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How to Scale Facebook Ads in 2026
34 ideas de marketing sacadas de «How to Scale Facebook Ads in 2026», de Professor Charley T. Sobre todo de canales de adquisición, oferta y precio y…
- 34 ideas despiezadas
- Fuente Professor Charley T
- Dura 1 h 04 min
- Publicada en 2026
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Evitar apagar anuncios de prospección evaluándolos únicamente con métricas de cierre
Medición y experimentosUn conjunto de anuncios en Meta opera como un microembudo donde conviven anuncios de prospección y de cierre. Desactivar los anuncios de prospección por no generar conversiones directas corta la entrada de tráfico al embudo y obliga al algoritmo a recalibrar constantemente, reduciendo el rendimiento global.
Oh, this is it. Yeah. I didn't know that every ad set is basically a funnel where you have your prospecting ads, you have your like closing ads, all of that. And so I was turning off really high performing prospecting ads because by the metrics I had been taught by other people, they were not performing well. So, I was basically cutting off the inflow of my funnel and trying to force like the conversion ads or the closing ads at the end to do all of the work of the prospecting ads, which they don't do very well. And so, every time Meta would find something that like this combination works…
Escúchalo en el minuto 21:28
Mejorar la tasa de conversión multiplica el rendimiento publicitario sin fatiga creativa
ConversiónOptimizar la tasa de conversión del embudo mejora automáticamente el rendimiento de cada anuncio en todos los canales y de forma permanente sin sufrir fatiga. En lugar de microgestionar o 'hackear' anuncios en la parte superior del embudo, centrarse en la conversión y estabilizar el sistema permite escalar negocios a ocho y nueve cifras.
That's what you can do. If you have to spend your time day trading your ad account, what you're not doing is working on the business. If you have to work in the ad account, you're not working on the business. You should be working on making the business better. If you improve conversion rate by 10%, that's like making every single ad 10% better overnight on every channel forever and it doesn't fatigue. Why are you focused on hacking the ad at the top of the funnel instead of making the entire funnel better? Do what works to stabilize it so that you can maximize something. Take that…
Escúchalo en el minuto 49:04
Regla automatizada de stop-loss combinando gasto y volumen de eventos
Canales de adquisiciónPara sortear las restricciones de reglas automáticas a nivel de anuncio en campañas CBO, se puede controlar la eficiencia combinando gasto total y número de eventos en los últimos 7 días (por ejemplo, pausar si supera $500 de gasto con menos de 100 conversiones y reactivar cuando el gasto acumulado baje de $300).
get around this? What I will do for this is say over the last seven days, if I've spent at least $500 and I have less than a hundred leads, that implies a $5 cost per lead. And if that's too expensive for me, I'll turn the ad off until my spend over the last seven days is below 300 bucks. Something like that. You can say number volume of spend, number of events, and just have this thing where the more it spends, the more efficient
Escúchalo en el minuto 1:00:38
Simplificar estructura y concentrar el 90% del tráfico antes de diversificar en cuentas nuevas
Canales de adquisiciónEn marcas o cuentas nuevas, lanzar múltiples ángulos, creatividades y landing pages confunde al algoritmo de pauta publicitaria y dispara los CPMs. Se debe simplificar probando dos opciones, asignar el 90% del presupuesto a la ganadora y optimizar la conversión post-clic antes de añadir más complejidad.
through the roof. Yeah, because you launched many ads with different landing pages and different angles. You got so complicated, the machine doesn't know who to show your ads to. They don't know have you're you're so complex you can't do anything well. So the machine is penalizing you because you're a If you focused on doing one thing good test two options. Pick the one that works. Spend 90% of your traffic going there and then launch something else. route after the click and just constantly whatever fails the least hard, run with it, then scale from there. Also, if you
Escúchalo en el minuto 44:23
Priorizar la estabilidad y el reemplazo puntual de creativos sobre el volumen masivo de anuncios
Canales de adquisiciónSaturar una cuenta de Meta Ads con cientos de creativos al mes suele perjudicar el rendimiento al sobrecargar el aprendizaje del algoritmo. Es más eficiente mantener creativos estables durante meses y reemplazar únicamente las piezas con peor desempeño cuando sea estrictamente necesario.
asking for it. man, all of these poor people are going to like pay this agency a bunch of money to produce way more creatives than their ad account can handle and it's going to make their performance worse. And so that would be the first thing is rather than trying to produce an enormous volume of creative that my account couldn't actually handle, just focusing on the 4PI method and only replacing the creatives that are the worst performing when that's >> I mean, on average, it would be less campaign, I mean, it's doing fine. Like, I don't think I've added a new creative in months, actually…
Escúchalo en el minuto 20:22
Oferta y precioUn upsell estructurado o 'rebuttal upsell' debe cumplir uno de tres objetivos estratégicos: expansión de mercado atrayendo nuevos perfiles de clientes, expansión vertical logrando que compren más categorías de la misma marca, o reducción de churn mediante compromisos de compra multielemento.
So, this reveals the three common rebuttal upsell jobs. One is market expansion, new customer types. Two is vertical expansion, buying more products from the same brand. And three is churn reduction, multi-unit commitment. And
Escúchalo en el minuto 7:08
Oferta y precioLos upsells de refutación (rebuttal upsells) permiten escalar la pauta publicitaria porque incrementan rápidamente el valor promedio del pedido (AOV), reducen el CPA combinado a lo largo del tiempo, amplían el segmento de compradores y disminuyen el churn en modelos de suscripción o multiproducto.
the reason rebuttal upsell work and they scale paid media is because they increase the AOV fast. They reduce the blended CPA over time and they expand who buys and they can even reduce churn when used with subscriptions or multi-unit products.
Escúchalo en el minuto 10:21
Reglas para evitar la dilución de marca al añadir upsells o bundles
Oferta y precioEmpaquetar productos no relacionados diluye la marca y reduce su valor percibido. Todo upsell debe cumplir tres condiciones: profundizar la promesa central de la marca, resolver el siguiente problema obvio del cliente y hacer que el producto principal funcione mejor.
Some brands bundle random junk and wonder why it dilutes the brand. That's product, right? Your upsell must stay inside one of these lanes. It has to deepen the core promise. It has to solve the obvious next problem. And it has to make the hero product work better. If it doesn't do that, it's not an upsell. It's brand dilution.
Escúchalo en el minuto 7:42
Oferta y precioAnte cuentas publicitarias no rentables, la solución no consiste en perseguir CPMs más bajos ni aplicar descuentos agresivos, sino en aumentar el valor promedio del pedido (AOV). Entre las tres palancas de la rentabilidad (aumentar AOV, reducir CPA o subir volumen), optimizar la oferta y lo que sucede después de que el usuario acepta comprar es la vía más rápida y duradera para elevar los techos de gasto en anuncios.
talk about today is that you can fix an unprofitable ad account without changing your ads. Not by optimizing, not by lowering CPMs, but by changing one thing. What happens after somebody says yes. problem. Most brands try to scale by doing one of two things. They discount harder or they spend more and pray that your business like a simple equation. profit equals AOV minus CPA time volume, GPT times number of sales. You can only scale by pulling one of those three levers. increase the AOV, get more revenue per transaction. Those are the only three options you've got. Now, most brands obsess…
Escúchalo en el minuto 0:45
Oferta y precioAnte cuentas publicitarias no rentables, la solución no consiste en perseguir CPMs más bajos ni aplicar descuentos agresivos, sino en aumentar el valor promedio del pedido (AOV). Entre las tres palancas de la rentabilidad (aumentar AOV, reducir CPA o subir volumen), optimizar la oferta y lo que sucede después de que el usuario acepta comprar es la vía más rápida y duradera para elevar los techos de gasto en anuncios.
talk about today is that you can fix an unprofitable ad account without changing your ads. Not by optimizing, not by lowering CPMs, but by changing one thing. What happens after somebody says yes. problem. Most brands try to scale by doing one of two things. They discount harder or they spend more and pray that your business like a simple equation. profit equals AOV minus CPA time volume, GPT times number of sales. You can only scale by pulling one of those three levers. increase the AOV, get more revenue per transaction. Those are the only three options you've got. Now, most brands obsess…
Escúchalo en el minuto 0:45
Oferta y precioAnte cuentas publicitarias no rentables, la solución no consiste en perseguir CPMs más bajos ni aplicar descuentos agresivos, sino en aumentar el valor promedio del pedido (AOV). Entre las tres palancas de la rentabilidad (aumentar AOV, reducir CPA o subir volumen), optimizar la oferta y lo que sucede después de que el usuario acepta comprar es la vía más rápida y duradera para elevar los techos de gasto en anuncios.
talk about today is that you can fix an unprofitable ad account without changing your ads. Not by optimizing, not by lowering CPMs, but by changing one thing. What happens after somebody says yes. problem. Most brands try to scale by doing one of two things. They discount harder or they spend more and pray that your business like a simple equation. profit equals AOV minus CPA time volume, GPT times number of sales. You can only scale by pulling one of those three levers. increase the AOV, get more revenue per transaction. Those are the only three options you've got. Now, most brands obsess…
Escúchalo en el minuto 0:45
Oferta y precioEn lugar de rebajar un producto estrella de bajo precio con un 35% de descuento en fechas clave, crear un bundle completo de regalo por menos de 150 $ (añadiendo productos de alto margen, empaque de regalo y tarjetas para recompra) permite superar la objeción real del cliente ('¿este detalle es suficiente como regalo?') y atraer a un público totalmente nuevo, como compradores masculinos que adquieren para regalar.
worked with, one is uh Made by Mary. It's a successful Etsy jewelry shop that exploded on Shopify. The move wasn't better ads, it was offer architecture. They had a hero product, a low price bestseller, their hoop earrings. And I think for Mother's Day, they were going to discount it like 35% or whatever. And I really had to talk him out of it because instead of discounting earrings and praying, we created a gift ready bundle that solved a different objection because the real objection for the business wasn't price for Mother's Day. It's is this enough of a gift? And the honest truth is, if…
Escúchalo en el minuto 3:21
Canales de adquisiciónAlinear las campañas con la lógica del algoritmo de Meta y evitar intervenir o ajustar continuamente las cuentas permite que el aprendizaje automatizado funcione mejor, resistiendo cambios de plataforma y reduciendo drásticamente el tiempo operativo de gestión publicitaria.
Because I was already working with Meta's algorithm the way that it's designed rather than fighting it the way probably 5 to 10 hours a week. And now, then I checked it like 10 minutes, you know, twice um for my other campaigns and I don't need to I don't need to mess >> just following your guidance on letting meta do what it does best and it Yeah, it's it's uh crazy how letting the cake cook lets the magic happen, you know? It's
Escúchalo en el minuto 15:26
Medición y experimentosTener un ROAS positivo dentro del administrador de anuncios no garantiza la viabilidad del negocio. El ROAS de plataforma solo indica cuánto crédito se adjudica la publicidad sobre las conversiones registradas, por lo que las decisiones y el diagnóstico del negocio deben basarse en el beneficio neto y la economía unitaria real.
actually need to be so many people have no idea what the numbers are they just focus on rorowaz and don't understand why the business isn't growing. real quick. Um if a business is generating profitable rorowaz on platform but it's struggling what would you diagnoses and solve the problem we have to look at profit not rorowaz rorowz isn't profit rorowz has nothing to do with revenue or profit it is how much credit for the success of the business can any ad take how much credit for the money you make but it's not how do you make more money
Escúchalo en el minuto 56:36
Canales de adquisiciónIntervenir constantemente las campañas publicitarias y obsesionarse con métricas intermedias irrelevantes perjudica el rendimiento del algoritmo; la gestión debe ser simple y permitir que el sistema tenga tiempo suficiente para estabilizarse y aprender sin interrupciones.
because before I was doing all of this work that felt important like testing all of this different stuff and looking at all these metrics that ultimately I've learned don't really matter or pointing to the wrong things, right? all, but also all I was doing was I was messing with something that just needed time to cook. It's like if you you keep taking the cake out of the oven and like poking it or stirring it up. [laughter] It's like, no, just let the cake cook, man. Um, so switching to that, first of all, it saved me a bunch
Escúchalo en el minuto 14:01
Reducción del costo por llamada cualificada optimizando para eventos profundos
Canales de adquisiciónOptimizar las campañas de Meta Ads directamente para usuarios cualificados que completan la reserva de una llamada, en lugar de optimizar para leads generales, redujo el costo por llamada cualificada de aproximadamente 250 $ a 50 $.
account and was so I've been tracking those custom metrics tracking people down the funnel after they become leads and so I figured now I have enough data on this what if I just create a new campaign that's optimizing for people are who for people who go through my process and are qualified enough to book a call. And so I just implemented that last week and our cost for our cost per qualified booked call went down from around $250 to around $50 in the first week of the campaign. And so, who knows
Escúchalo en el minuto 27:11
Canales de adquisiciónEn publicidad digital, la frecuencia diaria recomendada para campañas de prospección debe situarse por debajo de 1.2 a 1.3, mientras que en retargeting debería alcanzar al menos 1.5 a 2.0.
is the ideal frequency for catalog? CPM is rising. There isn't one. Um, prospecting should probably be below a 1.2 2 1.3 on a daily basis. Your retargeting should probably be at least a 1.5, if not a two. There you go. All
Escúchalo en el minuto 1:01:30
Por qué las plataformas publicitarias elevan los CPM al descuidar la experiencia del usuario
Canales de adquisiciónLas plataformas publicitarias como Meta operan como socios comerciales que optimizan para la retención y la calidad del viaje del usuario en su ecosistema. Si los anuncios y el negocio no aportan valor, simplicidad, identificación y una buena experiencia de cliente, el algoritmo encarecerá los CPMs hasta dejar fuera al anunciante.
check the 4PI analysis. A high CPM doesn't mean much in a vacuum. Love if you're not running engagement campaigns, if you're not improving the customer journey, if you're not focusing on a better business, then you're really going to struggle to reduce the CPMs, simplicity, value, and identification. Remember, you're in a business partnership with a platform that is optimizing for the stickiness of the customer journey. If you don't help them do that, they'll just price you out of being able to work with them.
Escúchalo en el minuto 52:17
Relanzar videos fallidos cambiando únicamente el gancho inicial
Estrategia de contenidosSi un contenido en video tiene un rendimiento muy bajo en sus primeras horas tras publicarse, retirarlo y relanzarlo modificando solo el gancho (hook) y la miniatura puede transformar un fracaso en un contenido exitoso sin rehacer todo el material.
Um I launched this video. It bombed Uh it was the worst video I had launched in a year and a half and after two hours I pulled it, changed the hook, launched it again and now it's um doing very well. So sometimes you have to do that.
Escúchalo en el minuto 41:22
Canales de adquisiciónDividir la estructura publicitaria en campañas exclusivas para testing y campañas para escalado suele resultar en múltiples CBOs individuales que compiten entre sí y canibalizan la subasta en lugar de optimizar de forma unificada.
first off, we shouldn't have testing and an [ __ ] campaign is basically just a folder of a bunch of one adset CBO have a [ __ ] messy ad account of a [ __ ] ton of CBO campaigns. It's the same Um because they don't talk to each other. They compete with each other. They cannibalize each other. So I see
Escúchalo en el minuto 38:08
Medición y experimentosReducir 30.000 $ al día en presupuesto publicitario no rentable permitió generar 12 millones de dólares adicionales al año en EBITDA para una empresa.
the time like one time I added 12 million a year in IBIDA to a business by cutting 30,000 a day in ad spend.
Escúchalo en el minuto 28:13
No introducir anuncios nuevos si ya se puede escalar el gasto en los existentes
Canales de adquisiciónCuando ya se ha resuelto la capacidad de invertir más presupuesto de forma rentable en una cuenta, lanzar nuevos anuncios de forma innecesaria suele fragmentar el rendimiento y generar fatiga publicitaria innecesaria.
But if you didn't run a [ __ ] ton of ads creating ad fatigue and chasing isolated wins, then you wouldn't have that problem that What I say is that if you've solved the problem of being able to spend more money, the worst thing you could do is launch new ads. But so many people mis
Escúchalo en el minuto 40:35
Gestión de creatividades estacionales junto a una estructura evergreen
Canales de adquisiciónCuando se promocionan ofertas o ángulos temporales que durarán entre 6 y 8 semanas, conviene ejecutarlos en una campaña complementaria separada de la evergreen, asumiendo que competirán entre sí pero priorizando el balance positivo neto global.
is I would have an evergreen campaign. And if you need to do seasonal stuff, it's totally fine to put it on the side. Um, if I know that those ads aren't going to be good for more than six to eight weeks, I'll probably just run it knowing that the success of one will come at the expense of the success at the other, but that success might be greater. So, it's a net positive effort.
Escúchalo en el minuto 39:43
Límite máximo de ofertas activas simultáneas en un negocio
Oferta y precioNingún negocio debería promocionar activamente más de dos o tres ofertas de forma simultánea; es preferible concentrar los recursos y la distribución únicamente en las ofertas que han demostrado tracción.
3T for every offer. Um, no. Do the ones that work. Uh, you should not be promoting more than two or three offers
Escúchalo en el minuto 1:02:35
Una cuenta publicitaria optimizada no requiere microgestión diaria ni lanzamiento continuo de anuncios
Canales de adquisiciónEscalar una cuenta publicitaria no exige hacer microgestión diaria ('day trading') ni lanzar decenas de anuncios nuevos cada mes. Cuando la estrategia creativa y los anuncios base están correctamente validados y funcionando, el mantenimiento de la cuenta puede requerir apenas una o dos horas semanales.
work on the business instead of day trading the ad account. They stop worrying about creative testing uh and You can 100% do this yourself. You heard Nicholas say like, "You have an hour or two a week, you can run your entire ad asked him, "How many ads did you run in the last month? How many new ads did you launch?" He's like, "None, because you don't need to once you get them right." All right,
Escúchalo en el minuto 57:47
Medición y experimentosMedir el éxito por la cantidad de dinero invertida diariamente en anuncios es una métrica de vanidad, ya que un volumen elevado de gasto no se traduce directamente en un mayor margen de beneficio neto para el negocio.
that because it's such a thing. I think people are so focused on the ego and the pride of the dollars you're spending on a daily basis. And that has nothing to do with the money you take home at the end of the day. I mean, obviously one doesn't directly indicate the other,
Escúchalo en el minuto 18:53
Los fundamentos estructurales de Meta Ads permanecen estables a largo plazo
Canales de adquisiciónPese a la creencia habitual de que Meta cambia constantemente sus reglas, desde 2018 solo ha habido dos cambios estructurales importantes: la pérdida de atribución extendida tras iOS 14 (eliminando la ventana de atribución de 28 días) y la actualización algorítmica Andromeda, que penaliza con mayor dureza las malas prácticas y favorece las cuentas estables.
year? Absolutely. Uh here's the thing. Um you're going to get a lot of folks saying that meta is changing all the time and you have to keep up with the update. No, it's not. Meta has had basically Facebook ads have had two substantial changes since 2018. One of them was in response to iOS 14, which basically meant that delayed attribution went away. So agencies couldn't take 28 day rorowaz credit for all the work of the rest of the team. The other one is Andromeda. Now, Andromeda at a very simple level, Andromeda meant that doing a bad job hurt you more. But as you heard Nicholas
Escúchalo en el minuto 48:09
Medición y experimentosMedir el éxito por la cantidad de dinero invertida diariamente en anuncios es una métrica de vanidad, ya que un volumen elevado de gasto no se traduce directamente en un mayor margen de beneficio neto para el negocio.
that because it's such a thing. I think people are so focused on the ego and the pride of the dollars you're spending on a daily basis. And that has nothing to do with the money you take home at the end of the day. I mean, obviously one doesn't directly indicate the other,
Escúchalo en el minuto 18:53
Medición y experimentosLa publicidad pagada no opera en el vacío; optimizar campañas para mostrar un ROAS atractivo no garantiza viabilidad si el negocio carece de ventas recurrentes (backend), retención y marca que sostengan la rentabilidad real.
of your business. And you could like if you just optimize meta ads perfectly but the rest of your business sucks like you know you have no backend no repeat purchases you don't have like no brand like any of this stuff like it's going to be hard just to win with meta ads you teach them as related to all of the other parts of your business that actually impact the profitability. So rather than just focusing on making a pretty rorowaz number, you're actually teaching people how to take home money at the end of the month. And that is a
Escúchalo en el minuto 25:51
Expansión de oferta en Kings Loop para superar el techo de un producto hero
Oferta y precioAl expandir la oferta de una billetera de $200 hacia un kit completo de viaje de $1,500-$1,900 (maletas, accesorios y garantía de por vida), Kings Loop logró que una gran proporción de los compradores de ese paquete fueran clientes completamente nuevos y no solo recurrentes.
Kings Loop. Now they sell wallets and Their hero product brought them to scale, but it capped them because their wallet really had one problem. People So, we created the ultimate travel kit. but we brought in luggage, matching Now, this is a $1,900 offer we can sell for $1,500 instead of hoping to get somebody to buy a $200 wallet, never And the crazy stat shows why this works. A large portion of those buyers are new customers, not just repeats.
Escúchalo en el minuto 5:42
El engagement orgánico reduce los costos de adquisición por impresión (CPM)
Canales de adquisiciónExiste una marcada diferencia a la baja en los CPMs publicitarios pagados entre las marcas que mantienen un buen engagement orgánico frente a aquellas que carecen de presencia e interacción orgánica.
it's day and night with the CPMs between brands that have good organic engagement stuff and those that don't. Yeah, there you go. Donnie, just hammering home the point we were talking about earlier.
Escúchalo en el minuto 50:02
Canales de adquisiciónUn negocio logró pasar de 0 a 12.000 USD mensuales en facturación en un plazo de seis semanas apoyándose exclusivamente en campañas optimizadas de Meta Ads.
were. I know that it was we took her business pretty quickly. I think it was with within six weeks from like zero to 12K a month in revenue, which was pretty great at that point to do just purely with the meta ads. And that was
Escúchalo en el minuto 13:09
Facturación pico de 40.000 dólares al mes tras estabilizar la captación en Meta
Medición y experimentosUn negocio alcanzó un pico de facturación de 40.000 dólares mensuales tras estabilizar la adquisición rentable en Meta Ads, desplazando el cuello de botella del tráfico hacia el proceso de ventas.
that I had started a while ago. And um peak of that we were doing about 40k uh month. And then the the nice thing too >> And so like I could profitably scale up our Facebook ads no problem as long as I fix you know the other challenges that
Escúchalo en el minuto 17:46
Crecimiento de facturación en 310 Nutrition mediante ofertas estructuradas
Medición y experimentos310 Nutrition escaló de 15 millones a 98 millones de dólares en facturación en un periodo de 20 meses tras implementar ofertas de venta cruzada/upsells basadas en respuesta directa.
So we had to build one for DTOC and 310 Nutrition went from 15 million to 98 million in 20 months. I did the same
Escúchalo en el minuto 9:45
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