I Had to Flirt with My Meta Rep to Get These Ad Secrets - *Audio Recording*
(Kind of...) Real talk from a call with my Meta rep — here’s what actually works for running ads right now
AUDIO CALL BETWEEN ME AND META:
I recently had a call with my Meta account manager — and let’s just say, I might’ve turned on the charm a bit to get the good stuff. After all, who knew a little small talk could unlock Facebook ad strategies that actually move the needle?
But jokes aside, here’s the gold dust that came out of that conversation: If you want more leads, lower your CPL, and build real brand recognition… you need to rethink your Reels, your engagement budget, and your ad split strategy. Here’s the breakdown of the full conversation.
1. Reels with Voiceovers = The Meta Gold Standard
If you’re running Facebook or Instagram ads and not using Reels with human voiceovers — you’re behind. According to my account manager, Reels are still the #1 performing creative format.
Why? Because Reels feel real. They stop the scroll. And when you hear a human voice, the trust goes up - fast.
What works best? Reels with a voiceover in the first 3 seconds introducing who you are and what you offer.
Whether you’re selling a service, promoting a book, or capturing newsletter signups, short-form video with a voiceover outperforms image-based ads by a mile.
2. Run an Evergreen Engagement Campaign (1–5% of Budget)
This was a big one: Meta recommends running a continuous, evergreen engagement campaign, even if lead gen is your primary focus.
*Evergreen = always on.
Suggested budget split?
Put 1% to 5% of your total monthly ad budget toward engagement (page likes, comments, saves). The rest goes to lead gen or sales.
This isn't about vanity metrics, it's about warming the audience. People who see others engaging with your brand are more likely to trust you when your conversion ads pop up.
Think of this like leaving breadcrumbs, but you’re the witch in the woods.
3. A/B Test Creative: Especially After Speaking to a Creative Rep
After flirting… I mean, chatting with the account manager, I got booked in with a Meta creative strategist. The next step? A/B testing the new visuals and hooks they help with.
Start with testing creatives (not audience or placements yet).
Use Meta’s A/B testing tool to see how they perform before scaling spend.
If you're creating your own visuals (like many authors or indie marketers), even a basic A/B test can show you which video thumbnail, hook, or tone is converting better or performing worse.
4. What You Should Do Right Now:
Make a 15-30 second Reel with a voiceover explaining what your audience gets if they click in the first 3-5 seconds.
Split your budget: 95% sales/lead gen, 5% engagement. Set the engagement ad to always on and just let it run.
Set up an A/B test for different Reels or hooks once your new creatives are live.
Book a creative strategy call with Meta (yes, they actually offer this — free).
Final Thoughts:
Sometimes the best ad advice doesn’t come from another course — it comes from asking the right questions on a support call. And maybe throwing in a compliment or two.
If you found this breakdown helpful, consider subscribing for more real-life ad experiments, honest lessons, and results from the trenches of author marketing.
And of course, if you just want a full proof guide on how to run ads for you book, have a look at our new Author Roadmap. An all-in-one set up for authors who need marketing.
*Disclaimer: No flirting happened on the call.
10:38
All the best,
Jake — founder of Writem.