If you've ever felt like your paid program is running uphill, it's almost never the bidding. It's almost always one of three things underneath.
Creative fatigue happens faster than you think
On Meta, a single creative is fully fatigued in 7-14 days for most accounts. If you're shipping fewer than four new ads a month, you're guaranteed to plateau.
Your landing page is the campaign
Ad teams obsess over CPM. Conversion teams obsess over landing pages. The truth is the same campaign with a 2x better LP doubles ROAS overnight.
You're measuring last-click in a multi-touch world
If your channel mix gets one last-click attribution number a month, you'll cut your most valuable channels by accident. Build a model that respects assist.
Written by The Everyn team.