Projects · Meta Ad Center
FACEBOOK ADS.
what is live, what is in rotation, what is pending, and what is coming up.
Meta is the only paid channel running right now. Google and Microsoft are switched off, so the whole paid budget flows through three Facebook campaigns at thirty dollars a day each: a Legacy Program campaign and a dedicated CMS 2027 campaign that both ask Meta for completed webinar registrations, and a Page Likes campaign that builds an audience we can retarget later. On Sep 2 the Legacy traffic buy was paused and replaced by the registration campaigns, because optimizing for landing page views was buying clicks instead of sign-ups. By that night the round-two statics and the social motion hooks were all in the auction.
By the numbers
The objective switch happened, and the budget followed it. The Legacy traffic buy is off and a new Legacy Leads campaign asks Meta for completed registrations instead of clicks. A dedicated CMS 2027 Leads campaign joined it the same day, holding all four CMS cells. By evening the account settled at the owner's rule of about $30 a day per group: Legacy $30, CMS $30, and Page Likes back on at $30. By night the round-two statics were in the account too: two more Legacy statics, two statics in an eight-ad follow test, and the CMS Hook B 9:16 on Stories and Reels. Fifteen ads are live. Registrations still read zero, and that is the number that matters. The honest caveat: at $30 a day per set the learning phase, not the creative, is the constraint.
Internal ad-account metrics, Sept 2 night, after the statics and the 9:16 landed. Refreshed by the paid-media morning check; not a live API feed.
What we found out
Traffic buys clickers, not registrants.
A thousand landing-page views produced almost no registrations. The objective was optimizing for the click, not the sign-up. That is why the buy was switched on Sep 2 to optimize for completed registrations instead.
Images beat video, clearly.
On matched tests the static image came in far cheaper per view than the motion cut. Video stays in rotation on probation, but the image carries the Legacy set.
The creative is the targeting.
Under the financial-services special ad category, interest and lookalike targeting is stripped away. The ad itself has to call out the right agent, so we are building creative depth instead of audience settings.
Narrow Florida fatigues fast.
A small state plus Reels burns through creative in one to two weeks, so the refresh cadence is built around a steady supply of new hooks.
Ad test creatives
New creative built for testing lives on its own page so this one stays a read of what is actually running. The CMS 2027 social motion hooks and the Page Likes Gala motion cuts shipped from that bench on Sep 2; the webinar variants and brand spots are still waiting there for their turn.
The board
Click any ad to see the creative and its details.
Legacy Program
The Legacy webinar funnel, optimizing for completed registrations. Three statics in the auction against each other on cost per registration.
Paused in this set
CMS 2027 Final Rule
The dedicated 2027 Final Rule campaign on its own budget, so the October 1 window reads clean. Plate videos versus the two social motion hooks.
Page Likes
Builds the follow audience we can retarget later. Eight ads in a static-versus-motion look test against the Ownership winner.
Paused in this set
The bench
Rendered and staged, waiting for a campaign. Webinar social motion for Hybrid, Legacy, Agency and Releases, plus the silent brand spots.
By status
The same ads, grouped by where each one stands in Meta right now.
Published and delivering now
Established, still running
Submitted, in Meta review
Built or staged, not published
Off, held, or consolidated out
By category
Legacy / your book9
CMS 2027 rule4
Hybrid / sell anywhere3
Agency builder3
Page Likes / follows12
Timeline
- Aug 25First four Meta ad sets launched: Legacy v1/v2/v3 and Page Likes Interests.
- Aug 27Registration tracking fixed across all five webinar configs; Legacy links moved to the fbclid-safe register URLs; Google and Microsoft switched off, Meta stays live.
- Aug 31Legacy consolidated to one funded ad set (v1 at $30 a day, v2 and v3 paused); CMS V1, CMS V2, and Hybrid built and published; two new Page Likes ads shipped.
- Sep 1Round two creative library staged (four new hooks). Morning pull: Legacy 773 views at $0.14, Page Likes 139 follows at $0.83, frequency 1.5 to 1.7, still zero attributed registrations.
- Sep 2The objective switch lands, then the budget follows it. The Legacy traffic campaign is paused and a new Legacy Leads campaign goes live optimizing for completed registrations on the fixed pixel, clearing review and entering learning the same morning. Spend concentrates in the Facebook feed with no Audience Network delivery at all. Page Likes is switched off and its budget moves across, taking the registration campaign to $35 a day with no change in total spend, and the CMS 2027 ad is rebuilt into it as a second ad. Later the same day the two CMS social motion hooks, A and B, are published, and then, on the owner's call, a dedicated CMS 2027 Leads campaign goes live optimizing for completed registrations, holding all four CMS cells; the CMS ads in the Legacy set are paused so the two sets do not compete. Budgets then settle at the owner's rule of about $30 a day per group: CMS $30, Legacy $30, and Page Likes comes back on at $30 with three new Gala motion cuts loaded for a look test against the statics. That night the owner drops the round-two PNGs into the account and the last blockers clear: Three Ways Out and Keep Your Book go live in the Legacy set, Build the Agency and AEP join the Page Likes test, and the CMS Hook B 9:16 is attached to Stories and Reels. Fifteen ads live at $90 a day.
- NextWatch for the first attributed registration across the three Legacy statics and the four CMS cells. Judge the campaign on Sep 9: if it is still at zero with real spend, the problem is the offer or the landing page, not the objective.
- Oct 1The CMS 2027 angle decays here, so the CMS creative runs hardest before this date.