Meta's ad platform has changed more in the last three years than in the decade before it. The playbook that worked in 2022 — lookalikes, detailed targeting, manual placements — is mostly obsolete.
In 2026, let Advantage+ campaigns do the targeting for you. Meta's model is better at finding your audience than any manual combination of interests, and the creative is now the variable that actually matters.
Ship three or four genuinely different creatives per campaign. Mix UGC, founder-narrated, and polished brand cuts. Let the algorithm pick the winner within a week, then iterate on what worked.
Conversion tracking via the Conversions API (not just the Pixel) is non-negotiable in a post-ATT world. Without it, you're bidding blind.