different campaign structures. Experiment with different budgets. Test different creatives. Study your results. Understand why something worked and why something didn’t. Eventually, you’ll start noticing patterns. And those patterns will help you build a system that works for YOUR business. This even applies to ad creatives. I’ve seen advertisers complain that AI-generated creatives don’t convert for them. Some have tested AI videos repeatedly without getting profitable results. Meanwhile, there are businesses whose entire marketing strategy revolves around AI-generated creatives. I’m one of them. 😂 And it works for me. Does that mean AI creatives will automatically work for everybody? Of course not.