Fix The Delivery Imbalance

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Ready for another day of staying ahead of the competition in the Growth race?

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💡 When One Meta Ad Eats All Your Budget, Here’s What to Do

Meta often pushes most spend into one ad, leaving the rest barely delivered. It feels unfair, but it is usually the system trying to maximize performance. Jon Loomer outlines what to do based on whether your overall results are strong or weak.

1️⃣ Option 1: Do Nothing if Results Are Good: If your ad set is hitting your targets, do not panic. Meta is likely prioritizing the ad it believes will perform best, or it sees your other ads as too similar to the winner. Forcing spend across weaker creatives can reduce your overall ROI.

2️⃣ Option 2: Create a New Ad With Real Differences: If performance is not where you want it, publish a new ad inside the same ad set. Make sure it is truly different. Change the visuals, format, or messaging so Meta has a new angle to test. Similar ads often get ignored because the system does not see meaningful variation.

3️⃣ Option 3: Avoid Moving Ignored Ads Into Their Own Campaign: It is tempting to create a new campaign and ad set just to force impressions, but this can backfire. You risk auction overlap, which means your ads compete against each other. You also lose the benefit of learning from your winning setup, and there is no guarantee the ignored ad will perform if you later move it back.

4️⃣ Option 4: Use the Creative Testing Tool: If you want a fair test, use Meta’s Creative Testing Tool. Duplicate the underdelivering ad, test it against a new variation, and assign a dedicated split budget. This forces delivery and gives you real performance data rather than guesswork.

5️⃣ Prevent the Problem With Testing at Launch: The best fix is prevention. Start every new ad set with a creative test so each concept gets initial spend. Once you know what wins, let the algorithm scale the best performer with confidence.

The Takeaway

If one ad is hogging spend but the campaign is working, leave it alone. If performance is weak, introduce true creative variation or run a structured test. Use data-driven testing early so Meta’s algorithm works with you, not against you.

💡 Younger Audiences Are Trusting Ads More Again

For years, ads felt like something users avoided by default. Ad blockers rose, skip buttons became muscle memory, and trust stayed low. But new data suggests the mood is shifting, especially among younger audiences.

1️⃣ Ad Trust Is Rising Across the Board: Trust in ads has increased across every age group, pushing the overall average close to 40 percent. This is not a small change. It signals a broader softening toward paid messages, even after a long stretch of skepticism.

2️⃣ 18 to 34 Year Olds Are Leading the Shift: The biggest change is among the 18 to 34-year-olds. They trust ads significantly more than they did in 2021. They now even trust ads more than the 55-plus group, creating a clear generational split in how promotional content is received.

3️⃣ This Is More About Platforms Than Ads: The rise is not only because ads have improved. Platforms improved. TikTok and Instagram have refined native advertising so paid content feels like part of the feed. When an ad matches the format, tone, and pacing users expect, it feels more like discovery and less like interruption.

4️⃣ What Marketers Should Do Now: If you target Gen Z or Millennials, paid social is becoming a stronger channel again because the audience is more open to it. The requirement is creative and feels native. Use creator-style storytelling, fast hooks, and content that blends into the feed without looking like a traditional ad.

The Takeaway

Ad resistance is easing, especially among younger consumers. If your audience is 18 to 34, you can lean into paid social with confidence, but only if your creative looks and feels like the platform. Native wins attention. Interruptive loses it.

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