Hey — It’s Badal.

In today’s Issue:
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• Why Meta performance is down for everyone (and what to do about it)
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• 4 new Meta ad updates you need to know
  ​
• The BFCM playbook: turning one big event into 5 revenue peaks
  ​
• And more…

BEST LINKS
​​
My favourite finds

• Why is Meta performance down for everyone?​
  ​
• How sean frank went from broke to rich in ten years:​
  ​
• How to create avatars that scale Facebook Ads to $30k days​
  ​
• How Ai will eat transactional commerce & Shopping will change​
  ​
• Meta Introduces 4 New Ads Updates​

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Deep Dive

BFCM Marketing Strategy

The biggest marketing event of the year is here—an opportunity to generate more revenue in one quarter than you did in the last three combined.

BFCM is just 60 days away, but brands that win big don’t treat it as a single marketing moment. Instead, they break it down into 4–5 separate mini-peaks:

• Early Black Friday (VIP Access)
• Singles Day
• Black Friday
• Cyber Monday
• Christmas Holiday Gifting (Mid-December)
• New Year (New Year, New You Messaging)

Not every peak will make sense for your brand. Focus on 2–3 that align best with your products.

• Example: If your product is giftable, lean into Christmas.
• If you’re a health or wellness brand, highlight New Year with “New Year, New You” messaging.

Preplan Your Calendar

Plan ahead for October, November, and December. Build a calendar with key dates and deadlines so you can prepare creatives, messaging, and campaigns well in advance—no last-minute stress.

Here’s an example for November calendar planning:

To avoid making this newsletter too heavy, I’ve linked the October and December calendars separately:

• ​[October Month Calendar Planning]​
• ​[December Month Calendar Planning]​

Offer Strategy

Keep your offers and messaging simple and clear. Avoid over-experimenting—stick to proven formats like:

1. Up to 70% Off
2. 35% Off Everything
3. 40% Off Sitewide

Creative Strategy

Don’t overcomplicate your creatives. Stick to simple static images or GIFs that clearly highlight the offer.

• Use a 4×5 format for feeds.
• Create 9×16 versions for Stories and Reels.
• Make sure your audience sees the offer instantly.

Defining Success During BFCM

Success comes down to:

• Campaign timing
• Campaign offer
• Team execution

But getting all three right is tough. With so many moving parts, execution is what makes or breaks your results.

Meme Of The Week😂😂

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​———-​
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P.S. Every week I share strategies to help you move the needle with Meta ads.

But here’s the truth: most brands we audit are unknowingly wasting 20–30% of their ad budget.

That’s why we created the Ad-Account Audit Sprint — a one-time deep dive to plug leaks, fix tracking issues, and uncover scaling opportunities — so you can stop wasting spend and start growing profitably.

👉 Just hit reply with “Audit” and I’ll send you the details.

Hey — It’s Badal.

In today’s Issue:
​

• Zuckerberg’s big plans for Meta in 2025 🚀
  ​
• LIVE walkthrough: Optimizing FB ads in 2025
  ​
• Deep dive: Value Rules to skyrocket your ROAS
  ​
• And more…

BEST LINKS
​​
My favourite finds

• Mark Zuckerberg has big plans for Meta’s 2025​
  ​
• Ad-Account Strategy for new Facebook ad accounts​
  ​
• How To Optimize Facebook Ads in 2025 (LIVE ACCOUNT WALKTHROUGH)​
  ​
• Meta Video Ad Length Requirements: How to Qualify for All Placements​
  ​
• Facebook ads for saas 101 ​

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Deep Dive
​
​New Meta Ads Update: Value Rules 🚨

If you’re running Facebook ads in 2025, this changes everything for scaling profitably.

Value Rules lets you tell Meta which audiences are worth more – so it prioritizes high-value buyers over cheap conversions.

No more treating all purchases the same. Optimize for LTV, AOV, and real ROAS.

Here’s a breakdown on how to use them🧵

1/ What are Value Rules?

Simple: A new feature to adjust bids up or down based on audience segments.

Set at ad set level, with campaign bid strategy like Highest Volume.

Criteria: Age, Gender, Location, Mobile OS, Placement.

Example: Increase bid 30% for women 35-50 if they have 2x LTV.

This helps Meta focus on profitable segments.

Works for Sales, Traffic, Engagement campaigns.

2/ Why use them?

Facebook ads algo chases low-cost wins by default.

But not all customers are equal.

Result: Higher quality leads, better scaling, less waste.

We’ve tested this on client accounts – ROAS up 20-30% in weeks.

Simple yet highly effective.

3/ How to set it up:

First, fix your data foundation:

In Ads Manager:

Test small, iterate based on data.

Pro tip: Start with 10-20% adjustments. Monitor CPM & conversions.

4/ Common mistakes to avoid:

Performance will fluctuate, but stick to the process.

This rule will help you scale a lot.

Meme Of The Week😂😂