Jon Loomer’s Core Meta Advertising Principles for the modern era:

> 1. Limit the number of campaigns
> 2. Prioritize conversions
> 3. Embrace algorithmic targeting
> 4. Avoid removing placements
> 5. Limit the number of ad sets

& don’t forget:

> Meta now prefers “creative diversification” by format, angle, approach, and text. Utilize five primary text and headline options for each ad. Create very different versions of your ads within a single ad set.

Modern advertising isn’t about control—it doesn’t exist.

It’s about context—the context provided and the context around the delivery.